Advertising Festivals will ban manufacturers fakie 5 years Bashny.Net

According to AdAge, the organizing committee of one of the most prestigious festivals of One Show took the unprecedented decision to deal with dishonest agencies are trying to make the festival an award by any means. Starting next year, because the law is not retroactive, when detecting fakes or inconsistent with the customer advertisement, published in the "local newspaper with a small circulation," the agency has filed this application will be suspended from participation in the One Show at five years.

At this step the One Show was decided after a little shaken the reputation of the festival in connection with the award in May this year, the controversial prints "Tsunami" for WWF agency DDB Brasil. Print immediately removed from the list of winners and began to decide what to do in order to avoid further trouble.

Kevin Roddy, chairman of the One Club: «Do we agree with what they did? Absolutely not, and we have given the agency is clear. Fortunately, it made us think about how we need to protect the One Club and the loss of confidence in the industry. Time to stop this shit. Destination festivals - to reward the excellent work for the brand, but not for work done for the festival. Anyone who does such work, misled and did not understand the business that works. "
The new rules and the system of penalties were adopted unanimously last night's board of directors One Show, which includes such masters of modern advertising David Droga (Droga5), Dave Lübars (BBDO New York), Nancy Vonk (Ogilvy & Mather Toronto) and Nick Law (R / GA).

Since the One Show 2010 will be subject to the following rules:
- The agency or regional office network, submit ads, made for a non-existent client, made and launched without the permission of the client, will be suspended from participation in the One Show for 5 years.
- The team announced in the credits to "fake", will be excluded from participation in the One Show for 5 years, regardless of the agency in which the members of this team will work in the future.
- The agency or regional office network, filed an advertisement that was broadcast "day and late at night," or advertising, which has manufactured and launched their own for their money will be banned from the One Show for three years.

On the last point it makes sense to pay special attention, because it means that the One Show seriously bent on fighting not only fake, but also with the traditional practice of advertising agencies do only under the festival.

Also chairman of the board One Club Kevin Roddy, CEO Mary Warlick and President Kevin Swanepoel said they will call upon to do the same organizing committee personally to every other major advertising festivals such as Cannes Lions, D & AD, Clios and ANDY.
Whether festivals will follow after the One Show, and take on a momentum there is at least some effect, time will tell. It is likely that not everyone will be decided on the organizing committee of such measures as One Club - a non-profit organization, and it is worth nothing, whereas most commercial festivals and for them it may cause of falling profits.

via / tv-spot / 2009/09/03/62781 /