Cannes 2013: Predicitons: Josy Paul

Leading up to the 60th edition of the Cannes Lions International Festival of Creativity, Campaign India caught up with adlanders for their predictions on an entry that could win metal this year.

Here's what Josy Paul, chairman and chief creative officer, BBDO India, had to say:

"I am sorry I am unable to predict one big winner! Because there will be countless. My Cannes prediction is that 2013 will be the year of the great equaliser. The world will be equalised by the power of ideas. There will be more players challenging the status quo with more winning ideas. Instead of a few agencies dominating the show, there will be more agencies creating a buzz. Because big ideas are coming from everywhere – more than ever before. Watch out for the top 10 agencies this year - the equation will change drastically from the past. My other prediction is that the work will be celebrated more than the award. Meaning that more people will talk about the work rather than the award it has won. One more thing - If in the past we came back from Cannes talking about 10 great campaigns, this time we'll be discussing at least 25. Why am I saying this? Because I was on the jury at Clio and D&AD this year. I've seen the volume of great ideas out there. It's only getting bigger, better and more newsworthy. In the process I realised something else… Only two things matter if you really want to make a big difference and impact the world of creativity - ideas and relationship."