Brand Advertising - How Can We Win Awards?

Brand advertising is created to win award and make marketing teams feel clever, but the link between brand advertising and generating sales has got lost. They did not spend three weeks researching this and understanding what goes into the wapper and what compels people to purchase. What they would have done is thought, how can we win awards? How can we be most creative, most shocking? And then that is the motivation for these ads, which is why they're so freaking weird.