Lowe dropped as twofour54 holds pitch

September 6, 2009

Abu Dhabi media zone Twofour54 is in the final stages of a pitch after putting its creative account out to tender.

twofour54The process has seen the selection whittled down to two agencies, with a final confirmation believed to be imminent. But possible contenders for the account do not include incumbent Lowe, which was not invited to defend the business.

Lowe was originally brought on board to handle the brand positioning of the ambitious initiative, creating an international media, PR, online and advertising campaign for the launch of twofour54 less than 12 months ago.

Paul Venn, head of communications for twofour54, declined to comment on the pitch saying they were “unable to comment on specific agency relationships”.

The government-funded project, which is part of Abu-Dhabi’s 2030 plan to diversify its economy, hopes to become a centre for content creation in the region and attract established international and regional brands, as well as offering training to nurture young Arab creatives.

Lowe’s work for twofour54 included the creation of the media zone’s name, logo and brand architecture.


Scammers to be banned from One Show for five years

September 6, 2009

The One Show has said it will ban agencies for five years if found guilty of creating fake ads following yet another awards scam controversy.

DDB Brazil’s ‘Tsunami’ ad for the World Wildlife Fund, which was ousted as a scam and condemned as “offensive and tasteless” by the WWF, has caused an outcry in the US and forced the WWF to issue an apology.
The print advert showed dozens of planes heading for New York landmarks, with the copy: “The tsunami killed 100 times more people than 9/11. The planet is brutally powerful. Respect it. Preserve it.”

Critics rushed to condemn the ad – which won a merit at this year’s One Show – as trivialising 9/11 and causing offence to victims’ families.

The outcry is reminiscent of FP7 Doha’s ‘Jesus’ ad for Samsung, which caused a religious fall-out in Lebanon and was ousted as a scam earlier this year after the Dubai Lynx. Samsung was also forced to issue a statement saying: “The company did not commission, develop or approve the publishing of the religiously insensitive advertisements.”

The One Show statement says: “In the light of the recent events surrounding the “Tsunami Ad” created by DDB Brazil for WWF, the One Club announces today that we will implement what we believe to be the most stringent and thorough “fake ads” policy in our industry.

The One Club defines “fake ads” as: ads created for nonexistent clients or made and run without a client’s approval, or ads created expressly for award shows that are run once to meet the requirements of a tear sheet.

For 2010 and onwards, the One Show will be adopting the following new rules and penalties.

1. An agency or regional office of an agency network that enters an ad made for nonexistent clients, or made and run without a client’s approval, will be banned from entering the One Show for 5 years.

2. The entire team credited on the “fake” entries will be banned from entering the One Show for 5 years.

3. An agency or regional office of an agency network that enters an ad that has run once, on late night TV, or has only run because the agency produced a single ad and paid to run it themselves*, will be banned from entering The One Show for 3 years.

* The One Club reserves the right to review ‘late-night, ran-once’ and launch versions, at The One Club’s discretion. If it is determined that the ad was created expressly for award show entry, the penalty will hold.”