I should have known better than to get drawn into a conversation about awards. It’s a trap. It’s a mugs’ game. But awards are addictive. It’s the closest most of us get to a pat on the head from mum and dad. Teacher’s not handing out gold stars any more. But the feeling of acceptance and recognition that creative people feel from awards isn’t far off. It’s hard to ignore their shiny allure. And of course we crow about them loudly when we win. But we know that’s wrong. It should all be about the satisfaction that we get from making brilliant things. And the impact they have on real people. And clients.