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The Cannes Lions view on #scamvertising

 

Q&A with Cannes Lions CEO Philip Thomas

By Louis Eksteen

Scam ads (#scamvertising) is advertising made only for the purpose of winning awards, not because of sound commercial and business reasons. Some dodgy advertising agencies create scam ads to elevate themselves to the level of "award-winning", ironically for their own commercial and business reasons. Clients love agencies that have won awards — any awards — so business rolls in after the award show hangovers have passed.

But what happens when the scam goes bust?

According to Philip Thomas, Chief Executive of the Cannes Lions Festival of Creativity, Cannes Lion awards are incredibly important to agencies and marketers. "It means business, talent ... it's the way of measuring quality in creativity. That’s why we are growing so fast, clients value Lions."

Because of the importance of winning legitimate awards, Thomas says they have seen a significant reduction in scam ads being entered into the Cannes Lions over the last seven years: "Clients are less likely to enter scam ads because they are not interested in scam ads. They are interested in solutions to their problems."

In light of the recent #scamvertising scandal involving the Loerie Awards in South Africa, I conducted a question and answer session with Thomas, to get the Cannes Lions view on scam ads.

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Expresso

Making hay



I've been thinking a lot recently about the the things they never tell you about owning your own business. Or maybe "they" do, but I just wasn't listening.

Let's talk about control as a start. It's not hard to imagine that if you're running your own business, you've got more control, right? I think Bob Dylan's got it spot on with the lyrics to his 60s hit song "Gotta serve somebody". Maybe it's clients, maybe the bank or shareholders. They may call you chief, but you'd better be serving somebody to stay in business.

There's also not a "convenient" boss to blameshift to. It's positively therapeutic to be able to blame "the boss". It gives a level of comfort that you don't have to be the bad guy who insists on an 18-hour day to get that project done!

When you work for yourself it's hard to walk out the door, when you need a break. When you are operationally hands on, you can't just put in your leave form and go on holiday when things are stressing you out. If you're not there, who's gonna do the work? If the work doesn't get done, you can't bill. And we know what happens if you don't bill...

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On the Flipside
Twisted Toast Digital created a new eBook (Create your own website, a step-by-step guide) for RS Components to assist their clients to create their own websites themselves. Download the RS eBook.
The Bottom Line
Twisted Toast Digital creative director Erik Verster recently went on an adventure bike trip across the Makgadikgadi Pans, stopping over at Kubu island in Botswana. Then it was on to Msuna Island on the banks of the mighty Zambezi river in Zimbabwe. Watch the video here.
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