Forget Cannes '04!
Beat Fritsch on the lessons to be learned from the IAF from a Swiss perspective.
Beat Fritsch on the lessons to be learned from the IAF from a Swiss perspective.The IAF 2004 is history, and Switzerland's performance evoked anything but storms of enthusiasm. Contrary to expectations, however, this year no-one seemed to be upset, let alone angry. Observers with an insight into the scene even got the impression that the result had been expected. However, this perception is contradicted by the not insignificant number of 281 submissions. Anyone who believes there is nothing to win is not taking part, so there remains a glimmer of hope that our advertisers have not yet resigned themselves to the fate of being creative underdogs. Nevertheless, let's talk straight: Cannes showed that, in an international comparison, we are currently at best in the upper reaches of the creative middle class. So it comes as no surprise that the only trophy they brought home was "only" bronze.
However, the fact that the winner entered the race with just two works should make you prick up your ears. As a small agency, Catsky & Partner lacks the financial resources of the network agencies, which send their work to the starting line in legions.
So it's time for a little root cause analysis. Is it the oft-cited lack of an international lobby for our country? Should Swiss jurors be briefed in advance about the work submitted? Should the agencies be offered workshops on how to submit correctly - as Catsky & Partner has obviously succeeded in doing? And who should implement these quite reasonable demands - which are made year after year by leading creatives and also the jurors?
In Switzerland, there are two associations, the ADC and the BSW, which have the financial and human resources to do this. However, someone should tackle it from time to time. So get out of the creative agency réduits and look out into the wide world
directed. Because nothing ventured, nothing gained!
> Beat Fritsch, editorial assistant
However, the fact that the winner entered the race with just two works should make you prick up your ears. As a small agency, Catsky & Partner lacks the financial resources of the network agencies, which send their work to the starting line in legions.
So it's time for a little root cause analysis. Is it the oft-cited lack of an international lobby for our country? Should Swiss jurors be briefed in advance about the work submitted? Should the agencies be offered workshops on how to submit correctly - as Catsky & Partner has obviously succeeded in doing? And who should implement these quite reasonable demands - which are made year after year by leading creatives and also the jurors?
In Switzerland, there are two associations, the ADC and the BSW, which have the financial and human resources to do this. However, someone should tackle it from time to time. So get out of the creative agency réduits and look out into the wide world
directed. Because nothing ventured, nothing gained!
> Beat Fritsch, editorial assistant
