Chicken or egg?

An argument between account management and creative departments that whether or not a good piece of work should be either the one that follows a marketing brief (from client) or the one that brings well known advertising awards?

This is a hard question as same as "which comes before, chicken or egg?".

Without client approval, the work piece will never be allowed to shine in the market. Also, without the awards as a reputation, client will never pick a non-award winning agency.

Anyhow, this is not my business though. I am a media planner!