MERCADEO Versión en español
McCann London presents its new campaign for the Cannes Lions Festival: Invest in Creativity; it is cheaper than redundancy
Cristian Vergara| 24 de febrero de 2015
La campaña fue desarrollada por McCann Londres
Cannes Lions implemented a new advertising campaign in which it invites agencies to send their lowest performance employees to the festival.The particular initiative suggests that such a decision be made as an investment in creativity. “Sending low performance personnel as delegates to the festival is better and less expensive than laying them off” points out the campaign.”We wanted to highlight the fact the not taking care of internal talents is a more expensive exercise than developing them. The investment in creativity will boost your business forward, and coming to Cannes is the perfect way to do that”, explained Senta Slingerland, Brand Strategy director of Cannes Lions.On his part, Mike Oughton, creative director of McCann London, said: “We discovered there is a correlation between the number of delegates sent to the festival and the number of Cannes Lions winners in the following years. Therefore, since the cost of replacing someone is up to 30% of the salary, the investment of sending a member of your personnel to a week of education and inspiration in the Cannes Lions festival is insignificant”.The campaign includes a contest called Cannes Confessionals in which the candidates can win delegate passes to the event if they explain why they deserve to attend. That is, they must prove how bad they are in their jobs.
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