Quotes from Cannes Lions 2011

Quotes fromCannes 2011.Shared by @FabianoCoura Head of Planning @ R/GA SP

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Day #01Sunday 06/19/2011

In 2011, 15% ofconversations wereabout brands. Today it’s37%. Isn’t depressive?Martin Lindstrom, Author @ goviral Seminar

If you start ofﬂine and thenmove online it will be muchmore powerful. After a“casual conversation” 49%will remember your brandwhen online.Martin Lindstrom, Author @ goviral Seminar

Advertising is fading.Consumers ownbrands today.Martin Lindstrom, Author @ goviral Seminar

ROI is NOT Purpose.Best brands weren’t bornto be the most proﬁtable,but to make life better.GM can never be Apple.Nathaniel Perez, Director of Social Marketing, SapientNitro @ SapientNitro Seminar

Lady Gaga is her ownplatform. She alreadyhave 10 million twitterfollowers.Jennifer Frommer, Head of Brand Partnerships, Interscope @ SapientNitro Seminar

In 2012 consumers willwant products andservices that enhancetheir lives in a uniqueand personal way.Susanna Kempe, CEO, WGSN @ WGSN Seminar

Can we bring that forward?@DavidTrewern: WGSN:2013 will see the death ofthe banal broadcast (akaFacebook updates!)@fefaromano during WGSN Seminar

If you know that whatyou are about to shootis good, then itprobably isn’t.Julian Boulding, President, thenetworkone @ thenetworkone Seminar

Entrepreneurs are thenew creativedepartment (and viceversa)Troy Young, President, Say Media @ UM

To the public, alladvertising is spam.Bob Garﬁeld, Commentator @ imc2 Seminar

Day #02Monday 06/20/2011

43% of consumerswon’t buy a product ifcan’t ﬁnd the rightinformation online.Eric Bader, Chief Strategy Ofﬁcer, Initiative @ Initiative Seminar

Cannes Lions is nolonger about advertising,as indeed our industry isno longer simply aboutadvertising.Phil Thomas, CEO, Cannes Lions Festival

What is the ﬁrst thingyou reach for in themorning? Your bedpartner, yourself oryour phone?Simon Bond, CMO, BBDO @ BBDO Seminar

Fortune favors implementersand improvisers, notentrepreneurs [...] Realinnovators are desperate,imaginative andimprovisational.Malcolm Gladwell, Author @ Kraft Foods Seminar

We should want to be third [...]Although Jobs was last at theparty, he was the mostsuccessful. The person whowaits and is able to observe withthe beneﬁt of hindsight wins.Malcolm Gladwell, Author @ Kraft Foods Seminar

It is easier to come upwith effective new adsif done throughoutcollaborations.Jonah Lehrer, Author @ DraftFCB Seminar

28% of people want towatch TV with theirsocial networks.Mark Holden, Planning Director, phd @ phd Seminar

A whole new generation withlower levels of privacy anxietywill help on the adoption of thisnew reality in people’s livesand the changes will not be soslow when it was in the past.Mark Holden, Planning Director, phd @ phd Seminar

Search will move fromlinks to likes.Mark Holden, Planning Director, phd @ phd Seminar

83% of consumers usefewer than 30 sites amonth.Tim Armstrong, CEO, AOL @ AOL Seminar

The future of the internetis not algorithms, it’scontent and design [...]Banners are for apes.Content is for humans.Tim Armstrong, CEO, AOL @ AOL Seminar

Authenticity is just likepornography. You knowit when you see it.Arianna Hufﬁngton, Co-founder, The Hufﬁngton Post @ AOL Seminar

Sorry no tweets from#canneslions today.I could not get any Wi-Fi.@paul_yole about the Microsoft sponsored wi-ﬁ

Tablet market isgrowing from 17 milliondevices this year to 70million devices nextyear.Kevin Lynch, CTO, Adobe @ Adobe Seminar

Magazine people want to makesomething that is beautiful andconnects with an audience, butit has been hard to do that verywell in the internet during thelast two years.John Battelle, CEO, Federated Media @ Adobe Seminar

Day #03Tuesday 06/21/2011

Even though the Fiat Mio isa concept, done as aninternal exercise, there aremany ideas we will be usingin our company from nowon.João Ciaco, Advertising and Marketing Director, Fiat Brazil @ Isobar Seminar

At Sundance we try tocreate a safe environment.We encourage freedom andthen we encourage them totake risks.Robert Redford, Actor, Director, Producer @ Yahoo! Seminar

The only thing in thisworld that alwayssucceeds is change.Robert Redford, Actor, Director, Producer @ Yahoo! Seminar

Being plugged in reducesdebate, analysis anddecisions [...] Connectionis meaningless withoutcontrol.Tom Chatﬁeld, Author @ Starcom MediaVest Group & TED Seminar

There are 6.9 billion peoplein the world, 600 millionbroadband internetconnections, but 4.5 billiontext message users. SMS islargest human network.Tom Chatﬁeld, Author @ Starcom MediaVest Group & TED Seminar

A good story is somethingyou haven’t known.Something that hits yourgut, your heart and thereforeyour emotions.From @wgsn during Starcom MediaVest Group & TED Seminar

Our industry will spend 450billion on advertising thisyear. How can we makemore for peoples lives withthis money?Craig Davis, CCO, Publicis Mojo @ YouTube Seminar

Brands do what is goodfor them. Sometimes itintersects with what isgood for us.Michael Wolff, Editorial Director, Adweek @ YouTube Seminar

In the future, half of themusic industry’srevenues will comefrom brands.Laura Lang, CEO, Digitas @ Digitas & VEVO Seminar

Apple and Microsoft are gettingit right because they concentrateon servicing people. Where themusic industry is getting itwrong is that it still talks aboutselling records.Pharrell Williams, Musician, Producer @ Digitas & VEVO Seminar

Almost 100 ads in thepress shortlist and onlyone in Cyber? That isactually the face of thebrazilian advertising.Luiz Marinho, Journalist, Bluebus

At Coca-Cola, we thinkthe mobile phone asthe 6th sense ofpeople.Pio Schunker, SVP Integrated Marketing, Coca-Cola @ Coca-Cola Seminar

We will move fromcreative excellence tocontent excellence.Pio Schunker, SVP Integrated Marketing, Coca-Cola @ Coca-Cola Seminar

Great to see that theworld’s biggest brand hasthe word “contagious” atthe core of its Liquid &Linked strategy.@ContagiousPaul during the Coca-Cola Seminar

We dont viewourselves as a gamecompany, we’rebuilding a brand.Peter Vesterbacka, Mighty Eagle, Rovio Mobile @ Hill & Knowlton Seminar

We built 51 games beforegetting to Angry Birds [...]My team knows how to builda hit and also how not tobuild a hit. This is important.Peter Vesterbacka, Mighty Eagle, Rovio Mobile @ Hill & Knowlton Seminar

We only care about twothings: our fans and ourbrand. We talk aboutfans, not users orconsumers.Peter Vesterbacka, Mighty Eagle, Rovio Mobile @ Hill & Knowlton Seminar

We want to become themost copied brand inChina by next year.Peter Vesterbacka, Mighty Eagle, Rovio Mobile @ Hill & Knowlton Seminar

Day #04Wednesday 06/22/2011

I’m a better employeebecause I’m a mumand I’m a better mumbecause I work.Wend Clark, SVP Integrated Marketing, Coca-Cola @ IPG Diversity + Inclusion

People don’t wantsomething better thana TV. They want abetter TV.Jeremy Kaiman, Sales and Marketing Director, Samsung @ Cheil Worldwide Seminar

As we get more andmore apps designed forsmart TV, there will be alot more opportunity forintegration.Jason Choi, Director of Crossover Group, Cheil @ Cheil Worldwide Seminar

I’m not on Facebook,but I’ve seen it.Jesse Eisenberg, Actor @ Moﬁlm Seminar

Purpose is the newdigital.@Ariannehuff

Television is no longeran appointment, it is alending library.Jeff Bewkes, CEO, Time Warner @ Time Warner Seminar

I’m much moreinterested in anargument that might beresolved, than inentertainment.David Simon, Journalist @ Time Warner Seminar

Twitter has become myprimary news source, butwhen I hear somethinghas happened it makesme turn on a TV set.Piers Morgan, CNN Host @ Time Warner Seminar

At Google, with yourpermission, we usesome of your informationto make things that aregood for you.Eric Schmidt, Chairman, Google @ Google Seminar

Hell has frozen (when hesaw the Super Bowl Ad) [...]We did it, we measured itand it resulted inincremental search thatpaid off.Eric Schmidt, Chairman, Google @ Google Seminar

It’s always a shock tome that there arecriminals using theinternet.Eric Schmidt, Chairman, Google @ Google Seminar

We have this 1% programat Google [...] you justdon’t know what it’sgonna happened, but youcan certainly measure it.Eric Schmidt, Chairman, Google @ Google Seminar

The problem is not climatechange. The problem is poorthinking. And it’s an evenbigger problem because noone realizes it.Edward de Bono, Author @ The Guardian Seminar

Analytical thinking is nolonger enough. Weneed to learn to thinkto create value.Edward de Bono, Author @ The Guardian Seminar

Two important valuesto younger people:signiﬁcance andachievement.Edward de Bono, Author @ The Guardian Seminar

Not everybody likesgames, but everybodylikes playing.Kudo Tsunoda, Creative Director, Kinect @ Microsoft Seminar

In the era of networkedmedia you’re going tobecome a functionallyintegrated brand or acommodity.Barry Wacksman, EVP Chief Growth Ofﬁcer, R/GA @ R/GA Seminar

Instead of “How big are wegonna get before we getbad?”, the question is:“How diverse are we gonnaget before we get good?”Bob Greenberg, Chairman, CEO, Global CCO, R/GA @ R/GA Seminar

How do we call whatwe do? Itsindescribable.Barry Wacksman, EVP Chief Growth Ofﬁcer, R/GA @ R/GA Seminar

More people playZynga games thanXbox, Wii and PS3combined.Carolyn Everson, VP Global Marketing, Facebook @ Facebook Seminar

When I started workingin advertising, I had noidea it was sointeresting and soimportant to people.Eric Schmidt, Chairman, Google @ Media Person Of The Year Award

One of the points I amexcited about is that thisis just the beginning ofsomething extraordinarythat will get much larger.Eric Schmidt, Chairman, Google @ Media Person Of The Year Award

Day #05Thursday 06/23/2011

Cool hijack of#CannesLions byOgilvy www.ogilvy.com/do100. Unexpected andwell done.From @thebrandbuilder

There a maturity of work. It’s not likethe old parlor tricks that used to winawards. The impressive use oftechnology doesn’t work anymore.As a result, most clients get realvalue out of digital in a way thatperhaps they questioned in the past.Nick Law, CCO, R/GA, Cyber Lions President

Technology ampliﬁescreativity throughcontent creation,content distribution andcontent experience.Marc Landsberg, CEO, MRM Worldwide @ McCann Seminar

Youth links their ideaswith execution of theirideas. The right and leftbrains are merging likenever before.Marc Landsberg, CEO, MRM Worldwide @ McCann Seminar

You collaborate on thestudio and then peoplelisten to the result of thiscollaboration. On theInternet, people experiencethe collaboration itself.Will.i.am, Producer, Entertainer, Technology Advocate @ McCann Seminar

TV is not what it used to be.TV is old technology, peopleare using their tablets totake picture... Imagine ifpeople use the TV to takepictures.Will.i.am, Producer, Entertainer, Technology Advocate @ McCann Seminar

If we all take the ﬁrststep together, that is areal movement.Will.i.am, Producer, Entertainer, Technology Advocate @ McCann Seminar

Everyone is competingfor attention. You justcan’t be conservativeanymore.Tod Machover, Composer, Inventor, Educator @ McCann Seminar

Luck isn’t about whathappens to you. It’sabout what you do withwhat happens you.Sir Ken Robinson @ Ogilvy Seminar

There’s no evidencethat I can see thathumans are evolvingculturally as quickly aswe are technologically.Sir Ken Robinson @ Ogilvy Seminar

Real innovation andcreativity oftenhappens within tightconstraints.Sir Ken Robinson @ Ogilvy Seminar

Creativity is process ofhaving an original idea thathas value [...] Advertisingis about participating inthe context for meaning.Sir Ken Robinson @ Ogilvy Seminar

Women are neverportrayed as funny.They’re caring, emotional,etc. But never funny. It’stime to laugh at women.Tiffany Rolfe, VP, ECD, CP+B @ CP+B Seminar

Men who sound likewomen are funny.Period.Jeff Benjamin, CCO, CP+B @ CP+B Seminar

Inventors are modernstorytellers.Jeff Benjamin, CCO, CP+B @ CP+B Seminar

If you have any technologydriven idea, send it to us.We would like to investbehind you.(milliondollarchallenge.com)Miles Nadal, CEO MDC @ CP+B Seminar

The tech companies includingFacebook, Twitter and Microsoftare masquerading as technologycompanies when they are in factmedia owners with their ownchannels.Sir Martin Sorrell, Chief Executive, WPP

Day #06Friday 06/24/2011

What we achieved atCannes Lions is similar to LiNa’s victory at tennis’French Open Tournament.[talking about the China’sPress GP]Yang Yeo, CCO, JWT Shanghai @ Interview at Cannes Daily

Clients and agencies:It’s not about creatingfantasy anymore. It’sabout creating reality.Jim Farley, Group VP, Global Marketing, Sales and Service, Ford @ Ford Seminar

Here is my advice toadvertisers: give yourbrand up for customers.It’s the most rewardingthing I’ve ever done.Jim Farley, Group VP, Global Marketing, Sales and Service, Ford @ Ford Seminar

Innovation didn’t beginwith Silicon Valley.Paul Kemp, Editorial Director, Contagious @ Contagious Seminar

Acting then measuringhas been replaced bylistening and thenresponding.Paul Kemp, Editorial Director, Contagious @ Contagious Seminar

We need to move awayfrom 360 degreemarketing, and towards365 days a yearmarketing.Jess Greenwood, Director, Contagious Insider @ Contagious Seminar

Whatever was good forbusiness, was good forcommunity. Today, whateveris good for community, isgood for business.Jess Greenwood, Director, Contagious Insider @ Contagious Seminar

Unpack your personaldata in order to make itmore emotional.Jess Greenwood, Director, Contagious Insider @ Contagious Seminar

Speed is a competitiveadvantage (citing theDentsu seminar).Paul Kemp, Editorial Director, Contagious @ Contagious Seminar

He not busy being bornis busy dying.Bob Dylan, Cited by Paul Kemp, Editorial Director, Contagious @ Contagious Seminar

Today’s key drivers ofchange: shift ofeconomic power to eastand south, sustainability.and impact of digital.Paul Polman, CEO, Unilever @ Unilever Seminar

In the digital age,agencies must organizearound the needs ofconsumers rather thanthe needs of clients.Paul Polman, CEO, Unilever @ Unilever Seminar

The future consumerswants products ofgreat value fromcompanies with greatvalues.Paul Polman, CEO, Unilever @ Unilever Seminar

Retailers have becomemedia companies, andthey know theiraudiences better thanwe do.Paul Polman, CEO, Unilever @ Unilever Seminar

Agencies can onlyproduce seamlesssolutions if the client isorganized in aseamless way.Sir Martin Sorrell, Chief Executive, WPP @ The Cannes Debate

The delicate balance betweencommerce and creativeexpression in Hollywood is outof balance right now. Hollywoodis producing arguably the worstproduct in a decade.Jeffrey Katzenberg, CEO, Dreamworks @ The Cannes Debate

iPad should have been calledthe MePad. Everyone of thesetablets are a reﬂection of whoyou are. I can tell so muchabout you just looking at allthe things on your tablet.Jeffrey Katzenberg, CEO, Dreamworks @ The Cannes Debate

Governments andcorporations fear allthis [social networks].We need to strike morefear in them.Patti Smith @ Grey Seminar

Patti Smith hasdemonstrated how muchpoetry there is in rock’n’rolland how much rock’n’rollthere is in poetry.@barbarahauret

The marketing world isglobal, but theconsumer is local andneeds to be engagedand activated locally.Paul Bulcke, CEO Nestlé @ Publicis Groupe Seminar

Creativity is not doingnew things. It’s re-wiring existing thingsin new ways.Paul Bulcke, CEO Nestlé @ Publicis Groupe Seminar

The brand is no longerowned by thecompanies. At best, itis co-owned withconsumers.Maurice Levy, Chairman, CEO, Publicis Groupe @ Publicis Groupe Seminar

If it’s theirs [the brand],they will defend it.Paul Bulcke, CEO Nestlé @ Publicis Groupe Seminar

From what Ive seen sofar, Id like to recommendsome rethinking of howthe cases are presented.[#videocasebingo]@fefaromano @ Titanium Jury

Great strategy liberatesthe creativity freedom.Sir John Hegarty, Worldwide Creative Director, BBH @ BBH Seminar

We always - hopefully - haveembraced difference.Difference should be theessence of everything we do.Sir John Hegarty, Worldwide Creative Director, BBH @ BBH Seminar

The social web rewardsdifference. Difference startsthe conversation [...] Socialnetworks rewards fame andfame builds participation.Sir John Hegarty, Worldwide Creative Director, BBH @ BBH Seminar

The problem is thepower of inertia.Sir John Hegarty, Worldwide Creative Director, BBH @ BBH Seminar

I encourage you to hirethem before they stealyour job.Rei Inamoto, CCO, AKQA @ AKQA “Future Lions” Seminar

Day #07Saturday 06/25/2011

People don’t likeadvertising. They likewhat interests them,and sometimes thatsan ad.From Akestam Holst Seminar

People complain aboutTwitter, but compared tothe average conversationat the Gutter Bar itsf***ing Proust.@rorysutherland

How about this? Wecould just assume that ifyour thing is actuallygood people will blog andtweet #titaniumjudging.@iaintait

Great digital ideasrequire a “hackingmentality”.Petter Westlund, Creative Director, B-Reel @ B-Reel Seminar

This should be on posternext year: @adland: Everyconversation here ishacking my brain andreprogramming me to dobetter.@tomeslinger

With a simple spot in asoap opera in Brazil, aclient can have a SuperBowl audience.Alexandre Peralta, CEO PeraltaStrawberryFrog SP @ Grupo Consultores Seminar

It is impressive howBrazil is beingmentioned at theFestival. The country ison its best moment.@agenciatudo

Shortlist screening stats:theater is 10% full, a ﬁfthof the people are sleepy.The week is taking itstoll on delegates.@peruska

Agencies should be “daytraders in social emotion”tracking what’s said aboutbrands on Twitter, #FB.@simonmainwaring

Fingers crossed forRomania this evening#canneslions!!!@GabrielaLungu

Without great clientslike this one, there is nogreat work. (talkingabout Ikea)Phil Thomas, CEO, Cannes Lions Festival @ Advertiser of the Year Award

Thanks forwatching :)

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Quotes from Cannes Lions 2011

by Fabiano Coura

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