The document contains insights and quotes from various speakers at the Cannes Lions 2012 event, discussing the evolving nature of branding, advertising, and social interactions in a digital age. Key themes include the importance of understanding consumers, the shift from traditional advertising to engaging storytelling, and the need for brands to adapt to cultural differences and consumer values. The overall message emphasizes the necessity for genuine connections in advertising, leveraging social dynamics, and the challenge of maintaining relevance in a rapidly changing environment.

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

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.

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

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

26. Great global brands adapt to
accommodate various
cultures whereas celebrities
remain the same.
Darren McColl
Vice-President,
Global Brand Strategy & Marketing
SapientNitro

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

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

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

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

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

74. Morihiro Harano
Creative Director, Founder, CEO
PARTY

75. Morihiro Harano
Creative Director, Founder, CEO
PARTY

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

80. click here to
download
this presentation

81. see you next year.
more:
Jesse Desjardins
slideshare.com/jessedee
twitter.com/jessedee