"A holiday for ideas" - judging insights with Ryan McManus

More than anything, it gives me perspective. You’re looking at so much work, the previous experiences help me know what to look for and what to expect.

It’s important to not focus on the environment, but rather the work and to soak up different people’s points of view. It’s really very seldom that I have the opportunity to spend time with the best talent in the world, reviewing the best creative in the world.

Obviously, the best thing to do in Cannes is to win and go on stage, so that’s been some of the best moments!

Having said that, two years ago we did a talk with Khuli Chana about Absolut One Source.

It was so local, so African and so different compared to the other work you would see at the festival and it felt really meaningful to do something truly African on that stage.

Over and above all the amazing work, the highlights for me are the people and the connections you make; all the conversations you get to have, whether it’s over lunch or in jury rooms or late, late at night. They are always very interesting and leave me inspired.

I’m judging Entertainment this year, one of the most exciting new categories. It’s basically the convergence of all the stuff we like to do and all the things consumers like to spend time with.

Also, because the category is relatively new, the work that wins helps define the category and the direction that branded content is moving.

To be honest though, as marketers, if we’re not creating entertainment, we are not adding value, and then what are we doing?

Their talent and their views are obviously very important, but I think more than anything, local judges can provide local nuance and context to understanding the work South Africa has entered.

As a country, South Africa is very difficult to sum up in the first ten seconds of a case film. Having SA judges in the room gets our work a better chance of being understood and awarded.

With Entertainment as a category, it’s really hard to define parameters, such as how long should it be, how does it fit in – but that’s the rational side.

The more emotional question is: Is it entertaining? Do I want to keep watching it and how original is the story-telling, how does it relate back to the brand values and how relevant is it to the audience?

For me, this is a very meaningful category and awards must go to work that the audience chooses to spend time with.

I think we are seeing more and more of how brands are having a point of view, not just a purpose, especially around gender equality and inclusivity, which is great.

We’re also seeing how completely new formats are being woven into the brand experience.

There are some great new tech ideas coming through, too. All the great pieces really seem to express the values of the brand by living them, instead of just telling you about it.

For me, it’s always the people and the work. It’s really very rare to have time to disconnect, watch some of the best work in the world and chat to the most creative people in the world.

It often takes weeks to digest, but it’s like a holiday for ideas.

While main judging only takes place in Cannes next week, watch for the SA judges’ specific predictions of the work that will win, later this week!

The Cannes Lions Festival of Creativity runs from 17 to 21 June 2019, with Cinemark – now known as Ster-Kinekor Sales – the local representatives of Cannes Lions for SA. Roving reporter Ann Nurock will be sharing the latest news as it happens, live on the ground in Cannes, so visit our Cannes Lions special section for the latest updates!