A lot more real work would have made the awards better: Arun Iyer

One always gets to see interesting work at Cannes, but there has been a dip in the quality of the workshops and sessions this year, says the NCD of Lowe Lintas

e4m by Priyanka Mehra
Updated: Jun 24, 2013 7:36 AM
A lot more real work would have made the awards better: Arun Iyer

Arun Iyer, National Creative Director, Lowe Lintas and Partners shares how Cannes 2013 was different, key takeaways from the 60th year of the worldwide celebrated Festival and more…

How was Cannes 2013 different for you from previous years?
Cannes is always interesting in terms of the work you get to see, but I must say in terms of the quality of the workshops and sessions, there has been a dip. It wasn’t like the previous years. I feel if there was a lot more real work, the awards could have gotten better.

Social awareness and the greater good have been the overarching themes of works that have been rewarded this year. Is this the future of advertising?
Somewhere, the awareness that we must do something positive for the world seems to be an over-riding theme, but I don’t think that is the only way to win here. General good in advertising does win because people relate to the cause, so there is a connect. Hence, there is going to be an increase in this in advertising, but I reiterate, it not the only way to win.

What are your key takeaways from the festival?
One gets a sense of how the whole media scene is evolving and how to put together a 360-degree campaign. It helps think through campaign through various touch-points and other media that we don’t think about.

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