“One of you will win a Nobel Prize for advertising”

Forget Cannes, there are bigger prizes that creatives should be aiming for, says the School of Communication Arts’ Marc Lewis. Here’s why, and how

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“One of you will win a Nobel Prize for advertising.” That’s what I tell my students on their first day at the School of Communication Arts.

“Fuck Cannes,” I say to them.There is a formula to winning a Lion. There is more than a smidgen of skullduggery in some of the entries, and there is nothing clever about trying to impress a jury. That’s the job of lawyers and crooks.

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