Speaking out on scam perpetrators

As we enter another awards season, agencies are likely to find themselves embroiled once again in that old ideological chestnut: the value of scam ads. Behind closed doors, many agencies in Asia have teams devoted to the 'craft'. The purpose? Awards, ego boosting, media exposure. The well of euphemisms for scam runs deep -subsidised work, proactive, pro bono - but most creatives would rather be damned than be labelled a scam king.