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Cannes 2018: Meet the Jurors - Polina Maguire

Cannes 2018: Meet the Jurors - Polina Maguire

Havas Global Comms

Havas Global Comms

June 18, 2018

"These new means of connecting will be emerging quickly, completely transforming the traditional media landscape."

"Never outgrow your playfulness."

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.

 

 

Polina Maguire
Creative Director
Havas Moscow

 

Finish this sentence: Creativity is ______.

An excuse to never outgrow your playfulness.

What do you see as the next big trend in Direct?

Thanks to thriving technology, direct marketing will keep becoming more and more direct. Some might find it scary, but very soon brands (and organizations, probably) will be able to connect to us on a very intimate level. They will connect to our minds and bodies in a literally direct way. These new means of connecting will be emerging quickly, completely transforming the traditional media landscape.

What do you value most from the Cannes experience?

The inspiration and the challenges that I can bring back and pass on to my team.

What, to you, defines a successful creative idea?

It’s a convincing idea. It has to be convincing enough to creatives to keep it, and keep improving it, and keep fighting for it relentlessly. It has to be convincing enough to a creative director to believe in it. It has to be convincing enough to a client to buy it. And, on top of all, it has to be convincing enough to the audience it was meant for.

How do you spot Cannes-winning work?

It’s quite surprising for me that so many entries are actually based on very similar ideas or tricks. Some of them are more interesting than others, but none really feel amazing.  And every once in a while you come across a truly surprising, one-of-a-kind idea. The one that solves a real problem in a totally different way. Usually, it’s a winning one.

What do you hope to learn while there?

The festival program is intense and I’m determined to get the most out of it. In particular, I really hope to get some insights on creative opportunities in healthcare, because pharmaceutical clients are a huge part of our business in Moscow and we are struggling to overcome the common local belief that this industry always sticks with conservative solutions.

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

Le parasol?

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

To be extremely ambitious for what your ideas can do rather than being ambitious for what you can do.

"Never outgrow your playfulness."

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.

 

 

Polina Maguire
Creative Director
Havas Moscow

 

Finish this sentence: Creativity is ______.

An excuse to never outgrow your playfulness.

What do you see as the next big trend in Direct?

Thanks to thriving technology, direct marketing will keep becoming more and more direct. Some might find it scary, but very soon brands (and organizations, probably) will be able to connect to us on a very intimate level. They will connect to our minds and bodies in a literally direct way. These new means of connecting will be emerging quickly, completely transforming the traditional media landscape.

What do you value most from the Cannes experience?

The inspiration and the challenges that I can bring back and pass on to my team.

What, to you, defines a successful creative idea?

It’s a convincing idea. It has to be convincing enough to creatives to keep it, and keep improving it, and keep fighting for it relentlessly. It has to be convincing enough to a creative director to believe in it. It has to be convincing enough to a client to buy it. And, on top of all, it has to be convincing enough to the audience it was meant for.

How do you spot Cannes-winning work?

It’s quite surprising for me that so many entries are actually based on very similar ideas or tricks. Some of them are more interesting than others, but none really feel amazing.  And every once in a while you come across a truly surprising, one-of-a-kind idea. The one that solves a real problem in a totally different way. Usually, it’s a winning one.

What do you hope to learn while there?

The festival program is intense and I’m determined to get the most out of it. In particular, I really hope to get some insights on creative opportunities in healthcare, because pharmaceutical clients are a huge part of our business in Moscow and we are struggling to overcome the common local belief that this industry always sticks with conservative solutions.

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

Le parasol?

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

To be extremely ambitious for what your ideas can do rather than being ambitious for what you can do.

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