Philipp Skrabal in search of true brand courage
What effect does Cannes have on a creative professional who knows the scene like no one else—and yet hasn’t been here for over ten years? m&k met with Philipp Skrabal, Farner’s CCO and the 2025 «Advertiser of the Year,» for a speed talk at Weischer.Cinema’s traditional Swiss barbecue.
Farner creative director Philipp Skrabal is someone who has both feet on the ground in day-to-day business while keeping an eye on the big picture. And: he is back in Cannes - for the first time in more than a decade.
Observing the industry digitally has long been routine for him. But attending the festival in person, he says, "opens up the sensors in a way that no case film can". Between networking, screenings and discussions, Skrabal reflects critically on what is happening at the festival - but by no means resignedly.
What he notices? A preponderance of short-term success metrics, such as YouTube or RTL activations. He calls this "sand on the beach" - a pointed metaphor for a fleeting effect that has little substance for long-term brand building. Some things seem to him as if there is "no bidding at all", i.e. no real creative competition in the original sense. At the same time, he senses the power that emanates from the location: people, platforms, brands, tech giants - everyone is talking about creativity. "The enthusiasm is real, tangible - and incredibly inspiring," says Skrabal.
What remains when you leave? A clear appeal to his own industry: more care, more brand work, more substance. Because, according to his observation, many excellent works are created where a brand has been built up and nurtured over years. This enables a depth and freedom that short-term campaigns cannot achieve.
For Skrabal, this is a message to all Swiss creatives: to focus more on the narrative core of the brand again - with patience, perseverance and attitude.
