Stéphane Martin Interview(s)

Having had the honour of being a juror for the 1st edition, it seemed to me natural to repeat the exercise in 2024, especially as the challenges of responsible communication are becoming ever more demanding.

Communication is part of a value chain that pursues the same goals. Without, of course, denying the creative talents that are essential to effective commercial communication, all professionals are legitimate and very often agree in their analysis of advertising.

With no barriers to entry, everyone, wherever they are, can showcase their talent, their convictions and their achievements. A great idea, supported from the beginning.

An idea that is as universal as it is perfectly reflective of the socio-cultural context of its local reception, having engaged its audiences more than its initial objective.

Restrain ourselves from being overwhelmed by technology - useful, necessary, fast, accessible... so that we never lose sight of what creativity is for, for the benefit of society as a whole, from the company, its employees, shareholders, suppliers, Industry professionals, the media, right through to the consumer-citizen, his well-being, his health, his future on a liveable planet.

A complicated exercise, with possible biases of perception, the nature of budgets, and above all not being able to take teamwork into account... Aggregating all the awards lists could already help to select a short-list so as to be able to distinguish the talents of the year.