PHD Media Worldwide > News > Alain Desormiers, CEO of PHD Canada and Touché!PHD: “The important thing is jealousy”
June 26 2018

Alain Desormiers, CEO of PHD Canada and Touché!PHD: “The important thing is jealousy”


Alain Desormiers took part in the selection process for the Media category at the Cannes International Festival of Creativity.

As he points out from the outset, the case of the Media category is unique because of the large number of submissions received, this year 2,594 pieces were recorded. Forty jurors from around the world participated in the sorting of submissions, a long process, but effective according to Desormiers in comparison to that in place a decade ago, when he acted as a juror for both nominations and winning entrants.

Of the 320 submissions he personally analysed, he noted the presence of a large number of media creativity campaigns focusing on content and experience design. It is not, according to him, a new phenomenon, but the idea of ​​creating original content and then for social amplification is gaining ground.

From a more subjective point of view, he was interested by several pieces of the Corporate Social Responsibility category. “Many pieces touched and fascinated me about topics such as domestic violence, bullying, and the environment. These are jewels of media creativity. This part is interesting for jurors because they are social movements rather than commercial subjects. With the social amplification, these campaigns have even more wind in their sails when it takes off.”

That said, beyond the topics, he sees how agencies sometimes stand out by their ability to tell stories and use the power of storytelling: “The most important thing, I think, is jealousy. Saying: ‘Why didn’t anyone at Touché!, PHD or OMD think of this simple idea?’”

It is for this reason, according to him, that competitions like the one of Cannes still have their relevance today, even if the participation in such competitions represents a major investment. “Touché! is highly adept at national and global competitions because it allows us to compare ourselves with the best in the world. Rejuvenating ourselves and touching global creativity inspires us to do more. And it’s inspiring, really. We have two Lions to our credit and I can assure you that it’s quite a feeling.”

This article is authored by Gabrielle Jacques and originally in French. Published by

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