Selling Jesus
After the Influence

Advertising for Agencies

Campaign Column
Campaign magazine asked me to write a couple of columns to fill in for Ian, so he could go on holiday.

In today's exciting episode, I point out that media agencies were notable by their absence from Cannes this year, even in the media category, which you'd think they would be ideally suited to enter.

[Although what constitutes a media idea, and how you separate that from a creative idea, is a whole discussion in and of itself.]

My point was though, as I realised when I was doing the Clio judging thing, that entry is almost as important as the idea itself.

Since most of the campaigns are from other countries, as a judge you may have never encountered the work, you have no idea how it resonated locally, whether people loved it and talked about, or simply ignored it.

The entry is all you have to go on - a short form video advert for an agency.

And traditional advertising agencies have quite a lot of experience making short form video adverts, whereas media agencies don't.

[I wonder if you could set up a meta agency, that just made case studies for other agencies.]

You can download the whole thing here.

[It's a pdf but you may need to rename the file and give it a .pdf file extension, as Macs seem to remove them]

In the piece I mention that media agency of the year was awarded to Forsman & Bodenfors, a creative agency. [Second and third place also went to creative agencies.]

But I said they were German, and Beata emailed me to point out that they are from Gothenburg in Sweden.

Förlåt!

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