It's a measure of competence. With creative work being so subjective, The Portfolio Center's Chairman of Art Direction Tony Messano believes it's sometimes difficult to differentiate work that's truly brilliant from work that is awful. You're not always certain if it's brilliant or awful, which is why it's helpful to be judged by peers. It's nice to know that people you respect are saying you did something that didn't suck. Entering awards competitions is also about stepping outside the vacuum of one's own isolated world.
Awards are really the only independent means of getting critical acclaim.
It's nice to be able to see what other professionals are doing. And it's nice to be recognized by your peers for a job well done. When it comes to multiple entries, if the intention is simply to rack up the most awards by the end of the evening, Mark Dvorak, Director of Marketing for United Way and a recent PRSA individual achievement award recipient, believes participants are in it for the wrong reason. I've seen shows come out more highly rated simply because of the content. If, for example, some judge hates nuclear power and your program is about nuclear power, you might get marked down.