Ad doping: It’s fraud not scam – let’s call it out for what it is
It’s time to stop tip-toeing around fraud by calling it ‘scam’, says Luke Brown, and start naming and shaming guilty agencies to prevent industry awards from becoming an irrelevant joke.
The decision by Grey Singapore to finally, all be it reluctantly, withdraw their Bronze winning Cannes Lion for the disgraceful ‘I Sea’ app is welcome, but how did we get this far?
I was in Singapore just ahead of the Cannes festival and ironically agency people there were talking about Australian scam factories within multi-national agencies. You only need to read Australian industry websites to know they have a point.
Clearly, the scam problem isn’t just limited to our own shores – it’s a global issue, which is why the move by ADMA to establish an Audit Committee – which I have been selected to chair – to scrutinize and check the validity of all shortlisted entries for the AC&E Awards is a damning indictment on just how out of control scam has got.
I agree with most of the article, although I wish the author hadn’t wimped out.
When he calls for naming and shaming, he should have the courage of his own convictions.
So instead of stating… “One campaign from an Australian multi-national agency that has won at local and international shows didn’t bother actually doing the work, it just created a lovely case study video and claimed amazing results”… how about naming the campaign and shaming those responsible?
As for the new ADMA audit committee, it is unlikely to be make a noticeable difference because, quite frankly, no-one cares enough about ADMA awards to bother entering scams.
Cannes is the problem.
All worthy notions, however the most egregious example of scam advertising just happened here in Australia, but conveniently wasn’t mentioned. The APL “Mediscare” campaign was straight out of the Josef Goebells playbook – tell a lie, make it big and repeat it often enough until people believe it. The agency behind it should be named and shamed, along with the individuals working in the agency who use their anonymity as a shield from scrutiny. It’s time they were outed.
Radical idea but how about agencies stop worrying about entering and winning these award and start focusing on doing great work for their clients…
…across about 10 people at a time.
” to prevent industry awards from becoming an irrelevant joke”
Sorry, that ship has already sailed.
Hi Luke
I note you say there has been a ‘dilution’ of the claims I wrote of in my Cannes Wrap for Campaign Brief. There hasn’t. Simon Canning misinterpreted what I said. Simon got it wrong is all. I clarified this with Adnews.
Cheers
Dave
Absolutely right, it’s fraud. Even though they are kidding nobody. Just wasting everyone’s time.
How about designing awards only for agencies that actually sold more of their clients stuff. Digital or Traditional, Ad or App. Isn’t that what actually matters?