Just noticed that Digiday, which has historically displayed a disdain for traditional advertising agencies, fully embraces at least one element of adland. That is, Digiday recognizes the lure—and revenue-generating power—of awards. The online trade publication actually has an “Awards” link in its menu bar. Plus, Digiday will kindly help you choose the right award—presumably showing you which trophy you have the best chance of winning. Why anyone would even want an award from an irrelevant entity like Digiday says a lot about the self-absorbed nature of typical people in the field. Perhaps a Digiday staffer will eventually submit a “Confessions Of An Awards Whore” entry.