The industry’s Lynx predictions

We asked around the region’s agencies to see who is entering what to the Dubai Lynx, and which submissions the industry expects will do well

Find out which agencies have entered what work, where they have entered it and how they think their competitors will fare in the awards.

K ALPESH PATANK AR EXECUTIVE CREATIVE DIRECTOR ( MENA) Y& R

How many entries are you submitting to the Lynx?

Collectively, along with Classic Partnership, Cairo, Beirut, Tunisia and Jordan we have a sizeable representation at Dubai Lynx this year. As a whole it’s more than we entered last year, since we have brought the region together this time.

What categories are you focusing on?

We have a spread of entries, equally across categories, from Innovation to PR.

Which of your campaigns do you think will do best?

“One Book For Peace”, which has made a strong impact with people across the world, even reaching peace conferences across Europe and the Middle-East. We have “The Footnote” from Classic Partnership, which will be entered in the newly inaugurated Health category.

What campaigns from other agencies do you expect to be highly awarded?

Since there are a few agencies that aren’t participating this year, I hope there isn’t a gap and we still see some really good work from all the other agencies. There will be more new agencies to see participating.

What themes do you think we will see at the awards this year?

With the reduced budgets, tight and shorter deadlines and market constraints agencies are working with, we should see some work that finds unique solutions to these barriers. It will be good to see campaigns that are not media-centric but are more experiential.