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When Google formed its Creative Council more than two years ago, its creative agency members told the search giant to lay off handing out awards.
“They were concerned whether or not the quality of the digital work was good enough to warrant discussion,” said Cecelia Wogan-Silva, who heads Google’s relationships with creative agencies. Another issue with awards, she added, was that they were considered out of fashion among digital creatives, who insisted that they were more focused on what’s next as opposed to past work.