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Mind Blowing Lessons from the Cannes Lions 2012

  1. Are you ready!! Mind-Blowing Lessons from the Cannes Lions 2012
  2. 2012 was a COLOSSAL year for the Cannes Lions!
  3. The question used to be "Who's at Cannes and Why?" The question this year was "Who's not at Cannes and Why?"
  4. Agencies paid €14.8 million to submit their work
  5. 386 jury members were tasked with going through 34,000 entries!
  6. More #CannesLions Tweets per hour this year than during the entire event last year Peaked @1000 tweets per hour!
  7. Cannes Lions Seminars were all about... ....big ideas ...big thinking!
  8. Thinking about... The Changing Consumer Fast-Evolving Technology Transforming Ad Biz
  9. Thinking that most likely you have not heard before...
  10. ...unless you were attending!
  11. So here goes...
  12. Earned Media has become bigger than Paid Media!
  13. rules media will rule all media already!
  14. Why?
  15. Social media usage is deeply rooted into people’s life
  16. "Consumers today are smart, inventive & move faster than ever" as marketers we need to embrace that!
  17. 2.4 billion millennials! The biggest generational cohort the world has ever seen & they're demanding awesomeness
  18. Millennials aren't addicted to social media, they just use it to make their lives better
  19. When the show Glee starts, Twitter usage increases 1000%
  20. During the ENG vs. FRA match, there were 2.5 million tweets from 160 countries; 80% of the world!
  21. London Olympic games will be the most Social games ever! 30% of US will watch the games on 3 screens
  22. 48% of people 18-34 check their Facebook the minute they wake up. What device do you think they are using?
  23. It’s not just PEOPLE’S behavior that is evolving! Technology is fast-evolving TOO!
  24. 80% of today's technology didn't exist five years ago!
  25. "Innovation is happening faster than a lot of people think."
  26. There will be 650 million smart phones shipped this year. 118% growth year on year
  27. PwC estimates 2.9 billion smartphones in 2016, 1 billion in China
  28. 1993 there were only 130 websites and 5 million internet users worldwide
  29. The internet is expected to double in size every 3-5 years !
  30. YouTube now has more content than ever broadcast on TV
  31. All these changes are hitting the world of advertising...HARD!
  32. The importance of Cyber Cannes Lions isn't so much about the medium but the possibility and the threat it presents to the industry
  33. The word 'social' will eventually go away, social ads will just be ads, social experience just an experience!
  34. Twitter is a front row seat to the world's emotions!
  35. The old age of advertising was about selling
  36. The new age is about sharing
  37. We're moving from planning campaigns for the future to adapting campaigns to the moment
  38. Planners should get away from seeing the changes to come and move to creating the change themselves!
  39. Think outside the world of advertising, make it a part of the social fabric of life!
  40. Kraft Food is putting social at the center of their communication strategy. TV is now a TEASER for social media
  41. Therefore data is no longer a nice to have but a need to have!
  42. Data enables us to create art & science, and gives us amazing ways to tell stories
  43. Choice of visualization has a huge role in success or failure of your project.
  44. In an era of information overload, right time is more important than real time, makes it relevant
  45. Don't look for the commonalities in data. Look for abnormality. That's where the interesting nuggets lie.
  46. Data provides insights and opportunities for creatives targeting consumers
  47. Individual check-ins are not that interesting - aggregation of check-ins tells you the story of my life
  48. What is interesting about social is the aggregation. Aggregation tells you the story of your life
  49. The greatest thing about these social platforms is that we have focus groups every second of the day
  50. The digital world is perfect for us, because it's always on!
  51. All the data and technology means nothing in isolation!
  52. Technology is no longer the marvel, it's what we do with it
  53. Treat digital as an infrastructure & you will come up with solutions you have never seen before!
  54. The new creative process: creative directors work with technology directors
  55. Have a tech expert in room from day one!
  56. Move from “art & copy” to “art & code”
  57. Engagement >Consumption
  58. Creativity based on social engagement isn't additional, nor functional. It's fundamental
  59. Paul Adams principles for success #1: make social interaction part of every single project brief
  60. We are now living in a world where the conversation can become the campaign
  61. Close the loop with TV commercials by leveraging the power of second screen possibilities
  62. Think less about campaigns and more about platforms
  63. When the content is embedded in a conversation, it gets a lot more engaging!
  64. Experiences that are shared by a few can engage millions by creating talk value.
  65. There is no better way to engage with a consumer than relentlessly
  66. at the centre of the social graph is great content
  67. message to creatives: come talk to artists managers, they're the content creators!
  68. big brands are looking for new ways to make music and movies
  69. "The content has to be authentic and have pass-through has to be rooted in the brand strategy"
  70. ‘content is king, distribution is queen’
  71. post and pray does not work with video content
  72. To sum up... Social media usage is deeply embedded in people’s life Technology is evolving faster than ever! Advertising business is being hit hard by these changes! Data is no longer a nice to have but a need to have! Move from “art & copy” to “art & code” Engagement > Consumption At the centre of the social graph is “great content”
  73. Forget about the 4 Ps and adopt the 3 Cs, Curiosity, Culture, Courage
  74. Cannes Lions Speakers quoted in this presentation are: Lee Maicon - VP Insights & Planning - 360i René Rechtman - CEO - Goviral Joe Chen - Founder, Chairman, CEO - Renren Steve King - Chief Executive - Zenith Optimedia Amir Kassaei - Chief Creative Officer - DDB Worldwide Jim Stengel - CEO - Jim Stengel Co. - Former P&G Global Marketing Officer Linus Karlsson - Chairman and Chief Creative Officer - McCann NY and London Arianna Huffington - President, Editor-in-Chief - The Huffington Post Media Group Antonio Lucio - Global Chief Marketing, Strategy and CDC - Visa Dana Anderson - SVP, Marketing Strategy and Communications - Kraft Foods Joseph Tripod - EVP, Chief Marketing and Commercial Officer - The Coca-Cola Company
  75. Cannes Lions Speakers quoted in this presentation are: Paul Adams - Global Head of Brand Design - Facebook Maria Luisa Francoli Plaza - Global CEO - MPG Dan Greenberg - CEO - Sharethrough Mark Tutssel - Cheif Creative Officer - Leo Burnett Marcel Fenez - Global Leader, Entertainment & Media Practice - PwC Dick Costolo - Chief Executive Officer - Twitter Selena Gomez - Actress and Singer Marc Pritchard - Global Marketing & Brand Building Officer - P&G Ross Levinsohn - Interim CEO, Executive Vice-President, Head of Global Media - Yahoo! Maurice Levy - Chairman, CEO, Chairman of the Management Board - Publicis Groupe Rei Inamoto - Chief Creative Officer - AKQA
  76. Cannes Lions attendees who’s tweets made this presentation possible! Brendan Burns - WGSN - Louie Chow - Izzy De Leon - AdPeople Worldwide - Sacha Declomesnil - Venables Bell - Deborah Hall - Social@Ogilvy -
  77. Cannes Lions attendees who’s tweets made this presentation possible! Jason Xenopoulos - Lynessa Williams - Ebuzzing - Salim Majzoub - Alison Phalen - Brad - Cannes Lions (Official Twitter Feed) - Barry Cunningham - Trendrr -
  78. Cannes Lions attendees who’s tweets made this presentation possible! Tim Collison - Warc Editors - Havas Media - Marla Natoli - Thomas Jamet - Twitter Advertising - Robin Hassan - R/GA - Joono Simon -
  79. Cannes Lions attendees who’s tweets made this presentation possible! MPG Global Team - Kirowski Isobar - Miron Mironiuk - Dan Dutesco - Digitas - DDB Paris - Gowthaman - H+K Strategies - Thomas Crampton - Debbie Passaris -
  80. Cannes Lions attendees who’s tweets made this presentation possible! Johannes Kleske - Stefan Erschwendner - ! / Mavs - Craig Corica - Rei Inamoto - Daria - Rene Rechtman - Christina Fieni - Burcu - Alemsah Ozturk -
  81. This presentation was made by: Syed Abdul Karim Let’s connect: Twitter: @abdulkarim LinkedIn: Blog: Web: SlideShare: