Ana Couto, partner at Ana Couto Branding, a newcomer to the Design category on the Cannes Lions 2015 jury, has been one of the leading figures in Brazilian design efforts to establish and strengthen its presence at the festival. With a degree in Design, a master's degree in Visual Communication from the Pratt Institute in New York, a specialization in branding from the Kellogg School of Management, and recently begun executive training at Harvard, Ana believes that strategic vision makes all the difference. She founded AC Branding in 1993, proposing a healthy discussion for Brazil: what is the role of the brand in company results? She is married, has two children, and divides her time between the company's offices – in Gávea, Rio de Janeiro, and Vila Olímpia, São Paulo. As a Cannes juror, she states that she intends to be analytical, coherent, and impartial.“"I want to change things up, get in shape, and have fun. I'm going to do my best; I've been around a lot enough to know what I'm doing."”For Ana, what deserves an award is anything that is surprising, simple, bold, and creates a social impact. She spoke with Propmark about her expectations for the festival. See below for key excerpts from the conversation.

History

“I went to Cannes for the first time five years ago, when they opened the category for design. It was an important effort by Abedesign (Brazilian Association of Design Companies) to bring relevant companies and people from the market. It was great!”

Awards

“The designer lacks the desire to win awards; it’s not in their DNA. I would say that we don’t worry about awards. Nothing we do has that as its objective. But we love it when we do something that wins that kind of recognition. Clients and the team love receiving awards. I think it’s recognition of one or more works that really make an impact in the field. That’s really cool, because we pay attention to the award winners and, in a way, end up setting a trend for the entire market.”

Cannes

“I think the repositioning from an advertising festival to a creative festival has been fantastic. I think the event is evolving with market changes and remains relevant to people. I like the different forums with people from different backgrounds – both in terms of nationalities and expertise. It ranges from politicians to musicians, and it's this mix that produces creativity. I don't like the fact that it's too crowded and I can't see everything I want.”

Juries

“I’ve been a juror on other occasions, but this level of responsibility at a global festival with so many entries is nerve-wracking. We’re starting to judge now, before we even get there, because of the sheer number of entries. It’s going to be a lot of work, and the role demands consistency with the judging criteria to avoid personal bias. Participating is enriching, especially because of the discussions within the judging team. I’m an analytical juror, and I base my work on a solid background as a designer who has worked in different cultural contexts. I will be open to exchanges and the viewpoints of each country. We have to take this into account, because the culture of each country greatly influences aesthetics – and therefore, design. I think it’s also important to understand the social impact that the work had in relation to the challenge. Design has a very powerful transformative power.”

Justice

“"Surely some good things will be left out. It's difficult to be impartial and fair in a process with so many possibilities."”

Expectation

“I want to change things up, get in sync, and have fun. I’m going to do my best; I’ve been around a lot enough to know what I’m doing. But the pressure is always there.”

Replacement

“I spoke with previous judges, we exchanged some ideas. It’s very important to be prepared. The key is to show authority without being authoritarian. A challenge!”

Impact

“"What deserves an award is what is surprising, simple, bold, and creates a social impact."”

Advertising vs. Branding

“"Advertising is a constant influence. Let's see if this year we can focus more on design criteria and less on communication."”

Challenge

“"I think design is a profession that is getting stronger every day and having an incredible impact on business and society. Look at Apple, which is the most valuable brand in the world because of its design vision."”

Trend

“"Investing in strategy and business. We are getting closer to business consulting every day."”

Brazil

“We need to be more innovative and daring every day. Our design still doesn't have a global impact. We need to put our face out there more. Brazil is becoming more competitive in design every day. And, in general, it has always been strong in Cannes, and I hope it continues to be.”