Top Story

e4m_logo.png

Home >> Advertising >> Article

Cannes 2015: Integrated marketing campaigns can trick you to believe it's a PR-lead campaign: Paresh Chaudhry

19-June-2015
Font Size   16
Cannes 2015:  Integrated marketing campaigns can trick you to believe it's a PR-lead campaign: Paresh Chaudhry

Catching the plane to Cannes was filling me with excitement , anxiety and raging enthusiasm. I knew that this isn't a holiday with nine hours of evaluating 1600 entries over 6 days. 

Add weeks of preparation and pre-judging. The responsibility of awarding good work across 36 categories is a challenge and we need to ensure that lions go to deserving global work. 

The detailing by the Lions’ office with an army of coordinators from London and Cannes was mind boggling. The jury dinner followed by in depth briefing on the judging criterion was intense. No room for lethargy and comfy breaks. 

This year 50% entries  are from agencies, up from 30% last year. That’s encouraging for our industry. 

The 20 member jury group is divided into 4 groups to grill 150 entries a day each.  Global brands have an edge due to multiple touch points across markets and enter my isle categories. Integrated marketing campaigns can trick you to believe it's a PR-lead campaign. Our criterion is simple and basic.  Creative excellence of the work irrespective of its country of origin  that builds trust and reputation with its stakeholders.  

The author is CEO of Madison PR.

Tags Paresh Chaudhry Madison PR

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Meanwhile Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

Pankaj Belwariar, who recently resigned from the post of Vice President Marketing at Sakal Media Group, has now joined Rajasthan Patrika as the Head of Marketing in North and East region.

A look at Vivo’s ad campaign with their all-new brand ambassador Aamir Khan, which has fetched them a whopping 21 million views on YouTube