Cannes 2011

Inside Cannes' Creative Effectiveness Jury: The Debate Over Old Spice, and the Best Restaurant for Argentines

Juror Dario Straschnoy of Young & Rubicam Argentina Shares What Went on Behind Closed Doors

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Dario Straschnoy
Dario Straschnoy

At Cannes, everyone's focused on what wins -- which campaign, which agency, what the Lion tallies are for the various holding companies and countries. But before there's a winner, there's a jury. Here, Dario Straschnoy, president of Young & Rubicam in Argentina, emailed us about when on during the judging of Cannes' first creative effectiveness awards.

What did you eat when they finally let you out of the jury room?
Argentineans tend to eat late, arrive late, start late. We always ate 30 meters from the Martinez, at Archimboldo, where you are welcome at midnight and after. This was our place.

Over which campaign was there the most debate?
Over the Old Spice campaign, which shows how a [2010] Grand Prix can turn into a "Grand Discussion" a year later. [To be eligible for the creative effectiveness awards, entries had to win a Lion or be shortlisted at last year's festival].

What was the most surprising entry?
In my opinion, "The Virtual Strike Hits the World" case is for me very simple, smart, clever and straight to the point. [After advertisers started ignoring Belgium's code of conduct governing pitches, making pitching for new business too costly for agencies, Belgium's ad agencies launched a one-week "virtual strike." They closed their websites except for displaying one paragraph each of a letter addressed to advertisers protesting pitch conditions.] Though it did't make it to the shortlist, I like it very much. Maybe it strikes my sympathy because it is so close to my everyday life.

What is your advice for next year's jurors?
I would dare say to the Cannes Festival that effectiveness isn't solely a matter of interest for planners, results managers, research directors, etc. Creative directors should be on the [effectiveness] jury, too. And to the agencies submitting entries next year, make sure you answer the questions asked on the form, especially in regard to the goals that the marketing action is meant to accomplish. And a last word. In Spanish we say: "No aclares mucho que oscurece" ("Don't try to clarify, you'll only muddy the waters"). Sometimes excessive details aren't helpful.

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