Rajat Sethi
Jun 23, 2014

Cannes lessons: How Asia can do better in Direct

As a member of the Lions Direct jury, Rajat Sethi suggests ways that Asia can up its game in the category in time for next year's festival.

Sethi:

On 16 June, the awards ceremony was held for Lions Direct at the Palais des Festivals and the best work was justifiably rewarded with metals. I was personally disappointed that there were not too many winners from Asia in the Direct Marketing category. Asia only won 2 Silver India and 4 Bronze Hong Kong, Philippines, Pakistan and Japan out of a total of 75 metals awarded in the group. However, I was personally very happy that Pakistan won...

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