Marco Tinelli, CEO, FullSix,President, Cyber Lions Jury

Having started Publicis Groupe’s interactive division nine years ago at the age of 24, Marco Tinelli has seen a lot of changes in Internet advertising. Yet, his definition of a great online campaign remains the same: “daring ideas” that are executed in an “integrated way.”

“The Internet is not supposed to stand alone,” says Tinelli, 33, now president and CEO of Paris-based interactive shop FullSIX, which won Cyber lion in 2000 for Monuments Historiques. “The big ideas that really work are the ideas the blend into [an integrated campaign]. … Being integrated on top of other mediums makes people much more involved in the brands.”

Tinelli, who was a member of the 2002 Cyber Lions Jury, points to last year’s two Grand Prix winners, BMW Films and Nike Football, as examples of such integrated efforts. BMW Films from Fallon, Minneapolis, included print, television, direct and viral elements that drove people to the Internet shorts. Nike’s multilingual site from Framfab in Copenhagen extended the athletic-goods giant’s Secret Tournament offline campaign to the Web.

This year’s 15-member Cyber jury will evaluate 1244 entries from 40 countries, down 7 percent from last year.

“I think we’ll have a lot of provocative discussions,” says Len Ellis, executive vice president of enterprise strategy at Wunderman in New York and a first-time Cyber juror this year. “The various cultural differences could be illuminating for all of us. What I want to achieve is to advance the reputation and understanding of what the medium brings to the tool kit and how marketers can use it.”

Tinelli, a rugby fan and history buff who launched Grey Interactive in Europe in 1997, says he will instruct his jury to look for instances where “production and technology take the lead and become more important than the idea.”
Experimentation with the latest technologies sometimes comes at the expense of the idea, he says. Last year, the Cyber jury saw so many entries that used Flash technology that they coined the term, “Flash-tabation.”

Ellis, 54, who “jumped at what was a historical moment” when he started working on Internet-related efforts in the mid-90s, agrees with Tinelli. “Certainly things have gotten more robust in terms of what digital technology can do. But, I’m not sure if we’ve gotten more creative,” says Ellis, who over the years has led the interactive charge at shops like Young & Rubicam’s Y&R2.1 and Messner Vetere Berger McNamee Schmetterer/Euro RSCG. “It should be independent of how robust the application is. What determines success is what draws you in or not.”