Record entries for Dubai Lynx
As the Dubai Lynx kicks off, agencies from 18 countries are hoping to strike gold
The Dubai Lynx has broken records again, attracting 2,279 entries from 18 countries.
The entry numbers represent an increase of 9 per cent on last year, with the awards part of the Dubai Lynx International Festival of Creativity, which kicks off today (9 March).
Terry Savage, CEO of Lions Festivals, which together with Motivate is organisers of the Dubai Lynx International Festival of Creativity, said: “As the industry continues to evolve with new media and technologies, creative awards benchmark standards that propel the industry forward and the high level of participation this year validates the importance of winning a Lynx award.”
Entries for this year’s Dubai Lynx have increased by nine per cent compared with last year’s figures.
A total of 2,279 entries from 18 countries have been submitted to this year’s event, which begins today with seminars from JWT, the Doha Film and TV Commission and BBC Advertising.
Up on last year’s record number of 2,092, the hike comes despite ad agency Y&R’s decision not to enter at all for this year’s awards.
The group had won the ‘Agency of the Year’ title at last year’s event, and was awarded a design grand prix as well as coming second in the ‘Network of the Year’ race.
Entries have been submitted in 15 categories: film (192 entries), print (226), outdoor (229), radio (136), media (249), direct (125), promo & activation (155), interactive (98), print and poster craft (263), film caft (281), design (135), integrated (49), public relations (56), mobile (15) and branded content and entertainment (70).
Terry Savage, CEO of Lions Festivals, organisers of the event, said: “As the industry continues to evolve with new media and technologies, creative awards benchmark standards that propel the industry forward and the high level of participation this year, validates the importance of winning a Lynx award.
“With cultural attaches on hand, our international juries will vote, deliberate and subsequently award the winners showcasing the best work in MENA, which will ultimately impact the region’s advertising and brand communications going forward.We anticipate an energetic and great awards night.”
Discussing the awards, Raja Trad, CEO at Leo Burnett MENA, said: “We’ve entered work based on global standards which carries creative excellence. The most important thing is having work which is based on a big idea. You can have brilliant art work and beautiful designs but if there isn’t a good idea behind it, there is no point.
“We enter the Lynx, like we do other awards, because it’s part of our DNA.
“Generally, we are continuing to see improvements in the quality of advertising in MENA. As a region, we had more wins in Cannes than ever before so it means the quality is definitely improving. People are still spending, and not to mention there is more effort going into the creative product.”
Dani Richa, the chairman and CEO at Impact BBDO Group MENA, added: “I believe this is another year where the region will assert itself as one of the emerging creative excellence territories in the world. And what’s more interesting, is that these achievements are spread across many agencies where we are no longer winning in one or two categories in the international awards, but across more unconventional categories, hence improving year after year.
“Our industry is powered by fresh thinking and innovation, so we select the work that truly brings something new to the table.
“Work that raises the bar and reflects effective communications that builds brands and businesses. It is also important for us to portray the diversity of our innovative communication solutions across all disciplines, which is evident in the work that represents our network.
“The objective of awards is to promote and elevate the standards of creativity and you obviously have to push the standards and do well on a regional level to find your space on the global stage.
He added: “I personally don’t think that the nationality of a judge matters per se, but I do think that the calibre of judges should be of the highest level.
“At the end of the day, we are trying to raise the bar of creativity and it takes a certain judging capability to understand the cultural nuances and sensitivities of the region and, at the same time, have the global standards that we are looking for.
“It is also equally important for juries to be advised on the unique characteristics that differentiate various parts of our region, so not to generalise certain perceptions or criteria across the entire region, Lebanon and Egypt are different to that of Dubai and Riyadh for example.”
The top country participating in the Lynx is the UAE with 1,277 entries, followed by Egypt with 332, Lebanon with 266, Saudi Arabia with 105 and Kuwait with a total of 95 entries.