We’re being set up to fail by Cannes Lions judging process, claim media agency bosses
Members of this year's Media Lions jury deliberate
Two of Australia’s most influential media agency bosses have called for a shakeup of the judging process at the Cannes Lions, claiming it leaves them “set up to fail”.
Starcom Mediavest CEO John Sintras and Mediabrands chairman Henry Tajer made the comments in a video interview with Mumbrella following yesterday’s claim by Mindshare CEO James Greet that Australian agencies had underperformed in the Media Lions category.
The comments from the pair carry particular weight because Tajer – whose media agencies include Initiative and UM – also chairs the Media Federation in Australia, while Sintras is also chairman of Starcom’s global product committee.
Dry your eyes, its a competition – there is always going to be a few winners and lots of losers. Don’t spit the dummy when you are on the losing side. Everyone in media was judged the same way so its a fair competition.
If you don’t like the rules then play somewhere else – don’t moan like a bad Ricky Ponting loser.
If there is only three minutes, just make it look pretty.
Micah Walker put it very well when talking about outdoor, saying entries are effectively an ad for an ad, or in this case an ad for a campaign. In this regard I think John and Henry have a point, especially as strategy becomes increasingly data driven.
Fact is that creative agencies are now winning the Media category awards at Cannes…so maybe its the power of the “idea” and how its effectively being implemented that’s being awarded and not the media strategy itself. Probably the criteria, not the process that should be questioned.
I have a novel idea………Reduce the entry list dramatically……..Hold the awards in Birmingham!
These awards represent the pinnacle of junkets as opposed to the pinnacle showcase of world’s best practice…..
Good point, @client. If its all about strategy, why is the judging panel not made up of strategists…?