Awards

Awards have largely been the north star of the Marketing industry.

I've never been to Cannes Lions for example, nor do I really want to go.

Just how much longer will winning Cannes Lions Creative Company of the Year, or any other award for that matter, carry meaningful weight in an industry now driven by platform-native content and real-time relevance?

Legacy is no longer a strategy.

Just look at Industries from Automotive to Fashion currently being shaken up.

Ofcourse awards will still be handed out at Cannes and elsewhere, but the audience has already moved on.

Creators are building brands from their bedrooms, and relevance is being earned in seconds.

The industry simply can no longer rely on hierarchy, heritage, or headlines.

Audiences are turning away from high-gloss, high-budget formats and toward footage filmed on phones, edited quickly, and often distributed without ceremony.

Leave behind the suits, the stock photos, the legacy PR circuit.

Relevance now means being relatable to the next generation, not just reassuring to the last.