Richard Edelman in confident mood at Cannes and ready to take on the ad world

Speaking to PRWeek global editorial director Steve Barrett in Cannes yesterday, the CEO of the world's biggest PR firm gave his predictions and talked about the steps PR agencies need to take to spearhead campaigns.

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The full interview can be heard in the audio file above.

Edelman said he was confident that his firm had a good chance of picking up awards, and suggested that PR agencies needed to up their game when it came to campaigns so they were able to compete with the advertising world.

"Half of the campaigns that are in the finals are ad campaigns and that’s a hell of a challenge for us [PR firms]," he said.

"We have to have better visuals, shorter form... to make it more evident that we’re selling through as well."

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