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100 Bullet Points from #CannesLions 2011 by @jessedee

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100 Bullet Points from #CannesLions 2011 by @jessedee

  1. 1 B 00 ullet P (or so) oints F Lions rom T he Best ’11 Seminars C annes
  2. This is me
  3. This is me and these are my best notes from Cannes Lions ’11
  4. DAY 1 DAY 2 DAY 3 DAY 4 DAY 5 DAY 6 DAY 3
  5. goviral The Long Idea Jimmy Maymann Martin Lindstrom Executive Chairman - goviral Brand Expert, Author DAY 3
  6. In 2001, 15% of conversations were about brands. Today it's 37%. Martin Lindstrom, Brand Expert, Author
  7. Brands and religion rely on elaborate story-telling and both lean on detailed symbols and imagery that carry the story forward. "Brands with great story-telling are typically associated with grandeur, vision, a clear enemy and a certain degree of mystery."
  8. People who were in casual face-to-face conversations exposed to certain brands were 49% more attentive to those brands later online. The true power of social media is offline, not online, as it starts at the face-to-face level. WOM is much more powerful during the hours of 8:00-10:00 worldwide
  9. When Hitchcock was creating his movies he had 2 scripts: Blue: Rational part: scene w/birds, shower scene Green: Emotion: where the audience should feel scared, where they should feel engaged etc. Your brand has to have a Blue/Green script.
  10. Symbols: Coke bottle: in 1915 the Coca-Cola company issued a set of guidelines that if you dropped a Coca-Cola bottle and it smashed into a thousand pieces you would still be able to recognize it.
  11. SapientNitro “Culture Clubbing” with the Brand Malcolm Poynton Nathaniel Perez Jennifer Frommer Chief Creative Officer - Director of Social Marketing - Head of Brand SapientNitro SapientNitro Partnerships - Interscope Records DAY 3
  12. When you can bring brand & culture together at the intersection is shared purpose ROI is not purpose The best brands weren’t created or born to be the most profitable but to make life better Steve Jobs true obsession is relentless focus on great products
  13. Sneakerpedia: $5,000 for video, $0 seeding, ignited 4.5m tweets, attracted 6.7m fans, more than $1m in free media When you get the connection, shared purpose and passion you can ignite a fire that will attract many many people.
  14. Lady Gaga is her own platform
  15. Born this way pre-launch: Gaga enlisted Monsters to make album name, artwork, single, #1 trending topic on Twitter. She ‘Treats’ as a reward for their loyalty and engagement Facebook countdown: Fans RSVP to Album release. 250,000 RSVP’s, one of the most RSVP’d events in Facebook history.
  16. iTunes countdown: Born This Way became the fastest-selling single in the history of iTunes, selling one million copies in the first 5 days. 2 additional songs where released early exclusively on iTunes prior to full album release. Gagavision series: Gaga created her own series for fans (Gagavision) to tease instrumentals and lyrics from new songs before they were released Results: Unprecented first week sales, true integration of traditional media meeting new forms of engagement
  17. thenetworkone The Independent Agency Showcase 2011 Julian Boulding Ali Ali President - thenetworkone Creative Director Elephant Cairo Rob Jack John Matejczyk Co-founder, Creative Director - Found, Executive Creative Special Group Director - MUH•TAY•ZIK/ HOF•FER DAY 3
  18. "The age of networks is passing. The age of networking, is just beginning." Julian Boulding
  19. The communications industry today is dominated by companies who were recent entrepreneurial start- ups—Google, Apple, Microsoft, Facebook, Twitter, TV hasn't died, but a plethora of new media opportunities are taking the headlines these days— interactive, experiential, social, mobile, etc. The new generation of creative talent has grown up to utilize these media options with dramatic and exciting results.
  20. Fleishman-Hillard Social Mobile Marketing Robert Winslow Dr Orin Levine Mitch Spolan Executive Vice-President, Executive Director - Senior Vice-President, Senior Partner, Managing International Vaccine Access National Sales - LivingSocial Director, Technology Group - Center at the Johns Hopkins Fleishman-Hillard Bloomberg School of Public Health DAY 3
  21. In Kenya: 1 doctor : 9,000 people 1 mobile : 2 people 2/3 have experienced money transfer with mobile
  22. Amazon: 1,300,000 gift cards sold in one day 40% of sales came from shared links 45k posted to Facebook about this deal 7k people Tweeted
  23. DAY 1 DAY 2 DAY 3 DAY 4 DAY 5 DAY 6 DAY 3
  24. Initiative Rethinking Paid, Earned and Owned Eric Bader Jeffrey Graham Jim Sanfilippo Chief Strategy Officer, Worldwide Director of Chief Operating Officer - Worldwide - Initiative Performance - Initiative Innocean (Hyundai, North America) DAY 3
  25. Paid media: measurable media (TV, search or display ads) Owned media: channels (corporate website, you control the message) Earned media: consumer develops the channel or engages with your brand through social channels (Facebook, Twitter, blogs)
  26. For your global framework you should ensure your message, tone, and placements are driven by consumer involvement. Escalate involvement with your brand by creating a virtuous cycle of involvement
  27. 5 implications for action: Track and measure customer involvement Map out the brands touchpoints Connect the purchase path to every touchpoint Use local insights to create local plans Give customers an experience not a rotation of message
  28. BBDO Meet the Screens Eric Bader Jeffrey Graham Jim Sanfilippo Chief Strategy Officer, Worldwide Director of Chief Operating Officer - Worldwide - Initiative Performance - Initiative Innocean (Hyundai, North America) DAY 3
  29. All screens are not created equal It’s no longer about the matching luggage (making something for TV then pushing it out online) We need to understand the archetypes of each ones of these screens and what that means for creating good content The right content for the right screen
  30. If you can understand how to have that connected tissue across all of those screens the opportunity is limitless
  31. Great example: Old Spice Launching as a TV commercial then whole new idea and whole new concept across multiple screens. The business multiplier was incredible.
  32. Kraft Foods Why we shouldn’t be obsessed with being first Malcolm Gladwell Best selling author, The Tipping Point DAY 3
  33. “Steve Jobs isn’t an innovator. He makes existing things better.” Malcolm Gladwell
  34. The “Xerox Park” think tank was set up in the 1970s. The best and the brightest were assembled and given time and resource to research the office of the future They invented the mouse, the PC, Graphical User interface (GUI) and laser printer. 24 year old Steve Jobs was given a first hand look at all these new innovations.
  35. On returning to HQ Steve told his engineers to stop everything, scratch the previous plans and create a mouse that cost $15 (not $300) and develop a new GUI The result: the first Apple Mac Steve Jobs had become successful not by being early but by being late, by adapting the ideas of others to benefit consumers Google didn’t invent search, Facebook didn’t invent the social network Put less emphasis on innovation, more emphasis on tweaking and implementation.
  36. AOL The Re-calibration of Form and Function Online Arianna Huffington Tim Armstrong Co-founder, Editor-in-Chief - Chairman, CEO - AOL The Huffington Post DAY 3
  37. Arianna Huffington: “If Lehman Brothers had been Lehman Brothers and Sisters, they might still be around” “Authenticity is just like pornograpy. You know it when you see it.”
  38. Tim Armstrong: “83% of consumers use fewer than 30 sites a month” “The future of the internet is not algorithms, it's content and design [...] Banners are for apes. Content is for humans.”
  39. DAY 1 DAY 2 DAY 3 DAY 4 DAY 5 DAY 6 DAY 3
  40. Coca-Cola Liquid and Linked Mystique Jonathan Mildenhall Pio Schunker Ivan Pollard Vice-President, Global Senior Vice-President, Vice President, Global Advertising Strategy and Integrated Marketing Connections - The Coca- Creative Excellence - Content - The Coca-Cola Cola Company The Coca-Cola Company Company, North America DAY 3
  41. Jonathan Mildenhall: “We need a more fluid approach to content, a lot more stuff for a lot less dollars” “You need to iterate, iterate, iterate your production needs, you can’t just replicate your production content” Pio Shunker: “We will move from creative excellence to content excellence”
  42. Hill & Knowlton Addiction: what brands can learn from Angry Birds Peter Vesterbacka Amanda Groty Mighty Eagle - Rovio Mobile Global Strategy Director - Hill & Knowlton DAY 3
  43. "We don't view ourselves as a game company, we're building a brand” Peter Vesterbacka, the Mighty Eagle
  44. Stats: #1 paid / free app 200,000,000 downloads 107 000 years played 51 odd games were built before Angry Birds took shape
  45. Eliminate the role of luck at every step "We kept the entire process very analytical," The game took 8 months to build The team studied a lot of other games on the web and mobile space and learnt from them. Vesterbacka made a checklist and made sure that all the pros and cons of the existing games were taken into consideration while developing Angry Birds.
  46. "Marketing is not rocket science" "Two things must be borne in mind - fans, and the brand itself," 3 aspects must take precedence: giving the brand a distinct character, making the brand addictive, and making it very accessible. Soon after it started becoming popular, Angry Birds was made accessible on every possible device and platform, right from phones to the internet. "It's about taking the brand everywhere"
  47. “We want to become the most copied brand in China by next year.”
  48. DAY 1 DAY 2 DAY 3 DAY 4 DAY 5 DAY 6 DAY 3
  49. “Twitter has become my primary news source, but when I hear something has happened it makes me turn on a TV set.” Piers Morgan, CNN Host
  50. Google Internet, Innovation and Imagination Eric Schmidt Andy Berndt Executive Chairman - Vice-President - Google Google Creative Lab DAY 3
  51. Apple, Amazon, Facebook & Google (gang of four) are growing rapidly because they are platforms for others to build on.
  52. 'We often do a 1% test at Google, trying something out on just 1% of our users.’ ‘The most successful people have an idea, think something will work, but they're not biased.' 'Try to say yes - the power of yes is not understood, yes is how your life evolves.'
  53. “The major problem facing the world is poor thinking” Edward de Bono , Author
  54. R/GA What’s next? Barry Wacksman Bob Greenberg EVP, Chief Growth Officer - R/GA Chairman, CEO, Global CCO - R/GA DAY 3
  55. Barry Wacksman: “In the era of networked media you’re going to become a functionally integrated brand or a commodity.”
  56. In the 20th century, companies—and the agencies grew mostly through horizontal integration (Coca-Cola: 500 products) and, in some industries, by vertical integration (Exxon).
  57. Example:
  58. Example:
  59. Example:
  60. Example:
  61. Users derive more value from products when they are functionally integrated.
  62. Example:
  63. Example:
  64. Example:
  65. “How do we call what we do? It's indescribable” Bob Greenberg
  66. Leo Burnett The language of the 21st century Mark Tutssel Jay Benjamin Chief Creative Officer - Leo Chief Creative Officer - Burnett Worldwide Leo Burnett New York Michael Canning Kieran Antill Creative Director, Senior Vice- Creative Director - President - Leo Burnett New York Leo Burnett New York DAY 3
  67. Today people know when brands are speaking from a place of selling, bottom line or shareholder values and they have the power to reject them. The brands that speak human are the ones that have real conversation with people. They speak with honesty, humanity, intrigued and humour. They speak the language of the people.
  68. Ideas that live in people’s lives: Nike+, Earth Hour, Facebook. They don’t have an end destination, they just get better with time
  69. Facebook Social by Design Carolyn Everson Vice-President, Global Marketing Solutions - Facebook DAY 3
  70. Stats: 500,000,000 people on Facebook 15,000,000 friend connections / day 50,000,000 page likes / day #1 photo sharing site on the web 100,000,000+ photo uploaded /day
  71. Sponsored stories have the highest level of engagement community for marketers, creatives and fans set up by Facebook
  72. DAY 1 DAY 2 DAY 3 DAY 4 DAY 5 DAY 6 DAY 3
  73. Ogilvy & Mather Ogilvy & Inspire Tham Khai Meng Sir Ken Robinson Worldwide Creative Director and Chairman, Worldwide Creative Council - Ogilvy & Mather Worldwide DAY 3
  74. Luck isn't about what happens to you. It's about what you do with what happens to you Sir Ken Robinson
  75. “Real innovation and creativity often happens within tight constraints” “creativity is not an exotic capacity. We all have it, and we now have to make a commitment to develop it” “The role of leaders is not to command and control the creative process, but to create the conditions for it to flourish”
  76. DAY 1 DAY 2 DAY 3 DAY 4 DAY 5 DAY 6 DAY 3
  77. “Here is my advice to advertisers: give your brand up for customers. It's the most rewarding thing I've ever done.” Jim Farley, Group VP, Global Marketing, Sales and Service, Ford
  78. Publicis & Contagious The Five Per Cent Club Olivier Altmann Paul Kemp-Robertson Jess Greenwood Worldwide Chief Editorial Director, Co-Founder - Director - Creative Officer - Contagious Communications Contagious Insider Publicis DAY 3
  79. “Those most willing to devote a small but significant portion of their budgets and time to running creative experiments - the 'Five Per Cent Club' - are increasingly seeing brave ideas develop into compelling marketing projects”
  80. Paul Kemp: Acting then measuring has been replaced by listening then responding Jesse Greenwood: We need to move away from 360 degree marketing, and towards 365 days a year marketing
  81. BBH Growth Needs Space Sir John Hegarty Worldwide Creative Director, Founder - Bartle Bogle Hegarty DAY 3
  82. “5% growth is easy. You hike the price 2% and a couple of big promotions gets you’re the other 3%. But 8-10%, that’s a different ballgame.” BBH Client
  83. Difference should be page, line 1
  84. Johnny Walker: €400 million brand to €1.26 billion brand in 10 years = power and value of difference
  85. Wind tunnel marketing: homogenization, everything has to be the same, which is driven by fear of difference If you ask the same people the same questions in the same way, you’ll get the same answers Difference creates enduring memories that translate into trials, sales and loyalty The social web rewards difference
  86. Brands that were really different when they first came out: Camel cigarettes, Diesel, Häagen-Dazs, Apple ... When the world zigs, zag.
  87. “I know all you clients are desperate for it to be a science, but I’ve got news for you, it isn’t and it never will be.” Sir John Hegarty Worldwide Creative Director, Founder BBH
  88. Additional Resources: More than 100 beautiful slides from Cannes Lions Seminar clips Winning campaigns DAY 3
  89. Thank you. To download PDF version: Jesse Desjardins @jessedee My trip to Cannes was partially crowdfunded by: @adamsheka @asevenstern @sweetiaddict @shoher, via: @barb_leung, @gwynethjones @wirkungen @khabarta @checkmypres @coachbay, @mosisys, @ataleb52, @dgomesbr DAY 3