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CANNES, France—Sir John Hegarty has seen pretty much everything during his four-plus decades in the ad industry. And every time awards season comes around, that includes lots of fake work.
“It’s relentless,” said the co-founder of BBH and TBWA at Adweek’s Creative 100 party. “It’s a bit like drugs in sport … as people find new ways of trying to hold it back, people will find other ways around it.”
While he didn’t name names, and though he is not a judge, he said a significant number of the ads he’s seen this year are “obviously, completely fake”: They were not part of a larger campaign and may never have run anywhere at all.
Of course, this topic is nothing new.
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