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Why Wieden + Kennedy had second thoughts about participating in award shows

The agency had almost decided it would stay out of award shows. However, the staff had different ideas.

There are many agencies that don’t believe in getting into the awards’ rat race. They firmly believe that it leads to internal politics, bitterness when you don’t win and exposing youngsters to unnecessary global scrutiny.

Eighteen months ago – and much before Publicis CEO Arthur Sadoun came up with his one-year-ban on his agency’s participation in award shows - Wieden + Kennedy had the same thought.

Wieden + Kennedy, however, had a more democratic bent of mind and – unlike Publicis that announced it to the world - they put this idea forward with the staff. What they got was a chorus of dissent. The agency backed off admitting that “it would be stealing part of their career path from them”.

The agency’s staff must have breathed a huge sigh of relief at Cannes 2017.

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