Cannes Lions Special: As an industry, we are far too obsessed with awards: Andy Greenway
The Executive Creative Director - Asia Pacific, SapientNitro laments that the industry has become too obsessed and wins awards for the sake of winning awards, instead of doing brilliant work that gets recognised
Andy Greenway, Executive Creative Director - Asia Pacific, SapientNitro talks about the creative industry’s obsession with awards, Cannes being the best place for new thinking and trends, and more...
On Cannes Lions 2014...
We only have a couple of pieces from Asia from an awards perspective. In our business we don’t do ads in two weeks, our stuff takes two years. The stuff that we do takes time to build, it is a big robust platform, it is not a TV ad which can be made in six weeks. We have a lot of work from Asia now, which will be ready for Cannes next year. This year, I am looking forward to meeting with people and attending good seminars. Next year, we will be more aggressive on awards.
The interesting thing about Cannes is that it has grown so much; originally Cannes was just for TV advertising, now there is much more.
Cannes actually recognises the length and breadth of how our industry has grown; if you want see the best of new thinking, Cannes is the place to come. Cannes is doing a brilliant job and is evolving with the latest trends and happenings. This is a great place to see ad learn about the latest trends and campaigns and use that knowledge for your own thinking and work.
The other half of Cannes is connecting with people and finding new talent.
Most memorable Cannes moments...
My most memorable part of Cannes is connecting with people and watching some amazing presentations.
On the creative industry’s obsession with awards...
As an industry, I feel we are far too obsessed with awards. Awards now are becoming the be all and end all; our attitude should be ‘I have done some ground breaking work for my client and by the way, I got recognised for it’.
I am not anti-awards, we have become too obsessed and win awards for the sake of winning awards, instead of doing brilliant work that gets recognised.
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