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Cannes Lions Young Account Planners Academy - The Day in Quotes - Day 1 (June 15th 2014) #CannesLions

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Cannes Lions Young Account Planners Academy - The Day in Quotes - Day 1 (June 15th 2014)

Including quotes from: James Hurman, Teresa Alpert, Leigh Reyes, Hakuhodo, and Gareth Kay.

Compiled by Amr Sallam (@amrsalt).

Cannes Lions Young Account Planners Academy - The Day in Quotes - Day 1 (June 15th 2014) #CannesLions

  1. 1. THE DAY IN QUOTES DAY 1 June 15th
  2. 2. James HurmanFounder& Principle,PreviouslyUnavailable THE CASE FOR CREATIVITY: WHY IT’S IMPORTANT TO WORK TOWARDS GrEAT CREATIVE
  3. 3. - James Hurman “IF YOU ARE NOT MAKING A GREAT CONTRIBUTION, YOU ARE IN THE WAY.”
  4. 4. “THE ABILITY TO JUMP IN AND ASK QUESTIONS IS ESSENTIAL. THE BEST PLANNERS ASK THE DUMBEST QUESTIONS.” - James Hurman
  5. 5. “MAKING WORK AS CREATIVE AS POSSIBLE IS IMPERATIVE TO MAKING WORK THAT IS EFFECTIVE.” - James Hurman
  6. 6. “CREATIVITY = ORIGINALITY + ENGAGEMENT + CRAFT EXCELLENCE.” - James Hurman
  7. 7. TERESA ALPERTDIRECTOR,CRIMEA RIVER LTD. EMPATHY RULES: OPENING HEARTS, MINDS, AND MARKETS
  8. 8. “Empathy is: Being Aware of, being sensitive to, experiencing the feelings of, experiencing the thoughts of, – ANOTHER PERSON.” - Teresa Alpert
  9. 9. “WIND PEOPLE UP, AND LET THEM TALK FREELY. DON’T GUIDE THE DISCUSSION.” - Teresa Alpert
  10. 10. “Find out WHAT REALLY KEEPS PEOPLE UP AT NIGHT. FIND A NOVEL WAY TO EMPATHIZE WITH PEOPLE IN THEIR ENVIRONMENT.” - Teresa Alpert
  11. 11. LEIGH REYESPRESIDENT/CCO,LOWE PHILIPPINES DO WHAT YOU HATE
  12. 12. “AS PLANNERS, WE ARE THINKERS MORE THAN DOERS. WE NEED TO ‘MAKE’ MORE.” - Leigh Reyes
  13. 13. “ASK ‘WHAT IF’. A PLANNER’S KEY WEAPON IS CURIOSITY.” - Leigh Reyes
  14. 14. “…BUT WE MUST ALSO ASK ‘HOW’ & THINK OF THE PHYSICAL DETAILS. THINK OF EVERYTHING AS A TOOL TO UNPACK PROBLEMS.” - Leigh Reyes
  15. 15. “LEARN NEW TOOLS. MAKE NEW THINGS.” - Leigh Reyes
  16. 16. “HAVE A WORKING KNOWLEDGE OF WHAT IS POSSIBLE.” - Leigh Reyes
  17. 17. “MAKE EXPERIMENTATION & FAILURE A GOOD THING.” Flearn(v). to learn by failing. - Leigh Reyes
  18. 18. “BRANDS ARE LOOKING FOR A PURPOSE, & PEOPLE IN AGENCIES ARE LOOKING TO ADD MEANING TO THEIR LIVES. This is an opportunity for social business.” - Leigh Reyes
  19. 19. MORIHIKO HASEBE ECD, HAKUHODOINC. CO-CEO/ECD,HAKUHODOKETTLE INC. AGENCY MODEL:2024 KENTARO KIMURA
  20. 20. “The Future of Agency… …Expertise = HYBRID EXPERTISE. …ORGANIZATION = UNITED VENTURES. …MISSION = LIFE DESIGN.” - Hakuhodo
  21. 21. HYBRID EXPERTISE IS COMBINING THE CREATIVE & INSIGHT EXPERTISE OF AGENCIES WITH EXTERNAL EXPERTISE, TO DEVELOP ‘MARKET DESIGN’ SKILLS & MOVE THEM FROM JUST ADVERTISING TO NEW & BETTER TANGIBLE IDEAS.
  22. 22. united ventures: HAKUHODO HAS A VENTURE FUND FOR STAFF - ENCOURAGING THEM TO LAUNCH STARTUPS. HAKUHODO KETTLE IS THE CREATIVE HUB, & 12 STARTUPS HAVE BEEN FUNDED BY THE AGENCY.
  23. 23. LIFE DESIGN: WHEN AGENCIES BECOME MORE THAN ADVERTISERS & BECOME A POWERFUL TOOL IN MAKING A POSITIVE IMPACT ON PEOPLE’S LIVES.
  24. 24. GARETH KAYFOUNDINGPARTNER,ZEUS JONES SAN FRANCISCO THOUGHTS OF A RECOVERINGADVERTISING PLANNER
  25. 25. “THE BEST PRACTITIONERS OF ADVERTISING HAVE A HEALTHY DISREGARD FOR ADVERTISING.” - Gareth Kay
  26. 26. “MAKE HACKS, NOT ADS. A HACK IS THE MOST INGENIOUS & EFFECTIVE SOLUTION TO A PROBLEM.” - Gareth Kay
  27. 27. “BE OBSESSED WITH THE OUTCOME WE CREATE, NOT THE OUTPUT WE MAKE.” - Gareth Kay
  28. 28. “ASK BETTER QUESTIONS TO GET BETTER ANSWERS.” - Gareth Kay
  29. 29. “EXPERIMENT. MISTAKES ARE AN INEVITABLE PART ON THE ROAD TO GREATNESS.” - Gareth Kay
  30. 30. “CUT BACK. RESTRICTION IS MORE POWERFUL THAN PROLIFERATION. Great Strategy is about sacrifice.” - Gareth Kay
  31. 31. “BUILD FROM SCRATCH. RECONCIEVE PRODUCTS IN THE CONTEXT OF ‘NOW’, NOT THE CONTEXT IN WHICH THEY WERE CREATED.” - Gareth Kay
  32. 32. “BE HUMAN FRIENDLY. RATHER THAN HUMAN LIKE.” - Gareth Kay
  33. 33. “DON’T MASQUERADE BRANDS AS PEOPLE. FIGURE OUT HOW TO MAKE BRANDS APPEALING & USEFUL TO PEOPLE, NOT POORLY REFLECTIVE OF HUMAN TRAITS.” - Gareth Kay
  34. 34. “PUT PEOPLE FIRST. HAVE A CULTURAL MISSION, NOT JUST A COMMERCIAL PROPOSITION. PEOPLE ARE PEOPLE, NOT JUST CONSUMERS.” - Gareth Kay
  35. 35. “BE CURIOUS. REPLACE FEAR OF THE UNKNOWN WITH CURIOUSITY.” - Gareth Kay
  36. 36. “HAVE A HEALTHY APERTURE. PLAY OUT OF POSITION. GO OUT THERE AND DO THINGS!” - Gareth Kay
  37. 37. “BE INTERESTING. STICK TO WHAT YOU BELIEVE IS RIGHT. BE BRUTALLY HONEST. INVOLVE THEM EARLY IN THE PROCESS. GIVE THEM SOMETHING INTERESTING EVERY DAY.” - Gareth Kay IN THE RELATIONSHIP WITH CREATIVES:
  38. 38. Thank you! @amrsalt @amrsalt sa.linkedin.com/in/asallam/ Amr.sallam@gmail.com

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