Chris, you raised some interesting points. The dichotomy between what we do for clients and what wins awards is an issue in many creative professions.
Years ago when I knew many people in the television advertising business I heard someone talk about this. They had just won a major award for an offbeat commercial that was ostensibly about shoes. Someone asked them if they thought that ad would really sell many shoes. The prize winner answered, "Of course not, this ad was meant to win us a prize. Then we'd get lots more clients who would hire us to make commercials that would really sell the shoes for them."
I think judges, most of whom are in the artistic professions themselves, look for creativity. Clients look for effectiveness at meeting a goal, and the two are not always the same thing.
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