CAMPAIGN DIARY: I’M ONLY A PUNTER BUT ..

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 wrong.

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

wrong.



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

enough.



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

W6 7JP.



This article was first published on campaignlive.co.uk

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