Aderwize

Executive Creative Director / Duval Guillaume Modem

Katrien has worked at Duval Guillaume since 2001. As an art director she has won numerous national and international awards.

As of 2005, she has run the creative department. Since then, the agency has won plenty of international Grands Prix, gold and silver awards at all the major festivals, including Cannes Lions, Eurobest, The Clio Awards and The One Show.

Two years ago Duval Guillaume Modem was named Digital Agency of the Year in Belgium. In 2012 the agency was named creative agency of the year in Belgium. Today, Katrien runs the creative department together with Geoffrey Hantson. At the latest Cannes Lions the agency won a total of 15 Lions  - including eight Gold Lions - and was named Media Agency of the Year. Katrien was also named one of the 25 most creative people in advertising globally, by Business Insider.

In less than two months, Katrien will judge the Film category at Cannes Lions festival. She answered a few questions about the most talked about festival in the industry:

You will be judging the Film category at Cannes this year. What are your expectations? Was the past year a good year for film?

The first 3 or 4 days you see thousands of spots from all over the world. That’s quite intense and fascinating. But for me, the discussions between the judges the moment you have to compile the final shortlist are the most interesting. Or when we determine the color of the awards. After seeing the long list, I always think: hmm, not so much good work as last year. But when the shortlist is completed, I always feel like "waw, this is an exceptional year". :)

Idea? Execution? Surprise? What are you looking for in the entries this year?

Everything starts with a good idea, of course. But for the last couple of years, I have the impression that craftsmanship is back all the way. Certainly in the Film category. And I mean real good copywriting and amazing artwork.

What work from Duval Guillaume Modem do you believe is a top contender for a Cannes lion this year?

Always difficult to predict, but I’m proud of the projects we did this year for Carlsberg, TNT, Coca-Cola…

What was your favorite year at Cannes? And why?

I have two favourite years: 2005 -  that year my partner and I won the very first 2 Golden Lions. "Never as good as the first time" - it’s the title of a song of Sade, but it’s true: the rush you feel the first time you go on stage in Cannes is just incomparable with anything else.

The other one is 2012 - last year we won 15 Lions and we received "Media Agency of the Year" title.

What's the best thing ever happened to you because of Cannes Lions festival?

In my whole career, I missed Cannes only once. And I didn’t just miss seeing the good work, the talks with peers and the parties. What I missed the most, to my surprise, was the boost I always feel afterwards.

Tell us one reason why you love what you do.

Because I can work with the people I work with.