Lowe Worldwide's Matthew Bull Issues Directive on Scam Ads

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Leading Global Communications Company Lowe Worldwide today launched an 'anti-scam' print campaign, prompted by the new edition of industry bible The Gunn Report. Overseen by Lowe Chief Creative Officer, the ad pulls no punches in its message:- "This ad was paid for by the agency and ran only once. This makes it an exception to our rule - to produce big ideas for equally big-thinking clients. Timeless ideas that reward investment in advertising with measureable business success. That, in our opinion is ultimately what really pays".

Lowe Worldwide has launched an anti-scam ad campaign, prompted by the publication of the latest Gunn Report in which it appears. Overseen by Lowe Worldwide CCO Matthew Bull, the ad pulls no punches in its message.

“This ad was paid for by the agency and ran only once. This makes it an exception to our rule – to produce big ideas for equally big-thinking clients. Timeless ideas that reward investment in advertising with measurable business success. That, in our opinion is ultimately what really pays”.

Bull commented: - “Since Donald puts together the definitive book of the year for our business, the opportunity to send a message to our industry and our own people, loud and clear, seemed an appropriate one. If agencies take a stand and turn back to work that is honest and has integrity, then we can be proud again to be in our business - and know when we bring home awards that they were won fairly and squarely. However, it isn’t the award show’s job to police the work we enter in awards, that’s up to us to”.

Bull added: - “The very best is the kind of work that Lowe, by and large, has been proud to produce over the years. Work done in our clients best interests, to win the hearts and minds of consumers. Not award juries. The worst is brilliant advertising created in a single-minded pursuit - awards. Work that is careless with the integrity of a brand, and the integrity of our industry.

To me, that is cheating. It’s made worse when there is no real client, or when the agency pays for the work, or when the work hasn’t really run – but the truth is, award show rules are easy to get around – ads must be paid for, must have flighted, and must have been approved by a client. What we need to make impossible to get around, are the moral standards of our company”.

AD CREDITS: -     LOWE BULL JOHANNESBURG        
Art Director:             Juliet Honey
Copy Writer:             Lee Naidoo
Creative Director:             Eoin Walsh
Executive creative Director:         Rui Alves
Account Director:             Julliette Krige
Agency:                 Lowe Bull Johannesburg

For Further Details Contact:-
Jeani.rodgers (at) loweworldwide (dot) com
PR Director
Tel:- +44 777 502 7033 / +44 207 894 5042

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Jeani Rodgers
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