Globally scam ads are a chronic problem in adland where agencies and individuals are trying to win awards by submitting work that's never run as a real live campaign.
The recent scam ad for Ford Figo in India made global headlines and shook the entire industry. The issue was considered to be a big blow for the brand. According to many media reports, Ford never approved the creative work and questions were raised about the creative agency. As a result of this, the creative head of the agency had to step down.
When a scam ad breaks, the alarming issue of ‘who gets affected the most; the brand or the agency?’ needs to be understood and addressed. exchange4media will be presenting various points of view of both advertisers and agencies over this sensitive issue in a series.
According to KS Chakravarthy, National Creative Director, Draft FCB Ulka, “Somewhere the whole issue of scam ads is blown out of proportion.” He believes if an agency proactively comes up with work for its clients that is aligned with the strategy, then such creativity should be encouraged, but with transparency.
To know more on what Chakravarthy has to say, watch the video
Goafest 2013 coverage on exchange4media is presented by Patrika group.