ROAR­ING SUC­CESS

Campaign Middle East - - FRONT PAGE -

The Cannes ju­rors give us the in­side track on this year’s Li­ons win­ners.

Ju­rors at this year’s Cannes Li­ons In­ter­na­tional Fes­ti­val of Cre­ativ­ity re­flect on how their cat­e­gories have evolved and the qual­ity of 2016’s en­tries and win­ners CRE­ATIVE DATA TASH WHITMEY It wasn’t just the judges who were in­spi­ra­tional and chal­leng­ing.

It was that I was pre­sid­ing over the se­cond year of a cat­e­gory I see as be­ing a game-changer for our in­dus­try: data and cre­ativ­ity.

Data drives cre­ativ­ity, so why have we ne­glected it for so long and how thank­ful am I that we are now fi­nally recog­nis­ing and re­ward­ing those brands and agen- • chief ex­ec­u­tive • havas he­lia cies that are us­ing the magic of data to fuel cre­ative bril­liance?

I led a group of in­cred­i­bly smart peo­ple from di­verse back­grounds to re­view, revel in, dis­cuss, in­ter­ro­gate and de­bate a range of work.

This is still a new cat­e­gory and one that I see as be­ing crit­i­cal for guid­ing the in­dus­try on a sub­ject that we all know we need to grasp but which many strug­gle to un­der­stand. We looked for work that would be in­spir­ing to oth­ers, work that de­liv­ered sim­plic­ity out of com­plex­ity, and work where data and cre­ativ­ity were in­trin­si­cally linked.

We saw some in­spir­ing work. We all left feel­ing that we had been chal­lenged in our think­ing and that, next year, this cat­e­gory will con­tinue to push the bound­aries of mar­ket­ing – as it should.

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