Most of the times its the creatives/agencies that get honoured for coming up with great work. But if a client isn’t signing of great ideas and concepts you are left with nothing*. In a time where great work is becoming much more about doing stuff that hasn’t been done before, or doesn’t fit a certain media like radio/print/tv/banners, its the clients that dare to be different that’ll enable agencies to do great work.

So that’s why I think there’s room for yet another award in the already cramped award-roster of the advertising industry, something like ‘The CBA’ - The Client Bravery Award. I think people from various agencies should be in the jury. Perhaps a people’s voice award, too.

I’m wondering who would be good nominees for the CBA 2008 Gold? Or perhaps there’s even a Grand Prix nominee? A Lifetime Achievement?

* Ofcourse not-signed-off work can still see the light of day; in Holland for example there is the ‘Slash ‘n Burn Awards‘, an award show for rejected work (although I think its not running anymore).