I’m back at Cannes after five long years. The last time I was here was to present our Stayfree work to the Glass & Titanium Jury. This time it’s to be a part of the Audio & Radio Jury. 

And I’m filled with curiosity every time I come to Cannes - What will be that next big piece of work that’ll have us both thrilled and envious? What are the new trends in advertising? What learnings am I going to take to the teams back home? How will India do this year at Cannes and how does our work measure up to the world? This year, I’m also curious about what it’s like being on the Audio & Radio Jury.

But one other thing that always piques my curiosity is “Whose advertising will drape the face of the Palais?” I’ve often found that to represent the currents lapping our industry.

I remember the first time I went to Cannes; it was the big red-branding of Ogilvy proclaiming the might of the network agencies. On my next trip, the independents were announcing their creative confidence and swagger with Africa draping the face of the building. And then it was AKQA heralding the digital future of the industry. The clout of media agencies was there for all to see, the next time (can’t remember who though). And then, much like the shift in the industry, it was time for Facebook & Snap to make their presence felt. On my last trip, it was the Deloitte logo reminding us how serious the consultants were about our industry. 

There may have been many shifts I’ve missed in the years I’ve been away. So, it was curiosity that had me hurry to the front of the Palais last evening after my judging. Not sure what to read into it. Anyone?

The author is chief creative officer of DDB Mudra Group.