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Cannes 2014: Tony Hertz on Radio



Proprietor and Creative Director of Hurtz:Radio on chairing this year's Radio & Brand Sound jury

Cannes 2014: Tony Hertz on Radio

One of the top minds and Authorities on Creative Radio, Tony Hertz, Owner of Hertz:Radio, led the Cannes Lions Radio & Brand Sound jury. LBB managed to catch up with him for a quick chat on what he was looking for in the judging room.

LBB> What words of advice did you give to your jury this year?

TH> Advice as such? None. In the President's Message that Cannes asked me to write, I've already hinted at my point of view,  I'm writing this a month before Cannes and I'll share it more explicitly when the jury actually meets.  Of course, I hope the 15 other panelists share it.  We'll see; they're all highly rated creative people and I imagine most of them will have strong approaches and opinions of their own. It's what makes jurying so interesting.

LBB> What were you hoping to see from the entries this year?

TH> In every seminar, workshop or presentation I’ve done for the last 10 years I’ve referred to what I call The Audio Comfort Zone, the safe place where normally adventurous creatives go when they get a radio brief. 

So what I'm genuinely hoping to see are some entries from outside this safe place:  work for which the creatives have stretched themselves to use the immense visual  and emotional possibilities that radio has to offer.  And going back to the first question, I'm hoping the jury will join me in leaving our own comfort zone to unearth it. 

LBB> What have been the biggest changes to the radio category over the past few years? 

TH> There seem to be more countries entering radio in more languages, which I think is positive.  In terms of the work itself,  I don't see much evolution other than the proliferation of media stunts, clever in themselves, but not moving the medium forward creatively.

LBB>Outside of your own category, are there any pieces of work you’ve got your eye on to do well this year?  

TH> No

LBB> What were you most looking forward to about Cannes 2013?  

TH> Spending time working, laughing,  arguing about radio ads with other people who share my passion and - fingers crossed - standing on the stage to give Lions to work that genuinely deserves it. 

LBB> Favourite spot in Cannes and why?

TH> Don't really have one.  Although when I'm occasionally feeling self-important, I go to the Carlton Terrace.  Trying to order a drink there reminds me how insignificant we mere mortals are.

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Genres: People

LBB Editorial, Wed, 18 Jun 2014 10:36:14 GMT