Mark Ritson equates striving towards and awarding creative excellence akin to “smelling our own farts”. He declares purpose-driven marketing is “hilariously stupid” and a “massively indulgent wank”.
So this is our new brand oracle?
The crowd was in slack-jawed thrall of Ritson’s f-bomb riddled tirade. I was not. Yes, of course, strategy, pricing and positioning matter. Tactics too. But if creative didn’t pack power, we’d all be throwing around a bunch of PowerPoint slides awaiting the cascade of sales.
Seriously? Creative does not matter?
Great brands master our hearts and our wallets. Study after study (McKinsey!) show the creative that wins awards at Cannes builds the bottom line – more than they work that does not.
Sorry folks, but I think the marketing “Emperor” has no clothes – or perhaps I should say, no “f*&^$#@g” clothes.
Take that Mark Ritson.
Other excitement: I’ve always described Cannes Lions as the “Olympics of creativity”. So imagine my thrill when the other Olympics blew into town. The torchbearers (one of whom was Halle Berry) of the 2024 Olympics ran the Croisette enroute to Paris and were met with the most diverse combination of cheering ad execs, chefs and locals. It was an unforgettable experience.