Threatening boycott of Cannes, DDB’s Chief Creative Officer tells of rigged juries.
June 25, 2012
DDB chief blows smoke at Cannes…
Amir Kassaei is the Chief Creative Officer of DDB Worldwide, one of the shinier jewels in Omnicom’s empire of advertising and marketing services companies. Like a lot of creative generals, he spent last week in Cannes taking part in the International Advertising Festival, which, to replay the metaphor, is by far the shiniest jewel in the ever growing necklace of advertising award shows.
Mr Kassaei, perhaps flush with Rose’, also found time to go on record with some provocative accusations and opinions regarding the integrity of the juries at Cannes. He more or less states that certain jurors have a clear mandate to “kill off” competing work, regardless of its quality, if said work emanates from a competing agency. He claims this mandate is at the holding company level. This corruption does not sit well with Kassaei and he goes on record saying that they (DDB) need to have a “serious discussion” about participating in future Cannes if the behavior continues. Paraphrasing the creative director, he claims other less creative minded agencies are willfully endeavoring to “buy” their creative reputations by rigging juries. There’s plenty of texture to his arguments and I urge you to watch the video, even if his sipping of wine and the passing by of beach traffic grates.
As I tweeted earlier, my reaction to this is a cross between “WTF?” and “Duh!” On the one hand I’m appalled by Kassaei’s allegations. Like it or not, creative reputations are made by winning Lions at Cannes. To know that these prestigious trophies can be bought is repellant. What is more sad are all the legitimate submitters who may have lost out on their one shot at gold because of wheeling and dealing behind closed doors. But let’s not be naïve. We’ve known about these shenanigans for a long time. Indeed, when I judged the Dubai Lynx (the Cannes of the Middle East), I saw it first hand. I blogged that “all the good work was fake and all the real work was awful.” Understandably, that blog caused fervor and I was asked to remove it. Reluctantly, I did. Needless to say, I won’t be invited back to judge this festival anytime soon.
While creating and entering scam ads is an entirely different form of awards show corruption, and a pervasive one at that, knowing that judges and juries are culpable takes it to whole ‘nother level. Corroborating Kassaie’s accusations, here’s basically how it works. Through back channels and PR manipulation, agencies vie to get their creative superstars on juries. Once these individuals are confirmed, they are then sequestered to look at all the work coming from the various agencies within their network. They are then asked to vote, if at all possible, on these submissions. Since that is generally not allowed the next best move is to try and vote out the competition, which is a process that cannot really be monitored. And so it goes.
While I’d like to think my peers and I would never do such things a kind of nationalistic fervor happens in those darkened jury rooms, not unlike the ugly pride one sees during international soccer tournaments. Fouls and transgressions happen and they feed a growing fire. The urge to win Lions takes over. In the name of their agencies and even countries, good men do bad things.
The football analogy is apt. FIFA is constantly embroiled in corruption controversy, to say nothing of its countless dumbass fans degrading themselves in the name of competition. In America, the New Orleans Saints are currently dealing with charges of “head hunting” on the football field. And like the manufacture of false great ads (scams), athletes from all sports are being busted regularly for taking steroids and other illegal enhancement drugs. Corruption at all levels.
Yet, unlike professional sports, the general public (except maybe in Brazil) doesn’t give a shit about advertising awards. Relatively speaking, the media attention is minimal. Therefore, corruption buds like unchecked dandelions. And if the governing bodies of big time award shows are complicit, then you have zero integrity. Which is exactly what Amir Kassaei is suggesting.