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100+
 bullet
points from
 cannes
 Lions ’12
All my notes from
 Cannes Lions ’12.   This presentation
                       has a sister...
  Download link         she’s a real
    at the end.            beauty.

     lET’S GO.
“Our challenge
    is that a lot of
  people think of TV,
 print and billboards
   and try to apply
  that to Facebook”


Paul Adams, Global Head of Brand Design at Facebook
Facebook - The Psychology and Creativity of Sharing
seminar
To understand social, go home
                                                 highlights:
and talk to your friends and family

Networks that are built around
people, not content, are a better
experience.                           Technology changes incredibly
                                      fast, but people change very
We’re hardwired to turn to our        slowly.
friends for advice & information –
not technology. Aggregating this      Make social interaction a
information is powerful               fundamental part of the
                                      creative brief.
The term 'social' will                Base your creative ideas on real
eventually go away.                   insight about social interaction.
Because we're social
creatures. It's who we are.
We love the
 haters. The
haters spark
emotion and
interaction,
and we love
    that.
Justin Kingsley, Vice-President,
 Strategy, Partner of Sid Lee
You can learn from everyone.

I don't let [critics] bring me down. I pay
attention to it, and it makes me better.

I hire my weaknesses
Georges St-Pierre, Mixed Martial Artist,
UFC World Champion
You can't burn the core people you
have following you to earn new fans.

Social media changed the relationship
between brands and the public. It's a
story, and it's not a 30 second story.

What gets measured gets
done.
Justin Kingsley, Vice-President, Strategy, Partner
of Sid Lee
Stephen Messer is Co-Founder and Vice-Chairman of Collective
Social content has no limitation.
Your brain is the limitation.

Establish a relationship, and you
don't have to advertise again.

Generation Social will be the
biggest spending power by 2015

René Rechtman, Head, AOL Advertising
International; CEO goviral
The average age
of exposure to porn
 on the Internet is
    9 years old.
         Cindy Gallop, Ex-chairman,
BBH New York; Founder, CEO IfWeRanTheWorld
We do not listen enough
to the youngest people
in the advertising         Sex informs everything about
industry                   how we feel ourselves, other
                           people, our relationships, our
The male gaze replays      lives, our happiness. And it is
women back to              at the same time the single
themselves in a way that   biggest issue that our
doesn’t make us feel       industry never talks about.
good about ourselves.
More women influencing      We need to move
creativity in the future
will change that.          our industry from
                           making good
                           advertising to making
                           advertising good.
PR is like judo,
you don't use your force, you
use the force of your target
                 Tom Beckman
Executive Creative Director and Partner at Prime
Consuming has rapidly become one of
the best ways to express views and
values.

Go from building brands to taking stands
to relate to consumers.

You don't create advocates.
You are an advocate, and
you get followers.
It's your social involvement and mission
that will differentiate your business.
An agency doesn't
  have anything
 more valuable
 than its people.
   Carlos Holemans,
    Founder, CEO
    El Laboratorio
Set your alarm, not to be
  able to wake up but to
know when to go to sleep.
          Arianna Huffington,
        President, Editor-in-Chief
    The Huffington Post Media Group
What is missing is not IQ,
it's wisdom.

If we learn to disconnect
in order to connect with
ourselves, the impact will
be amazing.

People are tired of just reading
about what is not working. They
want to begin to engage with
what is working.
Children have so
   many ideas
  because they
 don't know the
  problems or
    barriers.
            Adora Svitak,
14 Year-Old Author, Teacher, Activist
90% of data we have
today was created in
 the last two years.

 Data is the new oil.
               Freddie Laker
Vice-President, Global Marketing Strategy
                SapientNitro
The people who follow me on Facebook respond
differently than the people who follow me on Twitter. I
began to modulate my communication based on that
revelation. Now I realize that I'm basically
mining the information of my audience and
tailoring my communication based on that
information. That approach should sound familiar
to you [in advertising].

Omar Epps
Actor, President, BrooklynWorks Films; Vice-President
of Entertainment
BeeYoo
Great global brands adapt to
accommodate various
cultures whereas celebrities
remain the same.

Darren McColl
Vice-President,
Global Brand Strategy & Marketing
SapientNitro
Technology can
 change the way you
    tell a story.
             Bob Pasqualina,
Former Art Director at Wells, Rich, Greene
You have to understand the
difference between giving in
and learning.
The most important thing you can
do is to find out about yourself…
It's your experience that helps you
build a good advertising career.

Paula Green, Doyle Dane Bernbach
Put people first.
Build brand love.
Unlock the magic.
       Keith Weed,
   CMO/CCO at Unilever
It's fundamental to develop our
own humanity, to inject it into
our work.

We are people crafting brands       We nurture our brands' DNA
for people…NOT marketers            for futures to come.
messaging brands for
consumers.
                                    We create brands that people
                                    can't live without.
It starts with a
product to buy, but                 Success only teaches
also an idea to buy                 you about your
into.                               personality, your ego.
                                    Failure teaches you
                                    how to progress.
               Marc Mathieu, SVP, Marketing at Unilever
Advertising is
     80% idea and
    80% execution.
            Sir John Hegarty,
Worldwide Creative Director, Founder at BBH
Yes, we are competitors. But the
better they do, they better we do. -
(on W+K)

We should be looking for human
truths, not advertising truths we erect
in our funny little world.

We shouldn't try to trick
people in watching what
we do. We should inspire
them so they want to.

 Sir John Hegarty,
 Worldwide Creative Director, Founder at BBH
If you can get the
 client to take a
leap and it works,
  then you can
extend that leap.
              Dan Wieden,
              Co-Founder,
Global Executive Creative Director at W+K
When you do something right, it adds
value to the brand that means something
to the people that work there… and that
is powerful.


All that strategy
bullsh**t, but where
is the emotion?

Dan Wieden, Co-Founder,
Global Executive Creative Director at W+K
Does anyone ever
start at their best?
 That would be so
depressing, to start
at the top and work
  your way down.
       Deborah Harry,
 Singer-Songwriter, Actress,
     Lead Singer Blondie
Old model:
  art and copy.


 New model:
art and code.

  Rei Inamoto CCO, AKQA
Time for a break...
Beer is the oldest social
network on the planet.
Bringing 9,000 years of
  friends and enemies
        together.

           Chris Burggraeve
    Chief Marketing Officer AB InBev
Even though we're tough
on each other, there are
 only three agencies we
       would hire.

        First is you.
      Second is you.
    And the third is you.
         Joel Ewanick, Vice-President,
Global Chief Marketing Officer, General Motors
Digital is not a medium.

  Digital is an
infrastructure.

Amir Kassaei, CCO at DDB Worldwide
Our job is not only producing         Search will be dead in 20 yrs.
and ad. Our job is shaping society.   Tools like Siri will kill Google.

Advertising is currently the          Treat digital as an
underpaid prostitute of the           infrastructure & you will come
business world                        up with solutions you have
                                      never seen before
I have 4 kids with 3 different
women. If you can manage that         Nobody has ever been
you can manage a global network.      interested in advertising
                                      except ad people.

                                      The best ads
                                      don't look
                                      like ads.

                 Amir Kassaei, CCO at DDB Worldwide
Create relevance,
     not awareness.




Amir Kassaei, CCO at DDB Worldwide
Define the business problem        Find the relevant truth. And if you
correctly and you're 95% of the   don't find it, create it.
way to getting to the solution
                                  We are doing more and more for
                                  less money, because we are not
A brand isn't a promise, it       producing anything substantial.
is the sum of all your
experiences with a
product, service and              Your job is not being an
company                           artist. Your job is being
                                  a f**king great
People are not buying bullshit    salesperson.
anymore. You have to add value
to their lives.
                                  Advertising is not about art. It's
                                  about solving a business problem.



            Amir Kassaei, CCO at DDB Worldwide
Stop using the
bulls**t word
 'social media'


Amir Kassaei, CCO at DDB Worldwide
There is no such thing
as work-life balance.
  Everything that is
 worth fighting for
unbalances your life.




     Alain de Botton
You influence people through          We are still at the dawn of
their senses. That's why you         capitalism. We are still learning
need art, not just philosophy.       how to make money from the
                                     most important things in life.
Advertising, when it's going well,
absolutely deserves to be            Put a skull on your desk. We are
considered art                       lacking perspective, which is why
                                     we need a daily reminder of
                                     death.
Nietzche didn't like
alcohol because it
removes suffering                     We need to learn to get away
                                     from the beehive. Go into nature,
too early                            or anywhere that makes you feel
                                     small. We should learn to feel
Our grasp on our needs is very       small in a good way.
fragile. Our grasp on our desires
is very clear.


                           Alain de Botton
A creative
life requires
 suffering.


  Alain de Botton
My hustle is
more important
   than my MBA.




   Stephen Friedman,
    President MTV
Great creative work
    comes from
 asking all the
right questions.


        Paul Brazier,
 Executive Creative Director,
         AMV BBDO
I wish I could
     be 20 again.
  I'd take my chances on
  running for President
just to see what happens.



     President Bill Clinton
We have to decide if we want a     We are living in the most
future of creative cooperation     interdependent era in history,
or constant conflict. One of
shared responsibilities or
winner takes all?                  People need honest
                                   communication.
The good news is ordinary          You can do that.
people have more power to
drive change than ever before -
President

All of us genetically are 99.5%
the same - we need to focus on
our common humanity not our
differences 




                         President Bill Clinton
Stop interrupting
          what people are
         interested in and
          become what
           people are
          interested in
         speaking with.

Nick Davidge, ECD GreenLightMedia and Marketing
I need it to be real,
I can’t be a puppet
    for a brand


        Mark Ronson
     DJ & music producer
The beauty of being an
     artist is that
 you have the
 right to fail.


      JR, Street Artist
I was 18 years old and
     was already
   exhibiting on the
    Champs Elysee.
 Why would I need
   a gallery?
     JR, Street Artist
When I do my work I do it in
   complete freedom.

 My only limit is my
own responsibility…

       JR, Street Artist
Twitter gives you a
front row seat to
everybody’s direct
perspective across
    the world.
    Dick Costolo,
    CEO of Twitter
When these
moments happen.
You’ve got to
 seize them.
   They’re
gone like that.
  Dick Costolo,
  CEO of Twitter
When these moments happen.
You’ve got to seize them.
They’re gone like that.

We adapt our campaigns for
the moment rather than
planning our campaigns for the
future
                                    We're moving from a
                                    world where we plan
                                    campaigns for the
                                    future to one where
                                    we adapt campaigns
                                    to the moment

                          Dick Costolo,
                         CEO of Twitter
Rather than making a
    better shoe –
how do we make a
  better you?


    Stefan Olander
    VP Digital Sport
The role of Nike has
    changed from
inspiration (Just do it)
  to inspiration
 and enablement

      Stefan Olander
      VP Digital Sport
Our consumers will
  talk about our brand
   in a more powerful
    way than we can.



             Joseph Tripodi
       Executive Vice-President,
Chief Marketing and Commercial Officer
       The Coca-Cola Company
Losing relevance
     is the worst thing
      that can happen
          to brands




             Joseph Tripodi
       Executive Vice-President,
Chief Marketing and Commercial Officer
       The Coca-Cola Company
Morihiro Harano
Creative Director, Founder, CEO
             PARTY
Morihiro Harano
Creative Director, Founder, CEO
             PARTY
Only 4%
of English language
 conversations are
   between native
      speakers
      Fredrik Härén
     Author; Founder
     Interesting.org
If your customers are
  going to spent time
with a brand you need
     to give them
      something
     I'd call it ROT
   - Return On Time



   Fernanda Romano, CCO
        Naked Brasil
Almost nothing
    that really
succeeds online was
fully panned out


 Damian Kulash Singer Ok Go
click here to
    download
this presentation
see you next year.


           more:




         Jesse Desjardins
    slideshare.com/jessedee
      twitter.com/jessedee

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100+ Bullet Points from Cannes Lions 2012 - @jessedee

  • 1. 100+ bullet points from cannes Lions ’12
  • 2. All my notes from Cannes Lions ’12. This presentation has a sister... Download link she’s a real at the end. beauty. lET’S GO.
  • 3. “Our challenge is that a lot of people think of TV, print and billboards and try to apply that to Facebook” Paul Adams, Global Head of Brand Design at Facebook Facebook - The Psychology and Creativity of Sharing
  • 4.
  • 5. seminar To understand social, go home highlights: and talk to your friends and family Networks that are built around people, not content, are a better experience. Technology changes incredibly fast, but people change very We’re hardwired to turn to our slowly. friends for advice & information – not technology. Aggregating this Make social interaction a information is powerful fundamental part of the creative brief. The term 'social' will Base your creative ideas on real eventually go away. insight about social interaction. Because we're social creatures. It's who we are.
  • 6.
  • 7.
  • 8. We love the haters. The haters spark emotion and interaction, and we love that. Justin Kingsley, Vice-President, Strategy, Partner of Sid Lee
  • 9. You can learn from everyone. I don't let [critics] bring me down. I pay attention to it, and it makes me better. I hire my weaknesses Georges St-Pierre, Mixed Martial Artist, UFC World Champion
  • 10. You can't burn the core people you have following you to earn new fans. Social media changed the relationship between brands and the public. It's a story, and it's not a 30 second story. What gets measured gets done. Justin Kingsley, Vice-President, Strategy, Partner of Sid Lee
  • 11. Stephen Messer is Co-Founder and Vice-Chairman of Collective
  • 12. Social content has no limitation. Your brain is the limitation. Establish a relationship, and you don't have to advertise again. Generation Social will be the biggest spending power by 2015 René Rechtman, Head, AOL Advertising International; CEO goviral
  • 13. The average age of exposure to porn on the Internet is 9 years old. Cindy Gallop, Ex-chairman, BBH New York; Founder, CEO IfWeRanTheWorld
  • 14. We do not listen enough to the youngest people in the advertising Sex informs everything about industry  how we feel ourselves, other people, our relationships, our The male gaze replays lives, our happiness. And it is women back to at the same time the single themselves in a way that biggest issue that our doesn’t make us feel industry never talks about. good about ourselves. More women influencing We need to move creativity in the future will change that. our industry from making good advertising to making advertising good.
  • 15. PR is like judo, you don't use your force, you use the force of your target Tom Beckman Executive Creative Director and Partner at Prime
  • 16. Consuming has rapidly become one of the best ways to express views and values. Go from building brands to taking stands to relate to consumers. You don't create advocates. You are an advocate, and you get followers. It's your social involvement and mission that will differentiate your business.
  • 17. An agency doesn't have anything more valuable than its people. Carlos Holemans, Founder, CEO El Laboratorio
  • 18. Set your alarm, not to be able to wake up but to know when to go to sleep. Arianna Huffington, President, Editor-in-Chief The Huffington Post Media Group
  • 19. What is missing is not IQ, it's wisdom. If we learn to disconnect in order to connect with ourselves, the impact will be amazing. People are tired of just reading about what is not working. They want to begin to engage with what is working.
  • 20. Children have so many ideas because they don't know the problems or barriers. Adora Svitak, 14 Year-Old Author, Teacher, Activist
  • 21. 90% of data we have today was created in the last two years. Data is the new oil. Freddie Laker Vice-President, Global Marketing Strategy SapientNitro
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  • 24. The people who follow me on Facebook respond differently than the people who follow me on Twitter. I began to modulate my communication based on that revelation. Now I realize that I'm basically mining the information of my audience and tailoring my communication based on that information. That approach should sound familiar to you [in advertising]. Omar Epps Actor, President, BrooklynWorks Films; Vice-President of Entertainment BeeYoo
  • 25.
  • 26. Great global brands adapt to accommodate various cultures whereas celebrities remain the same. Darren McColl Vice-President, Global Brand Strategy & Marketing SapientNitro
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  • 29. Technology can change the way you tell a story. Bob Pasqualina, Former Art Director at Wells, Rich, Greene
  • 30. You have to understand the difference between giving in and learning. The most important thing you can do is to find out about yourself… It's your experience that helps you build a good advertising career. Paula Green, Doyle Dane Bernbach
  • 31. Put people first. Build brand love. Unlock the magic. Keith Weed, CMO/CCO at Unilever
  • 32.
  • 33. It's fundamental to develop our own humanity, to inject it into our work. We are people crafting brands We nurture our brands' DNA for people…NOT marketers for futures to come. messaging brands for consumers. We create brands that people can't live without. It starts with a product to buy, but Success only teaches also an idea to buy you about your into. personality, your ego. Failure teaches you how to progress. Marc Mathieu, SVP, Marketing at Unilever
  • 34. Advertising is 80% idea and 80% execution. Sir John Hegarty, Worldwide Creative Director, Founder at BBH
  • 35. Yes, we are competitors. But the better they do, they better we do. - (on W+K) We should be looking for human truths, not advertising truths we erect in our funny little world. We shouldn't try to trick people in watching what we do. We should inspire them so they want to. Sir John Hegarty, Worldwide Creative Director, Founder at BBH
  • 36. If you can get the client to take a leap and it works, then you can extend that leap. Dan Wieden, Co-Founder, Global Executive Creative Director at W+K
  • 37. When you do something right, it adds value to the brand that means something to the people that work there… and that is powerful. All that strategy bullsh**t, but where is the emotion? Dan Wieden, Co-Founder, Global Executive Creative Director at W+K
  • 38. Does anyone ever start at their best? That would be so depressing, to start at the top and work your way down. Deborah Harry, Singer-Songwriter, Actress, Lead Singer Blondie
  • 39. Old model: art and copy. New model: art and code. Rei Inamoto CCO, AKQA
  • 40. Time for a break...
  • 41. Beer is the oldest social network on the planet. Bringing 9,000 years of friends and enemies together. Chris Burggraeve Chief Marketing Officer AB InBev
  • 42. Even though we're tough on each other, there are only three agencies we would hire. First is you. Second is you. And the third is you. Joel Ewanick, Vice-President, Global Chief Marketing Officer, General Motors
  • 43. Digital is not a medium. Digital is an infrastructure. Amir Kassaei, CCO at DDB Worldwide
  • 44. Our job is not only producing Search will be dead in 20 yrs. and ad. Our job is shaping society. Tools like Siri will kill Google. Advertising is currently the Treat digital as an underpaid prostitute of the infrastructure & you will come business world up with solutions you have never seen before I have 4 kids with 3 different women. If you can manage that Nobody has ever been you can manage a global network. interested in advertising except ad people. The best ads don't look like ads. Amir Kassaei, CCO at DDB Worldwide
  • 45. Create relevance, not awareness. Amir Kassaei, CCO at DDB Worldwide
  • 46.
  • 47. Define the business problem Find the relevant truth. And if you correctly and you're 95% of the don't find it, create it. way to getting to the solution We are doing more and more for less money, because we are not A brand isn't a promise, it producing anything substantial. is the sum of all your experiences with a product, service and Your job is not being an company artist. Your job is being a f**king great People are not buying bullshit salesperson. anymore. You have to add value to their lives. Advertising is not about art. It's about solving a business problem. Amir Kassaei, CCO at DDB Worldwide
  • 48. Stop using the bulls**t word 'social media' Amir Kassaei, CCO at DDB Worldwide
  • 49. There is no such thing as work-life balance. Everything that is worth fighting for unbalances your life. Alain de Botton
  • 50. You influence people through We are still at the dawn of their senses. That's why you capitalism. We are still learning need art, not just philosophy. how to make money from the most important things in life. Advertising, when it's going well, absolutely deserves to be Put a skull on your desk. We are considered art lacking perspective, which is why we need a daily reminder of death. Nietzche didn't like alcohol because it removes suffering We need to learn to get away from the beehive. Go into nature, too early or anywhere that makes you feel small. We should learn to feel Our grasp on our needs is very small in a good way. fragile. Our grasp on our desires is very clear. Alain de Botton
  • 51. A creative life requires suffering. Alain de Botton
  • 52. My hustle is more important than my MBA. Stephen Friedman, President MTV
  • 53. Great creative work comes from asking all the right questions. Paul Brazier, Executive Creative Director, AMV BBDO
  • 54. I wish I could be 20 again. I'd take my chances on running for President just to see what happens. President Bill Clinton
  • 55. We have to decide if we want a We are living in the most future of creative cooperation interdependent era in history, or constant conflict. One of shared responsibilities or winner takes all? People need honest communication. The good news is ordinary You can do that. people have more power to drive change than ever before - President All of us genetically are 99.5% the same - we need to focus on our common humanity not our differences  President Bill Clinton
  • 56. Stop interrupting what people are interested in and become what people are interested in speaking with. Nick Davidge, ECD GreenLightMedia and Marketing
  • 57. I need it to be real, I can’t be a puppet for a brand Mark Ronson DJ & music producer
  • 58. The beauty of being an artist is that you have the right to fail. JR, Street Artist
  • 59. I was 18 years old and was already exhibiting on the Champs Elysee. Why would I need a gallery? JR, Street Artist
  • 60. When I do my work I do it in complete freedom. My only limit is my own responsibility… JR, Street Artist
  • 61. Twitter gives you a front row seat to everybody’s direct perspective across the world. Dick Costolo, CEO of Twitter
  • 62.
  • 63. When these moments happen. You’ve got to seize them. They’re gone like that. Dick Costolo, CEO of Twitter
  • 64. When these moments happen. You’ve got to seize them. They’re gone like that. We adapt our campaigns for the moment rather than planning our campaigns for the future We're moving from a world where we plan campaigns for the future to one where we adapt campaigns to the moment Dick Costolo, CEO of Twitter
  • 65.
  • 66. Rather than making a better shoe – how do we make a better you? Stefan Olander VP Digital Sport
  • 67. The role of Nike has changed from inspiration (Just do it) to inspiration and enablement Stefan Olander VP Digital Sport
  • 68. Our consumers will talk about our brand in a more powerful way than we can. Joseph Tripodi Executive Vice-President, Chief Marketing and Commercial Officer The Coca-Cola Company
  • 69. Losing relevance is the worst thing that can happen to brands Joseph Tripodi Executive Vice-President, Chief Marketing and Commercial Officer The Coca-Cola Company
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  • 76. Only 4% of English language conversations are between native speakers Fredrik Härén Author; Founder Interesting.org
  • 77. If your customers are going to spent time with a brand you need to give them something I'd call it ROT - Return On Time Fernanda Romano, CCO Naked Brasil
  • 78. Almost nothing that really succeeds online was fully panned out Damian Kulash Singer Ok Go
  • 79.
  • 80. click here to download this presentation
  • 81. see you next year. more: Jesse Desjardins slideshare.com/jessedee twitter.com/jessedee