Face to Face with... Mick Mahoney

As a juror on the Film Lions jury Mick Mahoney, ECD at Euro RSCG London, has a busy week ahead of him. Here he talks to us about nervous economies, this week's hot topic and how Cannes is the ultimate shop window.

What are you looking forward to most about the Cannes International Festival of Creativity?

The crash course in what’s going on all around the world. All in one place at one time. Always a great wake up call.

Do you feel that it’s been a good year in terms of creative output from the industry?

I’m not sure that it has been a fantastic year. The effect of nervous economies is often more conservative work, which has always struck me as counter productive as this is the time to be bold and be noticed. The real risk is anonymous work.

How have the previous 12 months been for Euro's?

The last twelve months have probably been our best ever. The work has really moved on, and it’s been great to have that recognised by the industry. This year we were the second most awarded UK agency at D&AD, the fourth at The Clios, the most nominated at The Bees (social media awards) and have picked up gongs at a host of other festivals too. It means a lot to us to be rewarded for work as diverse as TV, branded entertainment, gaming and IAD’s across a number of different brands.

What campaign(s) do you expect to do well at the festival this year?

The Canal+ Bear spot from the excellent BETC Paris looks a pretty short price.

How important do you think the festival is in inspiring and motivating the industry?

Cannes is the ultimate shop window. It’s where the industry’s most inspiring work is on display to the world’s best and most influential advertising talent. If that doesn’t motivate you to do better work to be part of it, then you’re probably in the wrong industry. Cannes defines careers.

What themes or topics do you think will be/should be the main talking points inside the Palais this year?

I guess this year’s hottest topic will be around branded content and branded entertainment. And just how far can we push it. And what shape it could take. This is the first year that this category has been included in Cannes so everyone will be watching closely to see what kind of work wins. It’s a big responsibility for the jury.

I also think it’s time that the format of the ubiquitous case study film should be seriously discussed. Increasingly, the lines of what it is that you’re actually voting for are getting blurred.

What’s the strangest thing you’ve ever seen in Cannes?

Almost anything goes in Cannes, it’s all a bit surreal anyway. So nothing ever really seems that strange.

What’s your one tip for surviving the Cannes week?

Avoid drinking games with either Ben Fennell (CEO at BBH) or James Slack (GCMO at Pernod Ricard). You will never win.

It’s 2am, the party’s over, where to; Martinez, Carlton Terrace or Gutter Bar?

Yes.