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CANNES CALLING ! New category introduced for Direct Marketing

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CANNES CALLING ! New category introduced for Direct Marketing

Most advertising professionals have common issues to deal with in business, tough clients, poor servicing, unrealistic deadlines, the list is endless. What makes the business rewarding (apart from the money) is the 15 minutes of glory that writers/art people get when they win a gong. Preferably, an international one. Most creative people would give an arm and a leg for such recognition. Heck, they’d even settle for a nomination.

It’s that time of the year again when entries have to be sent for Cannes Lions and countries from around the world vie for a Lion. Naturally, the competition is fierce. Last year, for instance, saw a record number of 10782 print ads and 6117 films submitted (in two categories alone). Of these, 392 were from India alone, which is an increase of 31% over the previous year. Even the jury is a veritable who’s who. Consider some of the names that were there in 2001. Bob Isherwood, Andy Law, Neil Dawson, Stanley Bendelac. This year’s jury is bound to be just as awe-inspiring. Agencies and clients have one more opportunity to win a Lion. That’s because, a new category has been introduced for Direct Marketing.

Coming to India, the country hasn’t done badly at Cannes. Some of the worthies from the industry have won Lions. And others have even been part of the jury. The winners and nominees have gone on to harvest greater glory, becoming Creative Directors and Presidents of their agencies. Unlike many of the other advertising awards, Cannes has something for clients as well, a Lion for best advertiser of the year. This award, is for those clients who realize that good creative and successful advertising are not mutually exclusive.

Like the previous years, this year too, The Times of India, is the official representative of the Cannes International Advertising Festival in India. The categories up for grabs are Press/Poster/Film, Direct Marketing, Media Innovation, Young Creatives and Cyber.The Palais de Festivals is the venue of the event. Last year, as many as 81 delegates from India visited the Mecca of advertising. Some of the regulars include Piyush Pande, Prasoon Pandey, Ravi Deshpande, Geeta Rao, Kailash and Aarti Surendranath. Many of the delegates consider Cannes to be the equivalent of a university as they learn so much from there.

How many will visit this year? Well, the entries have just begun. But if last year’s trends are anything to go by, then once again, there should be a near doubling of figures. Indian agency executives also send work to Cannes as a way to showcase expertise and increase business in India. So lets wait and see who responds to Cannes Calling!


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