What If Cannes Celebrated The Worst In Advertising, Not The Best?

What If Cannes Celebrated The Worst In Advertising, Not The Best?

This story was originally published by

Winning a Cannes Lions is huge in the industry. However, in this opinion piece on The Guaridan, Tom Goodwin at Havas Media questions whether the industry is too focused on itself and not enough on what the public thinks of advertising.

SHARE
THIS



One of the oddest things about advertising is our continued focus on ourselves and not the general population.

We’re a relatively closed industry: we drink in the same pubs; we have industry gossip magazines; we seek to impress our bosses and keep our clients happy and think endlessly about the brands we work with. But we are detached from the reality of what real people think about them.

If we’re honest, as an industry, we prefer to be aligned facing our clients, not real people. We host endless debates about how fast digital will grow, whether TV is dead, what to do with iBeacons, but rarely do we focus on the public and how their behaviours are changing. No place demonstrates this more than the Cannes Lions festival.

Around 2010, I did something we rarely do, I spoke with members of the public about what they felt were the best ads of the day. Disturbingly, the ones they all liked, found funny and remembered, were terrible ads. They were dancing cars, talking babies, it was clear how little they knew about what was good advertising.

The last few Cannes Lions festivals show all the signs of the industry unbundling itself further from reality.

Read the full article here.

Latest News

RedBalloon Urges Shoppers To ‘Break With Tradition’ This Christmas
  • Advertising
  • Campaigns
  • Marketing

RedBalloon Urges Shoppers To ‘Break With Tradition’ This Christmas

Online experience retailer RedBalloon is urging consumers to ‘break with tradition’ this Christmas and rethink their approach to gifting, with a million-dollar campaign set to drive 1.6 purchases every minute between now and December 25. RedBalloon General Manager Matthew Cavalier said everyone has their own traditions at Christmas. The brand’s creative territory is about celebrating […]

Rimmel London & The Cybersmile Foundation Take On Beauty Cyberbullying
  • Advertising
  • Campaigns

Rimmel London & The Cybersmile Foundation Take On Beauty Cyberbullying

Rimmel London has partnered up with The CyberSmile Foundation to take a stand against Beauty Cyberbullying. Launched on Monday via a global campaign #IWillNotBeDeleted, fronted by Rita Ora and Cara Delevigne with a cast of other individuals who have been affected by this issue. In 2017, Rimmel London undertook a global research study to understand […]

Jeep & Lumo Energy Launch OOH Campaigns Via oOh!media
  • Advertising
  • Campaigns
  • Media

Jeep & Lumo Energy Launch OOH Campaigns Via oOh!media

Jeep Australia and Lumo Energy are among an increasing number of brands creating impact and driving greater audience engagement through the use of special builds and innovative lighting on classic out of home billboards. The two builds, developed and executed by oOh! include strategically placed lighting which appears to increase in luminance as the night gets darker, to capture the attention […]