It’s all good: GCD Liz Paradise on judging the Cannes Lions Direct Marketing category - McKinney

It’s all good: GCD Liz Paradise on judging the Cannes Lions Direct Marketing category

June 15, 2015

She has judged the One Show and Art Directors Club, and now Group Creative Director Liz Paradise is adding Cannes Lions to the list.

“The preliminary round of judging was done online,” Liz explained, “and no one knows who made it through and who didn’t.” It’s one of many tactics that makes the Cannes Lions Festival different from other award shows — entrants aren’t told if they’re finalists until the morning of the awards ceremony, which happens on Friday, June 26.

So, what is the Direct Marketing category? Liz says, “Because the CTA is so loose, direct is everything. If you have any kind of integrated campaign, you’re using direct marketing.”

Liz spent a few hours online reviewing 400 entries for the first round of judging last week and noticed that the new technology used in many entries was more focused (think Oculus Rift). And overall, she was floored. “The fat to be trimmed, so to speak, was next to nothing — it was all that good,” she said.

The Direct Marketing category jury members will be split into five groups of five for the final round. Liz is curious to see how a global community of judges with such diverse points of view talks about the remaining entries. “Will the best of the best stand out to everyone in the room?” she wondered. “Or will we spend hours persuading each other of one entry’s worthiness and another’s faults? I’m anxious to talk it out.”

For the last few years, Liz Paradise has been working closely with our client partner Nationwide Insurance, which most recently aired “Band Together” featuring U.S. soccer player Alex Morgan.