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will scam ads win big again in 2009 Philippine Advertising Congress?

‘Goodvertising’ top Subic ad talk 
By Robert Gonzaga
Philippine Daily Inquirer
First Posted 04:51:00 11/20/2009

SUBIC BAY FREEPORT — By doing good, the advertising industry could thrive in the future, a top advertising executive in South Africa told delegates to the 21st Philippine Advertising Congress (PAC) here Thursday.

Mike Schalit, chief creative officer of Network BBDO South Africa, said the advertising industry should “turn away from cute, clever advertising designed to win awards but don’t do any good in the world.”

“What about the real problems of the world? Like homelessness. What can we do about that?” he asked.

http://newsinfo.inquirer.net/inquirerheadlines/nation/view/20091120-237322/Goodvertising-top-Subic-ad-talk

this one caught my attention: “turn away from cute, clever advertising designed to win awards but don’t do any good in the world.”

cute and clever advertising are great, it’s the last part that i have problems with – “designed to win awards”. we got reminded of the “scam ads” that populate the philippine ad con awards that we had written about in 2008.

everybody in the philippine ad industry knows this. it’s the worst kept secret in the ad industry – the scam ads that win the Araw Awards (“araw” means day or sun, depending on the usage. in this award, it’s meant to mean the sun) in the ad competition during the Philippine Ad Congress. these scam ads do win the awards. on the day the scam ads win, is it an “araw ng parangal” (day of tribute) or is it an “araw ng lokohan” (day of scams)?

scam ads are one-shot ads where ad agencies develop creatives for the sole purpose of making the most creative ads to win awards. ad agencies usually look for very small clients, even those who normally can’t afford advertising and have not had an ad ever, and convince them to use their business in the ad. they air/publish the ad only once just to comply with the award criteria.

scam ads are not meant to build the business of the client as what advertising ought to do. in the first place, scam ads can never do that – it’s aired/printed only once and they’re too creative that only creative directors can understand and appreciate the ads. creative directors are usually the judges of ad competitions. scam ads are not tools for building business, they’re tools to boost the egos of creative directors who want to win awards.

(read in full here: http://the-wawam-file.blogspot.com/search/label/ad%20competition%20awards)

no doubt, scam ads will once again win in the adcon. it is almost like an industry within an industry, a mafia like operation that ad agencies, creatives specifically run. all the effort just to win awards.

these efforts that creatives run in mafia like fashion does not do anything good to the ad industry, all it does is enhance the egoes of individual  creatives. it does not even build business for clients.

creatives do not do the same kind of quality work on a daily basis that they present to legitimate clients. this kind of  award winning work are just too difficult to do, to time consuming, very risky for them and offers no ego reward for them. it will be a miracle if we see these types in print or in tv for 10% of the work.

there are 3 parts to what Mike Schalit said, the third part is the point i am making:

“turn away from cute, clever advertising designed to win awards but don’t do any good in the world.”

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