Nothing can compare to the feeling I felt the other morning. Not the usual Monday – after spending the week attending the Cannes Lions festival of creativity I felt different. I was having creative withdrawls. How is that possible for a suit? If you have to ask that, then you’ve never been to the Cannes Lions…

From seeing billboards that create water in Peru from humidity in the air to the famous (and Grand Prix winning) Dumb Ways to Die, to attending award ceremonies every night showcasing the very best work from around the world, creativity was everywhere.

I was there attending the Young Account Executive Academy, a new course set up this year for a selected 35 Account Executives from all over the world to go to the Cannes Lions and attend special lectures and seminars by industry professionals. The festival for creativity isn’t just for creatives – it’s for clients and suits too. There’s everything from the Game changers exhibition (see Cadburys Gorilla), to guest speakers from Twitter, YouTube, Intel, AOL and many of the world’s top advertising agencies. The awards are held in the main auditorium every night and split per night into different categories (eg, Cyber, DM, Print etc.) so you can pick and choose which ceremonies to go to in accordance with what your interest are.

Naturally the week is geared for creative but that’s not to say that the talks and lectures weren’t client service focused. They certainly were. The TBWA, Ogilvy and Unilever yacht parties were also client service focused and included everyone from the heads of global brands, to the famous Art Director Lee Clow to an Account Executive from Dublin. All were welcome and trust me, all came.

In truth, what surprised me the most about Cannes was how few Irish agencies attended. Although some had submitted work, few (4 agencies to be exact) were represented at the festival. Compare this to the thousands of Brazilians who made up the 11,000 odd attendees at the event and I think it’s fair to say we weren’t well represented. Agencies in Ireland do not prioritize entering work and as a result, remove themselves from the global stage that is Cannes. Their work is left unrecognized and we tend to focus more on national recognition instead of ‘going global’.

What most agencies don’t realise is they are missing the chance to compete with the major players. To put their agency on the map and gain well deserved recognition for their work.

I think it’s time for Ireland to play with the big boys…..

I think it’s time to take on the Sao Paulo’s and New Yorks…..

It’s time for Irish agencies to wise up and get involved. Even if not submitting work, all agencies will benefit from sending creative teams and client service to Cannes to speak to their peers and be inspired.

We have some of the best creative in the world in this country.

We Cannes win.

Eimear Dennis