Sunday, 28 June 2015

Of lions and fishes!

So the much celebrated advertising festival held at Cannes every year just got over. The company I work for bagged 69 lions this year. Looking at the well crafted ideas I marvelled at the industry I am so proud to be a part of!

But reading some of the reports on scam work, stollen ideas etc I can't help but wonder what makes creative geniuses stoop so low? Global recognition is a powerful motivation I agree, but, what happens after the undeserved lion enters the office? What benchmarks do these 'Gods' set for their juniors? Do their clients respect them? Will their business partners ever think twice before cheating them? who and how will this malice stop? Are we doomed to marvel at every creative work with niggle of doubt regarding its orginality?

Who cares? The. negative reports will die out soon. What will remain are the sparkling lions. The people behind the scams will move on to their next job at astronomically high salaries where they will be encouraged to pull more scam. The work they produce will continue to be aimed at the jury and not the consumers. After all what do poor people who buy detergents, shampoos and everyday household goods know about creativity!

What we will lose out on are the talents who genuinely want to build brands and want to solve their clients' problems. People who will perhaps never have a lion to show. People who will never make it to the cover of popular trade journals. People who will never be celebrated for their ideas at a a global level purely because their ideas did not have the sheen to wow the goras who form the bulk of the jury.  They will lose faith and move on to baking cookies and writing books which no one will perhaps ever read.

Here's hoping that before the next lion is awarded, we clean up our act so that the next fish that is served up does not stink like the one this year.





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