Cannes 2003 : Insiders View

Perhaps what strikes one is the sheer scale of things - in my case 17 world-class media judges, looking at over 800 entries, divided into a number of categories. We were broken down into 3 groups initially, each of whom "filtered" only specific categories - the group I was involved in did TV Media entries, Radio Media entries, and Events, Sponsorships and New Media. 3 days from 09h00 to 18h00. On days 4 and 5 (again 09h00 to 18h00) all 17 judges looked at all the filtered entries, finally coming up with 22 Lions.

Observations?

• Media owners are certainly more flexible in smaller countries, and far more open to doing the unusual. So with the initial short-list of around 100, South Africa and New Zealand dominated, but countries like Chile, Portugal, Spain & Denmark were all there. The UK and USA, given the size of their ad industries, were dramatically under-represented.
  
• Technology, as a media tool is still in its infancy. Few entries with a new twist on them, based on some new technological know-how were evident.
  
• Ideas that clearly originated from media personnel were just about absent. The creative execution invariably led to the media innovation. In my opinion this stresses the important link between the 2 disciplines, and the need for integration of thought, if not workplace !
  
• Entries fell clearly into the "Wow" category - maybe 30 in all, and the "Seen it before/So Want" category - the majority unfortunately. A few could be termed "Interesting, but not revolutionary!"
  
• Even amongst the winners there are clearly 2 distinct types of ideas. One is for ideas executed on a "MASSIVE" scale - good examples here being World Cup sponsorships/events, or worldwide campaign innovations such as the Pepsi TV concept. The second is the quick, clean, smaller idea, that just makes you as a judge say "Hell, wish I'd thought of that!"

A wonderful experience, that seriously taught me, you're never too old to learn. And I learnt a lot !