Award-winning as KPI

I am pretty sure that I am the only ECD in China that clearly told the other party that I will not participate in any award-winning advertising, and I do not accept any position that has a KPI to win awards. So I often offended a lot of CCO, one of whom even wanted to stand up and left, but he tried to be patient and told me how important it was to win the prize, but I was still unmoved. Well, I was just GCD.

During the interview, I made it clear that not to do award advertising is not just to face the CCO. When I am recruiting people , I also clearly tell the other party that if you want to win an award, it is definitely the wrong choice to work for me, because as long as I am in charge, my team would not do such thing. You can learn a lot from me, but you can never learn how to get an award.

I also believe that I am the only ECD in China that would write to creative council in headquarters and tell them that I will not let the team participate in any so-called creative monthly meetings just to count which ideas we currently can participate in which upcoming advertising festivals. I wrote "before I am replaced, this principle will not change."

I don't want to give a speech about how sad it is for advertising people today to chase awards. I only know that no one knows what awards that "lemon" has won, no one knows what awards that "Marlboro's cowboys" has won? but let me ask you, how many people in this industry know what the Cannes grand prize was the year before? 

Advertising people, your judges are on the street, not in a small room in the fucking advertising festival.