Questions about relevance have plagued this year’s Cannes Lions International Festival of Creativity.
With attendance reportedly down 20 per cent, news of major holding companies issuing warnings to staff and general scepticism around ‘Cannes Scams’, 2018’s festival has drawn its fair share of criticism.
Though, not everyone has jumped on the anti-Cannes bandwagon, with many still championing the importance of the awards to the industry and work coming out of it.
Speaking to B&T, consumer psychologist and Thinkerbell founder Adam Ferrier said he was wholeheartedly supportive of the awards.
“I like Cannes, I think it’s good, and I think it’s good to recognise good work.
“I think there’s a high correlation between creative work and effective work and there are various studies supporting that,” he added.
In response to criticism that creative agencies gear work towards winning awards, Ferrier said such tactics will only lead to an agency’s demise.
“I think if agencies have the mentality of quick wins they’ll die, and I don’t think many do anymore, the more agencies apply themselves to solving business problems, the more successful they’ll be.”
For Ferrier, the awards are especially important to creatives, who can often be “insecure”.
“A lot of creative people are very sensitive people, sensitive people are often insecure and do well with praise, so awarding medals and trophies is a nice way of having external recognition.”
In June 2017, Ferrier launched creative agency Thinkerbell with ex-Cummins&Parters creatives, Jim Ingram and Ben Couzens, bringing on former OMD managing director Margie Reed as managing partner in October.
Just two months after launching, PwC announced a strategic investment in the agency, a move which echoed a recent trend in adland of consultancies stepping into the creative space.
Ferrier describes the relationship as “friends with benefits”.
“They were an early investor in the business and it’s been mutually beneficial, we’ve had lots of joint projects we’ve been working on together and it’s been interesting to know each other’s businesses.”
Asked whether Thinkerbell could one day move into the media buying space, Ferrier said he was all for it.
“When Margie Reed came on board as managing partner she brought with her a wealth of understanding of media, and we’d be crazy not to embrace that.
“There’s an artificial dichotomy between creative and media set up by holding companies which is completely crazy, and so anything we can do to break that down we’re all for.”
Speaking about the divide between creative and media, Ferrier argued it was high-time to ‘put the toothpaste back in the tube’.
“I think everyone’s realised that it wasn’t great for the industry to separate it. It’s made the industry operate less efficiently.
“I can’t imagine anyone saying it’s a good thing to keep them separate.”
“They might have to say that to appease their holding company bosses, but I don’t think anyone really thinks it’s a good idea,” he added.
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]