In the dynamic advertising world, few events hold as much prestige as the Cannes Lions International Festival of Creativity. This year, Dentsu MENA had the honor of having one of our own, Stacy Andersen, Deputy Managing Director, serve as a juror for the highly competitive Digital Craft category. With a wealth of experience and a keen eye for innovation, Stacy brings invaluable insights into our industry's current trends and future directions.
In this exclusive interview, Stacy shares her experiences and reflections from the judging panel, discusses the evolving landscape of the MENA region, and highlights the factors driving the rising quality of creative work from the Middle East. She also provides a glimpse into Dentsu MENA's strategic vision for the future, emphasizing our commitment to leveraging technology, data, and creativity to deliver impactful solutions.
Join us as we delve into Stacy’s journey at Cannes Lions 2024 and explore the narratives shaping the advertising industry today.
1. What’s it like being a juror at prestigious award shows like Cannes and MENA Effies? How does this experience influence your perspective on the industry?
Being a juror for the Cannes Lions International Festival of Creativity and the MENA Effies was incredibly enlightening and rewarding. It offered a unique vantage point to see the world’s most innovative and technologically advanced work in the industry and learn the perspectives of fellow jurors who represented different countries and cultures. This experience deepened my appreciation for the creative craft only humans can create, even if the idea is realized through advanced technologies like AI. I also have a newfound respect for brands that went on a limb to test big ideas that yielded significant impacts, especially around current global issues.
2. You’ve participated as a juror for Digital Craft at Cannes Lions 2024. What did you look for in submissions, and what qualities make an exceptional piece of digital craft?
At Cannes Lions 2024, our jury team expanded upon the category's guidelines to define three criteria/questions that guided our numerical scoring process. They were:
- Is this a transformative idea?
- Is the idea implemented innovatively? Specifically, we looked at how creatively the idea was executed to provide users with a great experience.
- Does this move the brand forward? Meaning did it make a positive impact on society? Did it help move the industry forward? And, has it set a new standard of excellence for the category?
3. How do award shows contribute to the growth and innovation of the advertising industry, particularly in the MENA region?
Award shows play a crucial role in fostering growth and innovation in the advertising industry. They provide a platform to celebrate excellence, set benchmarks, and inspire others to strive for higher standards. In the MENA region, these events spotlight the unique cultural narratives and creative talents that drive the industry forward. They also encourage healthy competition and continuous learning, motivating agencies to innovate and push creative boundaries.
4. What factors have contributed to the growing confidence and quality of work emerging from the Middle East in recent years?
Several factors contribute to the rising quality and confidence in Middle Eastern work, including increased investment in talent development and access to cutting-edge technology. The region’s rich cultural diversity also provides a wealth of narratives that resonate globally and inspire the creative community itself, as creatives can learn from one another and receive critical points of view one might not get if they were in their home country. Furthermore, a more collaborative industry environment and focus on strategic, data-driven insights have enabled agencies to produce more impactful and sophisticated campaigns.
5. Some agencies focus heavily on creating award-winning campaigns, often dedicating specific resources to this. What are your thoughts on this practice, and how do you balance it with creating meaningful work that drives business results?
While creating award-winning campaigns can elevate an agency’s profile and inspire creativity, balancing this with work that delivers tangible business results is crucial. Awards should be a byproduct of impactful and effective campaigns, not the sole focus. At Dentsu MENA, we strive to ensure that our creative efforts align with our clients’ strategic goals, driving growth and delivering value. Authenticity and purpose in our work ultimately lead to business success and industry recognition.
6. How do you see Dentsu MENA evolving in creativity and innovation over the next few years? What are your aspirations for the agency in this rapidly changing industry?
Dentsu MENA is poised for exciting evolution in creativity and innovation. We aim to leverage emerging technologies, data-driven insights, and our diverse talent pool to deliver groundbreaking solutions. My aspiration is for us to continue setting industry standards and fostering a culture of continuous learning and adaptability, especially when it comes to leveraging new technologies. We will focus on creating work that meets our clients' needs and makes a positive societal impact, reinforcing our commitment to driving business success and meaningful change in the industry.