"If you had the floor at Cannes, what industry-changing idea would you share?"
Campaign US posed that question last week as the centerpiece of a contest that will send one respondent to June's Cannes Lions 2015.
In addition to its public call for multimedia entries, Campaign asked industry leaders for their own perspectives.
First up is this response from Amir Kassaei, chief creative officer of DDB Worldwide.
I would share three ideas:
1. Change the business model of the industry from a model of getting paid for the hours or based on provision to a model where agencies should be compensated based on the quality of the idea and the value it adds to the client’s business. We should also change the definition of creativity, as it should be less about craft and artistry and more about solving a problem in an innovative way.
2. Get rid of categories in award shows. We should judge an idea based on the marketing challenge it has to solve and not in the context of a made up category. Also, get rid of case study films in the jury process. All of the major award shows should force the jury members to focus and judge an idea instead of the packaging of it.
3. We should think and create around the concept of relevance instead of clicks, likes, views or any other kind of awareness measurement. In a world where everything will be connected, if you are relevant, you will get the awareness but not the other way round.
Campaign US' call for entries runs through 12 p.m. Eastern April 30. The official rules are available here.