Top digital creatives defend tech-based campaigns as more than awards scams
M&C Saatchi’s group innovation director Ben Cooper has defended campaigns such as the agency’s recent Clever Buoy for Optus and Durex’s Fundawear campaign created by Havas Worldwide as more than scams to win awards.
Speaking at the Mumbrella360 conference today, Cooper alongside a panel of creatives including Havas’ digital creative director Jay Morgan and The Monkeys ECD and co-founder Scott Nowell, presented case studies on award-winning digital campaigns.
“That’s not what this is about,” said Cooper, who joined M&C Saatchi as innovation director in March when asked if campaigns like Clever Buoy, a partnership between Optus and Google to warn lifeguards if there are sharks near beaches, were about making the agency famous.
Any metrics?
@me – prompted brand awareness up 2%
You want metrics? Check out the number of views on youtube. When was the last time any of you lot did anything like it?
If it’s the agencys money and they are just trying to scam another awardat their cost, then that’s their choice in their race to the bottom. If it’s the clients budget you are spending, you are being asked to deliver a return in the form of a result beyond clicks and views. Remember, our business is all about being paid to sell more stuff. If you don’t want to do that, pay for it yourself!