Leading the Craft: Dennis May on Chairing Eurobest’s Design and Industry Craft Jury
Dennis May has established himself as a force in the creative industry, with a storied career spanning major agencies like GREY, Jung von Matt, and DDB.
Now, as chief creative officer of Publicis Groupe DACH, he oversees some of the most prestigious creative agencies across Germany, Austria, and Switzerland, including Saatchi & Saatchi, Leo Burnett, and Publicis Worldwide. As Dennis steps into his role as Jury President for the Design and Industry Craft category at Eurobest 2024, he brings with him a wealth of experience and a deep appreciation for craftsmanship.
Dennis speaks to LBB’s Olivia Atkins to discuss what excites him about chairing the jury, the trends that are reshaping the industry, and his approach to evaluating work that balances traditional craftsmanship with cutting-edge innovation.
LBB> As the first Jury President from Publicis Groupe to lead the Design, Industry Craft category at Eurobest, how do you see this milestone reflecting on both your personal journey and the evolution of Publicis Groupe’s influence in the creative industry?
Dennis> First of all, it’s a great honour for me to have been asked to chair a Jury at Eurobest, one of the most important creative awards in Europe. Having been part of Eurobest and Cannes Lions Juries before, I know how important this role is – and will give my best to live up to that. You’re going to have to ask my fellow Jurors afterwards if I was successful at least in part. As for Publicis, it’s great to have visibility and responsibility in pointing at the best creative work from our region – showing that we have a part in shaping our industry.
LBB> Representing Germany at Eurobest, what unique perspectives or values do you hope to bring to the judging process, and how do you believe German design and industry craft can inspire other European creatives?
Dennis> To be honest, I don’t think it will be about bringing in a specific perspective, but creating a holistic European perspective with our whole Jury. All different influences and approaches will lead to a selection of awarded work that’ll hopefully inspire creatives all over Europe.
LBB> What are you most excited to see in the Design, Industry Craft category this year, and how do you anticipate the entries will push the boundaries of creativity and craftsmanship?
Dennis> I’m excited to be surprised by all the great work we’ll see that we didn’t see coming. Before starting a Jury of course, there will be expectations around what the main themes of the year will be. But the great thing is that the actual themes often turn out to be quite different from what we expect. They can be more diverse, more surprising and more innovative, so I’m looking forward to being completely wrong with my assumptions going in.
LBB> In your view, what are the most significant trends currently emerging in the field of industry craft, and how do you expect these trends to be reflected in the submissions at Eurobest?
Dennis> I think there are too many to list. So, maybe let’s just talk about the obvious one, being AI. I guess we’re going to have a lot of discussions about the use of AI and how to judge it when it comes to craft. Because there’s a fine line between just using it and using it in a creatively-innovative way.
LBB> What challenges do you see industry professionals facing today in the realm of design and industry craft, and how might these challenges influence the type of work that is celebrated at Eurobest?
Dennis> Automation and personalisation, when not handled with care, risk diminishing the full potential of design and craft. As a jury, it’s our responsibility to showcase the true power and relevance that exceptional design and industry craft can achieve, proving that it’s worth every bit of effort.
LBB> As someone with extensive experience in the industry, what advice would you offer to creatives entering the Design, Industry Craft category at Eurobest, especially those hoping to stand out?
Dennis> Take a look at last year’s winners and stay mindful of what’s happening around you. It’s easy to get tunnel vision when you're deeply focused on your own work. Maintaining a broad awareness of the creative landscape will help you understand how to make your work stand out. Also, when preparing your entry, approach it as if you’re unfamiliar with the work – this will help you present it in a way that clearly communicates its strengths to a jury who may need more context or explanation.
LBB> How do you plan to approach the task of evaluating entries and balancing traditional craftsmanship with innovation?
Dennis> My approach is fairly straightforward:to embrace open dialogue and be open-minded with my fellow jurors. I want us to be naturally drawn to the standout pieces and to have thoughtful discussions about what makes them exceptional. From there, we’ll determine the level of awards that best represent this year’s top work.
