Cannes Lions 2017: Meet the Jurors: Ivan Beczkowski

The 64th Cannes Lions festival kicks off June 17, but for more than 400 jurors, the festival is well underway.

They hail from more than 50 countries and are the industry’s most select. And this year, the jury is approaching more of a true gender balance. Forty-three percent of the jurors are women—that’s more than double the female jurors in previous years. And eight of the 23 jury presidents are women.

The festival’s outcome is in the hands of the judges. Twelve are from BETC, Havas, and Les Gaulois. In fact, Stéphane Xiberras, President & Chief Creative Officer of BETC Paris, will serve as Jury President for the Promo & Activation Lions.

We spoke with several jurors from the Havas network to share what it takes to win a Lion, give their definitions of successful creative, and reveal how they manage to beat fatigue at the festival.

Ivan Beczkowski
CEO and Executive Creative Director, BETC Digital
Jury: Mobile
What do you see as the next big trend in this category?

From what I have already seen, I can guess that hundreds of bots have been submitted to Cannes Lions this year. On the other hand, hacking is a big trend too.

What do you value most from the Cannes Lions experience?

You see more than a thousand video cases from all around the word. It’s a fantastic way to understand the worldwide culture of digital and advertising.

While living, eating, and breathing advertising for near a week, at what point does ad-fatigue kick in, and is there a remedy?

Everybody in the South of France knows the remedy: Mauresque, a typical Provence alcoholic drink.

What do you think is most important: results or creativity?

This is a festival for creativity; we are looking for ideas. Sometimes small campaigns contain big ideas.

What, to you, defines a successful creative idea?

I know it’s good when I’m jealous.

Is there anything, in particular, you look at when going through submissions?

Innovation. In a category like mobile, what’s good is what’s new.

What’s the best campaign you’ve seen this year?

No surprise, so far it’s a bot. I’ve seen plenty of them, but one really did surprise me. But I can’t say anymore before the end of the jury process (smile).