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1
B
 00
 ullet P
            (or so)
        oints F
         Lions
               rom T he Best
               ’11 Seminars
C annes
This is me
This is me   and these are my
             best notes from
             Cannes Lions ’11
DAY 1
DAY 2
DAY 3
DAY 4
DAY 5
DAY 6

        DAY   3
goviral
The
Long Idea

Jimmy Maymann                  Martin Lindstrom
Executive Chairman - goviral   Brand Expert, Author


                                                      DAY   3
In 2001, 15% of conversations
were about brands. Today it's 37%.
       Martin Lindstrom, Brand Expert, Author
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."
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
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.
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.
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
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
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.
Lady Gaga is her own platform
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.
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
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
"The age of networks is passing.
The age of networking, is just beginning."
 Julian Boulding
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.
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
In Kenya:
1 doctor : 9,000 people
1 mobile : 2 people
2/3 have experienced money transfer with mobile
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
DAY 1
DAY 2
DAY 3
DAY 4
DAY 5
DAY 6

        DAY   3
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
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)
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
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
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
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
If you can understand how to have that
connected tissue across all of those screens
the opportunity is limitless
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.
Kraft Foods
Why we shouldn’t be
obsessed with being first

Malcolm Gladwell
Best selling author, The Tipping Point


                                         DAY   3
“Steve Jobs isn’t an innovator.
He makes existing things better.”
                   Malcolm Gladwell
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.
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.
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
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.”
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.”
DAY 1
DAY 2
DAY 3
DAY 4
DAY 5
DAY 6

        DAY   3
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
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”
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
"We don't view ourselves as a game
company, we're building a brand”
Peter Vesterbacka, the Mighty Eagle
Stats:
#1 paid / free app
200,000,000 downloads
107 000 years played
51 odd games were built before
Angry Birds took shape
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.
"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"
“We want to become the most
copied brand in China by next year.”
DAY 1
DAY 2
DAY 3
DAY 4
DAY 5
DAY 6

        DAY   3
“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
Google
Internet, Innovation
and Imagination

Eric Schmidt           Andy Berndt
Executive Chairman -   Vice-President -
Google                 Google Creative Lab
                                             DAY   3
Apple, Amazon, Facebook & Google (gang of four)
are growing rapidly because they are platforms for
others to build on.
'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.'
“The major problem facing the world is poor thinking”
Edward de Bono , Author
R/GA
What’s next?



Barry Wacksman                     Bob Greenberg
EVP, Chief Growth Officer - R/GA   Chairman, CEO,
                                   Global CCO - R/GA
                                                       DAY   3
Barry Wacksman:
“In the era of networked media you’re going to become
a functionally integrated brand or a commodity.”
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).
Example:
Example:
Example:
Example:
Users derive more value from products when
they are functionally integrated.
Example:
Example:
Example:
“How do we call what we do? It's indescribable”
 Bob Greenberg
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
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.
Ideas that live in people’s lives:
Nike+, Earth Hour, Facebook.
They don’t have an end destination,
they just get better with time
Facebook
Social by Design


Carolyn Everson
Vice-President, Global
Marketing Solutions - Facebook

                                 DAY   3
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
Sponsored stories have the
highest level of engagement


Facebook-studio.com:
community for marketers,
creatives and fans
set up by Facebook
DAY 1
DAY 2
DAY 3
DAY 4
DAY 5
DAY 6

        DAY   3
Ogilvy & Mather
Ogilvy & Inspire


Tham Khai Meng                       Sir Ken Robinson
Worldwide Creative Director and
Chairman, Worldwide Creative Council
- Ogilvy & Mather Worldwide
                                                        DAY   3
Luck isn't about what happens
to you. It's about what you do
with what happens to you
Sir Ken Robinson
“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”
DAY 1
DAY 2
DAY 3
DAY 4
DAY 5
DAY 6

        DAY   3
“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
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
“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”
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
BBH
Growth
Needs Space

Sir John Hegarty
Worldwide Creative Director,
Founder - Bartle Bogle Hegarty

                                 DAY   3
“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
Difference should be page, line 1
Johnny Walker:
€400 million brand to
€1.26 billion brand in 10 years



= power and value of difference
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
Brands that were really different
when they first came out:
 Camel cigarettes,
 Diesel,
 Häagen-Dazs,
 Apple ...


When the world zigs, zag.
“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
Additional Resources:

                More than 100
                beautiful slides
                from Cannes Lions


Seminar clips   Winning campaigns




                                    DAY   3
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

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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
  • 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.
  • 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
  • 23.
  • 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)
  • 28.
  • 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
  • 32.
  • 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
  • 34.
  • 35.
  • 36.
  • 37.
  • 38. If you can understand how to have that connected tissue across all of those screens the opportunity is limitless
  • 39.
  • 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
  • 50.
  • 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”
  • 52.
  • 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
  • 54.
  • 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).
  • 69.
  • 72.
  • 75. Users derive more value from products when they are functionally integrated.
  • 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
  • 81.
  • 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”
  • 95.
  • 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
  • 100.
  • 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