No online advertising campaign was good enough last year in the Middle East to win the Campaign awards in the “best online campaign” category. Strategiy reports according to the judges none of the entries in this category could garner enough points to win an award. The final nominees in this category, which was sponsored by the Maktoob Group, were Arc (Arabian Adventures, Lost, Special K), Wunderman (Service Bell, Microsoft), Face to Face (Rani) and Omnia (Royal Jet). Apparently the real problem wasn’t about the quality of the campaigns, but rather about the quality of the presentations submitted with the work. Tim Burrowes, Editor of Campaign Middle East explains in the article: “Agencies have not helped themselves with the way they have presented their work. It’s not the work that is the problem, but how it is presented. A few campaigns might have been chosen over others, only because the jurors have not received the information they needed. Agencies need to be more professional when they enter such awards“.
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