President to President: Radio
This year’s Radio Jury President Mario D'Andrea gets some good advice from his 2016 predecessor, Tom Eymundson from Pirate Group.
Inspired by the bit at the end of The West Wing where the members of the outgoing administration left notes of advice for their successors, we let this year’s Jury Presidents get some totally unofficial but incredibly useful advice from their 2016 predecessors.
Often heard but never seen, there's a rumour that the Radio jury have the most fun at the Festival. Whether or not that's true, we're unable to verify. But since Radio jurors spend the first few days of the Festival wearing headphones and listening to hours or great audio creativity, perhaps when they finally get to speak to each other they're have to make up for lost time!
This year's Radio President is Mario D'Andrea, President and Chief Creative Officer at Dentsu in Brazil. See what kind of of Presidential advice he gets from his 2016 counterpart, Tom Eymundson of Pirate Group...
(King of the airwaves: 2017 Radio Jury President Mario D'Andrea. He does smile.)
MARIO D'ANDREA: What was the first thing you asked of your Jury? What did you expect from the whole process?
TOM EYMUNDSON: "Hi Mario, Congratulations on your assignment Mr. President! It’s a tremendous privilege and an honour. It’s also a lot of work. I asked my Jury to listen for the brave ideas, the ones that push, bend and break through the noise. I asked them to listen for exceptional storytelling - the kind is flawlessly crafted and executed without compromise. I asked them to keep an eye out for surprising unique innovation - something they’d never seen, or better, never “heard” before. I asked them to listen for superior craft - the script writing, music, sound design and actor performances that have them saying, “I wish I’d done that”.
"I told them to remember that seven days later, the work the 2016 Cannes Radio Jury hold up as “Lion worthy” must celebrate the power of creative radio and it’s unique ability to stimulate the imagination like no screen on the planet possibly could."
MD: As you know, radio is a media based in copy and sound. So, how do you think a juror not native born in English should behave in the judgment process? Did you feel any difference or even difficulties from no English juries?
TE: "Context is everything. Any juror’s who’s native language was not English was encouraged to ask questions whenever they wanted clarity. Interestingly enough, there were very few questions asked as most of the supporting case study material gave context."
MD: What kind of technical issues can disturb the jury process? Or are there any other issues the President has to deal with?
TE: "Occasionally one or more of the iPads you use for judging would have a glitch, but the Cannes staff were very good and and very quick at resolving these issues. I had no human issues to deal with. I encouraged every juror to participate in the discussions and debates which I believe made for a very familial and constructive atmosphere in the room."
MD: I personally think that radio is the media that took more advantage of the digital technology - much faster than the others traditional media. How big was the influence of web and digital in the results of your jury last year?
TE: "I believe radio and audio are somewhat medium agnostic. Anywhere sound can be broadcast to an audience is “radio”, be it terrestrial, digital or otherwise. I don’t believe web or digital influenced the results, the results were the acknowledgement of everything I asked the Jury to listen for on day one; brave ideas, exceptional storytelling, flawless craft, and unique innovation.
"The jury is truly international. Brands that were brave enough to leverage a universal truth, regardless of nationality or gender, and tie that truth directly to their product or benefit, spoke to the whole jury and quite frankly, the world. I’m certain you’ll recognise this same pattern this year."
(IMAGE: The 2016 Radio Lion jury)
Listen to the 2016 Radio Grand Prix:
Mario D'Andrea is the Chief Creative Officer and President of Dentsu Brazil. In his years as a copywriter he worked for FCB, Loducca and Lowe, and he was also Chief Creative Officer of JWT Brasil. He has been a juror at Cannes in 2006 (Radio), 2012 (Titanium & Integrated) and 2013 (Promo & Activation). As a creative director, has won 14 Cannes Lions.
Tom’s reputation as an exceptional talent director, music producer and sound designer precedes him. He’s been both a winner and juror of numerous international advertising awards shows, including Cannes Lions, London International Awards, One Show, Clio, D&AD, Creative Arts, New York Festivals, Radio Mercury, and more. Most recently, Tom served as the Radio and Audio Jury President at the 2015 London International Awards.
For more information about the Radio Lion, visit the Awards area. Entries for Cannes Lions 2017 are now open.