SLIM - Worst of the worst times

By Akhry Ameer

Besides questions on the issue of the future direction the awards should be taking, the industry also had reservations over the award for the "agency of the year".

The SLIM awards does not physically declare an agency of the year by way of a prize, except for the four main awards of print, radio, television commercial of the year and campaign of the year. 

However, it has been the practice of various agencies to claim honours as agency of the year using various interpretations. Further, various concerns had been raised as to issues such as the judging criteria (marketing or creativity), advertising ethics, etc. The Sunday Times Business spoke to some of the industry leaders and the organisers for their views on the event.

Neela Marikkar, Managing Director, Grant McCann Erickson said, "Internationally there are two types of awards, one based on creativity and the other based on ads that deliver. From a perspective of SLIM organising the awards there is some value on what Renton de Alwis said: "marketing effectiveness should be a criteria".

In comments reported last week, De Alwis, Chairman of the Panel of Judges and former Tourist Board chief said there were many entries that should not have been submitted and suggested that agencies should exercise self-restraint and evaluation in selecting their own entries and noted that focus was more on creativity than marketing.

De Alwis also raised concerns on the growing number of children used in local advertising and the issues of social responsibility

Well conducted

The awards also saw quite a lot of awards not being presented as the nominees had not reached the minimum points level. In response to this she said, "There were quite a lot of awards not presented and this is debatable. The awards are about giving away awards and from an agency point of view it was disheartening." On the question of the number of entries being submitted, Marikkar said, "We were very particular about this. 

We submitted 90 entries which was the lowest among the big agencies. I think agencies should exercise some form of self-control as this (too many entries) makes judging difficult. As for social ethics, self-regulation is important and agencies are sensitive about these issues. However, one has to be mindful of the creative licence that should be allowed, as it is about the advertisements getting noticed among the consumers."

Neelanie Goonetillake, President of J. Walter Thompson said: "All these years it was judged on both creativity and effectiveness. If SLIM decides to judge purely on creativity, let it be so. It's a position they've taken. 

I truly think it is difficult for judges to evaluate 900 entries in three days. I understand that judging was reduced from four days to three, which if true does not do justice to the selection. We reduced our entries and only chose our best. Our best work was not given its due place."

Impact on environment

We as an agency have always focused on the brand's creativity and effectiveness in the market."

Lilamani Dias Benson of LDB Lintas and President of the Four As said, "These are advertising awards and the only criterion is the creative idea. There is no way you can judge marketing effectiveness, you have to present sales, brand equity which is always not measurable, market share, etc. The number of entries is entirely up to the agency. 

We are a big multinational agency and our portfolio goes across the board even integrated marketing. We often try to limit our entries to the best, but our experience is that strange things (advts) win. Some of our best works have never won. 

A large amount of awards not being presented was very disappointing. Sometimes it happens and most agencies will wonder why they had not even been short listed."

Ranil de Silva, Managing Director of Leo Burnett Solutions said, "It has always been creative. The decision was taken after the initial stages of the awards about ten years ago. It is something for individuals like us to look forward to. 

It was an aspiration of teams to work for. The panel of judges is completely at liberty to make judgments but SLIM must be accountable for the judges' decision and what the judges do. Judges had judged for 14 hours. This is shocking. 

They had compromised the four-day judging to three and changed the system. To me it was negative judging and that is how 49 awards were not awarded. You have to judge in terms of Sri Lankan standards, because the local budgets are a fraction of international budgets."

Well-presented show

Nalin Attygalle, President of SLIM, referring to comments made by the chairman of the panel of judges said, "I really appreciate his opinion, but it is another opinion. In judging the marketing, we brought in MARCOM (marketing communications) this year. 

However, before the awards we had two constructive meetings with the agencies like brainstorming sessions. 

We arranged for an independent facilitator. In the meetings with Hilmy Cader everyone agreed that eventually it has to be marketing communication awards. This year, we saw an increase in entries from the MARCOM categories and I think people will eventually latch on to that area. As for SLIM, we are happy that the awards were conducted professionally and successfully, and we have received good comments."

Respect opinions

Dr. Uditha Liyanage, Senior Lecturer, Marketing of the Post-graduate Institute of Management, Sri Jayewa-rdenapura and immediate past chairman of the Chartered Institute of Marketing, Sri Lanka Branch also agreed that a weighted scheme needs to be followed on the tally.

On the question of judging criteria, he said this needs to be clearly defined. He explained, "What is being talked about is two different views. 

If the event is to be broad based to take in other elements of the marketing mix, it becomes a major project and measurement, implementation, etc. is going to be difficult.

On the other hand, treating advertising as an end in itself when it is only a means to an end, could be considered a fraud. You have to be very clear about what you are trying to do and look beyond advertising. As I see it, the awards should be "expert judgements of effective and impactful marketing communications".

Dr. Liyanage believes that as getting research data would not be practical for the purpose of the awards, experts should judge whether the advertising was effective. "Define effectiveness as communication effectiveness rather than sales. Get the people competing to clearly define the desired consumer response. Then see from the experts' view whether the communication evokes the consumer's response. I haven't thought of it like this before," he explained.

Shaping values, attitudes

Advertisers are ignoring this, they need to look at a framework within the changing culture." Dr. Liyanage further suggested that the categories for the awards need to be rationalised and should be marketing oriented than product oriented.

The panty-paint show makes parents blush

There is no doubt that over the years advertising standards in Sri Lanka have fallen to very low levels. Lack of ethics, poor taste and a tendency to ape the worst aspects of the west have become the order of the day.

For example, in cellular phone advertising, misleading ads have appeared very often. An advertisement on TV shows a person stealing a panty so that its colour could be used to match the colour of a brand of paint to repaint a house. 

In Sunday's newspapers there is an ad by a company marketing an up-market brand of car which Christians feel is in extremely bad taste.

It is particularly surprising that the company concerned in the case of the car ad allowed such an ad to be published. Most people will accept that freedom does not mean the freedom of the wild ass. I am aware that legislation does exist to prevent such type of advertising but over the years this has been disregarded.

If such type of advertising is allowed to continue unchecked it could lead to very dangerous situations.

It is imperative therefore that some regulatory mechanism be put into place to consider public complaints and punitive action taken when deemed necessary.

At the same time organisations like the SLIM should advise advertising companies so that acceptable standards and ethics can be observed.

We need to inculcate a high standard of ethics into society and the advertising sector is a good place to start.

Trevor Alphonso,

Colombo

Regulate advertising now!

There have been occasions when I found it absolutely embarrassing even to watch a test match with my sons. In particular, a soft drink advertisement made me cringe in utter shame. 

We are incapable of regulating ourselves; hence an advertising regulatory body is a MUST.

Bandula Jayawickreme,

Colombo

Ad(s) nauseam

then, forget it girl - you won't get your man.

Unless, of course you buy that cream

for it makes you fair and lovelier, it seems.

And if you're hungry for that 'snack'

Behave like a fool - you'll get no smack

Even if you jump over chairs and table

Your girl will still love you - for as long as she is able.

Sunglasses? That's old fashioned, be cool - call them 'shades'.

And Grandma, dear, no one wants your home made Ginger Beer, these days.

And oooh, the unhappy parents, their sons have turned out bad.

He's got all A's for his exam - just one 'E', E-gad!

It's no longer 'brazen' to go for a R.i.d.e.

In tight outfits which nothing doth hide.

And, if that's what they get up to on those 'outward bounds'

Need you then wonder why most housewives wear a frown?

If a Mother can no longer sit down for a 'chat'

It's only because she didn't give her spoilt child a whack!

I would have liked to have seen my Father and Mother smile

If I'd have greeted them with chocolate hands - goodness me! How vile!

I doubt that Grandma would have smiled as under their table she peered

At me gorging on chocolates - I'd get a clip on the ear!

Snatching another's toy was called 'bullying' - and just not done

But on TV we're made to understand, it's just some kids having fun.

I maybe mistaken, but on TV it was seen

Some lottery tickets on a brass plate where betel leaves should have been.

Where are all you superstitious cultural lot?

Will you sit by and let tradition go to pot?

Oh, come now all you advertising agents out there

You're ruining our children - for ethics, you have not a care!!

Since now I've vented my spleen over your 'ads' - 'absurdum'

I'm off to the piano for some soothing playing - 'ad libitum'.

By Janine Vanigasooriya

Nugegoda

Advertising ethics

A case of disrespect, perhaps contempt of court? Another very popular advertisement again promoting cellphones has a pretty woman sending an SMS to a young man "I have a steady but keep in touch". 

Are we bordering on the absurdity in advertising, ignoring ethics, norms or blindly following western trends? Do we need an advertising regulatory authority? Is there a need for regulation or at least self-regulation by an industry that makes mega bucks? 

The Sunday Times Business is interested in your views on this issue. 

Write or e-mail your views to The Sunday Times Business, 8, Hunupitiya Cross Road, Colombo 2 or btimes@wijeya.lk