Big integrated campaigns vs one-offs, which ones perform best? —commentary by Vijay Singh [AUDIO]

It shouldn’t come as a surprise but according to Vijay Singh, one of the 2010 Cannes Lions Promo & Activation Jury, big integrated campaigns lead by activation perform better (Gold/Silver vs Bronze/Shortlist) than one-off tactical jobs.

And that’s because the Jury sees the magnitude and difficulty of pulling out great activation work that holds or works within a platform rather than work that makes a point but has no longer lasting effects.

Listen to the final clip from this Campaign India interview.

Regional Executive Creative Director, Geometry Global Asia Pacific