Agency: Fallon London
By JIM DAVIES, campaignlive.co.uk, Friday, 26 June 1998 12:00AM
Don’t you think it’s about time we took a serious look at the
awards programmes that are meant to reflect the calibre of their
business. Surely I can’t be the only person who believes that major
international events such as the Cannes festival mostly get it
It would seem that greed and profit are getting in the way. Increasingly
at Cannes we see a load of delegates (who I doubt are in the industry)
copy other people’s ideas. This would not be so bad if some of the money
that was made from their participation in the event was ploughed back
into the advertising industry.
The trouble is that nobody really seems to take the event seriously
Even the organisers trivialise their own show - as is evidenced by this
year’s downmarket delegate brochure.
The clients certainly cannot recognise it as an authoritative event, as
we have generally been excluded from attending for many years. Don’t get
me wrong. I am all for a bit of enjoyment by the beach and festivals are
great places to meet people for work and pleasure.
However, I believe it is vital that the fortunes made here are put back
into something worthwhile - such as training or business development.
This would at least mean that the cheap champagne and international
buffet on awards night would leave a much better taste in the mouth.
Agencies should be reaching out to their clients as partners and
business consultants, rather than just coming up with beautiful,
expensive, often esoteric commercials to present at Cannes.
OK, I admit that sometimes the ads that win are great - and watching
Russian public awareness messages or advertisements for the Danish fur
trade can be perversely fascinating - but, in the end, only the creative
agencies and, in turn, the creative director, gets the kudos. No wonder
agencies try to keep clients away. They would be horrified.
Film companies may be in competition with each other at the Oscars, but
this at least reflects the fact that you are probably going to be seeing
a good movie. Maybe you should start to look at setting up your own
’Advertising Academy’ to sort out anomalies highlighted at Cannes.
Send your rants to Diary Editor, Campaign, 174 Hammersmith Road, London
This article was first published on campaignlive.co.uk