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Day 3 Recap at #CannesLions 2013 / #OgilvyCannes

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  • 1. 2013cannes lionsrecapday38
  • 2. Changeis Good“If too many people know your name, change it, then change it again.”With all due respect to Diddy, we like “Ogilvy” just fine, thank you. Butwe’ll admit that he’s got a point. Swap the word “name” for “businessmodel,” and it starts to sound like the mantra of our industry—and for thatmatter, his. “It’s not the industry that fails,” Diddy said, “It’s the businessmodel.” Ok, we get the hint.Do agencies need to grow comfortable with letting go and opening upto harness the creative genius that’s out there? That’s what one YoungLion took away from the Academy today. She felt the disconnect with anindustry that has historically tried hard to protect it’s ideas and veneratetotal originality over improvement and iteration. Facebook called us onthat yesterday. Maybe it’s good to remember what Kirby Ferguson told us(on the web, not here) a couple of years ago: Everything is a remix.12013cannes lionsdailyrecap
  • 3. OnlyconnectAnselmo Ramos of O&M Sao Paulo and John Mescall of McCannAustralia, the supergeniuses who brought us Dove Real Beauty Sketchesand Dumb Ways to Die schooled us all on how to develop ideas that goviral. 1) Be subversive: take a convention and play with it. 2) EnableSharing: make it bite-sized. 3) Harness Emotion: but go for only one ofthem, pinpointing the one feeling you want to elicit in viewers.Maybe it’s two feelings, because you certainly want to evoke authenticity,says Conan O’Brien. “Younger people today,” he said, “are hyperawareof phoniness.” They want the soft sell, at least in social, otherwise itwill be seen as tainted. Love it or hate it, Twitter is becoming the socialsoundtrack for for our lives. We share an experience, like an amazingweb video, and then connect around it. Those connections, says DebRoy of Twitter, are the “most meaningful.”22013cannes lionsdailyrecap
  • 4. Trendingword...ContentRight now, someone in a bar along the Croisette is threatening topunch the next guy who mentions content right in the mouth. Thatcantankerousness belies some industry insecurity. We’re a little freakedout about content because we don’t really know what it is, how it works,what people want, who should do it, where they should work, how to paythem, or even if it’s a good idea in the first place. If we follow LinkedIn’sapproach, we’ll just dive it. The network poured effort and cash intocontent marketing and publishing with acquisitions, a bespoke magazine,an influencers platform, and its SlideShare partnership. Content ismissing it’s fully-realized commercial adjunct, but that’s coming.32013cannes lionsdailyrecap
  • 5. PersonalizedDataDiscontent is now aimed at being personalized. As the world grows,as IBM says, more instrumented, interconnected, and intelligent, weare leaving monolithic big data behind in favor of dynamic, adaptable,and personalized data. R/GA, in the person of Nick Law, sees the nextcreative revolution on the horizon. And it is personalized data. Thatmakes sense for the FuelBand guys to say, of course, but our tolerancefor content overload is reaching the breaking point. Marketers needto use smart data to accurately cater to people’s needs. And we willmeasure our success through participation.42013cannes lionsdailyrecap
  • 6. BalanceTalentContent and it’s discontents will need a special person to bring theparties together. John Maeda, President of RISDI, is up to the task. Hespoke at a Fast Company/Ogilvy & Mather summit about redefiningleadership into a creative mode and looking not just to bring opposingideas together. He wants to find those rare folks who, with one hand onthe cracked and one on the conventional, “form a bridge between them.”52013cannes lionsdailyrecap

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