Large brands have the opportunity and responsibility to enact positive change in the world through marketing, as shown by Coca-Cola's efforts to bring people together across divisions. The Bill and Melinda Gates Foundation also aims to change the world through their challenge to reduce extreme poverty. As attention spans shrink on smaller screens like phones, short and well-curated content is important, and technologies are emerging to help people better navigate the large amount of available content. Women in places like China called "Digital Divas" are transforming online shopping, using digital devices and websites to browse and buy everything from beauty products to travel, remaking retail stores into places of experience rather than just points of sale. Mindshare and

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2. Changethe
worldLarge brands have both the opportunity and the responsibility to bring
about positive change in the world. Have the courage to challenge the
status quo. As Coca-Cola showed us, what unites us is much greater
than that which divides us. They’re not the only ones eager to change the
world through marketing. Bill and Melinda Gates Foundation announced
the 2013 Cannes Chimera Challenge: bring the number of people living in
extreme poverty down as close to zero as possible.
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3. 2
“You gotta wade
through a lot of
sh*t to get to the
diamond.”- Jack Black
Since time is the new currency of the web, we have to spend viewers’
time wisely. When Jack Black is watching on a small screen, he says
he’s done after 30 seconds. In fact, he opined that “The smaller the
screen is, the smaller my attention span is.” Given that, a new layer of
mediation is emerging to help people wade through the ocean of content.
The marriage of content and technology is exciting, said Nick D’Aloisio,
Founder of Summly, in part because of how it enhances our ability
to curate and personalize. And along with that comes the imperative
for textual summarization, since many people are consuming content
exclusively on phones.
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4. From shopsto
ShowroomsWe know of a group of digitally savvy women leading the way in how
digital devices are being used for digital browsing and digital buying.
They’re called Digital Divas, and they’re already transforming the way
online shopping takes place in leading-edge markets like China, remaking
the retail store from a point of sale into a point of experience. They’re
online black-belts, buying everything from haircare to hotel rooms using
nothing but broadband and Taobao.
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5. The New
80/20 RuleMindshare and McLaren teamed up to proffer the new 80/20 rule: 80%
science and 20% magic. But is science just code for big, faceless data?
With 6.5 billion bytes of data running though the car, it might seem that
way. But not for McLaren. For them, science is the underpinning that
allows the magic to flourish. “Data,” as John Allert of McLaren said,
“needs to be agile, organic, and people friendly.” And at the human
scale. Agility, McLaren’s Rob Davis reminds us, is key. If you don’t adapt,
he maintained, “you’ll fail.” But is failure such a bad thing? Jennifer
Frommer of Universal Music doesn’t think so. She said that at her
organization they embrace failure and, “Fail everyday.”
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