Arun Sudhaman

Working the angles around media, comms and marketing.

Let’s talk about scam

with 4 comments

Campaign is running an analysis I have written of scam advertising here. It follows this year’s Cannes where scam looked a little less prevalent than previous years. Then again, an agency called FP7 was disqualified from the Dubai Lynx earlier this year for a string of fake ads – like the one opposite for Samsung.

This is a sensitive issue, though, especially for anyone who has spent any length of time in Asia. I think it is sometimes unfair to view scam as a purely Asian phenomenon; there is plenty of evidence to point the finger at Western markets too. But there’s no denying that many agencies in places like Singapore have built strong awards machines that revolve around work of uncertain parentage.

Rather amusingly, I found that a lot of my usual creative contacts suddenly became difficult to reach once I let them know what I was writing about. Never mind – . The story also gave me a welcome opportunity to renew my acquaintance with the legendary Roger Makak, the Saatchis creative who never existed…

The story will probably get more attention, though, for the accompanying column written by a creative legend who certainly did exist: Neil French. As outspoken as ever, French offers a compelling defence for scam, and punctures a few myths in the process.

Perhaps the trickiest aspect is deciding where real work ends and scam begins. So I’ve let Rob Campbell do it for me.

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Written by Arun Sudhaman

August 9, 2009 at 10:45 am

4 Responses

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  1. Can I charge you for this?

    Rob

    August 10, 2009 at 1:07 am

    • For what? Making you famous?

      Arun Sudhaman

      August 10, 2009 at 10:02 am

  2. Famous?

    God bless you, you’re almost more delusional than most of us in adland, ha!

    Rob

    August 11, 2009 at 2:43 am

    • This could be true. I have learned from some of the best.

      Arun Sudhaman

      August 11, 2009 at 9:39 am


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