Lowe creative chief counters Hegarty’s view on scam: We learn from testing like an F1 team
The global creative head at ad agency Lowe has countered the views of John Hegarty, who said yesterday that the Cannes Lions advertising festival was “losing focus” on genuine advertising that builds brands.
Jose Miguel Sokoloff, Lowe’s global chief creative officer, said that he “disagreed” with the BBH founder and described scam – work created to win awards – as like a Formula One racing team.
“I have to disagree with John. I agree that there is a lot of work created just for awards, but think of it like a Formula 1 operation. Honda has a F1 programme just to win races. But also what they learn from testing becomes part of the car’s engine,” he said.
“Brand building advertising has radically changed. It’s not all about television anymore or creating huge ads. It’s about the many small ways that brands affect our lives and become larger.”
Honda has no F1 programme to win races, in 2014.
Can we please stop the car analogies for trying to justify award scams. Neither F1 teams or prototypes for car shows (which has been used in a previous thread) has any similarities to putting forward scams for awards.
Scam ads never break new ground, they’re typically print executions tailored at the somewhat narrow taste of award juries – Saatchi’s Panasonic “campaign” being the perfect example
Jose misses the point. Formula1 vehicles don’t race against production vehicles. Jose does neither himself or Lowes credit.