Should we aim to win awards?
Out of context: Reply #11
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Everything has been said, more or less, but being "award winning" is better than not, in anyone's eye.
Generally, no one really cares beyond that, unless it was a very publicized work, in that case it could be considered marketing/advertising.
I've worked for many architect's that were obsessed with awards (I was too, at the beginning), and it did make a difference business wise. You enter an office with a wall full of awards and it makes an impression (I left the profession before I filled a wall ;-) ).
BUT architecture has more standardized awards, people know who the AIA is. Graphics is kinda nebulas, so many 'fake' awards out there.
If it is a 'good' award, then it'll make a difference, if it is a lesser or unknown, not really worth the entry fees.