Arun Sudhaman

Working the angles around media, comms and marketing.

Archive for the ‘Campaign’ Category

Let’s talk about scam

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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. Read the rest of this entry »


Written by Arun Sudhaman

August 9, 2009 at 10:45 am

The M&C Saatchi franchise

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My analysis of M&C Saatchi’s global ambitions appeared in Campaign last week. Now that they have a new management team in place in the shape of Moray MacLennan and Tom Dery, it will be interesting to see whether they can really turn themselves into a true global force.

One of the things that has surprised me most about the UK advertising scene is the different perceptions of agencies when compared to Asia. M&C Saatchi is a classic example of this. In London it is a swaggering outfit that eats at the top table. In Singapore, meanwhile, people used to call it McSaatchi, which certainly chimes with the ex-agency executive who likened the agency to a ‘franchise operation’. In Thailand, to make matters worse, I came across a client that thought the agency was simply Saatchi & Saatchi’s below-the-line arm. Read the rest of this entry »

Written by Arun Sudhaman

May 20, 2009 at 9:41 am

Posted in advertising, Campaign

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