Scam at 'Chillies Advertising Awards 2008' to be minimised

Steps will be taken to minimise scam at the 'Chillies Advertising Awards 2008' which was a major issue at last year's awards, said a steering committee member, Michael Holsinger.

A committee will be set up to conduct pre-screening and if an advertising agency submits scams for the awards the agency will be penalised.

"The scam issue was blown out of proportion because it is detrimental to the advertising industry. We will ensure that standards will be met at the awards", Holsinger said.

When asked whether the industry is focusing only on creativity and not effectiveness, he said creativity and effectiveness go hand in hand. A product will not be effective if it is not a creative work.

Holsinger said though the standard of English in Sri Lanka is not adequate to reach international advertising standards it should not be an obstacle to achieve our goals.

Thailand has achieved a great deal in advertising despite the poor standard of English. The theme of the 2008 awards is 'Change.' Entries for the awards will be received from January 18-29.The awards ceremony will be held on February 23, 2008.

LF