VIDEO: Leo Burnett's Mark Tutssel on Cannes 2011

Asked which Asia-Pacific markets will stand out in 2011, Tutssel said the work currently originating from Thailand, India, China, Malaysia and Australia indicates progressive thinking emerging from these hubs and a healthy appetite for creativity.

"We want our unfair share of talent residing in this region and we want a relentless focus on the quality of the product and the quality of the work we produce here," he added.

As for the "champions of creativity", Tutssel said Australia and New Zealand are punching "way above their weight".

Globally, he reckons Nike's 'Write the future' and Old Spice are the major contenders this year.  

"Technology has created a level playing field," he said. Judges will be looking for ideas that create participation, involvement, engagement and populism. He mentions "big platform ideas" as those that engage the power of technology to amplify and activate the idea for brands as opposed to being led by it. 

"Connecting to people through technology has never been easier, connecting with people emotionally, creating a lifelong emotional relationship with people, has never been more difficult," said Tutssel.

Asked whether Cannes is a good indicator of excellence in creativity, Tutssel said, “As long as there are award shows, Cannes will be a barometer of the health of creativity.”

“If awards were not important and valuable, you won’t see so many clients attend Cannes on an annual basis,” he said. “Winning a gold Lion at Cannes represents best in class thinking, best in class communication.”

He goes on to mention the addition of the Effectiveness Lion. “We’re not talking about an Effie, we’re talking about the value of creativity.”

“The one thing that everybody covets, is not the shiny gold metal object, its the creative idea that resonates with people, the creative idea that enriches people’s lives and ultimately the creative idea that grows brands and grows business.”

“Does award-winning advertising sell, yes it certainly does."