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.