South Africa, May 14 -- Every year, after the adulation has faded and the dust has settled on yet another round of global advertising awards, a familiar debate resurfaces: Do these awards really matter?

For some, they're the self-satisfied currency of creative egos. For others, they're a costly indulgence in a time of budget squeezes and AI-driven disruption.

More than Noddy badges

I would argue that creative awards are far more than Noddy badges and shiny trophies for agencies and their clients.

Having recently returned from judging at The One Show in the Dominican Republic, where the standard of work was exceptional, it was clear that these accolades are not just a celebration of craft; they're a reminder that creative excellence is...