In the nineteenth century, British commentator Walter Bagehot made a famous caution against letting the monarchy become too familiar to its public: 'We must not let daylight in upon the magic.’
Looking over 2016’s list of what earned the highest accolades in our industry – both a gold Cannes Lion for creativity and a gold Effie for effectiveness – I wonder whether we need to consider Bagehot’s advice. It feels as if out award juries have come to favour dalylight over magic. Brands meeting consumers on the consumer’s terms. Empathising with their problems. All with that same tone – earnest, reverent,...