Paul Yole: Monday – The real stuff begins

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Yole_Sunday_Cannes.jpgPaul Yole has attended the Cannes Lions Festival as a delegate every year for the past 10 years. Here he gives his take on day two of this year’s Festival.

Mark Tutssel, President of the Direct Lions jury, has revealed one of the most important parts of the judging process: “To identify brands that embrace creativity.”

If you think about that, it doesn’t just suggest the kind of work that might get up, it also has wider implications for the industry.

Only 2.4% of entries won a Direct Lion, and maybe another 8% were shortlisted. So does this mean 9 out of 10 entries have wasted their money? Well, looking at some of the over-ambitious work put forward, you may think so.

For the most part, however, the process that agencies and clients go through to evaluate and enter work is in itself worth the investment. Provided of course you do it right.

Gingger.jpgAfter all these years I still haven’t cracked the code but the insights provided by Tutsell and the Promo and Activation President, Rob Reilly, may be helpful. Here are just four things to consider from their overview of this year’s judging:

1.    Does the work add value to people’s lives? (MT)

2.    Don’t mistake technology for human connection. (MT)

3.    Purpose-led marketing is different to charity work. Charity work is still really important but it tends to be judged more harshly. (RR)

4.    We focused on big brands (in the P&A jury). (RR)

A final word from Mark Tutssel, “We must remember that Cannes is a festival of creativity.” That may seem like stating the bleeding obvious but in recent years I think it may have got lost a little.

Rob_Mark_pressConference.jpgThis year, however, it seems that Cannes is re-discovering its roots. And that is certainly something to celebrate.

I’ve referenced before the wise words of Craig Davis (former JWT Worldwide CCO) that festivals like Cannes should be about information, provocation and inspiration. Today I sought out the latter and watched a talk and performance by Gingger Shankar. Yes, she of THAT iconic Indian music dynasty.

A musician,singer, composer and film maker, Gingger’s new movie is called ‘Nari’ – which in ancient Sanskrit means both ‘woman’ and ‘sacrifice’. Her story is truly inspirational and the performance today on her double violin (a unique, custom made instrument) was amazing.

Cannes has its mojo back.