Dave Trott on present state of creativity.

I think he gets to the real crux of the argument at the end of the interview where he highlights that it is in fact the public and the audience who are best able to determine the effectiveness of ads and not an industry judging panel. Its clear to see that so many campaigns are produced today specifically to win awards which, forgive me if I'm wrong, but is not the actual aim of advertising. Advertising is marketing, the general purpose is to increase roi/market share/awareness, not to win awards that most consumers have no idea even exist.