Creatives rally for Cannes cost audit
By CAROLINE MARSHALL and HARRIET GREEN, campaignlive.co.uk, Friday, 27 June 1997 12:00AM
The heads of the world’s major advertising groups are being asked to support a campaign by Britain’s creative directors to halt the rising costs of the Cannes advertising festival.
The heads of the world’s major advertising groups are being asked
to support a campaign by Britain’s creative directors to halt the rising
costs of the Cannes advertising festival.
The Creative Directors Forum is inviting Martin Sorrell, group chief
executive of WPP; Phil Geier, chairman of Interpublic; Michael Bungey,
the Bates Worldwide chairman; and Bob Seelert, the Cordiant chief
executive, to disclose their agencies’ relative spend at Cannes.
John Fawcett, chairman of the worldwide creative board for Bates
Worldwide, said that Bates already audits the costs of entering Cannes,
and that it would be willing to share the information with the CDF.
’Cannes is expensive and some groups aren’t aware of how much they spend
here,’ he said.
Cannes is by far the most expensive awards scheme to enter - not only in
terms of fees, but also because the Cote d’Azur, the festival’s home
since 1975, seemingly becomes greedier year by year. It costs pounds 370
to enter a single commercial at Cannes, while the comparable entry costs
for other prominent awards schemes are pounds 123 for D&AD and dollars
75 for the US OneShow.
Tim Delaney, the Leagas Delaney creative director who chairs the CDF,
said: ’The overall objective is cost reduction, which demonstrates a
businesslike attitude from creative directors.’
Another CDF member added: ’We will be asking the network heads if they
get value for money from Cannes. UK agencies that are part of big groups
have enormous pressure exerted on them from their American colleagues to
win at Cannes.’
Roger Hatchuel, the festival president, said: ’This kind of criticism is
absolutely unfair. Do you want us to go to Brighton? You don’t have the
equivalent working tool anywhere else in Europe - a big Palais des
Festivals within a mile of all the hotels.’
Hatchuel added: ’The press and poster entry cost is unchanged since its
introduction in 1992. The film entry has been the same for five
Bo Ronnberg, the jury president, said: ’There is always a good reason to
debate an awards scheme, but Cannes is a commercial venture.’
Cannes news, page 2.
This article was first published on campaignlive.co.uk
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