Top Story


Home >> Cannes Lions 2011 >> Article

Cannes Lions 2011: Festival explores branded content & mobile for 2012

Font Size   16
Cannes Lions 2011: Festival explores branded content & mobile for 2012

There are just two more days left before curtains fall on the Cannes Lions International Festival of Creativity 2011. As Festival CEO Philip Thomas reflected back on the week, he stated that the Festival had exceeded expectations on all counts.

Speaking to exchange4media, Thomas said, “There were more entries and more delegates than we had expected, and the attendance in the seminar programme has been very high this year.”

India was the seventh highest country in sending entries this year, which while is the highest number of entries (1,174) from India, according to Thomas, it did not increase as much as the other countries such as Russia.

The increase in entries can also be attributed to the increase in categories. Elaborating on that, Thomas said, “The reason we add categories is because the industry expects us to be as relevant and future ready as possible. We listen to the industry. For instance, the latest category of Creative Effectiveness was introduced because the industry was telling us to prove the link between creativity and effectiveness.

“Similarly, the conversations now are about whether mobile is ready for its own category. The other conversation is on branded content. But we have to really explore these before we introduce anything because the worst thing we can possibly do is launch a category and not getting entries for it,” he added.

While most of the new categories like PR and Design have grown in entry size, Film Craft surprised Thomas the most. He said, “I did not expect to see those many entries in the category. We are thinking of Print Craft and Radio Craft too but again, that is something we have to still deliberate on.”

Scam advertising was once again a common feature in most corridor conversations at the Festival, but Thomas was clear that there were no scam ads at the Festival. He explained, “It depends what you call scam ads. If you are speaking of an agency and a brand getting together and saying let’s do something small but exciting, I don’t call that a scam, I call that experimenting. And experimenting is important in showing the way for the future. Scam advertising is when people produce things for clients they don’t have or without the client’s consent. The last time we faced that problem was in 2008, when we had to withdraw a Lion but it has not happened since.”


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...