Winning an award is the goal of many creatives. But why?
We asked some of the world's top figures from advertising and design to tell us why they think awards schemes matter.
Iain Tait, Executive Creative Director, Wieden+Kennedy
We live in really confusing and turbulent times. I don't know from day to day which way is up or what I'm supposed to be doing anymore. Having accolades that give overwhelmed and confused people like me a glimmer of a North Star is more important than ever.
Andy Sandoz, Founder and Creative Director, Work Club
Agencies need to retain their talent. So ensuring their talent feels championed is really important.
By capturing excellence within our awards we are better able to celebrate and support the industry and pass on the knowledge to others to do likewise. So winning feeds the industry, shares excellence and makes us all better.
And it's really good to feel like you are good at what you do at the end of the day.
Fernanda Romano, Chief Creative Officer, Naked Brazil
It matters. It really matters now; more than ever. There are very few institutions out there that are real collectives of creative minds.
Lots of people give their time to go look at work not because they are judging it, even if it’s what it’s called. They are there to be inspired, to learn, to see what are the other ways to go about a problem, an opportunity.
They are there to be provoked. They pick out the best so they can offer it to a broader audience, so more people can be inspired and provoked and can learn - and that’s what these collectives of creative people should do.
So it matters to create for them, to want to win amongst them and to celebrate it, look at other winners and continue to strive to do more. It sounds silly, I know; but nobody thinks it’s silly to walk around east London looking for graffiti in order to be inspired by street art, just like nobody would dare say it was silly to take a course to learn something new. Participating in D&AD is just like that.
Nils Leonard, Executive Creative Director, Grey London
Awards can help an agency grow its reputation. They can help an agency hire better people. But ultimately they are at their most powerful when they motivate a generation to push themselves further.
D&AD has the power to, and consistently does, provoke creative individuals to work harder. To ask themselves if what they have done is good enough, new enough.
In many different forms, there is only one dream. It’s the one where, for a brief second we are saluted by the world as the best at something.
Graham Fink, Chief Creative Officer, Ogilvy & Mather China
With so many award schemes in existence, pretty much everybody has won something or other.
However, I believe D&AD is still the one every creative wants to win.
It's a bit like winning the PFA Players Player of the Year award.
Jonathan Kneebone, Writer & Director, The Glue Society
There are too many awards schemes. And there are people who profit from the various networks' desire to be top of the polls.
But the best award schemes do matter. Because they provide an insight into what hard work and inspirational thinking can deliver.
It is all too easy to conform and settle for compromise. But the best work and most talented creative people make us realise that convention exists by breaking moulds.
The best awards recognise the individuals who create, direct and design work that comes from the heart and mind and connects with the hearts and minds of the audience.
And by making sure these people are recognised, it in turn inspires us to want to achieve what we are individually capable of.
If you think you have a campaign that deserves a Pencil, enter your work into the D&AD Professional Awards and see if our judges agree. When it comes to awards, nothing matters more.