THE                           20% are clients  11.000 delegates  from 90 countries        Audience diversity: advertising,...
Creativeness & Effectiveness      Are these two things related to you?
Creativeness & Effectiveness      Are these two things related to you?
Creativeness & Effectiveness      Are these two things related to you?
Creativeness & Effectiveness Jim Stengel (P&G) found a strong correlation between Cannes Lions Award winner companies and ...
Creativeness & Effectiveness            Stengel 50 index             Brand ideal (human purpose, business             insp...
Creativeness & Effectiveness
Creativeness & Effectiveness                   200         2007       200                                        200    20...
CLIENTS
CLIENTS
CLIENTSAntonio LucioGlobal Chief MKT/ StrategyThe making of a globalOlympics          marketingcampaign: right approach,me...
CLIENTSAntonio Lucio                   Marc PritchardGlobal Chief MKT/ Strategy      Global MKT& Brand BuildingThe making ...
CLIENTSAntonio Lucio                   Marc Pritchard                Stefan OlanderGlobal Chief MKT/ Strategy      Global ...
CLIENTS
CLIENTS  Andy Fennel  Chief MKT Officer  Brand Content & Business:  Can every co. really be a  media co?  “The fundamental...
CLIENTS  Andy Fennel                   Joseph Tripodi  Chief MKT Officer             Exec. VP, MKT & Commercial           ...
CLIENTS
CLIENTSKelly WeedChief MKT     &   Communic.OfficerCrafting brands for life: HowUnilever is reinventing MKT“Put people firs...
CLIENTSKelly Weed                      Kimberly KadlecChief MKT     &   Communic.     VP Global MKTOfficer                ...
CLIENTSKelly Weed                      Kimberly Kadlec                Dana Anderson – Sr. VP MKTChief MKT     &   Communic...
VEHICLESHUFFINGTON POST      by ARIANNA HUFFINGTON• We will be 3 billion people talking globally in 2020• The hyperconnect...
VEHICLESTWITTER              IMMEDIATE ACTION
VEHICLESFACEBOOK“Look around and make sure that the person whodoes this the person who believes in this buysinto it and go...
VEHICLESMICROSOFT• Entertainment Era(Simple / Immediate / Significative)• Active TV – XBOX – (voice and motionrecognition)•...
VEHICLESGOOGLEGoogle TV launching• 43% surfs the web while watching TV(15/19 and 20/24), as it follows:           = soap o...
FUTURE OF MEDIAAll screens simultaneouslyMashable - the biggest news independentsource dedicated to cover digital culture,...
FUTURE OF MEDIA
FUTURE OF MEDIA          MEDIA LIONS SHORT          LIST
Meaningful Marketing
Meaningful MarketingStorytelling and ConversationWe are not going to interruptthe consumer and get into theattention flow.
Meaningful MarketingStorytelling and ConversationWe are not going to interruptthe consumer and get into theattention flow. ...
Meaningful MarketingStorytelling and ConversationWe are not going to interruptthe consumer and get into theattention flow. ...
Meaningful Marketing"Your audience are not targets.They are real people...Put them in the centre of allthat you do."Marc M...
Meaningful MarketingMoving from one night standsto meaningful relationships
You can’t win a heart without a heart
You can’t win a heart without a heart
You can’t win a heart without a heart                    Products are hard to                    have differentiation
You can’t win a heart without a heart                    Products are hard to                    have differentiation
You can’t win a heart without a heart                    Products are hard to                    have differentiation
You can’t win a heart without a heart                    Products are hard to                    have differentiation
You can’t win a heart without a heart                           Products are hard to                           have differ...
You can’t win a heart without a heart                           Products are hard to                           have differ...
You can’t win a heart without a heart                           Products are hard to                           have differ...
Meaningful Marketing           Scan    Switch   Share
Meaningful Marketing
The (new) Social & Digital Media Owned Media          Paid Media        Organic Media    Shared Media      From Site      ...
CASE:TOY TOYOTA
The (new) Social & Digital MediaCASE:COKE SUPER BALL
2012 Olympic GamesSAME event, DIFFERENT approaches…   Is it possible to build BRAND EQUITY in a BIG WORLD EVENT ???
o video case entra em cimado texto no clic
o video case entra em cimado texto no clic
o video case entra em cima                           do texto no clic           “There is aINSIGHT   mom behind          e...
o video case entra em cima                                     do texto no clic             “There is a  INSIGHT   mom beh...
o video case entra em cimado texto no clic
o video case entra em cimado texto no clic
o video case entra em cimado texto no clic                                   “Human                             achievemen...
o video case entra em cima  do texto no clic                                     “Human                               achi...
o video case entra em cima  do texto no clic                                                          The Best Social     ...
o video case entra em cimado texto no clic
o video case entra em cimado texto no clic
o video case entra em cima                          do texto no clic          Create share          value for theINSIGHT  ...
o video case entra em cima                                       do texto no clic                Create share             ...
FROM                      TO“Making athletes   “If you have a body, there  doing better”        is an athlete on you” (bra...
FROM                                       TO“Making athletes                   “If you have a body, there  doing better” ...
Advices for Marketeers
Advices for MarketeersBrand building, connected thinking “We need to add 3 mores Ps: Purpose, Presence & Proximity”       ...
Advices for MarketeersBrand building, connected thinking “We need to add 3 mores Ps: Purpose, Presence & Proximity”       ...
Advices for MarketeersBrand building, connected thinking “We need to add 3 mores Ps: Purpose, Presence & Proximity”       ...
Advices for Marketeers
Advices for Marketeers           Risk enthusiasm, mindset of experimentation     “If the client is not scared, your idea i...
Advices for Marketeers            Risk enthusiasm, mindset of experimentation      “If the client is not scared, your idea...
Advices for Marketeers
Advices for MarketeersReal and powerful partnership between clients and agencies "The best work is when you dont know who ...
Advices for MarketeersReal and powerful partnership between clients and agencies "The best work is when you dont know who ...
Advices for Marketeers               Allain de Botton – Philosopher
Advices for Marketeers    “A good brief is key. Senior people of co. should be  involved from the beginning.”             ...
Advices for Marketeers    “A good brief is key. Senior people of co. should be  involved from the beginning.”             ...
THAN
Cannes resume sem videos
Cannes resume sem videos
Cannes resume sem videos
Cannes resume sem videos
Cannes resume sem videos
Cannes resume sem videos
Cannes resume sem videos
Cannes resume sem videos
Cannes resume sem videos
Cannes resume sem videos
Cannes resume sem videos
Cannes resume sem videos
Cannes resume sem videos
Cannes resume sem videos
Cannes resume sem videos
Cannes resume sem videos
Upcoming SlideShare
Loading in …5
×

Cannes resume sem videos

263 views

Published on

Published in: Business, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
263
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • \n
  • \n
  • stock prices\n Jim Stengel\n cases\n
  • stock prices\n Jim Stengel\n cases\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • futuro midia\nCASE: \nSHORT LIST DE MIDIA\nCASE GOOGLE\n
  • futuro midia\nCASE: \nSHORT LIST DE MIDIA\nCASE GOOGLE\n
  • futuro midia\nCASE: \nSHORT LIST DE MIDIA\nCASE GOOGLE\n
  • \n
  • \n
  • \n
  • storytelling e conversation\n não vamos interromper o consumidor e sim entrar no fluxo de atenção\n pinball vs. bowling\n people, not consumers\n
  • storytelling e conversation\n não vamos interromper o consumidor e sim entrar no fluxo de atenção\n pinball vs. bowling\n people, not consumers\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • 4 pillars: own, earn, pay, share\n not about awarness, is about engagment\n content and context\n novos KPIs – time spent, experimentation,\n second scream\n
  • 4 pillars: own, earn, pay, share\n not about awarness, is about engagment\n content and context\n novos KPIs – time spent, experimentation,\n second scream\n
  • 4 pillars: own, earn, pay, share\n not about awarness, is about engagment\n content and context\n novos KPIs – time spent, experimentation,\n second scream\n
  • 4 pillars: own, earn, pay, share\n not about awarness, is about engagment\n content and context\n novos KPIs – time spent, experimentation,\n second scream\n
  • 4 pillars: own, earn, pay, share\n not about awarness, is about engagment\n content and context\n novos KPIs – time spent, experimentation,\n second scream\n
  • 4 pillars: own, earn, pay, share\n not about awarness, is about engagment\n content and context\n novos KPIs – time spent, experimentation,\n second scream\n
  • 4 pillars: own, earn, pay, share\n not about awarness, is about engagment\n content and context\n novos KPIs – time spent, experimentation,\n second scream\n
  • 4 pillars: own, earn, pay, share\n not about awarness, is about engagment\n content and context\n novos KPIs – time spent, experimentation,\n second scream\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • Cannes resume sem videos

    1. 1. THE 20% are clients 11.000 delegates from 90 countries Audience diversity: advertising, thinker, geek, college teacher, business people...2012 was the year 3.149 applications Brazil achieved Lions + 79 Lionsapplications records "advertising" for "creativity" Important Change Increasingly: technology as an essential part
    2. 2. Creativeness & Effectiveness Are these two things related to you?
    3. 3. Creativeness & Effectiveness Are these two things related to you?
    4. 4. Creativeness & Effectiveness Are these two things related to you?
    5. 5. Creativeness & Effectiveness Jim Stengel (P&G) found a strong correlation between Cannes Lions Award winner companies and stock prices… & became the first “corporate marketeer” to attend Cannes…..& also, created the CCAYM last year…
    6. 6. Creativeness & Effectiveness Stengel 50 index Brand ideal (human purpose, business inspiration) ~ 30% market capitalization comes from brands Creative Era + Innovative Culture
    7. 7. Creativeness & Effectiveness
    8. 8. Creativeness & Effectiveness 200 2007 200 200 200 2001 200 200 200
    9. 9. CLIENTS
    10. 10. CLIENTS
    11. 11. CLIENTSAntonio LucioGlobal Chief MKT/ StrategyThe making of a globalOlympics marketingcampaign: right approach,message & time“When the heart iscommited, the brain follows”
    12. 12. CLIENTSAntonio Lucio Marc PritchardGlobal Chief MKT/ Strategy Global MKT& Brand BuildingThe making of a globalOlympics marketing What´s the big idea at P&G?campaign: right approach,message & time “We serve people, not consumers”“When the heart iscommited, the brain follows”
    13. 13. CLIENTSAntonio Lucio Marc Pritchard Stefan OlanderGlobal Chief MKT/ Strategy Global MKT& Brand Building VP of Digital SportThe making of a global Building a new ecosystemOlympics marketing What´s the big idea at P&G? for consumer experiencecampaign: right approach,message & time “We serve people, not “Our desire to measure how consumers” we are doing is universal”“When the heart iscommited, the brain follows”
    14. 14. CLIENTS
    15. 15. CLIENTS Andy Fennel Chief MKT Officer Brand Content & Business: Can every co. really be a media co? “The fundamentals haven´t change: flair, execution, agility and consumer insights”
    16. 16. CLIENTS Andy Fennel Joseph Tripodi Chief MKT Officer Exec. VP, MKT & Commercial New rules of marketing & Brand Content & Business: consumer engagement: Can every co. really be a 1.Engage the market media co? 2.Collaborative innovations 3.Drive cultural leadership “The fundamentals haven´t change: flair, execution, agility and consumer “Consumers want an insights” authentic 2-way dialogue”
    17. 17. CLIENTS
    18. 18. CLIENTSKelly WeedChief MKT & Communic.OfficerCrafting brands for life: HowUnilever is reinventing MKT“Put people first. Build brandlove. Unlock the magic”
    19. 19. CLIENTSKelly Weed Kimberly KadlecChief MKT & Communic. VP Global MKTOfficer The marketeer of the future is the marketeer of now.Crafting brands for life: HowUnilever is reinventing MKT “Innovation comes from outside of what´s expected.”“Put people first. Build brandlove. Unlock the magic”
    20. 20. CLIENTSKelly Weed Kimberly Kadlec Dana Anderson – Sr. VP MKTChief MKT & Communic. VP Global MKT Maria Mujica – dir. Gum LatAmOfficer Nicolás Pimentel - +Castro The marketeer of the future Chris Palengat – Saachi&Saatchi is the marketeer of now.Crafting brands for life: HowUnilever is reinventing MKT 5 Sneaky ways to get great work “Innovation comes from outside of what´s expected.” “Usually the process start with jr“Put people first. Build brand people. Sr. People should belove. Unlock the magic” involved .”
    21. 21. VEHICLESHUFFINGTON POST by ARIANNA HUFFINGTON• We will be 3 billion people talking globally in 2020• The hyperconnectivity is the paradise serpent• Disconnecting in order to be connected with yourself• APP - Soul GPS - content that connects you with yourown life (family photos / favorite song)Relevance• What a viral or top trend on Twitter adds to thebrand?• 2012: Justin Bieber tweeted 3% out of the totalamount of tweets) MAKE THE CONSUMER TO IDENTIFY HIMSELF WITH YOUR BRAND
    22. 22. VEHICLESTWITTER IMMEDIATE ACTION
    23. 23. VEHICLESFACEBOOK“Look around and make sure that the person whodoes this the person who believes in this buysinto it and goes on crate the most amazingcreative things of our generation make sure thatis you and not just your neighbor” Paul AdamsNO OPPORTUNITIES MISSED - EXPLORE MORE
    24. 24. VEHICLESMICROSOFT• Entertainment Era(Simple / Immediate / Significative)• Active TV – XBOX – (voice and motionrecognition)•Allows you to choose their own narrative ENGAGEMENT AND INTERACTIVE
    25. 25. VEHICLESGOOGLEGoogle TV launching• 43% surfs the web while watching TV(15/19 and 20/24), as it follows: = soap operas = News, Social Networks, Reality shows
    26. 26. FUTURE OF MEDIAAll screens simultaneouslyMashable - the biggest news independentsource dedicated to cover digital culture,social media and technology
    27. 27. FUTURE OF MEDIA
    28. 28. FUTURE OF MEDIA MEDIA LIONS SHORT LIST
    29. 29. Meaningful Marketing
    30. 30. Meaningful MarketingStorytelling and ConversationWe are not going to interruptthe consumer and get into theattention flow.
    31. 31. Meaningful MarketingStorytelling and ConversationWe are not going to interruptthe consumer and get into theattention flow. Pinball x Bowling
    32. 32. Meaningful MarketingStorytelling and ConversationWe are not going to interruptthe consumer and get into theattention flow. Pinball x Bowling People, not consumers
    33. 33. Meaningful Marketing"Your audience are not targets.They are real people...Put them in the centre of allthat you do."Marc Mathieu, SVP marketing, Unilever
    34. 34. Meaningful MarketingMoving from one night standsto meaningful relationships
    35. 35. You can’t win a heart without a heart
    36. 36. You can’t win a heart without a heart
    37. 37. You can’t win a heart without a heart Products are hard to have differentiation
    38. 38. You can’t win a heart without a heart Products are hard to have differentiation
    39. 39. You can’t win a heart without a heart Products are hard to have differentiation
    40. 40. You can’t win a heart without a heart Products are hard to have differentiation
    41. 41. You can’t win a heart without a heart Products are hard to have differentiation Mission, corporate image, social involvement - Big differentiation effect
    42. 42. You can’t win a heart without a heart Products are hard to have differentiation Design, price and packaging are pretty easy to copy Mission, corporate image, social involvement - Big differentiation effect
    43. 43. You can’t win a heart without a heart Products are hard to have differentiation Design, price and packaging are pretty easy to copy Supporting services, guarantees and bonus programs - They are potencial differentiation Mission, corporate image, social involvement - Big differentiation effect
    44. 44. Meaningful Marketing Scan Switch Share
    45. 45. Meaningful Marketing
    46. 46. The (new) Social & Digital Media Owned Media Paid Media Organic Media Shared Media From Site From TV, From PR to Co-created Campaigns Prints, POS Journalists platform between brands and media companies To Multi-Channels To Content To Users and and properties Distribution Social Media• Is not about awarness, but engagement• Content and context•New KPIs – time spent, experimentation• Second screen
    47. 47. CASE:TOY TOYOTA
    48. 48. The (new) Social & Digital MediaCASE:COKE SUPER BALL
    49. 49. 2012 Olympic GamesSAME event, DIFFERENT approaches… Is it possible to build BRAND EQUITY in a BIG WORLD EVENT ???
    50. 50. o video case entra em cimado texto no clic
    51. 51. o video case entra em cimado texto no clic
    52. 52. o video case entra em cima do texto no clic “There is aINSIGHT mom behind every athlete”
    53. 53. o video case entra em cima do texto no clic “There is a INSIGHT mom behind every athlete” “The hard work in the world is the best workEXECUTION in the world- Proud sponsor of mums
    54. 54. o video case entra em cimado texto no clic
    55. 55. o video case entra em cimado texto no clic
    56. 56. o video case entra em cimado texto no clic “Human achievement is the INSIGHT real essence of olympic games”
    57. 57. o video case entra em cima do texto no clic “Human achievement is the INSIGHT real essence of olympic games” Celebrates the bestEXECUTION stories, not the best athletic performance
    58. 58. o video case entra em cima do texto no clic The Best Social Game Ever… “Human achievement is the INSIGHT real essence of olympic games” Join Global Cheer Facebook 9,2MM peolple Celebrates the bestEXECUTION stories, not the best athletic performance
    59. 59. o video case entra em cimado texto no clic
    60. 60. o video case entra em cimado texto no clic
    61. 61. o video case entra em cima do texto no clic Create share value for theINSIGHT games that connects to youth
    62. 62. o video case entra em cima do texto no clic Create share value for the INSIGHT games that connects to youth Inspiring and trendy wayEXECUTION to connect music and sport and to create brand advocacy
    63. 63. FROM TO“Making athletes “If you have a body, there doing better” is an athlete on you” (brand insight) (brand insight) JUST DO IT People WANNA DO IT, but they don’t know how….
    64. 64. FROM TO“Making athletes “If you have a body, there doing better” is an athlete on you” (brand insight) (brand insight) JUST DO IT People WANNA DO IT, but they don’t know how…. PRODUCT + TECHNOLOGY = MAKE IT RELEVANT AND POSSIBLE RIGHT PARTNERSHIP, COMBINED EXPERTISES
    65. 65. Advices for Marketeers
    66. 66. Advices for MarketeersBrand building, connected thinking “We need to add 3 mores Ps: Purpose, Presence & Proximity” J&J
    67. 67. Advices for MarketeersBrand building, connected thinking “We need to add 3 mores Ps: Purpose, Presence & Proximity” J&J“To create brand advocates, you need to have relevance toconsumers” Joe Tripoldi
    68. 68. Advices for MarketeersBrand building, connected thinking “We need to add 3 mores Ps: Purpose, Presence & Proximity” J&J“To create brand advocates, you need to have relevance toconsumers” Joe Tripoldi“Take on challenges, creating ideas & plataformas to engageconsumers. Leverage social media for customer service” Sapient Nitro
    69. 69. Advices for Marketeers
    70. 70. Advices for Marketeers Risk enthusiasm, mindset of experimentation “If the client is not scared, your idea is not good enough” “Be open to the idea to do something that is really terrible – it´s the only way to do something amazing” YouTube
    71. 71. Advices for Marketeers Risk enthusiasm, mindset of experimentation “If the client is not scared, your idea is not good enough” “Be open to the idea to do something that is really terrible – it´s the only way to do something amazing” YouTube “ If you’re not prepared to failure, you can not succeed ” Allain de Botton – Philosopher
    72. 72. Advices for Marketeers
    73. 73. Advices for MarketeersReal and powerful partnership between clients and agencies "The best work is when you dont know who did what" Nike
    74. 74. Advices for MarketeersReal and powerful partnership between clients and agencies "The best work is when you dont know who did what" Nike “ Great creative work comes from asking the right questions” BBDO
    75. 75. Advices for Marketeers Allain de Botton – Philosopher
    76. 76. Advices for Marketeers “A good brief is key. Senior people of co. should be involved from the beginning.” Kraft Allain de Botton – Philosopher
    77. 77. Advices for Marketeers “A good brief is key. Senior people of co. should be involved from the beginning.” Kraft “The better the picture, the easier the idea can be communicate. Good art & Good advertising requires a good client” Allain de Botton – Philosopher
    78. 78. THAN

    ×