After a successful mounting of the Araw Awards at the recent Philippine Advertising Congress, Raoul Panes sets his sights on the Cannes Lions.
At the 2010 Cannes Lions Advertising Festival, the Leo Burnett executive creative director will be the Philippine representative as a member of the Radio Jury, in what he considers a rare privilege, albeit challenging.
Of the challenges, Panes remarked, "I appreciate those that defy clichés and conventions. World-beating ideas. Would be great to hear creative use of the medium as well."
"I’m grateful for the trust being given me," said the new jury member of the world’s biggest international advertising festival, a daunting task Panes nevertheless looks forward to. "I have to get my ears ready for hours and hours of radio!," he added in jest.
The creative, though, is all business. "I always bear in mind that radio that works is radio that engages the consumer: the laundrywoman, the truck driver, the night-shift worker, the college kid — and not ad geeks.
After a successful year in the awards department in ADFEST and Spikes, Panes expressed positively, "The best thing to happen is the Philippines, after a bumper crop in the shows last year, does even better in Cannes."
Previous Philippine creatives who have participated as Cannes Lions Jury members include Dave Ferrer, Leigh Reyes and David Guerrero. Guerrero was the Head of the Radio Jury in 2007.
adobo magazine. The Word on Advertising.
