The arrival of more categories has given greater scope to agencies from less-developed ad markets to do clever stuff on smaller budgets. So, they caught the eye of jurors and gave them the excuse they've wanted to ignore the big UK and US ad markets, which have dominated Cannes for so long with their film prowess - and their stonking great adspends. - Suzanne Bidlake
Obviously not enough "thick brown envelopes" passed around during pre-judging cocktails. - George Parker
Maybe in the mature markets we use all our knowledge as an anchor, and not as a springboard. Also, perhaps media and creative are not quite as unified as they should be, and our channels are pre-prescribed before the brief even comes in? - Ian Haworth
Why was the term "underperform" used? The quality of work from across the UK is of a high standard in terms of effectiveness, but this has no resemblance to that of creativity, which is what Cannes is all about. - Tim Harvey
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