David Lubars, chairman and chief creative officer, BBDO North America, who was recently named as the president of the 2009 Cannes Lions jury, spoke to Campaign India on what we can expect next year in the south of France. Here is a quick chat with the man in charge.
-On the challenges of addressing cultural nuances within a jury comprising of members from all across the world:
The judges are looking for something that is universally good, universally human. If something is funny or emotional, but only for one country, it loses.
-On how to weed out scam advertising to the best extent possible:
Someone once said, "When in doubt, ask." That's what we will do.
-On whether he is satisfied with the pace of change within the advertising industry, and the acceptance of work that goes beyond traditional definitions of 'advertising:'
Actually, yes, I'm pleased. Things are constantly being reinvented, new things are being created all the time – despite the world's economic problems, it's an exciting time in the industry.
-On the trends likely to be seen among the entries at the 2009 Cannes Lions:
I'm hopeful we won't see trends. Trends equate to a lack of freshness.
-His point of view on the quality of work coming from India:
To be honest, I'm not aware of all the work coming out of India. I know that we are making great strides at our BBDO agencies and that, last year, an agency from India won the Grand Prix in Direct. I think that's a clear indication that India, like the rest of the world, aspires to do new and more brilliant things.
-On how he plans to prepare himself for "jury duty?"
I think getting a lot of sleep beforehand will be important.