Once again an inspiring fact in the words of passionate creatives, I couldn’t have stated it better myself “Scam ads -Are unethical. It’s fraud. You’re cheating against me, us, your peers. You are basically padding your resume, not very different to using steroids in baseball, falsifying sources in journalism, or faking a test. It’s wrong, plain and simple. -Damages brands. In the digital age, unapproved communications can fly around the internet causing a PR nightmare. This also sets up a ripe opportunity for libel suits. -Lots of awards mean better jobs. Unfortunately, this is true. There are too many egotisical rockstars who’ve gotten those jobs based on faking it, at the expense of the many talented people who haven’t needed to fake it and who do the real work. Yes, there is a role for outlandish ballsy risktakers. But there should not be a role for unprofessional cheaters. -Creates a false sense of talent and ability for agencies. Creativity is one thing. Being able to make it for a real brand is another. An agency that wins tons of awards but who’s real work is less than stellar really is only fooling themselves. Sadly though, they also end up attracting talent who will be disappointed with the real output. Same with the clients who thing that are getting a great agency. If they’re willing to fake their entires, what about timesheets, billings, etc? What’s the line when it comes to professional ethics? -Ruins the process and creative department’s overall credibility. Award shows should celebrate the best work that gets produced. That’s our job. That’s the hard part. If you can’t make a good scam ad with no brief, then frankly, you must suck. If you’ve ever worked with CD who’s built a career on scam, you’ll see how hard it is for them to create great work with real briefs. Talented as they are, they often fail to do what their job is – sell. Creativity and selling go hand in hand in this thing we call advertising, and that should be rewarded. Scam doesn’t ‘raise the bar’ of creativity. It lowers it. And lowers the credibility of the people, agencies and shows who promote it”.
It never seizes to astonish me how year after year after year Shahir of Team Y&R Dubai continues to convince clients such as Land Rover to invest in print media, outdoor media and a plethora of other media to publish ads and pay for photography, models and props for an automotive brand that do NOT feature a visual of the product (car) nor features of the product and continues to win award after award after award, dwarfing the work of prominent advertising agencies in the region. I am “humbled” by “his’ creativity as my agency (and myself) have been heavily invested in the automotive industry. we (as Paragon) are working on the automotive brands of Lamborgini, Skoda and Audi and in 2010 worked on (in addition to the previous mentioned brands), Porsche, VW, Mazda and Peugeot. even in day by gone I had personally worked on the brands of Chrysler (including JEEP and Dodge), as well as Cadillac, Opel, Chevrolet and Saab, Never have I (or any of my team members) were capable of selling the client the idea to invest in an ad that does NOT adhre to the restrictive CI manual of the brand not least to be able to convince the client to invest in print and outdoor ads (not cheap by any measure) that do NOT feature the actual visual of the product!!! Hats off to him and his agency team for pulling it off over the years. I would also like to add that I am a great fan of the brand, I purchased an LR3 and most recently purchased a Range Rover Sport, yet I never got exposed to any of these amazing works of communication nor was I ever sent any of the “escape keys” or “bear repelent” BTL items, not even the “edible” brochure of last year!!! all of the following examples have been short listed in Print, Outdoor, Craft and other categories of the prestigious Dubai Lynx in its 2013 edittion.
NB. Paragon has won the Marketing Dealer of the Year Award for Porsche in Kuwait with real work in real time and with real client contribution 😉 Porsche Centre Kuwait wins Porsche Middle East Marketing Award
Please watch the video and share your feelings…I actually visited the Land Rover and Range Rover showroom in Oman, interviewed several of their sales team members (including the one who sold me my vehicle two months back or so), I also met with the GM, all of which had no idea or never seen all the items that were supposedly given away as premiums, direct mail to drive traffic and increase test drives, etc. and they never even seen the ads or posters!!! the truth of the matter is that all integrated marketing communication for the GCC is controlled by Dubai and all dealers meet in Dubai and are briefed on all upcoming activities. The fact that no one in Kuwait or Oman has ever seen these short listed and winning entries is proof that they are scam ads
The only thing I got was this key chain bearing the local dealer logo!!!
Winner of Silver in the Print category LEMUR