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McDonald’s Asia marketer: clients at Cannes push agencies to produce genuine work

Andrew KnottA senior McDonald’s marketer has said that the presence of clients at Cannes has reduced the abundance of work created purely to win awards.

“Cannes for me is about clients showing agencies that we’re as committed to the work as they are,” Andrew Knott, VP of media and digital for McDonald’s Asia Pacific Middle East and Africa told Mumbrella.

“And because we’re now here in force, there’s less opportunity for agencies to slide through scam work.”

However, Knott said that while it’s true that more clients are attending Cannes and more clients are present in the judging room, “it doesn’t solve the issue of scam ads.”

“Coming to Cannes encourages clients to ask questions about work that wins,” said Knott, who has experience working agency-side.

While big clients like Coke and McDonald’s have the effect of reducing the prevalence of scam, it didn’t stop smaller clients from producing ‘initiative work’, Knott said.

He pointed out that the winners in the Promo and Direct Lions contained few big brands.

“I’m not suggesting that there was scam in this category. But as a client why are we not buying work that beats the best in Promo and Direct?” he said.

“The question we need to ask as clients is what do we need to do to enable work that actually wins awards.”

“When clients show up at Cannes and don’t win, the best question we should ask is why not?” he said.

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