Warburton slams "bottom feeders" at MFA Awards launch

By Danielle Long | 6 May 2010
Seven Media Group's chief sales and digital officer James Warburton

SYDNEY: Industry "bottom feeders" such as pitch doctors and procurement departments have been lambasted by Seven Media Group's chief sales and digital officer James Warburton.

Speaking at the The Media Federation Awards call for entry breakfast today (6 May), Warburton said the industry should promote and celebrate its "world class" work and end the influence that procurement departments have on the market.  

"We should be celebrating the world class work and the industry should be pushing that because the work the industry does is what makes a difference.

"Remuneration models have not moved on, in fact they have got worse, and these bottom feeders, the pitch doctors and procurement agencies, shouldn't be the ones calling the shots."

SMG is the Grand Prix sponsor of the annual awards, which is themed 'A Brave New World'.

MFA chairman and managing director of Universal McCann Henry Tajer said the awards aimed to celebrate work that pushes boundaries in creativity, innovation and effectiveness.

"Australians have a reputation for bravery and agencies need to continue to be brave going forward."

This year's awards have 18 categories including the "Best Use of Large Budget", which has been revised down to include campaigns over $3 million (from $5 million in previous years) and the NGEN award, which will be a brief for The Butterfly Foundation.

Any media campaign launched within Australia between 1 January 2009 and 31 March 2010 is eligible to enter. The product categories, NGEN, Pro-Bono and Partnership Award entries will be due 25 June, with all other categories due 2 July. The winners will be announced at a gala presentation dinner on 23 September.  Details here

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