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Disliked: I am not going to getinto the controversy of real work versus ghost ads. However, I stillfeel the ratio of proactive entries versus commissioned work with proper media spend behind it is still too high and that is unfortunate, especially when it comes to Dubai agencies.
"We saw nice campaigns being awarded this year although, as always, there were a good chunk of ghost ads. [I was also] happy to see that the level of creativity in Beirut's agencies in particular is picking up again, and noticed that, unlike other years, the awards were not distributed between two or three major players but, on the contrary, smaller agencies also did great work and had their share of the cake."
The problem of ghost ads is a global one, says Beer, and happens everywhere.