Cannes 2014: Doug Scott on Branded Content & Entertainment

President and founder of OgilvyEntertainment, Doug Scott has over twenty years of integrated marketing experience, creating groundbreaking branded content programmes over many of them. Who better then, to be president of the Cannes Lions 2014 Branded Content & Entertainment Jury? LBB's Addison Capper Caught up with Doug to discuss this year's festival, and what he is looking for as jury president.

LBB> What words of advice did you give to your jury this year?

DS> Leading up to the festival, I discussed with the BC&E jury members how critical it is to view the actual work—along with the case study video—in order to truly assess the value of the creative idea and quality of the branded content program. Also, I warned them not to drink too much rosé…the days are long and the nights are longer.

LBB> What were you hoping to see from the entries this year?

DS> I’m looking forward to seeing an uptick in submissions from outside of North America, as branded content continues to gain momentum in global markets. Most of all, I’m excited (and, naturally, reluctant) to see work that makes me exceedingly jealous.

LBB> Branded Content & Entertainment is only in its third year at Cannes - how has it changed in that time?

DS> Quite frankly, it hasn’t changed. The category appears to be a “catch all” for marketing campaigns that incorporate video. With this in mind, my objective with this year’s jury is to truly define branded content & entertainment through the best-in-class work that we select and recognise.

LBB> Outside of your own category, are there any pieces of work you’ve got your eye on to do well this year? 

DS> Disruptive innovation is unleashing new ways to tell stories, and the Ogilvy & Mather worldwide network continues to be at the forefront of the latest emerging technologies on behalf of its brands. Some of my favourite work from across the agency includes #IBMFoodTruck, which made culinary and computing history at SXSW; British Airways ‘Magic of Flying’ plane-detecting #lookup billboard; Lego posters that recreated famous paintings; and Coke Zero Spray Cans that virtually sprayed graffiti.

LBB> What were you most looking forward to about Cannes 2014? 

DS> Like past years at Cannes Lions Festival, industry leaders will come together to debate the hottest trends and topics. But this year, I think the conversation will be centred on the agency of the future (NOW) – what it looks like and how our approach must evolve to reach hyper-connected consumers.

LBB> Favourite spot in Cannes and why?

DS> Having spent a great deal of time at festivals and conferences in Cannes over the last decade, I consider The Carlton Terrace to be my second home. It’s a great spot for speed meetings and relaxing, plus their Salad Niçoise is my all-time favourite.