"Everything is now so digital and so much is achieved with an Apple Mac that there's very little real craftsmanship left," said Hunt, who is Worldwide Creative Director and the Creative Founding Partner of TBWA Hunt Lascaris.

In Hunt's opinion, a lot of work - particularly in press and outdoor - is still missing the big idea. "I also see work that is well executed but fails to attune itself to the idea," he added. "Or I see work that has a good idea but is slapdash in execution."

Noting there are only two female jurors on the press and outdoor jury of 25 panelists, Hunt called for a better balance between male and female creative directors. "It's crazy there are so few women creative directors in this industry and there is no reason for it. This should not have to be an issue," he said. He added that he would like to see a 50:50 balance of male/female creative energy.

In film, meanwhile, the push to create global brands needs to be tempered with common sense, Hunt said. "Of necessity, some brands will be more global than others, such as Adidas, Nike or Sony Playstation," he added. But campaigns can still be tweaked country by country, "so they remain true to the spirit of the brand, but carry a unique and local signature".

Hunt said that the two juries he chairs should be seeking "the truly great idea. The idea always comes first and the execution follows. But the truly great idea will always be relevant to the brand, but surprisingly so."

Source: www.canneslions.com