DDB’s Amir Kassaei: I’m not against scam, as long as majority of agency’s work is genuine
Amir Kassaei speaking at Mumbrella360 this morning.
The global creative chief officer of ad agency DDB, Amir Kassaei, said today that he is not against “scam” – work created purely to win awards – as long as the majority of an agency’s output is genuine.
“It is our responsibility to look for ideas that might not be realistic at the moment. But the majority of the work should be solving real problems with genuine ideas,” Kassaei said.
“At Cannes, there are winners with real work for real clients. But the majority of winners are not real,” he said.
Word to the wise.
Never say you have no objections to scams, then show work don’e by your company.
Context matters.
Good analogy; /cars.
Vote rigging, scams, enemy number one. Has anyone considered the children?
Anyone who’s trying to win awards from scam clearly doesn’t get the fact that Cannes and every other award show has changed.
It needs to deliver real results for consideration, you’re dreaming if you think TV, radio or print are in any way relevant to the Australian market.