Melding media create award-category overlap

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During conversations overhead along the Croisette, Cannes' main drag, or over lunches when delegates caught up with old friends and colleagues, one consistent comment was how the lines between media are blurring, making it difficult to place work in definitive categories.

Jim Stengel, global marketing officer, Procter & Gamble, related a conversation he had early in the week with Geoffrey Frost, Motorola's chief marketing officer. "I give the credit to Geoff, who predicted that we'll soon reach the point where rather than award campaigns categorized by media, we'll award the 100 best ideas."

As campaigns increasingly let viewers participate in a narrative across several media and progress with it to reach the end and eventually the advertisers' message, it will by necessity change how the ad festival's entries are judged.

Peter McHugh, chief creative officer, Carmichael Lynch, Minneapolis, and a judge on the print and outdoor jury, made an impassioned plea to his fellow judges on behalf of an outdoor piece called "Pendulum" for Time magazine. On one side of a billboard in New York City during last year's U.S. presidential election was a photo of John Kerry; on the other was George Bush. A pendulum swung between the two, mirroring public opinion. "It became a media event," he said, and illustrated how a once very static medium is becoming far more interactive.

"Now, outdoor and print are trying to refresh themselves and play in new spaces," said John Hunt, worldwide creative director, TBWA, and the print and outdoor jury president.

Another striking example of the melding of different media is "The Channel Hopper," a campaign for automaker Renault's Modus, that incorporated TV, the Web and e-mail. Its agency, Nordpol Namburg Agentur fur Kommunikation, submitted it in both the media and direct categories. In the former, it was shortlisted but awarded nothing, while in direct, judges were impressed enough to give it the Grand Prix.


The Titanium Lion, begun two years ago and relaunched this year, is intended to honor integrated communications campaigns that take risks and challenge expectations. "It tries to take the blurring of categories into account," said Jeff Goodby, co-chairman, Goodby Silverstein & Partners, San Francisco, and president of the 2005 Titanium jury. "Every category in the show will eventually flow in here, like streams down the side of a mountain. We should look forward to a time when this is the most important side of the business."

Lachlan Murdoch, deputy chief operating officer, News Corp., noted during a June 22 debate, Building a Better Mousetrap, "From a client point of view, every campaign should be a Titanium."

"What we are seeing in the festival is holistic marketing," Mr. Stengel said. "The festival is trying to keep up."


This Lion is intended to honor integrated campaigns, and tries to take the blurring lines between media into account

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