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Host boss Anthony Freedman: we won’t do scam – we’ll leave that to the networks

Freedman (far right) with Host Singapore MD Gibson (centre) and regional COO Paul Gibson

Freedman (far right) with Host Singapore MD Gibson (centre) and regional COO Ward

The regional boss of creative agency Host has said that his agency will not be sucked into the culture of producing scam work to win awards after launching an office in Singapore at the start of the year.

Anthony Freedman, Host’s regional CEO, said that while he was aware that the Singapore market has not been unknown to produce ‘initiative work’ solely with the intention of winning awards, “we won’t fall victim to the same circumstances just because we’re now in a market where it [scam] is prominent.”

“You have to question the motivation for that [scam]. In many cases, it is a by-product of the ambitions of the international head office. There’s an increasing amount of scrutiny from network HQ on achieving big things at awards shows,” he told Mumbrella.

“If there’s a quota for awards tallies, you’re expending your energies in a less than sincere way, and are failing to find creative opportunities in the regular course of business,” he said.

Freedman added that he was confident that Host would “find good creative opportunities for our clients.”

Host, which has for long held ambitions to expand beyond its Sydney base, launched in Singapore off the back of a stake taken in the 13 year-old agency by Havas in 2011.

The agency, which goes by the mantra of “delivering ambitious ideas for adventurous clients”, revealed its intentions to launch overseas in October last year, and is working on plans to set up offices in Shanghai and San Francisco.

Host appointed Ogilvy Singapore MD Dan Gibson to lead the Singapore agency, while Ex-BBH Asia head of operations Paul Ward was made Host’s Sydney-based regional COO.

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