Mel Arrow of McCann London: my Top Tips for Cannes

The teams waited. It felt like when they were juniors, waiting for the Creative Director to rip them to shreds. Flashbacks. They were more senior now but on days like this, no more confident. There was no argument. It was a roman Emperor thumbs up or down. The decision to enter the work was based on a simple question: would it win? There was no appeal. If the Emperor said ‘no’, that was it. The Emperor knew it wouldn’t win. The predictions were always right. You could bet on it. Some did. It had the data and the processing power.