Nākošnedēļ noritēs viens no gada nozīmīgākajiem reklāmas notikumiem – ikgadējais, nu jau 56. Kannu festivāls.
On the role of ad festivals
You could view Cannes and other big shows as a primer on how to take the power of creativity out for a ride, press the pedal down, and see what it can do on a bumpy economic road.
It's not an exact science, it never can be. But if a bunch of creative people who rarely agree on anything believe one piece stands out from thousands, it probably is working hard to get noticed.
On importance of agency culture
I've only worked with a few agencies, and the decision to join them came down to the same question: Whether we all agreed that big ideas are economic multipliers for clients. It's not award-winning work so much as giving them big ideas. Yes, big ideas do win awards.
On the best campaigns he has created
All three happened exactly the same way. You had clients who wanted something new to crack the "cement" we talked about. And you had creative people, production people, account people, planners and everyone else who believed in a big idea and killed themselves to make it happen.
On why awards are so important so highly valued
We believe in awards because it distinguishes us from our competitors. If you win a sports championship, forever you are the champ. Even if you do nothing else, it cannot be denied that you won the World Series.
That's not the way it works in our industry. You are only as good as what you do now, that's why I don't get too worked up.
On challenges judging TV category
Film isn't necessarily 30 seconds. It's all overlapping. We're looking for the freshest things as well. Film is new again because you can do so many things with it.
On the role of Cannes Jury President
It's this simple and this difficult: We have one job, which is to recognize the most incredible, mind-blowing, beautiful, funny, provocative, moving, gripping work — the stuff you look at and feel hate and envy. All I can be is my humblest, firmest, most honest, sincerest and best to make sure we focus on the right thing.
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