This document provides notes from various seminars at Cannes Lions 2011. Key points include: - Brands are discussed more in conversations now than in the past, with symbols and storytelling playing important roles. - Social media conversations offline influence online brand exposure. Word of mouth is most powerful from 8-10pm worldwide. - Successful brands integrate traditional and new media, like Lady Gaga with her fans and album releases. - The future lies in understanding different screen types and creating tailored content for each. - Innovation is less important than tweaking existing ideas and effective implementation.

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."

9. 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

10. 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.

11. 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.

12. 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

13. 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

14. 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.

15. Lady Gaga is her own platform

16. 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.

17. 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

18. 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

19. "The age of networks is passing.
The age of networking, is just beginning."
Julian Boulding

20. 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.

21. 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

22. In Kenya:
1 doctor : 9,000 people
1 mobile : 2 people
2/3 have experienced money transfer with mobile

24. 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

25. DAY 1
DAY 2
DAY 3
DAY 4
DAY 5
DAY 6
DAY 3

26. 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

27. 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)

29. 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

30. 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

31. 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

33. 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

38. If you can understand how to have that
connected tissue across all of those screens
the opportunity is limitless

40. 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.

41. Kraft Foods
Why we shouldn’t be
obsessed with being first
Malcolm Gladwell
Best selling author, The Tipping Point
DAY 3

42. “Steve Jobs isn’t an innovator.
He makes existing things better.”
Malcolm Gladwell

43. 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.

44. 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.

45. 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

46. 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.”

47. 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.”

48. DAY 1
DAY 2
DAY 3
DAY 4
DAY 5
DAY 6
DAY 3

49. 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

51. 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”

53. 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

55. "We don't view ourselves as a game
company, we're building a brand”
Peter Vesterbacka, the Mighty Eagle

56. Stats:
#1 paid / free app
200,000,000 downloads
107 000 years played
51 odd games were built before
Angry Birds took shape

57. 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.

58. "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"

59. “We want to become the most
copied brand in China by next year.”

60. DAY 1
DAY 2
DAY 3
DAY 4
DAY 5
DAY 6
DAY 3

61. “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

62. Google
Internet, Innovation
and Imagination
Eric Schmidt Andy Berndt
Executive Chairman - Vice-President -
Google Google Creative Lab
DAY 3

63. Apple, Amazon, Facebook & Google (gang of four)
are growing rapidly because they are platforms for
others to build on.

64. '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.'

65. “The major problem facing the world is poor thinking”
Edward de Bono , Author

66. R/GA
What’s next?
Barry Wacksman Bob Greenberg
EVP, Chief Growth Officer - R/GA Chairman, CEO,
Global CCO - R/GA
DAY 3

67. Barry Wacksman:
“In the era of networked media you’re going to become
a functionally integrated brand or a commodity.”

68. 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).

70. Example:

71. Example:

73. Example:

74. Example:

75. Users derive more value from products when
they are functionally integrated.

76. Example:

77. Example:

78. Example:

79. “How do we call what we do? It's indescribable”
Bob Greenberg

80. 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

82. 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.

83. Ideas that live in people’s lives:
Nike+, Earth Hour, Facebook.
They don’t have an end destination,
they just get better with time

84. Facebook
Social by Design
Carolyn Everson
Vice-President, Global
Marketing Solutions - Facebook
DAY 3

85. 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

86. Sponsored stories have the
highest level of engagement
Facebook-studio.com:
community for marketers,
creatives and fans
set up by Facebook

87. DAY 1
DAY 2
DAY 3
DAY 4
DAY 5
DAY 6
DAY 3

88. Ogilvy & Mather
Ogilvy & Inspire
Tham Khai Meng Sir Ken Robinson
Worldwide Creative Director and
Chairman, Worldwide Creative Council
- Ogilvy & Mather Worldwide
DAY 3

89. Luck isn't about what happens
to you. It's about what you do
with what happens to you
Sir Ken Robinson

90. “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”

91. DAY 1
DAY 2
DAY 3
DAY 4
DAY 5
DAY 6
DAY 3

92. “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

93. 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

94. “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”

96. 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

97. BBH
Growth
Needs Space
Sir John Hegarty
Worldwide Creative Director,
Founder - Bartle Bogle Hegarty
DAY 3

98. “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

99. Difference should be page, line 1

101. Johnny Walker:
€400 million brand to
€1.26 billion brand in 10 years
= power and value of difference

102. 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

103. Brands that were really different
when they first came out:
Camel cigarettes,
Diesel,
Häagen-Dazs,
Apple ...
When the world zigs, zag.

104. “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

105. Additional Resources:
More than 100
beautiful slides
from Cannes Lions
Seminar clips Winning campaigns
DAY 3

106. 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