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Lessons from the Cannes Lions PR Jury by MSLGROUP

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MSLGROUP‘s chief strategy officer Pascal Beucler shares his insights from Cannes Lions Festival of Creativity 2013, where he was a judge at the PR Lions awards. …

MSLGROUP‘s chief strategy officer Pascal Beucler shares his insights from Cannes Lions Festival of Creativity 2013, where he was a judge at the PR Lions awards.

Specifically, he looks at the new powers of PR (People Relations), and shares best in-class examples for each:

The power of empowering people.
The power of leveraging innovation.
The power of crowdsourcing content.
The power of integrating disciplines.
The power of moving people.
The power of engaging millennials.
The power of creating conversations that matter.

For more, visit: http://blog.mslgroup.com/cannes-2013-the-rise-of-people-relations/


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  • 1. Yes we Cannes!Or we could: Lessons from theCannes Lions PR JuryPascal BeuclerSVP and Chief Strategy Officer, MSLGROUPJuror, Cannes Lions 2013 PR Jury
  • 2. PR doesn’t only belong toPR agencies.+The Grand Prix for the PR Lions wasawarded to Dumb Ways to Diecanneslions.com/work/2013
  • 3. PR doesn’t only belong to PR agencies.It could be perceived as paradoxical, if not provocative, tocelebrate empowered PR when only a half-dozen PR agencieswere awarded PR Lions at the 60th Cannes Lions Festival.The remaining 150 awards and mentions went to advertising,digital or media agencies. PR agencies made less than 5% ofthe awards.
  • 4. As expected, I could hear some of my colleagues in the industry arguing that,once again, our category had been hijacked. This is not my view. I believe thatwe have what we deserve. Should we present more and better projects, wewould easily make the difference.In Cannes like in everyday business, our future is in our hands andnobody else’s. So let’s celebrate empowered PR in Cannes, whoeverhas led them!And most importantly, let’s do better next year!
  • 5. PR has new powers thesedays.
  • 6. The new powers of PR.The most awarded projects are:+ built on a great idea, grounded in relevant research andinsights,+ turned into a strong story, and a well told one,+ create strong engagement through an emotionalconnection with the audience.
  • 7. Whatever the topic, the sector, the category, the discipline, it’s all aboutcreatively engaging with people and communities through a well toldstory, one which matters and moves consciences and hearts, and sometimeschanges attitudes and even behaviours.Beyond what is now the obvious, I felt impressed by what I personallyconsider a genuine evolution of PR from a secondary discipline to acentral piece of the communication equation in the ConversationAge.On the next slides, I will cover the new powers of PR.
  • 8. The power ofempowering people.
  • 9. The power of empowering people.Part of our business is - and will remain - to influence influencerson behalf of our clients. Silently, softly, behind the scenes.But in PR like everywhere, disintermediation is rapidly andprofoundly changing the rules of the game. Gatekeepers andbarriers are vanishing, while people use the boundless power ofsocial media to raise their voice and be heard by decision-makers, whether politicians or business executives.Photo from untitlism on Flickr
  • 10. The power of empowering people.Several case studies showed how the CEO of a company or agovernment are directly put under people’s heavy pressureand, within days, sometimes hours, cancel an initiative, abandona controversial project or, on the contrary, set up a new publicpolicy to answer citizens’ demands.The more it goes, the more the power of the many canchallenge many of the established powers, and Public Affairsbecome People’s Affairs.Photo from untitlism on Flickr
  • 11. The power of empowering people.No Means No, Amnesty International Norwaycanneslions.com/work/2013/pr/entry.cfm?entryid=12665&award=2Metropole Tweetphony,Metropole Orkest, NLcanneslions.com/work/2013/pr/entry.cfm?entryid=30467&award=2Same Sex Marriage, Google Francecanneslions.com/work/2013/pr/entry.cfm?entryid=31779&award=2Make the Politicians Work,URA.RU City, Russiacanneslions.com/work/2013/pr/entry.cfm?entryid=662&award=2
  • 12. The power of leveraginginnovation.
  • 13. The power of leveraging innovation.Big ideas, when inspired by great insights and research, aremuch more powerful than déjà-vu copy-strategy angles.Many of them are tech-based, utilizing the unlimited power ofPR’s favourite battlefield: earned media.By amplifying the immense resonance of Twitter, Facebook andother social media, they become massive weapons.Photo from grafixer on Flickr
  • 14. The power of leveraging innovation.Developing apps is also a mandatory PR ability today, whetherfor bringing a powerful crowdfunding component to thecampaign or exploiting the great resources of social gaming forinstance.Sometimes, the innovation is more modest: just an ordinaryobject, which quickly becomes a star, and a must-have.Photo from grafixer on Flickr
  • 15. Toastie Knife, Warburtons UKcanneslions.com/work/2013/pr/entry.cfm?entryid=25968My Mattress Savings Bank, DES’SMattress Manufacturer, Spaincanneslions.com/work/2013/pr/entry.cfm?entryid=12651The power of leveraging innovation.Axe Morning After Pillow, Axe Puerto Ricocanneslions.com/work/2013/pr/entry.cfm?entryid=26495Mobilizing The 12th Man,C.S. Hammam-Lif, Tunisia Football Clubyoutube.com/watch?v=7I19UQP-26Q
  • 16. The power ofcrowdsourcing content.
  • 17. The power of crowdsourcing content.A fair amount of the best projects were based on people’sinsights, ideas and self-generated content: words, stories,pictures, videos, recipes and much more.It’s a people’s world, after all. Whether fans or just engagedfolks, people are co-generating the story, spreading it widelythrough their networks. In actuality, they are the story.Photo from ngmmemuda on Flickr
  • 18. The power of crowdsourcing content.A “People Inside” story, developed on social media, createsdeeper emotional connections than anything else: firstly withmany other people, and ultimately between people andcorporations or brands.Photo from ngmmemuda on Flickr
  • 19. We are David Bailey, Samsung UKcanneslions.com/work/2013/pr/entry.cfm?entryid=261278 million protagonists,Village Voice NewspaperUSA8millionprotagonists.comThe power of crowdsourcing content.The Beauty Inside, Intel/Toshibayoutube.com/watch?v=qyMQIMeSCVYThe Enemies of Despair, TheSwedish Social InsuranceCompanycanneslions.com/work/2013/pr/entry.cfm?entryid=26108FOLLOW2UNFOLLOW,Correctional & Rehab Dept.,Puerto Rico Governmentcanneslions.com/work/2013/pr/entry.cfm?entryid=25920
  • 20. The power of integratingdisciplines.
  • 21. The power of integrating disciplines.The use of social media is central, massive, dominant,cornerstone to most if not all great projects. It’s not abouteventually cascading a big idea on social media, beyondclassical ads or PR techniques. It’s about developing the bigidea from, for and in social media.Social media is ultimately the medium, but originally the amnioticliquid where the idea is born and raised: the very source of theidea.Photo from stuck in customs on Flickr
  • 22. The power of integrating disciplines.In other words, the ecosystem and the chronology are verydifferent from what they used to be couple of years ago:now it’s the online source first, then the online flow and lastly thedelta: once the magic has worked, mainstream media then pickup the baton and share the story further.Photo from stuck in customs on Flickr
  • 23. Real Beauty Sketches,Dove USAcanneslions.com/work/2013/pr/entry.cfm?entryid=26507The power of integrating disciplines.Tundra Space Shuttle,Toyota USAcanneslions.com/work/2013/pr/entry.cfm?entryid=26445Adopt A Pothole Project,Apollo Tyres Indiacanneslions.com/work/2013/pr/entry.cfm?entryid=12636
  • 24. The power of movingpeople.
  • 25. The power of moving people.Events and experiential PR were king this year.The real and the virtual come along: the “physical” eventcomes first, bringing people together: people who areemotionally united by something, somewhere, now. What theysee, what they hear, what they feel is immediately shared withthe people around them, and with many more people around theglobe.Photo from pochacco20 on Flickr
  • 26. The power of moving people.In many ways, PR creates the conditions for a perfect balancebetween the power of a live experience here and now, and itssocial amplification.This is rich content: the story you tell about something you justexperienced “live” is a good and lively one, enriched by images,sounds…and one day scents. It’s a powerful snowball effect.This is viral content: within minutes, it reaches hundreds andthousands of people.Photo from pochacco20 on Flickr
  • 27. The power of moving people.Tree Concert, Friends of the EarthGermanycanneslions.com/work/2013/pr/entry.cfm?entryid=12518Free the Forced!, United NationsAssociation of Germanycanneslions.com/work/2013/pr/entry.cfm?entryid=26018
  • 28. The power of engagingmillennials.
  • 29. The power of engaging millennials.The art and science of conversation is what makes thedifference when it comes to engaging with a generation of socialsavvy, skilled, scrutinizing and demanding young people.Campaigns that were awarded in various area – for recruitment,issue management, safety transport, cause marketing – weresharp, true, creative, larger than life, relevant to millennials’expectations, and meaningful.Photo from camdiluv on Flickr.
  • 30. The power of engaging millennials.It’s a purpose-led world: more and more big corporations andbrands are embracing a ‘bigger-than’ USP and even old stylesocial responsibility. For engaging Gen Y, and soon Gen Z, thisis no longer an option.Photo from camdiluv on Flickr.
  • 31. The Candidate,Heinekenyoutube.com/watch?v=FBNbT-OogN4The power of engaging millennials.The Human YouTubePlayercanneslions.com/work/2013/pr/entry.cfm?entryid=26315Dumb Ways to Die,Metro Trains Australiayoutube.com/watch?v=FceKlVbL2wY
  • 32. The power of creatingconversations thatmatter.
  • 33. The power of creating conversations that matter.What’s the story? Whatever the content, the topic, the culture,having a good story to tell, and telling it well, is what makes thedifference.For all categories, disciplines and practices – consumer goods,technology, leisure, travel, public affairs, cause campaigns – astrong narrative architecture is needed.
  • 34. The power of creating conversations that matter.Dumb Ways to Die, Metro Trains Australiayoutube.com/watch?v=FceKlVbL2wYTundra Space Shuttle, Toyota USAcanneslions.com/work/2013/pr/entry.cfm?entryid=26445
  • 35. Celebrating EmpoweredPR (People Relations).Or, as The Holmes Report puts it:“The Rise of People Relations”holmesreport.com/opinion-info/13562/Cannes-2013-The-Rise-Of-People-Relations.aspx
  • 36. What will Cannes Lions look like in five years from now, for its 65thanniversary?All the frontiers are blurring, not only between PR and othercommunications disciplines, but also between PR practices andspecialties. A new ecosystem is emerging, which will be people andbrand-centric, not discipline-centric.There’s a true need for reinvention. The future is bright, thefuture is PR, but still uncertain… It’s in our hands, actually.