June is a month when one likes to get away from Delhi. So I was glad that the annual Advertising Age Global Licensee Summit -- happening on the sidelines of the Cannes Lions International Festival of Creativity -- got me to the French Riviera (exchange4media.com and Impact are Advertising Age’s India partners and licensee in India). It turned out to be much more than a creative experience – it inspired awe, learning, observation and analysis.
Some number-crunching -- there were a total of 28,828 entries this year at the Cannes Lions, 1,177 of which were from India. Out of 90 countries that participated in the festival, India stood 7th in terms of number of entries, with only the UK, USA, France, Brazil, Germany and Australia ahead of it. It takes about Rs25,000-Rs 85,000 to register an entry; therefore, Indian agencies must have spent more than Rs 3 crore just on entries at Cannes this year! Add delegate fees, the cost of stay and attending the festival for seven days... and the amount goes sky high. The business of Cannes is too complex for me to decipher why Indian companies spend so much to be a part of it. What do we get out of it? At most, international networking, meeting global bosses or an ego massage for an agency’s client if he can speak at the conference. Even if it is to win accolades, India’s 24 metals is not good enough compared to 141 ( USA), 79 (UK), 78 (Germany) and so on.
China had only 477 entries and took home a Grand Prix, Romania had 88 entries and won a Grand Prix and most surprisingly, Vietnam, with just 50 entries, walked away with the top honour. Romania and Vietnam are hardly growing economies, yet they managed to win Grand Prix. Then why didn’t a single entry from India make top grade?
It’s time for our agencies to do some stocktaking before they rush off to Cannes. My friend, a seasoned marketing professional, told me, “Cannes analyses the creative mettle of an agency, not the business mettle. If an agency can create something to attract my consumer in Trichy, that would be my Cannes award.” Agencies must therefore focus on ideas to make brands a hit, rather than making themselves popular.
Two things that struck me at Cannes were the Gold Lion for China and no Cyber Lions for India. The first entailed a simple idea that associated an airline’s business and economy class with a luggage brand, the second was proof that big ideas of Indian digital companies didn’t work. As the world goes digital, a poor show in the Cyber Lions category calls for a reality check in India.
Michael Roth, chairman and CEO of IPG, said, ‘A brilliant idea is still the linchpin’ and I can’t agree with him more. We need pathbreaking ideas that are great on both the marketing and creative fronts.
The Cannes Lions should inspire and not be the sole motive for our creative agencies. The highlight of the festival should not just be the Times of India party with Bollywood music and Indian food. This year was BCCL executive president Bhaskar Das’s last party. His successor Arunava Das Sharma will have to mesh the party with more ideas next year.
On another front, the Cannes Lions is a great example of integration. The communication from India Today was to mesh content, social media and the big idea. That is exactly what the winning entries did. Whether it was getting the world’s best speakers on board or workshops to address unique problems of the trade, the festival had something for everyone. However, some big speakers did disappoint.
The way Cannes Lions involves Gen Next is commendable. My only concern is that the thought leaders holding top posts in our creative and media agencies do not send the right message down the line.
It’s time to change the Cannes picture from a junket or ego massage to appreciation of originality and good work. Only then will the Lions roar for India.
