Andys’ Faux Site Causes Stir

NEW YORK Part of the honorary chairman of the International Andy Awards’ job is to draw attention to the annual event. Under the leadership of this year’s holder of the title, Mark Waites, cd, Mother, London, the organization this week launched Instacritique, a fake site that purports to let people upload their work and get feedback from this year’s Andy judges and a random pub owner.

After uploading a file, users choose what type of motivation they are looking for. Options include: “praise me,” “guide me,” “reject me,” “mock me” and “confuse me.” They then select one of five actual judges or the pub owner. The former include from Alex Bogusky, CCO, Crispin Porter + Bogusky, Miami; Gerry Graf, ecd, TBWA\Chiat\Day, New York; Jose Molla, cd, la communidad, Miami; Bob Scarpelli, CCO, DDB Worldwide; and Waites.

While some in the blogosphere complained that the Advertising Club, which puts on the Andy Awards, wasted an opportunity to offer actual criticism on a limited basis from some of stars of the advertising industry, Waites replies, “I’m just glad the judges took the time out of their days to do the amount of filming that they did.”

Waites said that this year’s 21 judges include a total of three digital specialists: Bob Greenberg, CCO, R\GA; Benjamin Palmer, CEO, The Barbarian Group; and Hiroki Nakamura, cd, Dentsu. He points to Greenberg as being the only digital specialist on last year’s panel.

“In terms of industry trends, the unstoppable march of digital is obviously going to be referenced not only in the work but how online and offline campaigns work together,” said Waites. “The jurors reflect an approach to advertising that goes beyond the traditional.”