Are you ready!!
Mind-Blowing Lessons
from the Cannes Lions
2012

2012 was a
COLOSSAL year for
the Cannes Lions!

The question used to be
"Who's at Cannes and Why?"
The question this year was
"Who's not at Cannes and Why?"

Agencies paid
€14.8 million to
submit their
work

386 jury members were tasked with
going through 34,000 entries!

More #CannesLions Tweets per hour
this year than during the entire event
last year
Peaked @1000 tweets per hour!

Cannes Lions Seminars were all about...
....big ideas
...big thinking!

Thinking about...
The Changing Consumer Fast-Evolving Technology
Transforming Ad Biz

Thinking that most likely you have not
heard before...

...unless you were attending!

So here goes...

Earned Media has become bigger than
Paid Media!

rules
Yes...social media will rule
all media already!

Why?

Social media usage is deeply
rooted into people’s life

"Consumers today are smart,
inventive & move faster than ever"
as marketers we need to embrace that!

2.4 billion millennials!
The biggest generational cohort the world
has ever seen & they're demanding
awesomeness

Millennials aren't addicted to
social media, they just use it
to make their lives better

When the show Glee starts, Twitter usage
increases 1000%

During the ENG vs. FRA match,
there were 2.5 million tweets from
160 countries;
80% of the world!

London Olympic games will be the most
Social games ever! 30% of US will watch
the games on 3 screens

48% of people 18-34 check their
Facebook the minute they wake up.
What device do you think they are using?

It’s not just PEOPLE’S
behavior that is evolving!
Technology is fast-evolving
TOO!

80% of today's technology
didn't exist five years ago!

"Innovation is happening faster than a lot
of people think."

There will be 650 million smart phones
shipped this year.
118% growth year on year

PwC estimates 2.9 billion smartphones in
2016, 1 billion in China

1993 there were only 130 websites and 5
million internet users worldwide

The internet is expected to double in size
every 3-5 years !

YouTube now has more content than ever
broadcast on TV

All these changes are hitting the
world of advertising...HARD!

The importance of Cyber Cannes Lions isn't
so much about the medium but the possibility
and the threat it presents to the industry

The word 'social' will eventually go away,
social ads will just be ads, social experience
just an experience!

Twitter is a front row seat to the world's
emotions!

The old age of advertising
was about selling

The new age is about sharing

We're moving from planning
campaigns for the future to
adapting campaigns to the
moment

Planners should get away from
seeing the changes to come and
move to creating the change
themselves!

Think outside the world of advertising,
make it a part of the social fabric of life!

Kraft Food is putting social at the center of
their communication strategy. TV is now a
TEASER for social media

Therefore data is no longer a nice to
have but a need to have!

Data enables us to create art & science,
and gives us amazing ways to tell stories

Choice of visualization has a huge
role in success or failure of your
project.

In an era of information overload,
right time is more important than
real time, makes it relevant

Don't look for the commonalities in
data. Look for abnormality. That's
where the interesting nuggets lie.

Data provides insights and
opportunities for creatives
targeting consumers

Individual check-ins are not that
interesting - aggregation of check-ins
tells you the story of my life

What is interesting about social is the
aggregation. Aggregation tells you the
story of your life

The greatest thing about these social
platforms is that we have focus groups
every second of the day

The digital world is perfect for us, because
it's always on!

All the data and technology
means nothing in isolation!

Technology is no longer the marvel,
it's what we do with it

Treat digital as an infrastructure & you
will come up with solutions you have
never seen before!

The new creative process:
creative directors work with
technology directors

Have a tech expert in room from day one!

Move from “art & copy” to
“art & code”

Engagement >Consumption

Creativity based on social
engagement isn't additional,
nor functional. It's fundamental

Paul Adams principles for success
#1: make social interaction part of
every single project brief

We are now living in a world where the
conversation can become the campaign

Close the loop with TV commercials by
leveraging the power of second screen
possibilities

Think less about campaigns and more
about platforms

When the content is
embedded in a
conversation, it gets
a lot more engaging!

Experiences that are shared by a few can
engage millions by creating talk value.

There is no better way
to engage with a
consumer than
relentlessly

at the centre of the social graph is
great content

message to creatives: come talk to artists
managers, they're the content creators!

big brands are looking for
new ways to make music and
movies

"The content has to
be authentic and have
pass-through value...it
has to be rooted in the
brand strategy"

‘content is king, distribution is queen’

post and pray does not work with video
content

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”

Forget about the 4 Ps and adopt the
3 Cs, Curiosity, Culture, Courage

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

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

Cannes Lions attendees who’s tweets
made this presentation possible!
Brendan Burns - https://twitter.com/skin_macka
WGSN - https://twitter.com/wgsn
Louie Chow - https://twitter.com/louiechow
Izzy De Leon - https://twitter.com/h_totheizzo
AdPeople Worldwide - https://twitter.com/adpeopleww
Sacha Declomesnil - https://twitter.com/sdeclomesnil
Venables Bell - https://twitter.com/venablesbell
Deborah Hall - https://twitter.com/web2mobile
Social@Ogilvy - https://twitter.com/socialogilvy

Cannes Lions attendees who’s tweets
made this presentation possible!
Jason Xenopoulos - https://twitter.com/jasonxenopoulos
Lynessa Williams - https://twitter.com/lynessamarie
Ebuzzing - https://twitter.com/ebuzzinguk
Salim Majzoub - https://twitter.com/salimmajzoub
Alison Phalen - https://twitter.com/aliphalen
Brad - https://twitter.com/agencebrad
Cannes Lions (Official Twitter Feed) - https://twitter.com/cannes_lions
Barry Cunningham - https://twitter.com/barrycunningham
Trendrr - https://twitter.com/trendrr

Cannes Lions attendees who’s tweets
made this presentation possible!
Tim Collison - https://twitter.com/timcollison
Warc Editors - https://twitter.com/warceditors
Havas Media - https://twitter.com/havasmedia
Marla Natoli - https://twitter.com/marlanatoli
Thomas Jamet - https://twitter.com/tomnever
Twitter Advertising - https://twitter.com/twitterads
Robin Hassan - https://twitter.com/robinkayh
R/GA - https://twitter.com/rga
Joono Simon - https://twitter.com/joonosimon

Cannes Lions attendees who’s tweets
made this presentation possible!
MPG Global Team - https://twitter.com/mpg_global
Kirowski Isobar - https://twitter.com/kirowskiisobar
Miron Mironiuk - https://twitter.com/mironmironiuk
Dan Dutesco - https://twitter.com/dandutesco
Digitas - https://twitter.com/digitas
DDB Paris - https://twitter.com/ddbparis
Gowthaman - https://twitter.com/gowthamanr
H+K Strategies - https://twitter.com/hkstrategies
Thomas Crampton - https://twitter.com/thomascrampton
Debbie Passaris - https://twitter.com/dpassaris

Cannes Lions attendees who’s tweets
made this presentation possible!
Johannes Kleske - https://twitter.com/jkleske
Stefan Erschwendner - https://twitter.com/eranium
! / Mavs - https://twitter.com/jaymavs
Craig Corica - https://twitter.com/ccorica
Rei Inamoto - https://twitter.com/reiinamoto
Daria - https://twitter.com/daria
Rene Rechtman - https://twitter.com/rechtmanlondon
Christina Fieni - https://twitter.com/christinafieni
Burcu - https://twitter.com/bkolancali
Alemsah Ozturk - https://twitter.com/alemsah

This presentation was made by:
Syed Abdul Karim
Let’s connect:
Twitter: @abdulkarim
LinkedIn: www.linked.com/abdulkarim
Blog: incito.syedabdulkarim.com
Web: www.syedabdulkarim.com
SlideShare: www.slideshare.net/akarim76