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来源: BlogBus 原始链接: http://www.blogbus.com:80/blogbus/blog/index.php?blogid=2732&pg=6&cat=1 存档链接: https://web.archive.org/web/20041124184121id_/http://www.blogbus.com:80/blogbus/blog/index.php?blogid=2732&pg=6&cat=1
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The slogan used to celebrate India's fiftieth year of Independence will underpin Piyush Panday's role as Jury President at the Cannes Lions festival this month. The executive chairman and national creative director of Ogilvy & Mather, Mumbai, known as a lateral thinker and storyteller, expects his judges to keep an open mind in the annual hunt for 'energetic, surprising' ideas. Paul Kemp-Robertson interviews the former tea taster, cricketer and proud owner of more than 400 advertising awards¡ Describe how you felt when Roger Hatchuel invited you to become Cannes Lions president. It was a great moment for me as it is a great recognition for any creative person. I was on the Film jury in 2002 and Roger had indicated after the judging that someday he may want me to lead the jury. On January 1, 2004 I took over as the Executive Chairman of India - that was a very high recognition. But I guess that as a creative practitioner, being asked to be President of Cannes is even more satisfying. How would you describe yourself to people who may not have met you? It is not how you describe yourself but how you demonstrate. People who I have not met earlier should then describe me based on that demonstration. What qualities will you bring to the Cannes President's role? I have tremendous regard for the past Presidents who are all eminent people. I think all of them have done their best to recognise good ideas in the most fair fashion. Criticism in a subjective field such as advertising is inevitable and you've got to take it as it comes. My aim would be work with my partners for a fair judgement. We will ignore past reputations and hypes which are often created even before the judging begins. A lot of work gets covered by media through the year but we must remember that a lot of it does not. We have to remove the 'familiarity bias' from our heads and hearts. What will your manifesto to the jury members be? Be awake and be alert. Respect every piece of work - it is someone's hard work. Have fun and we'll get a great result. What kind of advertising do you like? THE GREAT KIND - something that delights the consumer first and the jury later. What do you do outside of advertising? I have dabbled with a lot of things - I used to play cricket for my State, something I still do at a casual level. I have adapted Walt Disney's movies Alladin & Lion King in Hindi. I wrote the script for BHOPAL Express a film on the Bhopal gas tragedy. This movie was shown at the Berlin film festival. I travel quite a bit within India. This is so wonderful and there is so much more to see, imbibe and learn from. Describe your philosophy on life¡ Enjoy every moment. Respect every opportunity. Try your best and don't think too much. Take your work seriously but don't take yourself too seriously. Has the announcement of your role at Cannes generated much media interest in India? Yes the news was celebrated on the front pages of leading national dailies and on national T.V. channels. I was pleasantly surprised to get congratulatory notes from people who are not even a part of the industry. This to my mind is wonderful for the advertising industry. Does your appointment suggest Indian advertising has 'come of age' on the world stage? The last few years have been wonderful for India. In fact in the last 2 years the country has picked up 10 Lions. This has boosted the confidence of the youngsters. My announcement is also significant because it gives the youngsters hope that if someone who I work with or know, can make it, so can I! I would like to believe that Indian advertising has come of age. How would you describe Indian advertising? India is a very difficult country to advertise in. We are a billion people, 21 official languages, many diverse cultures. There are many religions but one that binds us is a game called CRICKET. It is bigger than the SUPER BOWL. It has the widest audience on T.V. So everyone wants to advertise nationally on cricket. This is where making sense to such a diverse audience becomes challenging. It is probably easier to advertise on a pan-European level. Best advertising cuts across these audiences. Fevicol 'Bus' [winner of a Silver Lion in 2002] is a good example of this. Where does advertising fit within Indian culture? Of late advertising is assuming a big role in our culture. It would be presumptuous to say that it drives culture but it would be too modest to say that it only follows it. There are several cases where advertising has been able to bring out what is just below the surface in society. It has been able to enter the language of the people and it has impacted social behaviour particularly in aiding the confidence of the Indian woman who in the past was depicted in a very stereotyped fashion. Advertising is highly respected in the wider business community. This was not so 5 to 6 years back. Quite a few of us advise big business houses and government policy making process. Each year, articles appear bemoaning the declining standards of creativity in advertising. Where do you stand on this argument? This is the most ridiculous thing that I hate. I see it everywhere around the world. It is good to respect the past but not a great idea to live in it. People just don't want to give the new generation its due recognition. Largely these opinions come from cynical people who would like to believe that the LIONS they won glitter a little more than those that will be won this year. Do Lions truly represent the very best advertising of the year, or merely the most universal? I definitely believe that Cannes Lions represent that best of the year. I think that a large proportion of advertising around the world is funny so it's not surprising that a lot of funny stuff wins. But it would be wrong to say that only funny stuff wins. I remember a lot of commercials at Cannes that brought tears to my eyes. As far as universal ideas are concerned again it is obvious that where a mixed jury from around the world is judging, universal ideas work very hard. But yes the role of the jury is to do their best to understand an idea even if it is not universal. Is Cannes in step with modern advertising? I think over the years Cannes has become quite 360¡ã and today it recognises all kinds of ideas beyond film. However TV still has such a huge role in our lives that it attracts greater attention. It is not so different in life too - I hear more comments from the common man about T.V. ads as compared to print or any other new media. Do you think clients should play a more active role at the festival? It is the most encouraging thing to see clients such as P&G and McDonald send large delegations to Cannes. After all these are large spenders and must be exposed to the best in the world. I am trying to encourage a lot of clients in India to do the same. Creatives should welcome the move. It will not only open the minds of those that they work with, it will also create greater mutual respect. Also I have found that clients are less of a client at such forums than they are in their meeting rooms. You will probably discover that at Cannes after all, your client is also a human being. Do you think there is a direct correlation between creativity and success in the marketplace? To believe that creativity decides on the life and death of a brand is to take yourself too seriously. You are a team member in the process. Sometimes the team loses and you see that you scored a home run each time you went in to bat. Sometimes the team wins and you had actually done nothing to contribute. So keep doing the most relevant creative work and learn to keep your big mouth shut. Do awards matter? Yes awards matter. If they didn't you wouldn't see so many medals on the breast of army generals. How would you like your contribution to Cannes 2004 to be remembered? FAIR & SQUARE and in keeping with the times. Have you ever booed in the Palais during the TV awards ceremony? Yes I have whistled. I guess that is a part of life. Where there is an audience there will be cheer leading and there will be booing. ENJOY!! Posted by citycrazy at 13:55 | Read More....... | Comments(0) ¿ÉÄãÈ´×ÜÊÇЦÎÒÒ»ÎŞËùÓĞ¡£ -[Ç°ÃæµÄ»°] ʱ¼ä: 2004-06-24 17:52 ¿ÉÄãÈ´×ÜÊÇЦÎÒÒ»ÎŞËùÓĞ¡£ÎªÊ²Ã´×ÜÊÇ»¹Ã»ÓĞÄêÇá¹ı£¬¾ÍÒѾÀÏÁË¡£ÎªÊ²Ã´Äã×ÜÊÇÇü·ş£¬²»¶ÏµØÇü·ş£¬ÉõÖÁ¶¼²»ÖªµÀΪʲôҪÇü·ş¡£×ÜÓĞÈ˸úÄã½²ÏÖʵºÍÀíÏ룬ŪµÃÄãÍêȫʧȥÁËÇ°½øµÄ·½Ïò¡£×ÜÓĞÈ˸æËßÄãÒª¶à×öµã±íÃ湤·ò¡£×îºóÄã·¢ÏÖÆäʵ±íÃ湤·ò±ÈÕ湤·ò»¹ÄÑ×ö¡£°ºÍ·£¬ÍäÑü£¬Á¢Õı£¬ BYEBYE ¡£ÔğÈΣ¬ºÍÄêÁäÒ»ÑùѹÉÏÄãµÄ¶îÍ·¡£ÕæµÄ»áÓĞÈË´ÓÖĞ·¢ÏÖÀÖȤÂ𣿻졣һ¸ö»ì×Ö½âǧ³î¡£µ«ÎªºÎÄã×ܾõµÃ¿ÉЦ¡£ÍµÍµµØЦ¡£ÀË·Ñʱ¼ä£¬È¥»»È¡½ğÇ®¡£ÈİÒ×Âğ£¿ÕâÒ»ÇĞ¡£ºÜ¶àÈ˶¼Óмƻ®ÁË¡£ÎªÊ²Ã´±ğÈ˶¼ÓĞ¡£Ê²Ã´ EMBA £¬Ê²Ã´ GMAT £¬Ê²Ã´ ENGLAND µÄ£¬Äãµ½µ×Ïë¸Éʲô£¿ÀÁ¶è¡£ÍËÇÓ¡£ÄãÍêȫûÓĞ×Ô¼º¡£Äã¾õµÃ²»ºÃÒâ˼£¬È´Ã»ÓĞË¿ºÁ¸Ä±äµÄÒâ˼¡£Ã»Óа취ѡÔñ¡£½øÍË¡£×Ô±©×ÔÆú¡£¼¤Á÷Ó¿½ø¡£ÆáºÚ¡£¹âÃ÷¡£Ã»ÓĞ¡£Ò»Æ¬µÄ»ìãç¡£Ò»ÉíµÄÒ»ÎŞËùÓĞ¡£ Posted by citycrazy at 17:52 | Read More....... | Comments(0) ÓĞÈ˺ÍÎÒ̸ÀíÏë¡£ -[Ç°ÃæµÄ»°] ʱ¼ä: 2004-06-23 11:17 ÓĞÈ˺ÍÎÒ̸ÀíÏë¡£ÎÒ²»ÖªµÀ¸Ã×öºÎÏë¡£ÓĞÈË˵Äã³Ô±¥Á˲ÅÓĞÀíÏë¡£²»ÅÂËÀ²ÅÓĞÀíÏë¡£ÓĞÈË˵ÈËÉú¾ÍÊDz»¶Ï½µµÍ×Ô¼ºµÄÒªÇ󡣺ܲпáµÄ½²·¨¡£ÓĞÈË˵ËûÊǸöºÃÈË£¬ºóÀ´±ä»µÁË¡£ËÓÖ¿ÉÒÔ·ÖµÃÇå³şºÃÓ뻵¡£ÓĞÈË˵¼á³Ö¾ÍÊÇʤÀû¡£¿É²»¼á³ÖµÄÈ´ÍùÍùÕÒµ½ÁËʤÀû¡£ÓĞÈË˵ÄÇÊÇÒòΪÄ㻹ÓĞÍË·¡£¿É·ÖÃ÷ûÓĞʲô£¬Ö»ÊÇÄãÓм¸Ìõ¿ÉÁ¯µÄµ×Ï߶øÒÑ¡£ÓĞÈË˵×öÈËÒªÓĞÔÔò¡£¿É¶àÉÙÈ˵ÄÔÔò¾ÍÊÇûÓĞÔÔò¡£ÓĞÈË˵ʲô¶¼ÊDZğÈ˵ĺá£×Ô¼ºÓÀÔ¶±È²»¹ı×Ô¼ºµÄÆÚÍû¸ß¡£ÓĞÈË˵ÈËÉúҪôÕâÑù£¬ÒªÃ´ÄÇÑù¡£¿ÉΪʲô´ó¼Ò¶¼»îµÃÄÇô²»Çå²»³ş¡£ÓĞÈË˵ǫĞéʹÈ˽ø²½¡£½¾°ÁȴʹÈË×ÔĞÅ¡£ÓĞÈË˵ĞÄĞØÒª¹ãÀ«¡£Ã»ÓĞĞÅÈΣ¬È±·¦¹µÍ¨È´ÊÇÖÕÉú²»ÓúµÄÍç¼²¡£ÓĞÈË˵·ÅµÍÒ»ÇĞÄã²ÅÄÜÕÒµ½×Ô¼º¡£¿ÉÍùÍùÊÇÄã·ÅµÍÁË×Ô¼ºÈ´Ò»ÎŞËù»ñ¡£ÓĞÈË˵Ҫ²»Í¬½Ç¶È˼¿¼ÎÊÌâ¡£ÎÊÌâÈ´Ô½ÏëÔ½¶à·³ÄÕûÓо¡Í·¡£ÓĞÈË˵¼òµ¥¾ÍºÃ¡£¸´ÔÓËöËéÈ´×Ô¼ºÕÒÉÏÃÅÀ´¡£ Posted by citycrazy at 11:17 | Read More....... | Comments(0) : [1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11] ·ÖÀà Ê×Ò³ Ç°ÃæµÄ»° (161) ²»Ì¸¹ã¸æ (3) ¾ÍÊÇϲ»¶ (6) ĞúÏùµÄ¼Å¾² (3) ÈÕÀú 2004 Äê 11 Ô Sun Mon Tue Wen Thu Fri Sat 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 ×îºó¸üĞ ½ºş¡£ ÀıĞй«ÊµĻÄÎß¡£ ºÍ˶Ի°£¿ Good enough is not enough! ºÇºÙ ÄÑÓÚƽºâ Ò»¸öºÃµÄ¿ª¶Ë²»ÈİÒס£ Ed wood ȱϯһÌ죬²»Ó¦¸Ã¡£ ÏÅ×ÅÄ㣡 ×îĞÂÆÀÂÛ ²Ë : ¹ş¹ş~~ Âò. 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