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23
Apr
09

What lessons can be learned?


what

Source: Campaign ME, April 12 – 25, 2009. Pages: 20-21.

The following is an excerpt from the above published special report by Campaign ME.

Meanwhile, the individual who helped kick-start the investigation with the publication of an anonymous letter on his site, bloganubis, from ‘John Doh’, has no regrets. “If I had to do it all over again I would not hesitate for a nanosecond. Please remember that I only broke the code of silence by publishing the letter but it was the agencies that participated with illegitimate work that broke the laws. So don’t shoot the messenger,” says anti-copycat and anti-ghost ad campaigner, Louai Alasfahani, of Kuwait’s Paragon Advertising. ” In terms of satisfaction; on one level I am satisfied that finally after years of denial the advertising industry in this region was forced to acknowledge the existence of a problem that has reached a pandemic proportion. I see this as progress; since the first step towards solving a problem is admitting that the problem exists.”

The following is the full set of questions sent by Campaign ME (and the full answers) to Louai Alasfahani  Paragon Marketing Communications Managing Director/Chief Creative Officer and the IAA Kuwait Chapter Secretary General.

Do you have any regrets about publishing ‘John Doe’s’ letter? (so, is there anything you would have done differently or are you satisfied with the outcome)

I should first summarize what www.bloganubis.com is all about in order to demonstrate the relevance of publishing such a letter.

Anubis is the only site in the Middle East devoted to combating copycat and spoof/ghost ads by exposing them (with facts) in an effort to truly raise the bar in the creative industry; this effort led to a partnership with the author of the worlds first and only book on copycat ads titled Nouveau? By a French author who manages a copycat site www.joelapompe.net such sites exist because often award organizers tend to tern a def ear towards complaints about illegitimate awarded work.

Having explained the purpose of Anubis I have no regrets about publishing “John Doe’s” letter and if I had to do it all over again I would not hesitate for a nanosecond. Please remember that I only broke the code of silence by publishing the letter but it was the agencies that participated with illegitimate work that broke the laws. So don’t shoot the messenger.

In terms of satisfaction; on one level I am satisfied that finally after years of denial the advertising industry in this region was forced to acknowledge the existence of a problem that has reached a pandemic proportion and I see this as progress; since the first step towards solving a problem is admitting that the problem exists.

On a different level I am not satisfied by the fact that we (as agencies) have not yet solved the problem and shifted the blame towards the Lynx organizers with a focus on FP7 Doha.

What have you thought, generally speaking, about the nature of the blog posts on the issue? (helpful commentary or an opportunity for anonymous vendettas).

Overall it was a mix of both but I believe that there were more helpful commentary than anonymous vendettas (on Anubis at least)

Has the resultant fallout done irreparable damage to Lynx’s image?

So far the Lynx’s image has only been dented but the irreparable damage would occur if FP7 Doha were used as a scapegoat to avoid taking disciplinary actions against all the other agencies that broke the rules and regulations of the Dubai Lynx Advertising Festival.

What measure do you think lynx can put in place to prevent such issues re-occurring?

Finally a call for action; progress is a revolutionary process 😉

1.   Strip all illegitimate winners from their gongs.

2.   Participants must attach a tear sheet to each entry in the Print category along with a media monitoring report stamped by either PARC or Ipsos-Stat.

3.   Participants must attach a screening/broadcast certificate along with a media monitoring report stamped by either PARC or Ipsos-Stat for each entry into the Radio and TV/Cinema categories.

4.   Lynx should remove the in-store Posters from in the Outdoor category – as this is a loophole for scam/spoof/ghost/copycat work.

5.   Participants must attach a media monitoring report stamped by either PARC or Ipsos-Stat for each entry into the Outdoor category.

6.    Lynx should appoint at least one industry practitioner from the region to aid in screening the work prior to the short-listing phase.

Related Link: 7ven

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2 Responses to “What lessons can be learned?”


  1. April 24, 2009 at 1:56 pm

    thanks for quoting my site! By the way It’s not only a copycat site, to be more precise I’ll say I’m a “copycat and coïncidences” hunter. Which means I’m runing a battle against “déjà-vu” and old ideas being awarded (copycats or coïncidences).

    And finally I’ll add one more proposal to your whishlist :

    7 – All shortlisted print & outdoors entries in a festival should be investigated by someone (like me for example) to make sure they are not identical with already awarded material!


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Louai Alasfahani

ANUBIS was a very old god of the ancient Egyptians, universally worshipped throughout the land and became considered the gatekeeper and ruler of the underworld; the “Guardian of the veil“ he was “Lord of the Cleansing Room” and the opener of the roads of the North. “He observed the weighing of the deceased’s heart against the feather of Maat [Truth] and reported his findings to the jury of the gods.

CONTACT

louai@paragonmc.com

Skype: louai.asfahani

Oman Mobile: +968 94 009977

Kuwait Mobile: +965 66 009977

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