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Cannes 2015: Integrated marketing campaigns can trick you to believe it's a PR-lead campaign: Paresh Chaudhry

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Cannes 2015:  Integrated marketing campaigns can trick you to believe it's a PR-lead campaign: Paresh Chaudhry

Catching the plane to Cannes was filling me with excitement , anxiety and raging enthusiasm. I knew that this isn't a holiday with nine hours of evaluating 1600 entries over 6 days. 

Add weeks of preparation and pre-judging. The responsibility of awarding good work across 36 categories is a challenge and we need to ensure that lions go to deserving global work. 

The detailing by the Lions’ office with an army of coordinators from London and Cannes was mind boggling. The jury dinner followed by in depth briefing on the judging criterion was intense. No room for lethargy and comfy breaks. 

This year 50% entries  are from agencies, up from 30% last year. That’s encouraging for our industry. 

The 20 member jury group is divided into 4 groups to grill 150 entries a day each.  Global brands have an edge due to multiple touch points across markets and enter my isle categories. Integrated marketing campaigns can trick you to believe it's a PR-lead campaign. Our criterion is simple and basic.  Creative excellence of the work irrespective of its country of origin  that builds trust and reputation with its stakeholders.  

The author is CEO of Madison PR.

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