Cannes 2015: Jimmy Lam on judging for Direct Lions

Key takeaways from Lam:

• What held China back in Direct?  The entries from China: did not having a clear target audience, did not have a mechanism for direct response, and were not linked to the product. The entries may have good insights and good execution, but when it comes to the above three requirements, they did not fulfil them well. There were many entries he "simply didn't get" and also do not think the agency "got it". Do not just "dump whatever you have in Direct to give it a shot", he said.

• Do not reuse and recycle the same case video or presentation board for other categories for Direct Lions. Write specifically to answer the requirements for ths Direct category, he advised. Otherwise, the entry will not pass the acid test of the Direct judges who are more particular than others, he said, in scrutinising the submissions for both the quantity and quality of measureable responses from the targeted consumers. Direct judges do not give high marks on earned media impressions, for example.

Hear words of wisdom from the other judges:

• Jean Lin (video), global CEO of Isobar as well as Cyber Lions jury president

• Yanyan Yang (text), creative director of Baidu, on the Cyber Lions

• Kitty Lun (video), chairman and chief executive officer of Lowe China, on the Press Lions

• Delia Liu (video), chief creative strategy officer at WizAd China, on the Mobile Lions

• Anna Chitty (video), managing director of PHD China, on the Media Lions

• Johnny Tan (video), chief creative officer of BBH China, on the Design Lions

• Graham Fink (video), chief creative officer of Ogilvy & Mather China, on the Titanium and Integrated Lions

Catch up on Campaign Asia-Pacific's Cannes coverage at campaignasia.com/cannes2015 and coverage by the entire Campaign global team at cannes.campaignlive.co.uk.