Paddy Crawshaw
Jul 11, 2016

Rooting for a good cause

OMD's Paddy Crawshaw breaks down the various forms of purpose-led campaign that won favour with the judges—and which type he thinks should win more metal.

Paddy Crawshaw

At Cannes 2016 cause-led ideas continued to be a well-rewarded way for the industry to find a meaningful place in the wider world. By my analysis 47 of the 89 awarded campaigns in the Media category were directly cause related. I have sought to create a set of seven archetypes based on an analysis of the Media Lions Winners in 2016 to afford us a basis for hypothesising about where the genre might head in 2017.

...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Cannes Lions selects five APAC jury presidents
Premium
6 hours ago

Cannes Lions selects five APAC jury presidents

US and UK still dominate list of jury leaders, but women outnumber men for the first time.

Premium
Dataxu retreats from Asia following acquisition by Roku
Premium
6 hours ago

Dataxu retreats from Asia following acquisition by Roku

It is believed that all staff across the adtech firm's Sydney and Singapore offices have been let go.

Premium
Facebook sues Hong Kong-based company over alleged ad fraud scheme
Premium
6 hours ago

Facebook sues Hong Kong-based company over alleged ...

Facebook has notified hundreds of thousands of users that their accounts may have been compromised by the malware scheme.

Premium
China FMCG imports impervious to trade war, slowing GDP: Bain/Kantar report
Premium
7 hours ago

China FMCG imports impervious to trade war, slowing ...

TOP OF THE CHARTS: Sales of imported FMCG products in China are growing at twice the rate of the overall FMCG market, with online sales up 30%, according to a new report.