Vox Pop: Andy Blood, Titanium+Integrated Juror

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CB interviews New Zealand's Titanium and Integrated Lions juror: Andy Blood, group ECD, TBWA\Whybin\Tequila, Auckland.

HIGHLIGHT OF JUDGING CANNES 2009?

The quality of the people in the room - you always enjoy something more when the caliber of conversation around you is so high, that's kind of irreplaceable. I have been on juries before where I've gone, 'why is so and so here, should I really care about what they think?' That was in evidence in the room; we were in at all. It was an incredibly high level of thinking and conversation.

LOWLIGHT?

The long form content of award entries. These days they are not just five minutes; some went up to eight, nine, ten minutes. My advice to the festival organizers is that if you can convince people to get their entries down to say, 60-seconds, then give them half price entry to speed things up for us all. People can really destroy their own idea. If you have a great sentence or sound bite then another seven minutes and 50-seconds don't make it a better sound bite. That's why Twitter is so brilliant - by forcing people to use less than 140 characters and having that little online calculator in front of you gets you into the 140 zone and that's probably why it is so successful. Imagine briefs coming through on Twitter?

ARE YOU INSPIRED?

Yes I am, also through a certain amount of vindication that what my agency is doing is the right thing.

BEST ADVICE?

Shut up.

PERSONAL FAVOURITE FOR GRAND PRIX?

There's so much great work here. I really like the Whopper 'Sacrifice'. It's living in that world of it's great online, it makes you do things, it creates actions and momentum, it's response driven using technology in a really smart way. It's subverting the genre of friendship, making un-friendship a savvy marketing tool.

WHAT'S LEFT TO DO?

Now we are free so I'm spending some time in the sun and am down here for a few days next week. 

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