Bonin Bough, Vice President - Global Media & Consumer Engagement, Mondelez International talks about his impressions of Cannes this year, reasons for less client representation, under-appreciation for communication which has a vital role in transforming businesses and more...
What are your impressions of Cannes Lions 2014?
I am a big supporter of such events, more than anything, it is the ability to come together and be able to have fruitful discussions of where the future of the industry is, what great work looks like, what it takes to do great work. When I think of Cannes, it is all about being inspired and keeping that inspiration through the rest of the year.
I am surprised we are not seeing enough stuff around creation and ownership of media, given how transformational it will be for the world. Hopefully we will see that next year.
Do you think there is enough client representation at the festival this year?
There is never enough client representation.
Why is that in your view?
Sometimes clients forget how important they are to moving an industry forward. We get the agencies we deserve, we get the industry we deserve because we write the cheques, and if we want the world to change, we have the power to bring about that change. I don’t believe there is enough client involvement in anything.
Maybe we haven’t created enough incentive for clients to show up or maybe some of the clients’ priorities aren’t appropriate. Communication transforms businesses and I think it there isn’t still enough appreciation for communication.