At Cannes, really good clients make for really good work.

June 25, 2009

You can lick the PR with a spoon.

Here are some of the big Lion winners for direct marketing, promotion and PR, by client: The Obama campaign, Hagan Dazs, Queensland Tourism, Guinness, and DeBeers Diamonds. There were others but the above-mentioned fared particularly well. Queensland Tourism managed to get the Grand Prix in both PR and Direct.

Look at that list again. What do these seemingly disparate interests have in common, besides excellent campaigns in their behalf? They are all very wonderful things…

Even if one voted against him, the idea of President Obama was pretty spectacular. Electing a black President elicited tears of joy from even die hard Republicans…some anyway. And who doesn’t love ice cream, particularly the Haagen Dazs variety? Guinness is an icon for pleasure. Diamonds are a girl’s best friend. And the other is an exotic travel destination.

These were clients who, frankly, didn’t need marketing or PR.

In support of Droga5’s wickedly funny “Great Schlep” campaign the jury held up Obama’s win as an example of its effectiveness. Of course everyone in the French theater applauded. But seriously, was Obama’s campaign ever really in doubt? More to the point does anyone out there honestly think this edgy little film helped get him elected?

Dramatizing the awesomeness of beer, ice cream and diamonds seems like driving a Ferrari fast. I’m not sure if doing good work is easier for clients with pleasure built into their DNA but it can’t hurt. Think about it. There is no problem for the marketing to solve. PR is not in damage control. It is, as we say in America, all good!

This is not an indictment of any of these fabulous contenders, merely an observation. Perhaps none of them needed marketing. But what’s even better they wanted it.

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From Talent Zoo, #canneslions


3 Responses to “At Cannes, really good clients make for really good work.”

  1. Ann said


    Based on your examples, I think you meant to write “really good ‘products’ make for really good work.” But also I would argue that it is, in fact, really good clients that make for really good work.

    More and more, they are the ones who allow fear to drive and define a campaign, or they are the ones who have the vision to allow us to do what we do — providing us with the latitude, money and time we need, plus the gumption it takes to sell great work throughout their own ranks.

    I’ve had the pleasure of working with only a small handful of great clients over the years, and I can honestly say, those campaigns are my best.

    Has that been your experience?


  2. SRP said

    Semantics my dear. I can get words like “brand” and “products” mixed up. Hazard of the trade. As for your question…What is a good client -someone who lets you do what you think is right without a fight? These days I just want a fair chance at doing good work. Some folks just want a chance at doing any work!

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