The insanity of this as a business model would appear obvious but I have heard that some of the network agencies evaluate performance at a fairly senior level based on the same measures. So the question that needs to be raised at the highest level is, what is the trade off between the alleged value of being able to recruit hot shot creatives, the feel-good factor when your agency hauls in a bunch of hardware at these shows, the glowing press in the trades etc etc, versus the damage the Kia, WWF and related smaller incidents we don't ever hear about do to our reputation as an industry? In other words, what would you think about a law firm that submitted joke briefs to the court in the name of a client that had no idea it was being done? Or a surgeon who performed some completely unnecessary procedure because it was "edgy?" As an industry we complain incessantly that clients don't listen. That they don't take our counsel. That they have given away our "seats at the big table" to consultants. That they don't want to pay us what our ideas are worth. Wonder why? What the boys in Brazil did to Kia, whether they were a party to it or not, was nothing short of malpractice. And if we say it doesn't matter, if we don't take that sort of thing seriously, then we might as well say that our business is one not to be taken seriously. Maybe you can get this discussed more widely. It's long overdue.