Top 5 Questions With : Ashish Bhasin, Chairman and CEO, Dentsu Aegis Network, South Asia
Updated on: 01 Jul 2016
"Concentrate on the quality of entries rather than on the quantity. You can send lesser entries, but they need to be better presented. The few early seconds of your work is the crucial time, when you can influence the juror and you can't afford to lose that," says Ashish Bhasin, Chairman and CEO, Dentsu Aegis Network, South Asia, who was on the jury for Media Lions at the Cannes Lions International Festival of Creativity which concluded last week.
Bhasin shares his thoughts on why agencies globally need to move away from charity work to doing work for brands, why Indian entries are not doing justice to themselves and more ………..
What was your experience of being on the media lion jury at Cannes this year?
I had a great experience this time being a part of the media lion jury this year. I had last judged at Cannes in 2007 and a lot of things have changed since then. In terms of the scale of the entries, the numbers have risen considerably. It is quite an exhausting process; sometimes you need to start at 8:30am and end at 10pm. The first three days, you just put your headphones on and look at the numerous entries, Day 4 gets spent on shortlisting the work and Day 5&6, goes in discussions, awards and Grand Prix winners.
The best part of the entire experience of being in the jury is that, you are exposed to a lot of good work. Secondly, it is truly global media creativity; you get to interact with really great individuals- like the other jurors, with high sense of professionalism and standards. Interacting and engaging with them helps one to get various cultural points of view from different parts of the world.
What are your takeaways as a juror having seen work from all over the world?