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Opinion and Insight
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Celebrate Creativity – Not Creative Awards, 5 months ago

Marcel Loko, Founder and CCO of Hirschen Group in Germany, on why his agencies have never won a single award – and he likes that fact

Celebrate Creativity – Not Creative Awards

We at Hirschen Group care about creativity, not about awards. When we founded our very first agency Zum goldenen Hirschen in 1995, we were tired of what we thought of as self-congratulation inside the industry, where increasing working hours and money were put into climbing rankings and winning awards. 

We didn’t care for praise by other agencies, we wanted to create the best results for our clients and their brands. Awards and rankings that come our way are a nice extra, but nothing we put our hours and brains into. We have stayed true to this approach for the last 20 years and, unsurprisingly, it turned out that creative and communicative top performances don’t need to be celebrated in Cannes and Co to be recognised as top performances by marketing decision-makers in the real world. 

Today Hirschen Group has more than 500 employees in six German cities and Vienna. Without winning one single award, the 2015 ranking by renowned business newspaper Handelsblatt shows us among the top three creative agency groups in the country - I think our point is made.

The strength of a communications agency doesn’t lie in isolated cases of creativity, but in a whole catalogue of measures which – by all means, on all channels - work together and create an immediate impact on the client’s business. 

Marcel Loko is Founder and CCO of Hirschen Group