Sad, but true. Many of the award shows these days are back-slapping ceremonies that reward clever ads that are not effective ads. It's actually been that way for a while now, but it seems like it's getting worse. And the sad part is, agencies are still filled with creatives that love nothing more than to produce "awesome" ads that have no chance of connecting with the target audience. This is wrong. And it loses sight of the most important part of the advertising industry - the consumer. Read more here on how this has to stop, and what can be done about it.