Sapient Nitro’s Andy Greenaway says awards ‘monster needs to be fed’

Mumbrella held a video hangout to debate the issues around scam – the practice of ad agencies creating work purely to win awards.

On the show was Andy Greenaway, the Asia Pacific ECD of Sapient Nitro, and Damian Pincus, the creative partner of independent Australian agency The Works.

The debate covered why scam is so prevalent in this region, what’s in it for agencies and clients, the damage it is doing to the industry, and ideas to move the industry forward without it.

“We’ve created a monster and that monster needs to be fed” said Greenaway during the hangout.

Greenaway joined Sapient Nitro in February 2013 after four years at Saatchi & Saatchi, where he was regional creative director. He won many awards during his time with the agency, and also before that at Ogilvy & Mather in Singapore and Hong Kong.

Pincus co-founded independent Australian agency The Works almost 12 years ago. Before that, he worked at TBWA and JWT, where he was creative group head at both agencies.

Damian Pincus

Damian Pincus

Andy Greenaway

Andy Greenaway

The hangout ran across both of Mumbrella’s Australian and Asia sites, and featured questions from Mumbrella Asia editor Robin Hicks and Mumbrella editor Alex Hayes.

Viewers asked the panel questions by posting in the comment thread of this story or using the hashtag #scamdebate.


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