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

Campaign Middle East - - FRONT PAGE -

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.

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