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How To Stay Relevant At Cannes


Planning for the 2019 edition of Cannes Lions is underway and the presiding jurors have started talking with Merca2.0 about the creative work that we will see this year.

Merca2.0 interviewed Jose Miguel Sokoloff, president at MullenLowe Group Creative Council and Chief Creative Officer at MullenLowe Group UK.

Sokoloff is the president of the Radio & Audio Lions jury and this is the advice given to Mexico ahead of the 2019 edition of the Cannes Lions.

Merca2.0 – What will make an advertising campaign relevant in the Cannes Lions 2019 edition?

José Miguel Sokoloff – Work that is entered in Cannes 2019 has to tick the same boxes as usual – it has to be relevant, talk to the target audience and say something interesting in a way that has never been said before.

Merca2.0 – What advice would you give to Mexico, Colombia and other South American countries, to be relevant in the 2019 edition of Cannes Lions?

JMS – Any country that uses advertising as a reference will not make good work as they’ll inevitably always be one step behind. We need to stop looking at advertising and start looking at life to keep things relevant and bring brand new ideas to the table.

South American countries are doing very well at Cannes – work from the region has always been relevant and has been better than ever in recent years. In 2018 our very own MullenLowe SSP3 was awarded the first Innovation ‘Grand Prix’ in Latin America for their ‘My Line’ campaign created for the Ministry of Technology and Communications Colombia.

As long these agencies keep uncovering new ways to communicate a message that is unique to the Latin American culture and values, they will continue to thrive.

Merca2.0 – What do you think about the pieces that were entered in the previous edition of Cannes and what are your predictions for 2019?

JMS – I respect all of the work that has been previously entered in Cannes. I wish I had done most of it and come up with the ideas because some of them are extraordinary.

I’m sure this year the list of work I envy will grow more!

This article was originally shared on Merca 2.0

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