The ad industry is a war zone: it’s a battlefield where agencies send their creative soldiers to team missions that entail an endless inner quest for creation which strives to achieve a meaningful human connection, hopeful that their tactics and strategies will lead them to market domination. Ideas die, but the few that survive live a long victorious life as their heroes are celebrated in ceremonies where they are granted medals of honor which we refer to as awards. And as we stare at those shiny trophies that fill up our agency walls, each one serving as a proud reminder of another victorious battle, the one common question comes to mind: to what point were all these battles fought?