Cannes 2014: Susan Credle on Promo & Activation
Leo Burnett Chief Creative Officer Susan Credle is heading up this year's Promo & Activation jury. LBB caught up with her ahead of Cannes to find out what words of advice she'll be sharing with the jury - and why the category is home to so much innovative work.
LBB> What words of advice will you be giving to the jury this year?
SC> Promo and Activation ideas are increasingly becoming one of the best ways to build a brand. In the not too distant past, this category was much more tactical. I want us to honor the ideas that not only created great interaction with people and products but at the same time said something significant about the brand.
LBB> What are you personally hoping to see from the entries this year?
SC> Big ideas that will be honored the rest of the week by different juries. I like to think that the Promo and Activation jury has become the Golden Globes of the Cannes Lions International Festival of Creativity - an early predictor of the biggest ideas to be celebrated through out the week.
LBB> Promo & Activation is an interesting category in that there’s a real immediacy in it, as it is all about on-the-spot decision making. How important is it to put yourself in the shoes of the consumer when judging the impact of this kind of work – and how do you do that in the jury room?
SC> Last time I checked, judges are people and people are consumers. So, I think we are already in those shoes. Our job is to have a more critical eye when it comes to the idea. First, did the idea work? But more importantly, does it propel the way we as an industry creatively solve problems?
LBB>Outside of the jury room, is there anything in particular you’re looking forward to this year?
SC> I always like that moment right before the sun comes up and the sky turns pantone 286.
LBB> What’s your favourite spot in Cannes?
SC> Usually, the one that wins the Grand Prix. And if you weren’t talking about TVCs, then Mitch Kanner’s lounge chairs at the end of the Carlton Pier.
