"I feel [award show] judges tend to gravitate towards the popular agencies (Crispin, W+K, AMV.BBDO). It really is hard for the smaller, 'no-namers' to win. I've been doing this long enough to know each decade has its agency - Fallon in the '80s, Goodby and W+K in the '90s and Crispin became the agency of the '00s. But there has to be equally good work out there by the lesser known agencies and teams. Doesn't there?

I'll be the first to admit I have not picked up the 'big awards'. And many times, the stuff that wins is very good. It's just frustrating when you watch so many good ads go unrecognized because better-known campaigns seem like they have to get the votes.

Put more succinctly, the judges seem drawn towards the familiar. It's the very same behavior that drives them crazy when clients and consumers (in focus groups) exhibit it when they are showing unique, creative pieces of communication..."

- Al Wyatt, group creative director, Energy BBDO, Chicago.

For Al Wyatt's Cannes predictions, along with those of other leading CDs, see pg. 28.