E175: How To Win A Cannes Lion

The Cannes Lions awards are synonymous with excellence in marketing creativity and in 2019 they launched a sports specific category. Because of Covid, the entries for 2020 and 2021 have been combined and a short list of the best creative work in sports marketing was produced. The head of the judging panel for the awards was Ben Hartmann, chief client officer for Octagon, and he’s our guest today.

We talk about the criteria the panel of ten judges used to judge the work and we choose our favourites from the short list. 

It’s a conversation about creativity in a sports marketing context, and much more besides, from the role of agencies, whether sponsorship helps or hinders creativity and we look at the threads that are common to the very best work. 

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