Two German advertising agencies have withdrawn from the awards ceremonies traditionally used to recognize the most successful creative work. That's because more precise metrics are available, making such ceremonies redundant, Werner Reinartz and Peter Saffert write. "Once the business world starts to realize this ... we'll find out a lot more about what types of creativity work best in what context. And then we can consign all those plaques and statuettes to the boxroom," they argue.
Awards are a crude measure of creativity