Indian Jurors on works that will make it to Media, Outdoor and Direct Lions at Cannes
Rajni Menon of Carat, Pallavi Chakravarti of Taproot Dentsu and Prateek Bhardwaj of McCann Worldgroup, share their judging parameters for Cannes Lions 2018
In the last part of our series on Cannes Lions 2018 Jurors, three jurors Rajni Menon, CEO - Carat; Pallavi Chakravarti, Executive Creative Director - Taproot Dentsu; and Prateek Bhardwaj, National Creative Director -McCann Worldgroup share their parameters for judging entries in their respective categories.
Rajni Menon - Media Lions
I am looking for consumer insight which leads to driving action/change in behaviour. I will also be on the lookout for creativity in terms of execution and obviously the results. If the entries have not had palpable impact in moving metrics for the brands in concern then all the previous great work is of no consequence. In the Media Lions category we have definitely come a long way with increasing number of metals over the last few years. But it is far from the levels that we would be inspired by. We are far stronger in the creative sphere.
Pallavi Chakravarti - Outdoor Lions
Firstly, I am excited to have an opportunity to deep-dive into work and evaluate what the best advertising professionals the world over are doing with this category. The parameters for judging entries anywhere are always the same - What’s the idea? Is it fresh? Does it connect with the brand? Is it big? Is it right for the category it has been entered in? Most importantly, how does it make you feel?
The definition of outdoor advertising has broadened tremendously. Technology is being used creatively. The world is thinking beyond billboards and posters, though in my opinion, they have their own, equally important place within the category. So the jury will have to think differently too, I’m sure the work we will see will compel us to do so.
Prateek Bhardwaj - Direct Lions
It’s a great honour to be judging at Cannes this year, with everyone watching the new direction Cannes is taking. But at the same time, it’s also a great responsibility and I’m already preparing myself for some serious hard work. A lot of people mistake the Direct category for direct mail when it’s actually much more than that. Any piece of creative with a measurable direct response mechanism – a number to call, a website to go to, an email to write – qualifies for Direct, and a lot of letters don’t. Direct includes every medium there is. So I end up judging films, print ads, outdoor, events, all under Direct. In fact, the Immunity Charm, which won McCann the Grand Prix for Good last year, was also a winner in Direct.
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