Face to Face with... Phil Thomas

Phil Thomas is the chief executive officer of the Cannes International Festival of Creativity and is responisble for overseeing the creation, content and smooth running of the week's events. Here he discusses his role, what delegates can expect from the week ahead and how the festival is constantly evolving and adapting.

People often comment that the festival seems to come round very quickly each year; do you feel the same way?

Absolutely one hundred per cent. We are focussed on it for 12 months, so it’s not something we suddenly realise is only three weeks away, like the delegates do, but even so I simply cannot believe the speed it comes round each year.

Were you and your team working on the content for the 2012 event as soon as the 2011 one had ended?

Before then. We have been working on the plans for the 60^th anniversary in 2013 for the last two years. Sometimes ideas – in fact like introducing Mobile as a category – take two, three, even four years to get perfect before we launch. I think I could dig out an email from 2008 suggesting we should launch mobile. It’s essential we get the timing right though, and luckily I think this year was just the right time – we have had almost 1000 entries.

The festival has grown in both scope and stature over recent years; what do you put that down to?

A number of things. First, clients value creativity like never before, and agencies know that. Whatever you think of other awards, the fact is that Cannes is the one that is famous with clients, and so agency want to win and attend – winning at Cannes means you are the best creatively, full stop.

Second, the terrifying speed of change has meant that more and more types of companies and people are engaging in brand communication. Fifteen years ago, it was really just agencies and production companies attending Cannes, and entering Cannes. Now, everyone from Hollywood studios to digital start-ups to mobile specialists to design houses know that clients are looking to them for solutions and creativity.

And third, the pace of change in the developing economies. Cannes used to be dominated by Europe and the US. Last year we had almost 100 delegates, for instance, from Colombia, and we are seeing the Middle East, Africa, and Asia ballooning in terms of winning Lions and attending the Festival. Those are the three main reasons.

There was an incredible upsurge in delegates from 2010 to 2011, is 2012 looking to continue that trend?

Yes, I think it will be the biggest attendance ever. Certainly there will be more entries than ever before, probably 20% more.

The festival has launched the Young Lions Creative Academy this year, headed by Bob Isherwood; is nurturing future top creatives as important to the festival as recognising the present ones?

Absolutely, and now we are providing formal training for really quite significant numbers of people. There will be 70 Young Clients at the Young Marketers academy with Jim Stengel, 45 students at the Roger Hatchuel Academy, 40 creative leaders in the Cannes Creative Leaders programme, and now 30 or so Young Lions learning with Bob Isherwood. We think training the new generation is critical, and Cannes is about the best place in the world to do it.

The festival has also launched the Branded Content & Entertainment category for 2012; does the ever-evolving nature of the industry help keep the festival fresh?

Yes. There is absolutely no doubt that the amazing vibrancy and change within the industry keeps Cannes fresh. In the old days it was hard to innovate – it used to be an ad festival about TV and cinema ads. Now, the creative communications mix is so phenomenal and rich that, if we accurately reflect that, and do our job right, Cannes can’t help but be incredibly exciting and fresh.

There are some fantastic and diverse speakers this year (Bill Clinton, Ridley Scott, Debbie Harry, Alain de Botton); does that diversity reflect the fact that this is now the Festival of Creativity rather than simply the Advertising Festival?

Yes it does, but don’t be fooled by glitzy names. People love seeing and hearing from people like that, of course they do. But some of the highest-rated seminars we run are by people from within our industry, from people doing important things, whether that’s Jeff Goodby, or Coca Cola.

The issue is that inspiration can come from anywhere, that’s what we try to reflect with the seminars. And even though Bill Clinton is speaking, in terms of a packed house I suspect Dan Weiden and John Hegarty on stage together will give him a run for his money.

As CEO of the festival, how do you spend the majority of the week?

Press conferences, Jury briefings, presenting things to people, meetings, greetings, fixing, mixing, and trying to stay calm.

What’s the toughest part of putting the event on each year?

Trying to outdo last year.

What are you looking forward to most about this year’s festival?

I love seeing what the festival encapsulates about the way forward for the industry. For instance, our very first Branded Entertainment entry wasn’t from an agency, or a production house, or a specialist content agency. It was from the in-house team of a huge global client. Things are changing so fast, and the Festival is a way to take stock and capture that. I am also looking forward to the fireworks going off at the end of the Gala on the last Saturday. That means it’s all over!

With Euro 2012 there’s another high-profile event running concurrently with Cannes this year; who’s your money on to pick up that particular trophy?

Well I have to stay totally neutral, of course, but if Wales were in it I would be rooting for them….