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Who Cares About Cannes?
By: Dwayne W. Waite Jr.
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Add a bunch of shiny objects, several thousand ounces of alcohol, and the advertising industry, you have yourself an awards ceremony.

Our industry has been adamant on awarding itself for creating good work. That is not necessarily a bad thing. In most cases, advertising and marketing go thankless amongst the business and consumer communities. People view advertising and marketing as necessary evils, and treat those who work in it as such. That's a tough load to weigh on those who care about those perspectives. So when the community itself takes time to appreciate those who work hard, love what they do, and do what they do well, it's a pretty nice thing.

But it's getting out of hand.

Indeed, one art director wrote quite angrily about these advertising awards, and why they are for losers. Pretty intense.

The point is, though it is nice to appreciate good work, even these award ceremonies have lost their focus. Entry fees price out the smaller agencies that probably do edgier and more effective work than the big guys that are able to throw thousands of dollars at award ceremonies. A lot of the categories do not factor in if the work actually worked; meaning it becomes more of an art show than an advertising award. 

We wholeheartedly believe that our industry has to stick together, and give credit and recognition to those who deserve it. It is just unfortunate that Cannes and the hundreds of award ceremonies like that are losing that focus.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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