Abstract
ABSTRACT This exploratory qualitative study examines the positive signaling effects of winning Cannes Lions, the industry’s most coveted award, in the careers of top advertising creatives. Signaling theory is used as a framework. Thematic analysis was employed to code 18 in-depth interviews conducted with award-winning creatives from Brazil (one of the top 3 most awarded countries in the Festival). The belonging to the Golden Creative Club was identified as the central emerging category, which sends positive signals, both to the job market and to the peers. Findings suggest that obtaining a Cannes Lions sends signals to the job market in the form of enhanced motivation, productivity increase and professional relationship improvement; and to the peers in the shape of better material life, higher self-esteem and role-model status. Authors also introduce ‘lifespan’ of the signal when employing signaling theory in the study of awards.
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