Cannes celebrates the very best ideas from around the world. But the industry also needs to demonstrate that this creative work has a commercial impact, argues Gurdeep Puri, founding partner of The Effectiveness Partnership.
“Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.” Attributed to John Wanamaker (1838-1922).
That was a century ago. Back then, routes to market and communication were fewer and less complex, and evaluation and measurement were less sophisticated. Things are different now. In some ways.
In the second instalment of Campaign’s Cannes Lions interviews with the leaders of the big six holding companies, Sir Martin Sorrell, chief executive of WPP, believes creativity doesn’t exist only in the traditional creative department.
Perhaps it is a secret but, contrary to popular mythology, I really like creative departments; the more creative they are, the better. Although, famously, I have never written an ad in my life, the work of copywriters and art directors is what drew me to this business in the first place.Read more on Croisette kings on creativity: Sir Martin Sorrell…
Digital technology and communication have become a vital engine in China’s economic development. Hear from one of the country’s digital pioneers about how mobile technology has reconfigured human connections, both for today and the future.
From a compact pool of 226 submissions for this year’s Innovation Lions, a shortlist of 34 has been revealed, with 12 entries from Asia Pacific and three from China (Baidu, Cheil and DDB) making it through to the final round of judging.