Creative awards are the beating heart of advertising, providing purpose, recognition, and inspiration. However, they should align with business outcomes to ensure sustainability. Judging advertising through creativity that resonates with the audience can predict better ad performance and brand success.
Academic research supports judging advertising based on uniqueness, authenticity, and viewer connection for improved ad outcomes, ad liking, brand perception, and sales. Some awards may be moving away from these principles, compromising business effectiveness.
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