Tom Lichtenheld is throwing out.
What you do with awards says a lot about you. If they sit on your shelf, it says you’re desperately insecure and want visitors to know you’re a creative genius. If you use them as a doorstop, it says you want people to notice them but to also think they’re not that important to you. If you throw them away like Tom, it says you’re a super-successful children’s book author and you don’t need to monkey around with ad awards anymore.
In a business that changes in fundamental ways every day, it strikes me in this awards season that awards are kind of anachronistic. Sure they’re a bar of sorts and I’m happy to win them, like the Webby I just won for my Porsche Everyday site (cough cough). But I think there should be one awards show, and it should award the agency that is best negotiating this brave new world of advertising. And be done with it.
Maybe I’ll start one. Call them the Gary Awards. The first winner would probably be Droga 5.
By the way, I’ve thrown out all my awards too. Not 17 pencils like Tom, unfortunately.