I’m sorry to have to tell you this but if you entered work for the Creative Circle it’s very unlikely you’ll win.

For the last 3 years an average of over 25 Golds have been handed out each year. This year it’ll only be 16. That’s one per category. No Golds for “best use of” this or “most promising” whatever.

There will be one Gold of Golds, awarded to an overall winner, and a Presidents Award.

That’s it. No more no less.

But here’s the good news. It’s going to mean something when you get one. In fact they’re going to mean more than ever before. And when you stand it on the shelf next to your pencil and your Cannes Lion, it’ll hold its own. It’ll look right along side them and not behind them.

I remember back to different creative directors I had and, the ones I most respected were always the ones who blew out the most work, who made the game harder.

I hated them. These people filled the day with moments of pain and misery. But they changed me.

Sure some of them did that in an encouraging way and some just told you the work was crap. But ultimately, however they did it they were doing me a favour at the time.

I always respect the creatives now that give it another shot, even after 3 or 4 attempts at presenting to client with no result.

It always pays off. More often than not the work gets better. But, and this is the important bit, the creative gets better every time.

I think a Creative Circle award needs to stand for more. So we’re pushing hard and that means less awards. We’re not handing them out for fun.

We’re certainly not going to hand out loads so more people enter. That might make us more popular, and earn us more money in the short term, but it kills us long term.

The view has to be worth the climb. An award is only an award if it feels like one. And if every Tom, Dick and Harry leaves the room with one then what’s the point?

Sure, you’ll be pissed off if you don’t win one, but at least you won’t have to sit through an endless stream of people who do.

And if you do win one, you’ll feel great, really bloody great.