"The Swiss have a good chance"
Matthias Luchsinger, CEO RMB Switzerland, on the competition in Cannes
Matthias Luchsinger, CEO RMB Switzerland, on the competition in CannesIn his role as Swiss representative, Matthias Luchsinger does not want to comment on the chances of the Swiss entries in Cannes. "I'm not a jury member and I don't want to rush to judgment," he says. He prefers to leave the assessment of the competition entries to the creatives. However, Luchsinger is "convinced that the Swiss submissions have a good chance." How many awards and nominations in the shortlist would you expect to be appropriate for Switzerland?
Matthias Luchsinger: We did not reach the number of submissions from the record year 2000. However, as the Swiss office of the Cannes Advertising Festival, we have already established several times that less can also be more. It's the quality of the entries that counts, not the number. Last year, the numerous submissions resulted in only one Media Lion. This year, however, I expect two to three Lions. For the shortlist awards, I'm guessing 10 to 15; after all, Swiss agencies are still in the running with a total of 305 entries in the four categories.
How bad would Switzerland have to be to be labeled an advertising province?
Luchsinger: I think it's like the half-empty or half-full glass of water: it's the perspective that counts. That's why I'll answer the question from the positive side: Switzerland is considered a major advertising power if it wins four or more prizes.
What does the competition in Cannes mean to you?
Luchsinger: Cannes is not just a competition, but the meeting place for the international advertising industry with countless discussions, contacts and information. The fact that
The best way to recover from these exertions is on the beach with a cool drink in your hand.
What is your best personal experience in Cannes so far?
Luchsinger: Eating in an oasis (which actually deserves the name) near Cannes, then sitting on a railing at five o'clock in the morning listening to the satellites with a cell phone in each ear.
What is your resolution for this year in Cannes?
Luchsinger: Exactly the same as every year: fewer meetings. Go to bed earlier. Strictly abstain from alcohol and never go to the beach topless!
Please finish the following sentence: "In Cannes, you win above all when ..."
Luchsinger: ... you take part in the "Swiss Lunch" of RMB Switzerland and lobby there for the last time! Interview: Andreas Panzeri
Matthias Luchsinger: We did not reach the number of submissions from the record year 2000. However, as the Swiss office of the Cannes Advertising Festival, we have already established several times that less can also be more. It's the quality of the entries that counts, not the number. Last year, the numerous submissions resulted in only one Media Lion. This year, however, I expect two to three Lions. For the shortlist awards, I'm guessing 10 to 15; after all, Swiss agencies are still in the running with a total of 305 entries in the four categories.
How bad would Switzerland have to be to be labeled an advertising province?
Luchsinger: I think it's like the half-empty or half-full glass of water: it's the perspective that counts. That's why I'll answer the question from the positive side: Switzerland is considered a major advertising power if it wins four or more prizes.
What does the competition in Cannes mean to you?
Luchsinger: Cannes is not just a competition, but the meeting place for the international advertising industry with countless discussions, contacts and information. The fact that
The best way to recover from these exertions is on the beach with a cool drink in your hand.
What is your best personal experience in Cannes so far?
Luchsinger: Eating in an oasis (which actually deserves the name) near Cannes, then sitting on a railing at five o'clock in the morning listening to the satellites with a cell phone in each ear.
What is your resolution for this year in Cannes?
Luchsinger: Exactly the same as every year: fewer meetings. Go to bed earlier. Strictly abstain from alcohol and never go to the beach topless!
Please finish the following sentence: "In Cannes, you win above all when ..."
Luchsinger: ... you take part in the "Swiss Lunch" of RMB Switzerland and lobby there for the last time! Interview: Andreas Panzeri
