Campaign India Team
Jun 24, 2009

Cannes Lions: Tista Sen's blog

Deadlines to catch even in Cannes, as in life. Advertising and life and what we make of them lead to ideas that stick, resonate and go, "ah well" in the heart then the head. That's what I'm living, breathing, assimilating and enjoying.Ah well.

Cannes Lions: Tista Sen's blog

Deadlines to catch even in Cannes, as in life. Advertising and life and what we make of them lead to ideas that stick, resonate and go, "ah well" in the heart then the head. That's what I'm living, breathing, assimilating and enjoying.
Ah well.
In between screenings and seminars, there's a lot of introspection and catching up. Before I leave you with my thought for the day, just some general meanderings. Yes, the recession has hit. You can see it in the number of delegates, fewer parties, smaller crowds. However, the Cannes organisers have made sure that when it comes to celebrating the best in creativity, there's no holding back. Top of the line seminars, eminent speakers, the best the industry has to offer. It's all there for the taking.
At eleven this morning at the Naked seminar, a very pertinent and persistent question was raised: Who owns creativity? The agency, the client, the creative team, the consumer? Who carries the mantle, who guards it, who zealously passes it on and who eventually runs with it? The idea is not to come up with the right answer but really start to think. When we're on to something big do we include the rest? Who do we carry with us and who are the guys we leave behind?
For ideas to reach stature and genuinely begin to reap dividends we must start looking out of ourselves. Involve the rest so the idea takes shape, expands and is fluid enough to take different avatars, but retain its essence. Our clients own our ideas as much as we do, likewise the consumer, likewise the media house. Not a lot of pap because in our day to day struggle we tend to shift focus and in the bargain lose what we started with.
Jonathan Mildenhall of Coke so aptly said there is no creativity which is supreme. It should constantly evolve, grow new wings, take flight. My version of his words, since I didn't take notes, but so profoundly true.
Coming back to Cannes. Ogilvy and Publicis do us proud tonight followed by the opening gala at the Carlton beach. Its hot, hot, hot. Go figure.
 

Source:
Campaign India