Sir John Hegarty Likens Cannes Scams To Doping

Sir John Hegarty Likens Cannes Scams To Doping
SHARE
THIS



Industry veteran and co-founder of TBWA and Bartle Bogle Hegarty (BBH) Sir John Hegarty has spoken about fake Cannes Lions submissions during Adweek’s Creative 100 party.

Talking about the multitude of “Cannes Scams”, Hegarty said it was “relentless”.

Adding, “It’s a bit like drugs in sport … as people find new ways of trying to hold it back, people will find other ways around it.”

Careful not to name names, Hegarty said this year a number of entries were “obviously, completely fake”.

For Hegarty, the likelihood of an agency submitting a fake entry is concerning, though more so is when clients join in.

“One of the great tragedies is that clients are involved,” Hegarty said.

“They are trying to get more fame within their own organisation.”

Despite the number of fake entries, Hegarty told the audience, “What a scam piece will never do is win the Grand Prix for Effectiveness.”

Adding, “The reason we have these awards is to show people how creativity and effectiveness can create great things. If the work never ran, then what’s the point?”

Last month, B&T sat down with Cannes Lions chairman Terry Savage to discuss the festival.

When asked about “Cannes Scams”, Savage said the numbers are insignificant and conversation around fake work is merely distracting us from the other campaigns.

“The only comment I have to make about that is there are 43,000 entries into Cannes and there’s one piece of scam work.

“Why do we focus on the one piece of scam work, the scam, the cheater, and not on the amazing work that changes minds, changes hearts, changes the industry going forward?

“Do we like it? No. Do we try and eradicate it? Yes. Do we want it out of the industry? Totally, but it’s a tiny element of the wonderful celebration of creativity.”

Latest News

RedBalloon Urges Shoppers To ‘Break With Tradition’ This Christmas
  • Advertising
  • Campaigns
  • Marketing

RedBalloon Urges Shoppers To ‘Break With Tradition’ This Christmas

Online experience retailer RedBalloon is urging consumers to ‘break with tradition’ this Christmas and rethink their approach to gifting, with a million-dollar campaign set to drive 1.6 purchases every minute between now and December 25. RedBalloon General Manager Matthew Cavalier said everyone has their own traditions at Christmas. The brand’s creative territory is about celebrating […]

Rimmel London & The Cybersmile Foundation Take On Beauty Cyberbullying
  • Advertising
  • Campaigns

Rimmel London & The Cybersmile Foundation Take On Beauty Cyberbullying

Rimmel London has partnered up with The CyberSmile Foundation to take a stand against Beauty Cyberbullying. Launched on Monday via a global campaign #IWillNotBeDeleted, fronted by Rita Ora and Cara Delevigne with a cast of other individuals who have been affected by this issue. In 2017, Rimmel London undertook a global research study to understand […]

Jeep & Lumo Energy Launch OOH Campaigns Via oOh!media
  • Advertising
  • Campaigns
  • Media

Jeep & Lumo Energy Launch OOH Campaigns Via oOh!media

Jeep Australia and Lumo Energy are among an increasing number of brands creating impact and driving greater audience engagement through the use of special builds and innovative lighting on classic out of home billboards. The two builds, developed and executed by oOh! include strategically placed lighting which appears to increase in luminance as the night gets darker, to capture the attention […]