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Jun 28th, 2010 by Dalia Fawaz

And the Cannes Lion goes to…

Despite the World Cup fever taking over the globe, a select few have temporarily traded in the football frenzy for awards mania. The Cannes Lions International Advertising Festival (IAF) wrapped up last week, and thousands of delegates from around the world flocked to France to attend seminars, mingle with the crème de la crème and bask in the Riviera sun.

The Cannes Lions are the advertising industry’s equivalent to the Oscars and winning at Cannes marks the ultimate achievement and milestone in a communication professional’s career. It is extremely competitive, and with over 24,000 entries from 90 countries, it’s a great honor just to be shortlisted. As a result, the industry’s serious contestants begin preparations as early as a year in advance.

The IAF was and still is a benchmark for creative success, and it gives regional players an opportunity to be acknowledged on an international level, which is a key differentiator with local clients.

So if being more creative seems to be a key factor in winning new business, why is it that only a handful of brand consultancies appeared in the mix of this year’s IAF design category?

While many designers jump at the chance to create and enter award-winning work, it doesn’t seem to be what truly drives the design industry—specifically with respect to brand consultancies. Brand designers are driven by strategy. Working with strategists, we walk the path of hard work, due diligence and efficiency to ensure that our strategies are creative and our creative is strategic. And yes, it’s always great to receive industry recognition at the end of a well-conceived project. How might entering more prestigious awards competitions impact the way we approach the creative process?

Certainly the aim is not to fall slave to the awards industry because at the end of the day, the success of the brand should always be our primary objective. But it might not be such a bad idea to use the industry as added validation for a creative job well done.

Dalia Fawaz is a senior designer for the Siegel+Gale Dubai office.

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May 7th, 2010 by Dalia Fawaz

Where’s the power in PowerPoint ?

It must have been a sign that at the moment I sat down to begin writing my blog, emails began circulating about precisely the same topic. With so many discussions flying around the subject, I truly believe that it’s high time PowerPoint got a closer look.

So what is it about the PowerPoint software today that either fills us with a sense of comfort or sends us into a frenzied rage of wanting to destroy our laptop? How is it that some people absolutely love it, can’t live without it and others cry at the request to develop yet another PowerPoint presentation?

I must admit, that I probably represent the majority of the design population when I say that I passionately, vehemently dislike PowerPoint. In fact, I would rather copy a whole dictionary by hand than create a PowerPoint presentation from scratch.

Sound a bit dramatic?

Well it’s not really if you simply hear me out. I’m from the school of thought, or rather from a design college, that deems the use of the computer in the formative years as detrimental. We were trained to rely on our minds and our hands, so it is not at all surprising that when we were allowed to finally use the Mac we created some pretty awful stuff. It didn’t take long before we got bored and naturally fell back in line.

Most designers rely on the information to dictate the format. That’s how we have been trained to think. We receive data, analyze it, re-assess it and meticulously present it, always keeping the end user in mind. PowerPoint, however, seems to enforce a certain set of rules that almost dictates how content should be displayed. It feels like a constant struggle to align, re-size and include the relevant information needed to create a compelling story. I’ve seen some really strong designers finally claim victory after a whole week’s struggle with the software. So it’s not to say that one can’t master the art of PowerPoint. It’s just that unfortunately, most people don’t. We are still bombarded by messy presentations that seem to have no structure or cohesive flow to them, because of people who simply rely on a program to do the hard work for them.

I wouldn’t go so far as to declare PowerPoint the “enemy”, let alone blame it for international fatal disasters. After all, there is always someone steering the donkey.
But I would be very curious to ban PowerPoint for a week or two and really see how the delivery of information can get back on track.

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