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By Margie Carr
The Cannes Lions International Festival of Creativity (formerly the International Advertising Festival) is a global event for those working in the creative communications, advertising and related fields. It is considered the largest gathering of worldwide advertising professionals, designers, digital innovators and marketers. The seven-day festival, incorporating the awarding of the Lions awards, is held yearly in June with around 11 000 registered delegates from 90 countries visiting the Festival to celebrate the best of creativity in brand communication.
This year Outdoor was the most popular category at Cannes with a total number of 5 367 entries. Out of this 127 Lions were awarded, and interestingly enough, many of the winners were part of a campaign that cut across a number of different platforms, showing that not only are integrated campaigns the order of today, but that Outdoor is an integral part of the media mix.
This is no surprise, says Margie Carr, MD of In Touch Media, who quotes this year’s main sponsor of the Outdoor Category, William Eccleshare, Chairman and CEO, Clear Channel International, on this subject: “Another record-breaking year for entries to the Outdoor Lions category, reflecting the fact that Outdoor is growing faster than any other traditional medium around the world and has never been a more relevant part of the media mix. I have been particularly impressed with the increased number of smart and creative digital out-of-home campaigns entered this year.”
Outdoor Category is showing not only huge innovation, she says, but is also being viewed as an imperative part of integrated campaigns. “This demonstrates what everyone is saying, that the industry needs to work together and that we need integrated campaigns.”
However, this does not mean always get it right she adds. “The issues that are leading to failure are not new and include, for example, creative unsuitable for Outdoor. Long the bug bear of Outdoor companies because we know what works for this medium. You cannot just plonk your television or print advertisement on Outdoor. But we all know this… and have been saying it for years.”
Outdoor companies have been crying out to assist clients and agencies in this regard and Carr urges agencies and clients to bring Outdoor companies and their strategists, designers and copywriters into the room when a campaign has an Outdoor element from the beginning.
So what makes a great Outdoor integrated campaign? Carr quotes this year’s Cannes Grand Prix for Outdoor in the category ‘Integrated Campaign led by Outdoor’, winner, the Brewtroleum campaign by Colenso BBDO in Auckland, New Zealand.
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