Cannes 2015: There is a tendency of applying the same entry in multiple categories: Paresh Chaudhry
"While we have to take the outcomes at face value, there is a tendency of applying the same entry in multiple categories. This to me reduces the impact created in one category with specific criterion," says Madison PR CEO Paresh Chaudhry, who is also a Cannes judge
As we enter the third day, we have gone through 6 categories with over 300 entries. Media relations, events and experiential and brand voice categories were particularly interesting with some high intensity work.
Large global brands and companies have a huge spending power in presenting and packaging the entry. With multiple touch points to promote the brand coming out of multi-country budgets, the numbers look gigantic. Social reach is running into millions and crossing the billion mark. While we have to take the outcomes at face value there is a tendency of applying the same entry in multiple categories. This to me reduces the impact created in one category with specific criterion.
Loads of entries from Japan, the US, Brazil, Poland, Spain, Russia, ANZ. Surprising nothing from China!!!
I have seen some great work by Indian agencies and companies. We lack 3 things:
1). Brand spends on the power of PR and a multi-agency approach
2) Entry costs deter many clients to shy away and expect agencies to pay (we are one team remember?)
3) Inculcating a culture of winning and capturing the campaign in its truest essence.
C'mon guys let's win at the Cannes. We deserve it !!!!
The author is CEO of Madison PR.
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