Bruno Bertelli on Film’s Pivotal Role in Brand Positioning
The Cannes Lions Film category is one of the most coveted awards given out. Even in this era of integrated campaigns across dozens of platforms, moving image made with care and craft continues to excite and delight. So next week the ad industry will be eager to discover what work Bruno Bertelli and his jury have decided to bestow Film Lions upon.
Bruno, global CEO of Le Pub, global CCO of Publicis Worldwide and CCO of Publicis Groupe Italy, is the jury president of this year’s Film category at this year’s Cannes Lions. He’s taking his presidency seriously to make sure the winners are deserving, putting in the work to make sure he’s aware of all the context that might help his jury understand and recognise excellence.
LBB’s Alex Reeves speaks to Bruno about how he’s preparing for the jury room, what the Film category means in 2023 and broader themes around how advertising should be progressing.
LBB> How are you preparing for the jury room this year?
Bruno> As a jury president at the Cannes Lions Festival, the role requires a comprehensive understanding of the entire industry. This entails more than just evaluating entries within a specific category; it necessitates immersing yourself in the wider range of submissions. By adopting this approach, we gain a holistic overview of the industry's performance and achievements, enabling us to effectively fulfil our duty and make informed decisions that recognise excellence and drive innovation in the advertising landscape.
LBB> The Film Lion is still one of the most prestigious awards in advertising. In this age of integrated campaigns with ever more media formats contributing to a brand's success, what do you think is particularly relevant about film advertising?
Bruno> In the contemporary landscape, films serve a purpose beyond merely expressing a brand's strategic belief. They now play a pivotal role in positioning the brand by encapsulating a distinct tone of voice, ambitious aspirations, and a distinctive point of view. This strategic approach effectively mirrors the brand's core values and principles.
Over the passage of time, the Film category consistently revitalises itself in its pursuit of relevance and remains at the forefront of embracing innovative approaches. This enduring commitment to celebrating the boundless creativity of the moving image ensures its significance in the industry.
LBB> And what are the current big debates within the category - or more generally across the industry - that you expect to see coming through in the judging?
Bruno> In the current year, a noticeable trend is the resurgence of humour, particularly following challenging periods influenced by geopolitical uncertainties. We are witnessing a deliberate shift towards delivering more positive and light-hearted messages, often conveyed through shorter content formats. Consequently, there is a growing anticipation for the prevalence of 60-second and 90-second films instead of their lengthier counterparts. This inclination towards brevity reflects a desire to engage audiences with concise yet impactful storytelling.
LBB> The industry works best when different specialist businesses collaborate to make the most of their talents and knowledge. How can the industry work better together to ensure brilliance in advertising?
Bruno> In this year's jury, we are fortunate to have a wealth of experiences and backgrounds represented—a mosaic of creatives hailing from both agencies and streaming platforms, alongside accomplished film directors and producers.
This rich blend of expertise fosters an environment conducive to a vibrant exchange of ideas and opinions. The convergence of diverse perspectives ensures a positive and dynamic dialogue, ultimately enhancing the quality of our collective decision-making process.
LBB> What relationships between different departments, agencies and companies do you think are most crucial to building up and protecting at this time in advertising?
Bruno> In the advertising industry, various departments collaborate and contribute throughout the different stages of a project. Among them, two pivotal roles emerge as the initiators and implementers: strategy and production. It is essential for these two functions to maintain a strong connection, as the strategy must be flawlessly translated into the project's execution, capturing the intended tone of voice and bringing it to life consistently.
In a broader context, the collaboration between strategy, data, the creative department, and production forms the cornerstone of successful advertising endeavours. These connections foster effective communication, leverage innovative solutions, optimise campaign performance, and enhance brand visibility in the ever-changing advertising landscape.
LBB> Looking at last year's Grand Prix winners Channel 4 - ‘Super. Human.’ and Apple - ‘Escape from the Office’, what collaboration do you think will have been most important to ensure those became Grand Prix winners at Cannes Lions?
Bruno> Achieving the prestigious Grand Prix distinction at Cannes Lions requires a seamless collaboration between the creative agency, production teams, and the brand itself. This partnership plays a crucial role in establishing a profound comprehension of the brand's values, objectives, and target audience, enabling the agency to craft groundbreaking and influential campaigns.
Notably, last year's Grand Prix winners established a new standard for excellence in execution and storytelling. These remarkable examples express the power of aligning visions and working closely together, as the agency and brand collaborate to develop innovative ideas that push creative boundaries while remaining faithful to the brand's essence.
LBB> What issue or topic do you think the industry needs to find more alignment and unity on? And how do you hope we will get there together?
Bruno> In today's landscape, one of the primary challenges lies in managing timing, particularly in production, as it requires staying up-to-date with current events while maintaining brand consistency and tone of voice. The industry's crucial endeavour is to harmonise timing and topicality, fostering alignment and unity. This involves staying informed about cultural shifts, establishing comprehensive brand guidelines, customising content to suit specific contexts, implementing strategic planning, and consistently evaluating and adapting approaches. By doing so, advertisers can enhance their relevance within the cultural landscape, resonating more effectively with their target audience.
