Thursday, September 15, 2016

When our work doesn't work

Reviewing the digital problems revealed by the "I Sea" scandal

One of the recent industry scandals is the recent "I Sea" app by Grey Singapore - submitted to Cannes, awarded at Cannes, and then revealed to be more concept than actual solution.

What this reveals is that we are clearly not a proper digital industry yet. Similar to law enforcement, education, entertainment, our industry has been disrupted by technology and the old structures and norms have not adapted or gotten ahead of the new developments. Here are three indicators in relation to "I Sea" that remind us how digital we are not-yet:

/ Execution in digital is inherently about utility, a clear line going beyond concept and into real function
Where things have gotten fuzzy is in the transference of scam work from traditional forms to digital. A piece of traditional work (print, OOH, film, etc.) is considered good or award-worthy based on concept. Execution for traditional work is based squarely on craft whereas effective digital work is based on actual functionality. Being "user-centered" doesn't only mean having a consumer-cultural insight, but that based on a digital build that actually works in and out, top to bottom.
When trying to create sound digital work ideas must be reviewed (if not jointly conceptualized) by technical teams. When possible user testing should validate concepts, initial design work and user flows (would X be useful to and usable by Y target audience?) Some ideas may die if not feasible to execute, even if the concepts seem strong. Some creatives may not react well to comments that stemmed from usability and UX issues. It takes ongoing testing, always-beta, optimization to move a solution to its most functional form.
Where we stumble as an industry is that concepts are judged as solutions, being awarded even if they don't quite (or don't at all) work. THere were so many errors on the "I Sea" app resulting in diminished - or absent - utility.

/ Juries are made up of CDs and ECDs who may have little digital or technical experience. Is it up to the jury to validate the entries? And who is vetting the jury?
Arguably the most important show in the industry not only let this entry through to judging but awarded it. Which tells us that Cannes is happy to accept every claim and statistic as fact, disregarding any potential errors whether they stem from exaggeration, malicious intent or even human error. There does not appear to be any fact-checking as long as entry fees are paid. "I Sea" was apparently not even launched with the permission of the client it was supposedly representing.
Here is a list of members this year's Promo & Activation Jury. How much digital experience do they have? (This is a real question; I have no idea.) One interesting name on the Jury list is a Creative Director from Gray Singapore itself, which is extremely fishy. Given the outcome of the "I Sea" fiasco they seem to be either digitally inexperienced or have questionable enough quality standards to let a non-functioning entry through.

/ We were found out by people from outside the industry.
The alarms were raised not by industry members, but by non-agency technical experts. Maybe we forget that everyone in the world is using and/or is moving into digital and technology. Entire industry disruptors exist based on digital expertise. We as an industry have not the technical prowess that a Facebook or Google has. Those guys make functional programs and websites and apps and games that might never be considered creative by Cannes standards. But they work. People can carry out actual tasks on them. It seems that we don't hold ourselves to this standard of functionality yet, at least in terms of award work.

On a larger note, industry folks must admit that there's a little hypocrisy here. "I Sea" isn't the first sham of the agency award circuit. Industry members openly call these types of projects "scam" work. Agencies search for clients who will allow them to come up with "initiatives" (as opposed to real briefs from existing clients that must solve business challenges), take the lead in coming up with both issues and ideas, and sometimes even pay to print, air or publish the work for the minimum exposure required.

We are all complicit in this, from agencies that include the number creative awards won in yearly evaluation forms to creative directors who give preferential treatment to the young guns that add to their metal collections, and from all of us who put extensive lists of awards (no matter how relevant) our projects have won on our CVs, to the slew of random award shows popping up for agencies desperate to announce they've won literally anything. Gray may have gone too far, but we all create the atmosphere for it.

I'm not exempt from this award-hungry behavior but seeing what has happened with "I Sea" makes me think that we should actively question these prevalent practices that we devote so much time, energy and money to, and that we need to think harder about whether we really and truly want to be digital.

Thousands of migrants are dying at sea. This charity is trying to save them
Grey Singapore’s migrant-saving app shortlisted at Cannes Lions called out as ‘terrible fake’
Apple Pulled This App From iTunes the Same Day It Won a Lion at Cannes
Grey Grudgingly Returns Bronze Lion It Won at Cannes for Questionable 'I SEA' App
Grey Officially Returns ‘I SEA’ App Lion, Clearly Isn’t Happy About It
Grey Returns Bronze Lion After Blogger Backfire
How Grey Group's 'I Sea' app came undone
Grey Singapore’s ‘fake’ refugee-saving app removed from Apple store, slammed by client, wins at Cannes



locker said...

I like your thoughts due to your skills.

Joseph Russo said...

Thanks for sharing the info, keep up the good work going…. I really enjoyed exploring your site. good resource... digital marketing delhi

nitin kumar said...

Oh, my god... I really thank you all for all of your current posts especial for this a single. its wonderful activity and commence in this manner. I m wanting ahead to the new will work. danish from your us.
digital marketing services in india

ajay ak said...

Pretty blog, so many ideas in a single site, thanks for the informative article, keep updating more article.
Digital marketing course in chennai

Shweta Puri said...

Thanks for Information more visits:

Shweta Puri said...

Thanks for Information more visits:

Shweta Puri said...

Thanks for Information more visits:

video marketing company Delhi

Shweta Puri said...

Thanks for Information more visits:
video marketing

khanzada said...

Hey this blog is not really bad. I were going to see what else you possess but I don???t have the time I’ll have to look later. Agencia de marketing

Julia Goldon said...

Every day I visit a number of blog sites to see content, however this offers quality based content.
Power Connector LinkedIn

Ali Khan said...

SEOs have branched into SEO consultants who will give a specialized expertise in the very wide field of online marketing. White Hat Jedi

Ali Khan said...

My intended audience for this article is web design firms and marketing companies who are looking to break into the world of SEO, but need a primer to help them get started. Blog Comment Backlinks

Joseph said...

Thanks for the article. I think, One should find out whether the agency has any evidence of the value delivered to a business through tangible results. agences web

khanibrahim said...

There are some attention-grabbing closing dates in this article however I don’t know if I see all of them heart to heart. There is some validity but I’ll take maintain opinion until I look into it further. Good article , thanks and we would like extra! Added to FeedBurner as nicely Agencia Digital

Digital Marketing Jaipur said...

Informative article, just what I was looking for. Digital marketing services in jaipur

mtom said...

Pondering good sense humiliated to wait any sort of ceremony even though you are unhealthy weight .? If you are sincerely engaged with your personal belly’s excess weight? Need to interact is yes, following that take the primary clever merchandise often called like Honed Medspa with which achievable solve because of the disorder to do with overweight. However, there are a number units thatrrrs available, this claim they can reduce your fat cells in a different respected duration most of them are not effective.

mtom said...

Great post, you have pointed out some fantastic details , I besides believe this s a very great website. How to make money online with fiverr

Unknown said...

Great post !!

pradeep kumar said...

I am very thankful to your posts.Of course Digital marketing is the best way to get more trafffic and sales for any online business.I am also looking for Best Digital Marketing Agency In Hyderabad

Gunardi omex said...

You managed to hit the nail upon the top and also defined out the whole thing without having side effect , people could take a signal. Will likely be back to get more. Thanks
Tangki Panel

Gunardi omex said...

The secrets as well acted to be the fantastic way to recognize that many people have the identical dreams the same as my personal own to figure out way more with reference to this problem. I believe there are many more fun instances in the future for individuals that examine your blog post.
Jual Septic Tank

George said...

Good day! This post could not be written any better! Reading this post reminds me of my previous room mate! He always kept chatting about this. I will forward this write-up to him. Fairly certain he will have a good read. Thanks for sharing! visit our website

yogesh kumar said...

I admire this article for the well-researched content and excellent wording. I got so involved in this material that I couldn’t stop reading. I am impressed with your work and skill. Thank you so much.
ecommerce website development in chennai

jessica said...

I just want to tell you that I am just very new to blogs and absolutely enjoyed this blog
New york city seo company

roman said...

Amazing post.Nice work.Keep up the good work.
internet marketing

jessica said...

Your good knowledge and kindness in playing with all the pieces were
very useful. I don’t know what I would have done if I had not
encountered such a step like this.
Digtal Marketing

Anonymous said...

Really useful information thanks for sharing.
At Beeing Social, our expertise can help you
with ORM, SEO, SMM, Web Development & amp;
Viral Marketing. We are a bunch of creative heads with equal
passion for both technology and brands.
Digital Marketing Agency

charlie puth puth said...

I do love the way you have presented this specific situation plus it does supply us some fodder for consideration. Nevertheless, from everything that I have experienced, I simply just trust as other commentary pile on that people stay on point and don’t embark on a tirade involving the news du jour. Still, thank you for this superb piece and even though I do not necessarily agree with the idea in totality, I regard your perspective.

Laura Bush said...

Nowadays digital marketing has a boost or we can say that it is an essential part of very organization.Thanks for sharing such an informative article.For internet marketing agency in Canada

Unknown said...
This comment has been removed by the author.
David James said...

Nowadays digital marketing is main role for the marketing or we can say that it is an important part of organization.Thanks for sharing such an informative article. Digital marketing for nonprofits

Yogesh said...

I admire this article for the well-researched content and excellent wording
seo company in chennai

Maddova Media said...

Great post. I was checking constantly this post and I am impressed! Very helpful information. I care for such information a lot. I was looking for this particular info for a very long time. Thank you and best of luck. digital marketing company noida

Thea Queen said...

Nice post. Thanks for sharing this useful information keep posting!
Digital Marketing Agency in Chennai
Digital Marketing Training in Chennai
Digital Marketing Course in Chennai
SEO Training in Chennai

chandhran m said...

Thanks a lot for giving a piece of worthful information to us... I learned more information from this blog
Aviation Academy in Chennai
Air Hostess Training in Bangalore
Air Hostess Course in Mumbai
Aviation Academy in Chennai
Air hostess training in Bangalore
Aviation Academy in Chennai
air hostess training in chennai
Aviation Academy in Chennai
Aviation courses in Bangalore
air hostess training in chennai

© be your digital best / digital marketing philippines

This site uses cookies from Google to deliver its services - Click here for information.

Blogger Template Created by pipdig