In a keynote address just before her agency won 12 Effies, Leo Burnett USA chairman and chief creative officer Cheryl Berman called for raising the bar on creativity and charged that TBWA/Chiat/Day chairman Lee Clow, who was not present at the ceremony, did not care about the awards show. TBWA and Leo Burnett usually dominate the Effies.
While agencies often express frustration with Procter & Gamble Co.'s metrics driven approach to advertising, the megamarketer shows no signs of upset at lagging behind rivals in its share of creative advertising awards.
Procter & Gamble Co. reportedly is planning to cut its TV advertising because of concerns that digital video recorders and other on-demand technologies are making commericals less and less relevant, with broadcast advertising expected to drop by 5% and cable by 25%. P&G, one of the world's largest advertisers, will push some ad spending into buying product placements on TV programs.