The HBO Voyeur Project - Attribution Dispute

Attribution Dispute

In June 2008, HBO Voyeur collected several high-profile awards at Cannes, "including two Grand Prix trophies in the outdoor and promotion categories, five Golds, a Silver and a Bronze in media, cyber, design promotion and film.". Despite the collaboration between multiple agencies and partners, sole credit for the campaign was given to BBDO. Speaking to AdWeek, Michael Lebowitz, the CEO of BBDO's digital partner Big Spaceship, suggested that the current awards system is incapable of correctly recognizing the relative contributions of smaller agencies. These comments sparked an ongoing debate over who should receive attribution for multiplatform projects that leverage the expertise of multiple partners and agencies.

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