The advertisers from the amateur league
The Mondial de la publicité francophone (MPF) is losing its prestige, which apparently doesn't bother the organizers
The Mondial de la publicité francophone (MPF) is losing prestige, which apparently doesn't bother the organizersBy Anita Vaucher Ever since last year's Mondial de la publicité francophone (MPF) was held in Geneva, at the latest, it has been obvious even to Swiss advertisers that the MPF has lost prestige. This year's participation by agencies in French-speaking Switzerland has reached a record low.
Anyone who tries to click on the homepage of the Mondial de la publicité francophone (MPF) is turned away with the answer "Unknown". This is not a good sign for an event that has been in the crossfire of criticism for some time and is visibly losing prestige.
Just ten agencies from French-speaking Switzerland submitted their work to the MPF this year. This event has never been of interest to advertisers from German-speaking Switzerland. According to Richard Martinez, CD of Oasis Advertising in Geneva and this year's jury member, the lack of interest may have to do with the fact that last year's event in Geneva was very unprofessionally organized and could no longer motivate many of the French-speaking Swiss to participate.
The Swiss works submitted were rather mediocre and by no means representative of Swiss advertising, he further states. Nevertheless, he maintains the classification of the event as "Mondial". Martinez is convinced that this is an opportunity for the Swiss to compete on an international level with other countries that produce high-quality advertising, such as France, Belgium or Canada.
Art Directors Club is too "alémanique"
In addition, there are not enough competitions in Switzerland and ADC is too "alémanique. The ADC is biased toward the German-speaking part of Switzerland, Martinez argues, summarizing the mood in advertising circles in the French-speaking part of Switzerland. The German-speaking Swiss also view advertisers in French-speaking Switzerland as less creative. Martinez is disturbed by these prejudices on both sides of the Saane. Instead of openly seeking constructive dialog, he says, there are constant skirmishes from behind the scenes.
Charly Schwarz of Initiative Media Western in Geneva and last year's jury member at the MPF, is now in charge of motivating the agencies of French-speaking Switzerland to present their work at the MPF. At the same time, he wants to better market the Mondial de la publicité francophone in Switzerland.
"I hear the message, but I don't believe it," is what Frank Bodin of McCann-Erickson, Geneva, must have said to himself in the face of this announcement. Last year's award ceremony, which he was able to witness in person, had a lasting impact on him and prompted him to immediately submit a 5-point plan to the MPF's managers in order to save the Mondial, as he says.
More than a year later, he has still not received a response. Judging by this year's results, his suggestions have not been taken into account either. Frank Bodin thinks it makes sense to cultivate and promote francophone advertising culture. He would also like to get involved in this, but this would have to take place on a different level than the one shown so far.
Last year, Bodin was particularly irritated by the name "Prix des Nations Suisse," which in this case would have been better called "Prix des Nations Suisse Romande," he enthuses. And one should finally stop organizing competitions for the 7th league, he continues.
He attributes the questionable assessment of the submitted works to the jury. "There are people on this panel who have never received a bouquet for their work," Bodin tells WerbeWoche, implying that the MPF jury members are not nationally or internationally recognized luminaries in their field.
In Frank Bodin's view, ADC is the "Swiss championship" against which the agencies in German- and French-speaking Switzerland primarily have to measure themselves. However, he would definitely see a competition alongside it in which only the agencies in French-speaking Switzerland could measure themselves. At the same time, however, Bodin warns against the increasing inflation of awards and competitions, which, with their different evaluation criteria, must ultimately lead to confusion and a reduction in quality. This ultimately damages the reputation of the entire advertising industry, he is convinced.
Anyone who tries to click on the homepage of the Mondial de la publicité francophone (MPF) is turned away with the answer "Unknown". This is not a good sign for an event that has been in the crossfire of criticism for some time and is visibly losing prestige.
Just ten agencies from French-speaking Switzerland submitted their work to the MPF this year. This event has never been of interest to advertisers from German-speaking Switzerland. According to Richard Martinez, CD of Oasis Advertising in Geneva and this year's jury member, the lack of interest may have to do with the fact that last year's event in Geneva was very unprofessionally organized and could no longer motivate many of the French-speaking Swiss to participate.
The Swiss works submitted were rather mediocre and by no means representative of Swiss advertising, he further states. Nevertheless, he maintains the classification of the event as "Mondial". Martinez is convinced that this is an opportunity for the Swiss to compete on an international level with other countries that produce high-quality advertising, such as France, Belgium or Canada.
Art Directors Club is too "alémanique"
In addition, there are not enough competitions in Switzerland and ADC is too "alémanique. The ADC is biased toward the German-speaking part of Switzerland, Martinez argues, summarizing the mood in advertising circles in the French-speaking part of Switzerland. The German-speaking Swiss also view advertisers in French-speaking Switzerland as less creative. Martinez is disturbed by these prejudices on both sides of the Saane. Instead of openly seeking constructive dialog, he says, there are constant skirmishes from behind the scenes.
Charly Schwarz of Initiative Media Western in Geneva and last year's jury member at the MPF, is now in charge of motivating the agencies of French-speaking Switzerland to present their work at the MPF. At the same time, he wants to better market the Mondial de la publicité francophone in Switzerland.
"I hear the message, but I don't believe it," is what Frank Bodin of McCann-Erickson, Geneva, must have said to himself in the face of this announcement. Last year's award ceremony, which he was able to witness in person, had a lasting impact on him and prompted him to immediately submit a 5-point plan to the MPF's managers in order to save the Mondial, as he says.
More than a year later, he has still not received a response. Judging by this year's results, his suggestions have not been taken into account either. Frank Bodin thinks it makes sense to cultivate and promote francophone advertising culture. He would also like to get involved in this, but this would have to take place on a different level than the one shown so far.
Last year, Bodin was particularly irritated by the name "Prix des Nations Suisse," which in this case would have been better called "Prix des Nations Suisse Romande," he enthuses. And one should finally stop organizing competitions for the 7th league, he continues.
He attributes the questionable assessment of the submitted works to the jury. "There are people on this panel who have never received a bouquet for their work," Bodin tells WerbeWoche, implying that the MPF jury members are not nationally or internationally recognized luminaries in their field.
In Frank Bodin's view, ADC is the "Swiss championship" against which the agencies in German- and French-speaking Switzerland primarily have to measure themselves. However, he would definitely see a competition alongside it in which only the agencies in French-speaking Switzerland could measure themselves. At the same time, however, Bodin warns against the increasing inflation of awards and competitions, which, with their different evaluation criteria, must ultimately lead to confusion and a reduction in quality. This ultimately damages the reputation of the entire advertising industry, he is convinced.
