Ryan Wallman: Marketers must loosen their grip on the creative process

In case you hadn’t noticed, it’s creative awards season. Cannes Lions has just come and gone for another year, with all the hype and hubris that goes along with it.
But what does it all mean for marketers? Should you give a flying fornication about the creativity of your agency, let alone whether they win any awards for it?
The answer, as with almost everything in marketing, is that it depends.
Before we get into the reasons for that, I should declare my bias here. I work for a creat