PHILIPPINES, MARCH 2, 2011 – The Cannes Lions International Festival of Creativity is where the world congregates to celebrate advertising and great minds. A Cannes Lion award is the standard for truly world-class work and a source of national pride. This is why the festival should be supported not only by the Philippine ad industry but also by marketers, suppliers and media. Despite the enormous cost of attending the festival, it is an unforgettable and invaluable experience.
The Philippine festival representative has been the supportive Philippine Daily Inquirer, represented by VP for Advertising Pepito Olarte, tireless caretaker of Filipino delegates these past seven years. Through the paper’s efforts, the country had its first jury member, McCann’s chairman and industry godmother, Emily Abrera, in 2005.
Other industry leaders followed Abrera’s footsteps. Radio became the country’s niche: BBDO Guerrero’s David Guerrero was a Radio Lions jury member in 2006 and jury president the next year, Y&R’s Leigh Reyes sat in the Radio Lions jury in 2008, JWT Manila’s Dave Ferrer in 2009, and last year, it was the turn of Leo Burnett Manila’s Raoul Panes.
There were hopes that Melvin Mangada of TBWASantiago Mangada Puno and Merlee Jayme of DM9 JaymeSyfu would get nominated for jury duty this year, but sadly, no Filipino will sit in the prestigious jury in 2011.
"We select which juries will be from which countries based on two criteria awards won and entries made. I am afraid that on that basis the Philippines did not qualify for a jury member in 2011," wrote Terry Savage in an email to adobo. Despite the country’s two Silver Lions and two Bronze Lions in 2010, there were not enough in any specific category to earn a jury nomination, explained Savage.
The number of entries from the Philippines has risen by double digits for the past two years, from 167 in 2008 to 202 in 2009 and 238 in 2010. That DM9 JaymeSyfu was the top Asian agency in the BestAds rankings; BBDO Guerrero/Proximity Philippines, in AWARD; and that Ace Saatchi & Saatchi produced one of the top ads in the 2010 Gunn Report should convince the Cannes Lions organizers to reconsider their decision. Or not.
Bayan’s Dave Buenviaje and Mary Loise Marasigan won Silver in the inaugural Young Marketers competition in 2010, but no local team will follow their footsteps this year as the Young Marketers slots have been filled. However, there are two slots in the Cyber and Film competitions of the Young Lions for young creatives.
As they say, there’s always next year. But that will also depend on this year’s performance. Cannes Lions 2011 should be a good awards year for the Philippines. It has to be.
