VML Birdwatching at the Loeries | Film strong as effectiveness gains ground - Laurent Marty

Um, so I think that, um, one of the observation I'm making is the fact that when an agency gets a brief, often it gets a communication brief.

If the brief was framed as an effectiveness brief, perhaps that would sort of change a little bit the way the brief would be approached.

I think that the, the, you know, some of the case studies I think really kind of, uh, came through are often actually briefs where, which were framed as let, let me try to solve a problem as opposed to cracking an ad.

And I will say that my, my, my, my overall sort of, um, um, uh, feeling about perhaps how we deal with, um, briefs in South Africa compared to way it's dealt perhaps overseas and the best agencies globally at Cannes level-

Yes

... is the difference between trying to crack an advertising campaign versus trying to solve a problem.

Okay.

So those campaign that made it, you could see the intent was very s- uh, v- very much there.

So including some of the campaigns in South Africa that actually really did well, uh, that important component, uh, was there.

Mm.

So it's, which raises all kinds of questions of how we work and how we think as agencies.

Yes.

So.

Yes, definitely.

And what was the level of work? Were you happy with the standard?

So, there were some categories where the standards was very high, uh, global level, but it's also because some of the campaigns, uh, had won at Cannes la- uh, this year, so you can actually see those was global level.

Yeah.

Uh, in some other categories, it was, uh, it was weak.

I was actually asking myself why was the work quite weak there.

I don't know whether I'm allowed to actually say which category where it was weak, but one of the category was actually weak.

And often, I find having a multicultural jury panel-

Yes

...

in that particular category made it difficult because you need to understand either the particular humor of that, uh, you know, market-

Mm

Um, so I think that, um, one of the observation I'm making is the fact that when an agency gets a brief, often it gets a communication brief.

If the brief was framed as an effectiveness brief, perhaps that would sort of change a little bit the way the brief would be approached.

I think that the, the, you know, some of the case studies I think really kind of, uh, came through are often actually briefs where, which were framed as let, let me try to solve a problem as opposed to cracking an ad.

And I will say that my, my, my, my overall sort of, um, um, uh, feeling about perhaps how we deal with, um, briefs in South Africa compared to way it's dealt perhaps overseas and the best agencies globally at Cannes level-

Yes

... is the difference between trying to crack an advertising campaign versus trying to solve a problem.

Okay.

So those campaign that made it, you could see the intent was very s- uh, v- very much there.

So including some of the campaigns in South Africa that actually really did well, uh, that important component, uh, was there.

Mm.

So it's, which raises all kinds of questions of how we work and how we think as agencies.

Yes.

So.

Yes, definitely.

And what was the level of work? Were you happy with the standard?

So, there were some categories where the standards was very high, uh, global level, but it's also because some of the campaigns, uh, had won at Cannes la- uh, this year, so you can actually see those was global level.

Yeah.

Uh, in some other categories, it was, uh, it was weak.

I was actually asking myself why was the work quite weak there.

I don't know whether I'm allowed to actually say which category where it was weak, but one of the category was actually weak.

And often, I find having a multicultural jury panel-

Yes

...

in that particular category made it difficult because you need to understand either the particular humor of that, uh, you know, market-

Mm