What the fashion industry can teach us about advertising awards - and it isn't pleasant.
"you should think before hiring any team which has been working for a few years and yet has never won any awards at all"
I tended to hire individuals with books that showed they could create great, selling work... awards or not, real or not (though an ability to show you could deal with the 'process' was a reassurance).
And my agency's clients seemed to hire us on pretty much the same basis, if with a tilt to track record.
Seemed to work OK. For all involved.
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