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World's biggest ad festival to kick off in Cannes

Its just two weeks away and most hotels at Cannes are showing full occupancy. ET gives a preview of what to expect.

, ET Bureau|
Jun 09, 2010, 04.54 AM IST
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The noise around Cannes is now reaching a crescendo. And the biggest ad festival this year promises to be a much more bigger affair — right from the number of entries to delegate participation to even the number of categories. This year, Cannes Lions 2010 will award work in new areas like film craft — which looks at the technical aspects of film making including production design, direction and cinematography. Then there is the Grand Prix for Good, for entries that are not eligible because they were made for charities or public service. Gold winners of charities or public service will be judged by Titanium and Integrated jury. The other attractions include Independent Agency Of The Year and the Cannes Creative Leaders Programme — a training workshop designed for creatives.

While agencies are still drawing up the list of delegates to the festival, India has a fair representation particularly in the juries across categories like Media, Press, Digital, Design, Film, Radio, Direct, Promo & Activation and Outdoor. And the event is not just a gathering for the ad fraternity, but the marketers from across the world. Sure enough, marketers from India will be seen mingling with their global counterparts, soaking in the ambience, the awards ceremonies and even learnings from the workshops and seminars across the seven day event.

Sharing his expectations from the festival, Vijay Singh, MD & CEO, 141 Sercon says, “The festival will be more interesting this year. There are more clients coming to present and it will be a good value addition for delegates.”

This year Cannes Lions 2010 saw a 7% increase in the total number of entries. This year, the festival has clocked 24,242 entries from 90 countries at the end of the closing date. It is the fourth highest number in the history of Cannes ad fest and the economic recovery is cited as one of the reasons for the upswing. Categories like Media, Cyber, PR and Promo & Activation have registered the maximum number of growth. From India, Outdoor tops the list with 266 entries, followed by 244 entries in Press category. Direct and Promo follow with 105 and 103 entries respectively.

Singh, who is on the panel of Promo & Activation jury says; “First impression of the work entered matters a lot. In the first two or three rounds where there are a large number of entries to judge, the work that makes a quick connect and is sharp in its communication stands a better chance of moving to the next round. The deliberations and discussions on the work comes much later.” As India’s clout over global advertising increases, it will be interesting to see how many Lions we bring back home.

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