Patterson reflects on judging Cannes

Stunning weather, lazy mega-million US$ boats lying in the harbour and quaint restaurants lining the streets all contributed to the surrealness of the experience.

A stunning venue for what must be the most prestigious location in the world for any event recognising excellence.

This year the media jury chairman was David Verklin, CEO from Carat US. From his introduction to us it was clear that this event would be like none before. There was a sense of mounting overwhelming change and an urgency to recognise media insights and strategies that would inspire. Inspire us all but more importantly the next generation of media professionals.

The Media Lions competition attracted the largest entry ever, with over 1600 entries from 60 countries entered into the 23 categories and an expected 9000 guests attending the awards.

With so many entries to evaluate, the process had to be both efficient as well as thorough. Judging commenced promptly on 14 June and daily thereafter for two further days. The jury members were split into teams of five and rotated daily. The objective, simply to separate the best of the best - arriving at a shortlist of approximately 10% of the entries.

Mammoth 10-hour session

On Sunday, the jury met as one group and re-evaluated the 10% again. During this mammoth 10-hour session each entry was viewed, studied against the criteria, discussed and then ultimately re-scored.

On Monday, again at 8.30am, the 25 jury members regrouped to agree on the awards out of a potential 193 finalists and to obtain consensus on the number of Gold, Silver and Bronze Lions that were presented the on Tuesday night, 19 June 2007.

The enormity of the responsibility was tangible; not only was our industry changing but for some there lives would never be the same. With the results out, no doubt many debates have ensued as entrants try and better understand what happened and how to improve their entries for next year.

From my perspective and the categories I was involved in judging, the key observations were:

General:
• Know the scoring criteria and remember you're entering a media award so clearly demonstrate the insight and show your contribution.
  
• Don't exaggerate or state that your idea is “a first” - you might genuinely think it is but it might not be! This devalues your entry immediately. The jury members cover the globe and I've learnt that few ideas are really unique.
  
• Avoid technology for technology sake. Ideas must be routed in insight and applied strategically. There are lots of new tricks!
  
• Some entries were confusing and even contradictorily.
  
• Results need to be put in context in order for the judges to appreciate the significance of the campaign.

  Trends:

• Consumer-generated media (CGM) seems to be gaining momentum and awards which suggests that they're gaining creative skills - and very affordable ones at that. A recent advert flighted at the US Superbowl cost US$12.00!
  
• Digital and multimedia entries are growing.
  
• Virtual advertising and live switching on television are fairly common now.
  
• Different media platforms have in many entries completely merged.
  
• Sponsorships are increasing but are neither unique nor innovative on their own.
  
• Events, stunts and obvious once-off's increasing.

  Future:

• Tailored entries. If your entry is being used in more than one category, TAILOR the entry to suit.
  
• Quantify the results. There's no excuse unless you're in creative! Terms like “huge success” and “everyone loved it,” or “does it really matter “are the kiss of death. Advertising must sell so prove it.
  
• Make sure that the objectives set are matched in your results!
  
• KISS, remember while judges really want to understand, time is not on your side. Make the presentation boards simple, supply an energetic video with good music and a solid conversational sound track.
  
• The consumer insight is the foundation on which the strategy must be built and brought to life in the media and creative execution.
  
• Your entry must inspire; if not, it's either not a Cannes winner or it's let down by the quality of the entry material.