Top Story

Home >> Advertising >> Article

Cannes 2015: PR presents case boards while advertising presents trailers of movies: Paresh Chaudhry

23-June-2015
Font Size   16
Cannes 2015: PR presents case boards while advertising presents trailers of movies: Paresh Chaudhry

As we conclude on the final day of judging,  we have screened 1969 entries, tooth-combed 1566 first cut entries and arrived at the best  shortlisted 200 entries. 63 hours of evaluations over 6 days. We are  almost sure to miss the gala opening.  Tough but satisfying, as we come up with some really stunning campaigns across categories which deserve the Lions.

The 200 shortlist that was released has just 3 Indian entries and that's disappointing indeed. All entries are from ad agencies. We have so many good stories to tell, but  we don't.  Budgets again, eh?

The packaging and presentation makes the difference in the end. A good PR work could get lost if not presented well.  That's why advertising agencies walk away with the metals. We present case boards while advertising present trailers of movies.  If a PR agency - client believe in their work then I suggest you go all out and hire an advertising agency to make this trailer. Invest in your creativity and showcase it to the world. We are recognised at the Asia level fairly well despite limited participation. 

I saw some fantastic work on digital / social platforms , good / nutrition, travel / tourism, charities , corporate responsibility , media relations , events , launch , brand voice and well as audience targeting and engagement , response by crowd sourcing, story telling.  It is clear that the world has moved to social in a big way.  The reach is mind boggling and the engagement better. Listening tools , behaviour analysis  and measurements are so accurate that ROIs can be linked to the goals clearly. 

We need to remember that technology and related story-telling mediums are made for us to use and amplify. Traditional media will pick it up anyways.

If you look at the average in the last 4 years, a total of 16 golds, 22 silver and 30 bronze were given each year at Cannes.  The number of shortlists this year is up by 40%... Expect more Lions from us.  Grand Prix looks certain this year and the fight bitter. 

The metric guidance indicators that we stuck with were

- Creativity at the heart of all that the idea stood for
- Earned trust that builds reputation and has a staying power
- The campaign must inspire  engagement
-  PR should be prioritised in the strategic planning  process 
- Achieves behaviour change as a key outcome

The winners will be released tomorrow morning at a press conference to global media ( 800 journos are expected ).

The  PR Gala awards are on the 23rd night and promise to be a spectacle. So many hopes and aspirations are linked to these awards. I just hope that those 63 hours of hard work have justified those aspirations. We did our best.   My congratulations to the winners in advance.

This year , 310 jurors were invited to judge 19 disciplines. The Lions team was a class apart.  Great hospitality, logistics and micro-management. Tireless effort indeed.

To me personally , it has been a titanic experience studying the work, imbibing the creativity quotient and making friends for life with 20 PR heads across the globe.

As I sign off, I have to say that the Indian PR industry has great potential. PR is at the heart of world’s greatest campaigns that is constantly elevating their power , making emotional engagements , opening minds , touching hearts and inspiring action on the ground.

Here's a toast to the people who make up the festival of real creativity.

The author is CEO, Madison PR.
 

Tags Paresh Chaudhry PR Lions Madison PR

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Gaurav Dua, Executive Director, Relaxo Footwears talks to exchange4media about the brand's re-branding, marketing strategy, future plans and much more

The brand through its campaign is helping Indian professionals imbibe the new work-culture while making an effortless style statement at their workplace

In this campaign, the brand MRF tyres intends to communicate their proposition of 'comfort made more comfortable'