One Show entries from Asia plummet following tough stance on scam
Further to D&AD seeing a massive drop-off in entries from Asia for 2010, The One Show has seen a similar fall with entries to this year’s show from Singapore down 52 per cent, Hong Kong down 31 per cent and China down 28 per cent. Entries from Japan were up by 2 per cent.
The fall-out from Asia follows the GFC and the New York-based One Show’s announcement last September that it would ban agencies and individual members of creative teams found guilty of submitting scam ads for up to five years after a ‘Tsunami’ print ad for WWF in Brazil (pictured bottom) turned out to be a scam and was stripped of its the award.
Kevin Swanepoel (pictured top), president of The One Club, says while there was some fall off in obvious markets, there have been increases in entries from more mature markets. Overall entries were down less than 8 per cent in 2010 over 2009, less than the 10 per cent fall predicted by the club because of the tougher stance on scam ads. Australian entries were up 24 per cent year on year.
“We are thrilled at the overall number of entries we have received this year,” says Swanepoel. “In a year where our industry has suffered budget cuts from clients, we expected to see a significant drop in numbers, this however was not the case. We did see a slight fall off from the traditional media in the One Show, however One Show Design entries were flat and One Show Interactive saw a massive 20 per cent increase in entries.”
Swanepoel says the tougher stance has actually bolstered its numbers, something that came as a surprise.
“The executive team and board expected to see a drop in entries due to the tough stance on scam advertising, however The One Club received a large number of emails from agencies applauding us for our stance and pledging their support. I think agencies have had enough of seeing their work beaten out by fake work created specifically to win an award. For The One Club it has never been about the revenue, we want to raise the standards of creative advertising, we are a non-profit and don’t have investors or a holding company that is chasing the bottom line.”
18 Comments
cool, now we just have to take care of NZ and Brazil and maybe we’ll have a legitimate industry again.
Heaven help Adfest.
Bad for one show profit. Good for industry.
Awesome result.
I’m sure the economy might have had something to do with it
Bad news for Singapore. Scam is only hope they have to do great work. The country/client is really conservative there hence the real work tends to be very safe.
Damn.
I was about to enter my ads for:
– An energy drink for pets.
– Cryogenic Freezing Service.
– A spicy sauce that ignites your bottom in a comedic way.
Might have to put them in another festival. Any good ones in Singapore? China? Hong Kong maybe? I could really use a few bookends for all the award annuals I rip-off.
damn, now we will all have to move to NZ, the only place where clients don’t care enough to stop us doing great work.
Never won an award have you Samuel!?
Credit where credit’s due: The One Club knew the risk they were taking when they took the stance that they did (as we did at D&AD), and they did it anyway. And, as someone posted elsewhere, “a principle isn’t a principle unless it costs you something”. Good for them.
Having said that, no-one is out to make creative life in SE Asia any tougher than it already is: we just think that, ultimately, we need to help channel the industry’s energy into creating and selling great work to real clients – without the easy option.
And running a clean show is the least we can do for the people who do manage to overcome the mountainous hurdles placed in the path of brilliance….
Our 10c.
Next the governments in Asia will crack down on the guys making all the Gucci and Prada knock-offs. Then the dudes who sell the pirated DVDs and fake Rolexes. Better book a flight to Bankock and stock up.
Brilliant riposte 3.21.
I must have touched a nerve somewhere? One of your ads get knocked back by a jury lately? Dare I suggest you turn your sense of humour button firmly to ‘on’ and realise when someone is taking the piss.
You must write some ball-tearingly funny prose for that pharmaceutical company you work in-house for.
Touché.
Samuel – that last sentence was hilarious. Looking forward to seeing your spicy sauce ads.
Samuel, your between-the-lines payload was like a fart in an elevator. Devastatingly effective. But, I must confess, I had a distinct advantage as I was picking up your undercurrent via ultra sonic frequencies. Going to the Sirens Award Breakfast?
the headline for this article reminds me of a quote from a certain group blaming women for the increased of earthquakes…
btw, Brazil is not in Asia…
Go hunt another region…
OK so next. Move on. Everyone do better real ads. Cool. We all get it. Everyone’s just whining cause they didn’t get in before the cops found out. Now let’s do the work everyone keeps preaching about.
To all you egotistical, self-centred ad scamming unethical integrity lacking ECDs – YOUR TIME IS UP!
You can’t hide behind fake ads to justify your ludicrous salaries and ridiculous titles (some of you don’t deserve it). To those REGIONAL/ECDs paid exhorbitant salaries who abuse their positions by creating scam ads using profit derived from other money making departments – YOUR DAYS ARE NUMBERED! You know who we’re talking about BIG BOY (it’s so blatant at award shows, don’t you feel an ounce of guilt or shame in your million dollar beds?). It’s about time. All those Asian award winning teams can now translate their brilliance to real clients and real problems. And if they can’t they deserve what the rest of us got – a bulllet to the scro! To all you creatives who got shafted by these talentless self deluding monkeys and their warped agendas – may good times be with you once more!