"In a bold, unprecedented move to stem the problem of scam ads in advertising awards shows, the One Club is implementing strict new rules that ban agencies -- and individual members of creative teams -- found guilty of making fake ads for a period of five years.
The move is in response to one of the most public and offensive cases of fakery in recent memory, the "Tsunami" ad DDB Brasil made for the World Wildlife Fund in Brazil. The widely condemned ad picked up a since-stripped One Show award and also was entered in the Cannes Lions International Advertising Festival in June.
The new rules and penalties were approved unanimously last night by the One Club's board of directors, who read like a who's who of ad-industry creatives, including David Droga, David Lubars, Nancy Vonk and Nick Law.
Effective beginning in 2010:
* An agency or regional office of an agency network that enters an ad made for a nonexistent client, or made and run without a client's approval, will be banned from entering the One Show for five years.
* The entire team credited on the "fake" entry will be banned from entering the One Show for five years.
* An agency or regional office of an agency network that enters an ad that has run once, on late-night TV, or only because the agency produced a single ad and paid to run it itself will be banned from entering the One Show for three years.
That last point is significant, because it means that the One Club is taking a stand not only on all-out scam ads but also ads that are deemed to be made solely for award-show entry -- a problem endemic in the ad-agency business."
Source: Ad Age.
Posted by Anantha.