D&AD takes tough stance on scam ads
D&AD has joined the One Show to take a tough stance on scam ads (or ‘pro-active’ work as it is called here in SA). In a statement on its blog D&AD clearly states that “work must have been produced in response to a genuine brief and be approved and paid for by the client. Works created solely for the purpose of entering competitions are not eligible.”
D&AD CEO Tim O’Kennedy and D&AD President Paul Brazier further announced that beginning with the 2010 D&AD awards show, the Executive Creative Director or an equivalent officer of the entrant company will be required to validate the eligibility of every item, ensuring that work does not slip through without their knowledge. “A plea of ignorance is not an acceptable defence.”
Locally the Loeries has broken ranks with its international peers by stating that it will continue to encourage ‘pro-active’ work – that is “work done on behalf of a client but perhaps with a small flighting and production budget.” In practice this generally means the agency comes up with a concept it thinks can win awards and then pays for the production and flighting of said ad. Finally a smallish brand gets roped in to support the ad (it should be the other way round folks).
Dear Herman
You have unfortunately misunderstood my comment to you. To be clear: Works created solely for the purpose of entering competitions are not eligible in The Loerie Awards.
Regards,
Andrew Human
CEO
The Loerie Awards
Hi Andrew
I know what you mean when you say ‘pro-active’ work. I’m making the point that in reality this leaves the Loeries wide open to fake ads. Nobody is going to declare that their ‘pro-active’ work was designed to win an award. But that is ultimately what the majority of such work aim to achieve. By not joining international awards in their tough stand against fake ads the Loeries are sending a signal that is out of line with international trends.
Best, Herman
There is no difference in our position to that of the D&AD – that is where you are mistaken and incorrect in saying that the Loeries is not in line with international trends. We don’t have to argue the point – watch the work awarded internationally and watch what the Loeries awards. You will see that, as always, the Loeries is harsher on scam work. You are also overlooking the fact that we have stringent rules in place to prevent fake ads and have been enforcing this for years.
These stringent rules then to be relooked – i’ve attended the Loerie Awards for many years. Beside it being a self congratulatory only big agency club – i’ve been appalled by the amount of scam that i see at the awards. Case in point CNA Tip Ex (or anything CNA in the last 3 years) …
… when last did you see anybody with a bottle of Tip Ex? When last did you hear of anybody using the stuff? I can’t even find a bottle of the stuff in a stationery cupboard at work! Now where did Tip Ex all of a sudden get the budget to do Michael Meyerfeld inspired “beautifully shot” print work?
The advert screamed scam YET the all boys (let’s award ourselves club and protect our interests and bonuses) club couldn’t see through the bullshit …
1. Flighting an ad in the Kimberly Tribune doesn’t count as legit
2. Paying for the ad to flight / produce doesn’t count as legit
I suggest a new way of judging these awards – let’s ask “how likely was this to be an advert” or maybe something as bold as (wait for it) … how likely was it that it accomplished any objective? Perhaps this is too much of a radical viewpoint – i mean – we only advertise for fun – it has nothing to do with “bottom line” or “objectives” …
My suggestion – all the Agencies get together, whip out some colouringin books, bring in the art directors and designers and let’s see who is THE ULTIMATE colouring in champion in South Africa? That way we can “feed our ego’s”?
I heard a senator shout out during Barack Obama’s speech to the house – it was short and simple – perhaps award winning – YOU LIE!