CANNES - Pepe Marais, a juror on the Direct Lions panel and the executive creative director of Joe Public in South Africa, said that entries to the Direct category were closer to being truly "integrated" than any other.
At the press conference for the Direct Lions, the creative said that because DM was becoming so fragmented, it was offering up the best fodder for the Titanium and Integrated awards.
He said: "Other categories, like TV, are formulaic and one-dimensional, while direct is truly innovative."
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