Country brands do it.
FMCG brands do it.
Banks do it.
Ad Agencies do it.
Plenty sectors do it.
All over the world.
Brands give themselves awards.
They pay to receive them.
They pay to collect them in fauncy ceremonies that often involve tuxedoes and long dresses.
They pay for the pictures of themselves paying for awards and then pay to put it in the press and all over the place.
They shop at award factories and leave with a shelf full of validation.
All so they can say,
“Look! Someone with a spotlight machine says I’m a star.”
And for a moment, for just a moment, the world believes them. But what sweet in goat mouth does sour in he bam bam.
Because awards don’t make you better. Results do. You can’t buy results; only build and invest sweat equity. Work that connects people to brands in distinctive ways, in the case of ad agencies.
So what if we agencies recognized the real stars?
The creatives, the thinkers, the doers.
The workers who sweat, sketch, code, edit, and make the connections happen. Not the snake-oil salesman buying empty accolades to varnish their reputation.
We could:
Celebrate peer-to-peer recognition, where colleagues honor each other’s contributions.
Send personalized notes of gratitude that actually show we see the work.
Highlight real achievements, not just the glossy outcomes.
Invest in growth opportunities: training, mentorship, stretch projects.
Offer flexibility and trust; respecting the balance that fuels creativity.
Share the story behind the work so that effort is visible and valued.
So yes, polish your trophy. Frame your plaque. Toast your “win.”
But let’s also build a culture where work gets recognition. Where merit is earned, celebrated, and shared. Where the work, not the award, is the only true judge of excellence.
Whoever said that money can’t buy you love have not been on LinkedIn. Not all certificates are certified.
Picture shows trophies coming off the assembly line at the Award Factory, destined for a full page ad or social media post near you.
