Bates' decision to boycott the Singapore Creative Circle Awards
(CCA) because of the scam ads issue is the latest in a series of events
that have rocked the Lion City's 4As.
Two other agencies - Ogilvy & Mather and McCann-Erickson - have said
earlier in the year that they were staying away.
Their reasons were different - but just as controversial.
Newly-appointed O&M regional vice-chairman Tim Isaac said his agency
objected to the fact that the rules have been changed this year to bar
international judges from taking part in the first round screening
process.
"It's in no-one's interests except for the friends of the judges. (And)
it opens the door to less than neutral, objective, world standard
judging and we do not want to encourage it, " Mr Isaac told MEDIA.
He added that he was "worried that Singapore is unnecessarily exposing
itself to accusations that the playing field isn't level".
McCann-Erickson Singapore head of creative Scott Brazil said cost
deterred his agency from participating in the CCA.
"We enter a lot of award shows, not just here in Asia-Pacific, but
around the world as well," Mr Brazil said.
"Taking part in the number of shows we participate in costs a great deal
of money so we have decided on entering the top ones only."
The CCA presentation takes place at the end of this month, but despite
three major agencies staying away, the Singapore 4As said it had
received a record number of 1,300 entries.
