Letters: Focus on selling the product

In your front page article 'Ad Trade Show Superb' in the July 11 issue, Boris Damast asked why Canadians don't seem to view the Cannes advertising awards festival with the same awe as the rest of the world.I don't pretend to...

In your front page article ‘Ad Trade Show Superb’ in the July 11 issue, Boris Damast asked why Canadians don’t seem to view the Cannes advertising awards festival with the same awe as the rest of the world.

I don’t pretend to speak for the rest of Canada’s perceptions, but my reaction comes first hand.

As a young, enthusiastic brand assistant at Procter & Gamble, I was assigned to Camay when a test commercial won the top prize at Cannes (yes, it was a long time ago.)

‘We’ve got a winner,’ we all said, but, being typically conservative p&gers, we put it into a b.c. test market rather than running it nationally.

Good thing, because it proceeded rapidly to drive a stable brand’s business down over 10%.

So, talk about awards for great casting, production, camera work, etc. – but great advertising?

Sorry, but to quote the author, ‘Life is about selling product, not winning awards.’

Bruce Hughes

Vice-President, Business Development

Southex Exhibitions

Don Mills, Ont.