Posts By: Antje Derks

Is Cannes relevant for newer agencies?

Cannes2As we move towards a new era for creative agencies, I’d say it’s particularly important for newer agencies to see and be seen at Cannes. But we need to be really smart about how we use our time there. How we spend our time is critical and if it’s not going to bring new business is it the best use of our most limited resource?

The role of creative strategists is evolving as brands, more than ever, need to put audiences’ interests over their own messages. The marketing world has changed, and smart clients are wising up to the idea that it’s great content that wins people’s attention, hearts and minds. With Cannes the highlight of the creative calendar, it’s evident to us that it’s important we take this message out there. Read more on Is Cannes relevant for newer agencies?…

Cannes Lions’ feminist agenda: we need a culture-change shaped by marketing

Screen Shot 2015-06-12 at 13.37.04Gender is high on the Cannes Lions agenda because a culture-change driven by marketing messaging is needed, according to Senta Slingerland, brand strategy director at Lions Festivals.

For 62 years, Cannes Lions has celebrated creativity – first in TV advertising, then also in print, media and online brand messaging; now also in design, PR and innovation. Read more on Cannes Lions’ feminist agenda: we need a culture-change shaped by marketing…

Desperate to win awards? There’s no shame in that

CannesMain-20150527061825121I was watching TV during the Cannes film festival last month when an A-list actor gave the best defence of industry awards I’ve ever heard.
The actor was on the red carpet at the Croisette and a journalist asked what he thought about people making films or picking roles because they wanted to win awards.

I don’t remember who the actor was because I was multi-screening at the time and doing a bad job of retaining the information on either channel. Also, I’d been drinking. But that’s not the point. The important thing is that the actor said he thought being motivated by awards and kudos was a good thing because, if you take away recognition and praise, the only other reason to make a movie is for the money. And where’s the joy in that? Read more on Desperate to win awards? There’s no shame in that…

Cannes – Absence aids perspective

Port of Cannes, France.

Port of Cannes, France.

It’s always good to have a sense of perspective. And Cannes is a great place to lose it.

I’ll be heading back there after a three-year absence on 22 June. We’ve chosen to represent Maxus with a mixture of our Young Guns (some of our brightest talent) with our Establishment (that’s mainly older people like me). We’ll be comparing our very different perspectives on the festival and the work through the week as it all unfolds.

All of our attendees would seem to share some of the attributes that have powered our growth in recent years: entrepreneurship and agility.

The very same attributes are required when working for a start-up, which is what I did since late 2012, and it’ll be interesting to draw some comparisons with Cannes week this time around. Read more on Cannes – Absence aids perspective…

Leave time for the unexpected at Cannes

feat-Atmosphere-15-06-2014-(44)The good news is the sun doesn’t really set till about 10pm in Cannes. The bad news is most of us need every minute of daylight to squeeze in all the meetings, parties, lunches, cocktails, coffees, seminars, “confabs,” breakfasts, awards presentations, roundtables and rosé’s we’ve committed to over the past month.

Was it always like this? People reminisce about the days when Cannes was less structured and more social, like summer camp for creatives. That was before the clients and the media turned it into a business. Then, the story goes, the focus was on meeting your overseas counterparts and discovering the best advertising from around the world. Read more on Leave time for the unexpected at Cannes…