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Region’s creatives ‘not ready to judge Cannes’

Organisers of the world’s premier advertising awards have warned that no judges from the Middle East will be chosen until the region’s levels of creativity improve.

Organisers of the world’s premier advertising awards have warned that no judges from the Middle East will be chosen until the region’s levels of creativity improve.

A spokesman for the Cannes International Advertising Festival confirmed that no judges from the Middle East had been selected for this year’s event, claiming the number of entries from the Middle East had been low in recent years, which in turn had impacted on the ability of organisers to select judges from the region.

“We would like to see the creative benchmark higher in the Middle East, which would then spur us on to seek judges from the Middle East for the Cannes Lions,” she said. “The Far East has done well, having representation for the first time — hopefully it will happen in the Middle East soon.”

Dubai-based Tonic became the first Middle East agency to win a Cannes gold lion for its creative work for Sony at last year’s festival.

The 53rd Cannes International Advertising Festival runs from 18 to 24 June.

Thousands of industry players are set to attend the festival, which recognises work in advertising, creativity and marketing communications.

Other awards include agency of the year, media person of the year, the Palme d’Or, direct marketing agency of the year, and interactive agency of the year.

Last year, the UK-based D&AD Awards, another of the world’s major celebrations of advertising creativity, also said that it had not chosen any Middle East jurors because of relatively few entries from the region.

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