MIDDLE EAST
MENA CRISTAL FEATURE
THECRISTAL
COLLECTION
This week sees the fourth edition of the MENA Cristal awards—held in Mzaar, Lebanon—covering
creative work from the Middle East and North Africa. In our special report we present a showcase of
our favourite (and not-so-favourite) ads from the Magazine and Daily Press shortlists, following a Q&A
with Antony Lawrence, Jumeirah’s group director of marketing, president of the jury on the client side
‘Standards have improved’
MENA Cristal jury president Antony Lawrence was impressed at the quality of this year’s entrants—so
much so that he’s looking to set up an event in Dubai to showcase the best of the awards
Q: What was it like being Q: Any big arguments? present at the Cristal awards We’ve got some very wise
on the Cristals jury? A: The voting process went last year. people in the business
A: We were stuck in a very smoothly, although who realize that this is an
room for three days—with it was very long-winded. Q: Was the impact of opportunity to put some
blackout curtains and There were only about two the financial downturn distance between us and
everything. It was tough to occasions where there apparent in the style, or our competitors.
start with, but we really got was any disagreement. form, of the work you
into the groove with it. We Sometimes an advert was in were judging? Q: What happens after
judged around 300 TV ads, the wrong category, which A: People are realising the Cristals winners are
100 radio commercials and we then had to reposition as that times have changed. announced this week?
250 print ads. It was no jolly. appropriate. And it’s getting a lot more A: We’ve been talking
crowded out there in media about doing a joint venture
Q: What did you make of Q: How did the quality of land. We have to measure between Jumeirah, Dubai
the rest of the jury? submissions compare to everything we do—and it’s Holding and OMD. This
A: There were 18 of us on last year’s entrants? hard to measure big brand would involve a day where
the jury—a mixture of client A: There were some really advertising. Times are we showcase the best work
and agency side. I was very outstanding entries. The changing, and we’re being from the MENA Cristal
impressed with the standard standard has definitely gone a lot more sophisticated award winners.
of the judges: I was talking up on last year. and tactical in what we’re
to people from as far away as doing, as are many other Q: How far down the line
Brazil and China, as well as Q: How did you get companies. are these plans?
the Middle East, and it was involved in the awards? A: It’s something that I’ve
good to get their opinions. A: At Jumeirah, we work Q: How has Jumeirah’s ad raised internally. I’ve got a
We had to decide on a very closely with OMD and spend been hit? proposal for the venue at
shortlist and winner in each I was approached through A: We’ve already committed which we may hold it. In the
category. The grand prize will them. This is my first year quite a heavy spend at the summertime, we may have
be decided by a higher jury. on the panel, although I was beginning of the year… room in the schedules.
www.mediaweekme.com 25 JANUARY 2009 / 13
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