Prasoon Joshi, chairman and chief creative officer, McCann Worldgroup India and president, South Asia is known for the various hats he dons in the advertising industry as well as outside it. At this year’s Cannes International Advertising Festival, Joshi added yet another feather in his cap by becoming the first Asian to head the Titanium and Integrated Lions juries. This is Joshi’s fourth stint as a Cannes Lions jury. In his first stint, he was part of the Print jury in 2006. In 2008, he was jury president of the Outdoor category and then in 2009, he was part of the Titanium and Integrated team of jurors. In a conversation with FE BrandWagon’s Anushree Bhattacharyya, Joshi talks about his new experience and the areas Indian agencies need to focus on for a better run at international advertising award shows such as Cannes Lions. Edited excerpts:
As an Asian jury president what were the key points you kept in mind when you presided over the two categories – Titanium and Integrated?
It is a big honour to represent my country as well as other Asian countries at a coveted international stage such as the Cannes Lions but along with it comes responsibility. The process of judging in a creative industry such as advertising is the collective work of a jury and I as the president of two categories was responsible for smooth functioning. In other words, I was responsible for proper conduction of an orchestra. A campaign always has two sides—artistic and marketing. The artistic side of any campaign is about creative solutions. There are various ways of solving a problem, but the trick lies in how one applies his sensibilities. The marketing side is mainly about effectiveness of the campaign and the kind of impact it has had on the sale of a product. In case of both the categories, Titanium and Integrated, it is the artistic side which is given more importance in order to understand how a simple idea had a huge impact on people. The focus is on the quality of the idea.
How is judging creative work at Cannes different from The One Show or D&AD?
The One Show held every year in New York is a very prestigious award and each and every win at the award show is cherished by all, while Cannes Advertising Festival, as the name suggests is a festival which celebrates advertising. From various