Awards are not an objective marker of the quality of your agency’s work. In fact, lots are just bullshit.
But that doesn’t mean they don’t matter.
They matter to your employees. To see the work they’ve done recognized by someone other than their boss or their client. To tell their friends they won an award. To feel good about their competency.
They matter to your prospects. Buying is scary, and agencies are good salespeople. The more third-party validation, the safer the prospect feels in signing on with you.
They matter to your existing, award-winning clients. They get to tell their bosses that the big, expensive project they completed won an award. To prove that they made the right call in choosing your firm over another.
Awards can be bullshit. Some are definitely a racket. They are not required, and they still matter.