The 2017 Academy Awards once again recalls the gulf between awards and results. Between creativity and market performance. None of the top twenty box office hits of 2016 made the nominations for Best Picture, the most prized Oscar.
Many creatives and advertising agencies see their works through the lens of a Cannes Lion or a D&AD Pencil. They live on Applausia, where every citizen aspires to awards. Problem is, the paymasters – CEOs and CMOs – live on Earth, several million light years from Applausia. On Earth, you are as celebrated as last quarter’s result, not by a bronze image.