Sir John Hegarty Likens Cannes Scams To Doping

Sir John Hegarty Likens Cannes Scams To Doping
Daisy Doctor
By Daisy Doctor



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.”




Please login with linkedin to comment

Cannes Lions cannes scam sir john hegarty Terry Savage

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]