havas Content printed form Havas - The Download - https://download.havas.com/posts/cannes-2018-meet-the-jurors-tom-richards/
Agency Life

Cannes 2018: Meet the Jurors - Tom Richards

Cannes 2018: Meet the Jurors - Tom Richards

Havas Global Comms

Havas Global Comms

June 16, 2018

"For me, a successful creative idea is defined by a simple human truth and has an insight at its heart. Importantly, it has to solve a problem and stop you in your tracks; it makes you take notice."

The 65th Cannes Lions International Festival of Creativity kicks off June 18, but for 413 people the festival is already under way.

Cannes Lions jurors will spends hours, if not days, locked in rooms reviewing the best creative work from around the world. This year’s juries are composed of people from 50 countries, including, for the first time, Georgia, Nigeria, Kenya, and Sri Lanka.

Eighteen judges will represent Havas Group, BETC, 18Labs, Rosapark, Cake, All Response Media, and Vivendi, including Marc Maleh, global director at Havas X, the jury president of this year’s Creative Data Lions jury.

We spoke with several jurors from the networks about what it’s like to be juror, how they define a successful creative idea, and the one thing they make sure to pack.

"The volume of work I’m going to absorb will be mind-blowing."

Tom Richards
Chief Creative Officer
Havas Lynx Europe

 

Finish this sentence. Creativity in healthcare advertising is _____.

Well, as Bob Dylan put it, “the times they are a-changin’.”

Audience desires, client needs, and communication channels are changing. Creativity must too.

What do you see as the next big trend in Health & Wellness?

Work that works, ideas that have direct human results. Impact that isn’t measured on engagements or impressions but in real tangible results. Work that can save lives, change laws and behavior, or make a considerable difference to those affected will start to dominate.

What do you value most from the Cannes experience?

For me as a junior creative, it was about a being a sponge, soaking up as much great creative work and inspiration as possible.

And being a judge at this year’s festival will literally plunk me in the middle of an ocean of creativity. The volume of work I’m going to absorb will be mind-blowing.

What, to you, defines a successful creative idea?

For me, a successful creative idea is defined by a simple human truth and has an insight at its heart. Importantly, it has to solve a problem and stop you in your tracks; it makes you take notice.

The best ideas aren’t the ones that are driven by the look and feel, trendy art direction, or a huge budget. They are simple ideas that you can easily share over a coffee or chilled glass of rosé and your friends instantly get it.     

How do you spot Cannes-winning work?

I have seen so much work in the last couple of weeks. Some of it passes you by without any impact, but some of it actually makes you feel something. That’s the first sign of a Lion for me.

My other technique is to check my heart rate monitor:

60 bpm – no chance.

80 bpm – shortlist.

120 bpm – contender!

Originality is also key. I don’t want to see an idea that’s been repurposed. I also don’t want to see an idea that’s a first for Health & Wellness that might have been done years ago for a consumer campaign. It has to be fresh and unique. A true first.

What do you hope to learn while there?

It’s going to be great to see how different countries go about problem-solving in response to their own individual cultures. I’m looking forward to hanging out with other CCOs and creative directors from all over the world, taking inspiration from them and understanding their way of thinking. Some interesting conversations will be had, I’m sure.

I’m hoping the whole experience leaves me with new knowledge to further inspire myself and my troops to create the best work possible for our clients. I’ll have enough energy, power, and creative inspiration to fire me up for the next 12 months.   

When heading to Cannes, what’s the one thing you make sure to pack?

Sunglasses!

What’s the best piece of advice you’ve ever received?

“Never ever change your mind.” Then again, was that the best bit of advice? I don’t know, maybe it wasn’t, or was it…

The 65th Cannes Lions International Festival of Creativity kicks off June 18, but for 413 people the festival is already under way.

Cannes Lions jurors will spends hours, if not days, locked in rooms reviewing the best creative work from around the world. This year’s juries are composed of people from 50 countries, including, for the first time, Georgia, Nigeria, Kenya, and Sri Lanka.

Eighteen judges will represent Havas Group, BETC, 18Labs, Rosapark, Cake, All Response Media, and Vivendi, including Marc Maleh, global director at Havas X, the jury president of this year’s Creative Data Lions jury.

We spoke with several jurors from the networks about what it’s like to be juror, how they define a successful creative idea, and the one thing they make sure to pack.

"The volume of work I’m going to absorb will be mind-blowing."

Tom Richards
Chief Creative Officer
Havas Lynx Europe

 

Finish this sentence. Creativity in healthcare advertising is _____.

Well, as Bob Dylan put it, “the times they are a-changin’.”

Audience desires, client needs, and communication channels are changing. Creativity must too.

What do you see as the next big trend in Health & Wellness?

Work that works, ideas that have direct human results. Impact that isn’t measured on engagements or impressions but in real tangible results. Work that can save lives, change laws and behavior, or make a considerable difference to those affected will start to dominate.

What do you value most from the Cannes experience?

For me as a junior creative, it was about a being a sponge, soaking up as much great creative work and inspiration as possible.

And being a judge at this year’s festival will literally plunk me in the middle of an ocean of creativity. The volume of work I’m going to absorb will be mind-blowing.

What, to you, defines a successful creative idea?

For me, a successful creative idea is defined by a simple human truth and has an insight at its heart. Importantly, it has to solve a problem and stop you in your tracks; it makes you take notice.

The best ideas aren’t the ones that are driven by the look and feel, trendy art direction, or a huge budget. They are simple ideas that you can easily share over a coffee or chilled glass of rosé and your friends instantly get it.     

How do you spot Cannes-winning work?

I have seen so much work in the last couple of weeks. Some of it passes you by without any impact, but some of it actually makes you feel something. That’s the first sign of a Lion for me.

My other technique is to check my heart rate monitor:

60 bpm – no chance.

80 bpm – shortlist.

120 bpm – contender!

Originality is also key. I don’t want to see an idea that’s been repurposed. I also don’t want to see an idea that’s a first for Health & Wellness that might have been done years ago for a consumer campaign. It has to be fresh and unique. A true first.

What do you hope to learn while there?

It’s going to be great to see how different countries go about problem-solving in response to their own individual cultures. I’m looking forward to hanging out with other CCOs and creative directors from all over the world, taking inspiration from them and understanding their way of thinking. Some interesting conversations will be had, I’m sure.

I’m hoping the whole experience leaves me with new knowledge to further inspire myself and my troops to create the best work possible for our clients. I’ll have enough energy, power, and creative inspiration to fire me up for the next 12 months.   

When heading to Cannes, what’s the one thing you make sure to pack?

Sunglasses!

What’s the best piece of advice you’ve ever received?

“Never ever change your mind.” Then again, was that the best bit of advice? I don’t know, maybe it wasn’t, or was it…

Havas is one of the world’s largest global communications groups, and committed to creating meaningful connections between people and brands.

contact our office

Call:

Stop by:

Connect: