The One Show entries from Asia plummet following the festival’s tough stance on scam ads

Further to D&AD seeing a massive drop-off in entries from Asiafor 2010, The One Show has seen a similar fall with entries to thisyear’s show from Singapore down 52 per cent, Hong Kong down 31 per centand China down 28 per cent. Entries from Japan were up by 2 per cent.

Thefall-out from Asia follows the GFC and the New York-based The One Show’sannouncement last September that it would ban agencies and individualmembers of creative teams found guilty of submitting scam ads for up tofive years after a ‘Tsunami’ print ad for WWF in Brazil (picturedbottom) turned out to be a scam and was stripped of its the award.

KevinSwanepoel (pictured top), president of The One Club, says while therewas some fall off in obvious markets, there have been increases inentries from more mature markets. Overall entries were down less than 8per cent in 2010 over 2009, less than the 10 per cent fall predicted bythe club because of the tougher stance on scam ads. Australian entrieswere up 24 per cent year on year.

“We are thrilledat the overall number of entries we have received this year,” saysSwanepoel. “In a year where our industry has suffered budget cuts fromclients, we expected to see a significant drop in numbers, this howeverwas not the case. We did see a slight fall off from the traditionalmedia in the One Show, however One Show Design entries were flat andOne Show Interactive saw a massive 20 per cent increase in entries.”

Swanepoel says the tougher stance has actually bolstered its numbers, something that came as a surprise: “Theexecutive team and board expected to see a drop in entries due to thetough stance on scam advertising, however The One Club received a largenumber of emails from agencies applauding us for our stance andpledging their support. I think agencies have had enough of seeingtheir work beaten out by fake work created specifically to win anaward. For The One Club it has never been about the revenue, we want toraise the standards of creative advertising, we are a non-profit anddon’t have investors or a holding company that is chasing the bottomline.”