We have all enjoyed or suffered the Oscars awards in Hollywood. A few on the site, and all the rest of us, happily do it on TV. It’s sensational! I enjoy watching the films first, and then the talent, creativity, production, innovation and technology, among many other values, receive well-deserved recognition in the form of a nomination or statuette. It’s a magical night, watched by millions around the globe. Do you like it too?
Far away and in another much smaller dimension, for a warm week in June in Cannes, the awarding of the best of advertising creativity is celebrated at the Palais des Festivals on the Croisette. This happens in the same French city on the Côte d’Azur and on the same stage, where a month before, the best of cinema is awarded with red carpet included. First the stars, and then, okay, the publicists.
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On the three award nights in Cannes, in the best Hollywood style and its Oscars, the Lions are awarded in multiple categories. On stage with lights and screens, the choreography is carefully planned, with Juan Señor presenting the Gold, Silver and Bronze winners, as well as the Grand Prix and other important awards. Winning entries are presented and in all that it achieves, including seminars, workshops and master classes throughout the intense week, Cannes Lions is a celebration of creativity.
The main protagonists of global creativity come to Cannes, either with their presence or with their entries, to opt for the opportunity to take the stage, among cameras, flashes and applause, for a Gold, a Grand Prix, an Advertiser or Agency of the Year and more. It’s an opportunity that few creatives want to miss.
In fact, in recent years the Network of the Year has been BBDO, which participates intensely in this great festival that some could qualify as a circus, either by ignorance or lack of understanding. Cannes is the maximum dimension and scope of the celebration of creativity and talent from around the world. In Costa Rica we have a modest but important Volcano to do so at the local level, while Guatemala and Argentina have theirs at the regional level.
Back in Cannes, in 2011 WPP took the Lion for Holding Company of the Year, which includes among others YR, Ogilvy, JWT and Grey, while in DDB we had to settle for third place among the networks. All the world’s big agencies are at Cannes, which is why, after our friends at DM9/DDB in Brazil won Agency of the Year three years ago, Almap BBDO has repeated that Lion twice in a row. In fact, last year it was a great pleasure to see its legendary creative head, Marcelo Serpa, take the stage, under lights, cameras, photographers and applause, just like in Hollywood, to receive the most coveted Lion.
It is worth mentioning that in 2011 Costa Rica had the largest number of entries in Cannes, with more than 60. It is also noteworthy that they came from the largest number of agencies, from JWT to Garnier, from jotabeqú to Tribu DDB, from Corporate Communication to Ogilvy as well, as a reflection of the importance of the World Cup, although for some the national one is under discussion. We play in all leagues.
In that festive atmosphere, will there be clients in Cannes? Of course. Do clients care about a creative award? It depends on the client. Do the world’s major advertisers attend? More and more every year. In fact, the world’s top clients attend in greater numbers every June, with the companies with the most delegates being Procter Gamble and Unilever.
Bill Bernbach said it: “Creativity is the main driver of business”. And Andy Stanley summed it up in a memorable way: “What gets celebrated, gets repeated”. That’s why creativity and celebration merge at Cannes, just as they do at a World Cup. The same goes for local and regional championships, because what gets celebrated, gets repeated. Advertising clients know this very well.
Watching the Advertisers of the Year give their acceptance messages, it’s exciting to hear them recognize their creative agencies. At the Grand Audi at the Palais des Festivals, as on the other local and regional stages, they declare their support for creativity, for the great creative celebration and for all their agencies. The advertising client is looking for differentiated, evolved and social creativity, and for this reason, festivals are good stages to recognize and stimulate it.
For more than 100 years, when it comes to marketing and branding, the big global companies have led the way. We should not be dazzled by the flashbulbs or confused by the applause, nor should the applause take us away from achieving the results sought by clients, and better yet, surpassing them. However, the essence of our creative companies is the main value expected of us.
If Procter Gamble bets on creativity, attends Festivals and celebrates awards, I think it’s time to pay attention to them. Whether you are in Cannes, Hollywood, Heredia, Cappadocia or San José.