Duy’s favorite seminar of the
week was The Coca-Cola Company: New Rules ofMarketing and Consumer Engagement featuring Joseph Tripodi, Executive Vice- President, Chief Marketing and Commercial Officer
It is not every day
that IPG chairman Michael Roth takes to the stage only to introduce the speakers. Here he is to introduce Shekhar Kapur, the noted Indian film director and Balki (R Balakrishnan), chairman and creative head of Roths own agency, Lowe Lintas India.
India was in focus at
Cannes, for the first time in 58 years since the festival began in 1954. Roth noted that the session at Cannes was anindication of the importance of India in the global economy.
He added that his own
group, IPG, was committed to India in a big way through LoweLintas, which was launched in 1939. Today they handle about 250 clients – more than what the agencys New York office handles
Day 5 of the festival:
A great talk by the acclaimed philosopher and writer Alain deBotton, who was brought to Cannes by Ogilvy & Mather. He drew parallels between advertising and art, which he describes as "the sensory presentation of an idea."
Alain suggested that much of
advertising works at the bottom of Maslows pyramidand that we need to find a way to work at the top by appealing more to real needs than to desires. Those needs could address one or more of Epicurus three key ingredients for happiness - friends, freedom and thoughtfulness/reflection.
He also talked a lot
about the fear of failure, which impedes our creativity, but reassured us that no creativity can occur without that fear and that nobody can be successful at everything.
There has been much talk
in recent times about how the advertising industry could (and should) use its considerable wealth of creativity (and wealth) to help change people’s behavior for thebenefit of the world. That message was amplified when former President Bill Clinton addressed the ad world in Cannes. Invited to the Cannes Lions Festival of Creativity by Brazilian media group Grupo ABC, Clinton called on the assembled to channel their creative energy toward coming up with world-changing ideas.
While Clinton’s message was simple
- that those whose with the power to persuade could havegreat impact when those energies are focused on the greater good - his impressive insight and global context helped make his point.