To be effective, must be creative

Jean-Marie Dru (President TBWA / Worldwide and chairman of the jury at the Cannes section Effectiveness Awards 2011) held in late September, a presentation about the obligation to be creative agencies to achieve efficiency, the need to create brand ideas and not only to the campaign and about overcoming competitors using new media.

To illustrate the idea that, indeed, sell creativity, he gave the campaign made by TBWA and to be different and relevant, because "it's easy to be different without being relevant, is very easy to be relevant but not different, but it's hard to be both ".