Loeries encourage ‘pro-active’ work
– One Show call for tougher stance on ‘fake-ads’ dismissed by Loeries
– Loeries support and encourage ‘pro-active’ work
– ‘Pro-active’ work seems rather similar to how The One Club defines ‘fake ads’
MarkLives recently reported that a stringent new policy regarding scam ads has been set in place by The One Club. Agencies that enter an ad made for nonexistent clients, or made and run without a client’s approval, will be banned from entering the One Show for 5 years, as will the creative team behind such an entry. An agency that enters an ad that has run once, on late night TV, or has only run because the agency produced a single ad and paid to run it themselves, will be banned from entering The One Show for 3 years. The One Club then went on to call on other international award shows to follow suit with similar policies.
Local advertising awards, The Loeries, has already rejected the call for more stringent policing against scam ads in spite of the recent ruckus caused by a local ad agency which saw it stripped of its Silver Clio for entering work not approved by client. The discussion that followed on BizCommunity.com tended to support the stance that the practice of creating and running scam ads is acceptable to the local industry (which now seems increasingly out of step with its international counterparts).
Andrew Human, CEO of The Loerie Awards, released the following statement on the matter;
“Generally speaking, international shows such as the One Show and the Cannes Advertising Festival suffer more from this problem because it is very difficult for judges to determine the validity of a campaign. This is because work comes from all over the world and judges aren’t familiar with regional brands and agencies.
With the Loeries we have two main things in our favour: Firstly, the judging panel is very aware of the local brands and it is difficult to enter a large media campaign for an unknown hair salon (for example) without being exposed. Secondly, the Loeries attracts a lot of local attention from consumers and marketers so it’s not really possible to enter fake work – and then win – without this coming to the attention of the brand custodian. Having said this, our rules clearly act against scam work (work that has not run and/or has not been approved by the client).
On the other hand, we do differ somewhat from the One Show in that we encourage ‘pro-active*’ work – that is work does on behalf of a client but perhaps with a small flighting and production budget. In many instances, pro-active work has won awards and subsequently received far greater flighting. Part of the aim of these awards is to promote better work and pushing pro-active (and legitimate) work is an element of this.”
* The One Club defines “fake ads” as: ads created for nonexistent clients or made and run without a client’s approval, or ads created expressly for award shows that are run once to meet the requirements of a tear sheet.