Friday, June 24, 2005
From the Cannes Lions
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• Travel/MoBlog
I’m writing this on the penultimate day of the Cannes Lions, where, after roasting in Indian summer, I am baking in pleasant French-coastal heat.
The grand prix for Direct went to a TV spot that required people swith between two channel to watch a commercial, and then finally sent you to a Web site to see the final product. It just re-inforces my belief that the Lions needs an overhaul in the direct section. These decisions are too creatively driven, and very little credence is given to strategic significance. Don’t get me wrong—creativity is paramount; just not when it doesn’t produce results.
A full report when I return next week.