Fabio Silveira, Managing Director, Havas Dubai asserts that “Award shows celebrate creative talent. It is a moment of shared passion, finding equals, togetherness, and competitiveness.” He explains why they have become an integral part of the industry ecosystem, as he shares his take on this year’s Lynx edition and how at Havas they choose which show they want to participate in…
What’s your take on this year’s results at the Dubai Lynx? And what does it tell you about the regional industry?
For many years, the Middle East has shown its creative potential to the world. We've seen frequent Grand Prix in major global awards, more than one for the region per year in the most recent festivals, from different agencies and clients. There is a strong jury presence. Regional agencies are at the top of the rankings of the best agencies in the world.
The Lynx is great because it is OUR celebration of creativity. It is a moment when our whole industry comes together and realises the quality of the originality and craft of our region to show to a jury of global heavy hitters the agility of our market and the rapid expansion of our capabilities.
We are amongst the most diverse agencies in the world, a melting pot of cultures and references, future-looking and creatively focused. Young and fearless. Today, this is the region where people bring their dreams to be realised. And that is how creativity flourishes.
How do you view award shows in general?
Award shows celebrate creative talent. They bring to life the essence of what made us fall in love with our industry in the first place. They are the pure take on storytelling, narratives, craft, and effectiveness—they allow us to sneak peek into the minds of creatives like us. It is a moment of shared passion, finding equals, togetherness, and competitiveness.
At its core, industry awards are a competitive moment - and this is where the excitement builds. A remarkable agency performance goes beyond personal achievements, it cements reputation, attracts top talent and clients, and fuels growth - not just for agencies, but for the entire industry in specific markets.
Are your participation to awards something planned way in advance with a budget specially allocated for it?
Our awards strategy is defined by July at the beginning of each award season: the shows we will enter, the categories we will focus on, and how effective we will be. We do not "flood the categories" or go to every festival. We invest consciously in the cases that we believe will impact the creative world, focusing on the festivals that score points in the WARC Creative, Effectiveness, and Media rankings.
We have noticed a growing confidence and quality in the work coming out of the Middle East. What are your thoughts on why that is happening now? And what are the factors of this notable upward trajectory?
The recent performance of Middle Eastern agencies in global creative festivals helps to attract talent from around the world. Brands from the region borrow the drive of young creatives from around the world, who profit from the agility and ambition that is a core part of the region’s ethos. Middle East countries are looking to the future, building what could only be dreamt, and creatives from all over the world are welcome to be part of this journey.
“Today, this is the region where people bring their dreams to be realised. And that is how creativity flourishes.”
Many believe true winners of award shows are the organizers charging exuberant prices for entering work or attending ceremonies. What’s your take on this?
Watching Messi play in the world cup was not less impressive because brands were sponsoring him. The business of the festivals doesn’t take away from the beauty of creativity. If anything, they play an important role in fostering the work and careers of all of us that dedicate so much to bringing ideas to life.
Some agencies have a creative force specially dedicated to crafting award winning campaigns, mostly ghost campaigns. What do you think of this?
Our business is to use imagination to answer hurdles and opportunities, and creative festivals should celebrate campaigns that originated from a business challenge. There is a clear line between crafting work that was briefed and creatively drove growth and those that were created with the sole objective of winning awards and helping agencies build reputation.
Ultimately, the awards that prioritise real work, with clear business impact, tend to be more relevant to clients - although it is essential to highlight that even the most prestigious effectiveness awards are flooded with cases manipulated to win trophies and build reputations.
