It’s our window on the future
ATTENDING AN EVENT like Cannes gives South Africans the ability to see into the future. What’s happening and on display here and now at Cannes will be happening in SA next year. That means you can anticipate the future and plan for it – though, of course, you still have to work out the timing and the degree to which the South African response will be modified.
The lessons of Cannes this year were abundant. Here are some: The recession is over. Or is it? The numbers of entries and of delegates were at record levels, clearly indicating a return of confidence. But WPP CE Sir Martin Sorrell expressed the fear that the world economy is still fragile and vulnerable to an unexpected setback. And while some countries entered in record volumes, many of those in Europe cut back. Britain, usually a top winner of awards, trailed in with entries and wins both substantially down. The East is on the rise. One indicator is the success of Far Eastern countries in winning awards at Cannes. As they are wont to do, they have come, learned and conquered. China won its first Grand Prix (in the press category) and Thailand won two gold Lions in the same category. India won a Gold lion in film. The United Arab Emirates, Korea and Hong Kong also took Golds. Other newly emerging economies in Eastern Europe are also showing off their talents. Romania won Grands Prix in both direct marketing and promotions. Television has entered a new golden era and the old-fashioned TV commercial has followed it back. The much-predicted death of the 30-second commercial (by
SIR MARTIN SORRELL