Cannes spoiler alert
Peter Field
![Peter Field]()
Peter Field
Independent Marketing and Advertising Professional: Author, Public Speaker, Consultant
If you’re in Cannes next week please come and hear me speak (briefly) about the crisis in creative effectiveness. I promise it will give you something to think about. Here’s the event link https://bit.ly/2MIHmhR
Retired at Yole Worldwide
5yOne of the better presentations at Cannes. I feel lucky to have been there. Thanks for provoking our thinking, Peter.
Independent Marketing and Advertising Professional: Author, Public Speaker, Consultant
5yAndy - I'm going to be arguing that the obsession with short-term results is destroying the effectiveness of creativity, because it is a misuse of the benefits of highly creative thinking. Creative awards judges are increasingly entranced by short-term disposable ideas. This reinforces the mistaken idea that this is a smart use of our best creative minds. It needs to change.
Really looking forward to this Peter. And I’ve been thinking about something that may be related and certainly controversial: are the recent flood of effectiveness awards (inadvertently) contributing to this short termism? On 2 grounds: 1) there is a prevailing insistence on “business results or throw the submission out”, thereby ruling out brand building efforts, and 2) being running in predominantly annual cycles, with little recognition for long term (>1 year) effects, we are only recognising campaigns with short term and tactical activations. Would love to hear your views.
Business Development Director at Redmill Solutions Ltd
5yHi Peter. Would be great to bump into you in Cannes...
Independent Marketing and Advertising Professional: Author, Public Speaker, Consultant
5yTrue - but I will only be speaking for 20 minutes - here's the link if you can find the time: https://bit.ly/2MIHmhR