Marketers will be judges for the first time at this year's Cannes Lions International Advertising Festival. Three marketers -- from Procter & Gamble Co., Hewlett-Packard and Ikea -- are joining the Media Lions jury.
"Media is the area where clients are getting the most involved," said a spokeswoman for the Cannes festival, to be held June 21-26 this year.
The marketer judges, all based in Europe, are Bernard Balderson, P&G's associate director of U.K. media; Scott Berg, Paris-based worldwide media director of Hewlett-Packard; and Nils Larsson, the marketing director for Ikea in Sweden.
The three marketers' fellow judges on the 16-person media jury will include Joe Uva, New York-based president-CEO of Omnicom Group's OMD Worldwide, and executives from WPP Group's MindShare; Initiative Media, owned by Interpublic Group of Cos.; and Aegis Group's Carat. The jury president is Alexander Schmidt-Vogel, worldwide CEO of Grey Global Group's MediaCom.
Last year P&G sent a high-profile delegation of about two dozen executives from around the world to the ad festival in the south of France, generating intense interest in clients at Cannes. Previously marketers usually sent, if anyone, a couple European-based executives.
This year, McDonald's Corp. plans to send a delegation of 20 or so staff to the ad festival, and festival management last month said there had been some provisional interest from Campbell Soup Co.
Adding clients to a jury opens up a whole new role for marketers at Cannes, though it may be a while before a client judges the film or press and outdoor categories, though.
"Nothing is set in stone," the Cannes spokeswoman said.
The festival last week announced the agency-side judges for those categories. U.S. judges for the film jury will be Linda Kaplan Thaler, CEO and chief creative officer of Publicis Groupe's Kaplan Thaler Group, New York, and Gary Goldsmith, chairman and chief creative officer of Interpublic's Lowe New Year.
The film and the press and outdoor juries will be chaired by Piyush Pandey, executive chairman and national creative director of WPP's Ogilvy & Mather, Mumbai.
The U.S. judge on the press and outdoor jury will be Kevin Roddy, partner and executive creative director at Havas' Euro RSCG, New York.
Other U.S. judges at Cannes this year include three members of the cyber jury, whose president will be Bob Greenberg, chairman-CEO and chief creative officer of R/GA. The two U.S. cyber judges are Kevin Flatt, creative director of interactive at Fallon, and Sasha Kurtz, creative director of Dotglu.