In a freewheeling chat with exchange4media against the backdrop of Cannes Lions 2013, Dheeraj Sinha, Chief Strategy Officer, South & South East Asia of Grey Worldwide talks about the need for advertising to capture consumer interest and celebrating 60 years of Cannes, among other things...
Doing social good seems to be an over arching theme in the works that are winning metals. Is this the advertising of the future?
I think advertising wants to gain more self respect that it ever had. If you look across awards as a juror, you see work that is asking for a specific benefit to consume something and then you see ‘Dumb ways to Die’...it is so much more refreshing larger and more human. The desire for the industry to reach out to the larger audience, to be of bigger use than just sell products is peaking right now. Therefore, you see some of the work being awarded in a big way. Getting consumer interest is far bigger than what you can tell consumers about the brand.
How has Cannes 2013 been different for you?
The nature of Cannes as the Festival of Creativity is changing from smart art or smart copy or even integrated this year. We are seeing a lot of work which is around the larger issues. There are a lot of ideas that are being discussed that go far from advertising. This is distinctly emerging. Two to three years ago or even a year ago, it was social media and digital leading the conversations.
The other trend is how brands are using celebrities to embed brand stories within the life of celebrities – not as endorsers but more as celebrities tweeting about the brand as part of their everyday life.
The depth of impact that advertising is making is becoming very important.
What does the 60th year celebration of Cannes mean to you?
The larger definition of creativity – creativity is not what you do on a sheet of paper in a print ad or in a video in a 30-second commercial, it is about solving problems. I am personally very excited about that larger definition of creativity which Cannes definately seems to be celebrating this year. It is creativity about advertising, it is creativity about life.
What is your most memorable moment at Cannes 2013?
The parties and Grey winning a Gold, of course.