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Cannes Lions Young Account Planners Academy - The Day in Quotes - Day 2 (June 16th 2014) #CannesLions
The document features insights from various industry leaders on the importance of purpose-driven branding, originality, and creativity in marketing. Key highlights include the idea that successful brands are built on strong ideals that resonate emotionally with consumers, the role of originality in persuasion, and the evolving responsibilities of creatives in a rapidly changing landscape. Additionally, it emphasizes the need for collaboration, effective communication of results, and leveraging data to provoke new questions and drive innovation.
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Cannes Lions Young Account Planners Academy - The Day in Quotes - Day 2 (June 16th 2014) #CannesLions
- 1. THE DAY INQUOTES DAY 2 June 16th
- 3. JIM STENGELFOUNDER/PRESIDENT/CEO,THE JIM STENGELCOMPANY. FORMER GMO, PROCTER& GAMBLE. IDEALS:WHY THE BEST BRANDS & COMPANIES ARE LEADING WITH PURPOSE& IDEALS
- 4. - Jim Stengel “ITERATE!BE VULNERABLE!”
- 5. - Jim Stengel “VULNERABILITYIS THE BEST MEASURE OF COURAGE, AND THE BIRTHPLACE OF CREATIVITY, INNOVATION, & CHANGE.”
- 6. - Jim Stengel “THEBEST BRANDS ARE BUILT ON IDEALS. HAVING AN INSPIRATIONAL REASON FOR BEING IMPACTS BRAND EQUITY & PURCHASE INTENT.”
- 7. - Jim Stengel “Thefactor connecting the core beliefs of the people inside a business with the fundamental human values of the people they serve.” AN IDEAL IS:
- 8. - Jim Stengel “BRANDSWITH HIGHER IDEALS & MORE CONSISTENCY, EVOKE STRONGER EMOTIONS.”
- 9. - Jim Stengel “The50 brands identified as having the highest ideals in 2000, collectively outperformed Standard & Poor’s 500 by almost 400%.”
- 10. - Jim Stengel “WENEED TO HAVE AN INSPIRING IDEAL FOR ALL THE BRANDS WE MANAGE. BE INTERNALLY INSPIRED, TO INSPIRE OTHERS.”
- 11. - Jim Stengel “WENEED A NEW FRAMEWORK:”
- 12. - Jim Stengel “SPENDTIME WITH CONSUMERS. SEE YOUR BRANDS’ ROLES IN THEIR LIVES. BE INTUITIVE. FIND THEIR TENSIONS.”
- 13. - Jim Stengel “LOOKAT YOUR BRAND’S HISTORY. GET DIFFERENT PEOPLE WHO’S LIVES DEPEND ON YOUR BRAND, AND ASK WHY! WHAT WOULD HAPPEN IF WE WEREN’T THERE?”
- 14. James HurmanFounder& Principle,PreviouslyUnavailable ORIGINALITY: WHYORIGINALITY IS IMPORTANT TO ADVERTISING & MARKETING
- 15. - James Hurman “WHYDO WE CONSIDER ORIGINALITY SO IMPORTANT?”
- 16. - James Hurman “WEARE MORE LIKELY TO PERSUADE PEOPLE WITH AN ORIGINAL ARGUMENT.”
- 17. - James Hurman “GETA GREAT DEFINITION OF THE PROBLEM & ITS CAUSES. THIS SHOULD BE OUR POINT OF OBSESSION.”
- 18. - James Hurman “GETCLIENTS TO TAKE A RISK, APPEAL TO THEIR PERSONAL NEED FOR ACHIEVEMENT.”
- 19. SCOTT BELSKY VP, PRODUCTSCOMMUNITY& HEAD , BEHANCE FOUNDER& CEO , FUSEPROJECT CO-FOUNDER& CCO, PEREIRA& O’DELL THE NEW CREATIVES YVES BEHAR PJ PEREIRA
- 20. - Scott Belsky “THENEW CREATIVES ARE VERSATILE & OPTIMISTIC.”
- 21. - Scott Belsky “THENEW CREATIVES RECOGNIZE (AND WELCOME) A FAST-CHANGING INDUSTRY.”
- 22. - Scott Belsky “WEARE NOW STUDENTS FOREVER, AND THAT IS JUST THE NEW WORLD.”
- 23. - Scott Belsky “NEWCREATIVES WANT TO MAKE AN IMPACT ON WHAT MATTERS MOST.”
- 24. - Scott Belsky “CREATIVESARE CORE TO THE BUSINESS. THEY ARE NOT HIRED GUNS.”
- 25. - Scott Belsky “WEWANT GREAT WORK. WE WANT GREAT OPPORTUNITIES. WE WANT TO WIN GREAT CLIENTS BASED ON THE QUALITY OF THE WORK THAT WE’VE DONE, NOT BECAUSE OF WHO WE KNOW.”
- 26. - Scott Belsky “NOWMORE THAN EVER BEFORE, CREATIVITY IS NOT JUST AN OPPORTUNITY, IT IS A RESPONSIBILITY.”
- 27. - Yves Behar “DESIGNERSHAVE TO START FROM THE INSIDE OUT. FROM WHAT’S INSIDE THE COMPANY – ITS REASON FOR BEING. NOT JUST A NEED TO COMMUNICATE; A NEED TO BE.”
- 28. - Yves Behar “MEANINGCREATESSTORY.”
- 29. - Yves Behar “INORDER TO CREATE MEANING, DESIGNERS NEED TO BE CLOSE TO BUSINESS.”
- 30. - Yves Behar “WE’REDESIGNING CONTENT.”
- 31. - Yves Behar “DESIGNIS COMBINING MEANING, STORIES, EXPERIENCE & IN DOING SO IT BECOMES THE WAY BRANDS, PRODUCTS & COMPANIES CONNECT TO PEOPLE DIRECTLY.”
- 32. - Yves Behar “twothings bring people together: success & incredible challenges.”
- 33. - Yves Behar “IFWE ARE NOT PARTICIPATING (GIVINGOUR OPINION), WE ARE RELEGATED TO IMPLEMENTING SOMEBODY ELSES IDEA.”
- 34. - PJ Pereira “IFWE WERE INVENTING ADVERTISING TODAY, WOULD WE DO THINGS THE WAY WE DO THEM NOW?”
- 35. - PJ Pereira “CONSUMERSARE DIFFERENT NOW THAN THEY WERE IN THE PAST. THEY HAVE SO MUCH CONTROL. BUT WE STILL KEEP PRESERVING THE STRUCTURE IN THE INDUSTRY.”
- 36. - PJ Pereira “WHENYOU LOOK AT THE ESSENCE OF THE ENTIRE CREATIVE INDUSTRY, YOU FIND THAT THERE ARE 3 FUNCTIONS.” THE STORY – THE APPLICATION – THE DISTRIBUTION
- 37. - PJ Pereira “THEQUESTIONS MATTER MORE THAN ANY ANSWER.”
- 38. - PJ Pereira “INTEGRATEDTECHNIQUES. NOT THE FORMATS.”
- 39. - PJ Pereira “INTHE AGE OF CONTENT: THINK LIKE A MARKETER. BEHAVE LIKE AN ENTERTAINER. MOVE LIKE A TECH STARTUP.”
- 40. - PJ Pereira “WENEED TO THINK FROM THE BUSINESS STANDPOINT. WHAT IS THE PROBLEM THAT WE’RE TRYING TO SOLVE?”
- 41. - PJ Pereira “IFYOU LISTEN EVERY DAY & WATCH HOW PEOPLE USE IDEAS, THEY BECOME PART OF THE PROCESS.”
- 42. - PJ Pereira “diversityis the mother of creativity.”
- 43. SPIKE JONZE DIRECTOR,PRODUCER, SCREENWRITER,ACTOR WORLDWIDECCO, SAPIENTNITRO MEETTHE DISRUPTORS: ON BUILDING WORLDS WITH TECHNOLOGY & STORY GASTON LEGORBURU
- 44. - Gaston Legorburu “Thereis ‘story’. There is ‘technology’. But at the heart of it all is ‘humanity’.”
- 45. - Gaston Legorburu “THEREIS A POWERFUL CONNECTION BETWEEN A STORY TOLD & A STORY LIVED.”
- 46. - Gaston Legorburu “ALOT OF ADVERTISING IS NOT STORY-TELLING AS MUCH AS IT IS STORY-YELLING.”
- 47. - Spike Jonze “TECHNOLOGYIS AN ENDS TO THE MEANS. AN IDEA IS AN IDEA.”
- 48. - Spike Jonze “EVERYTIME WE MAKE SOMETHING WE DON’T REALLY KNOW WHAT WE’RE DOING, AND WE’RE FIGURING IT OUT AND TRYING TO COME UP WITH HOW WE’RE DOING IT.”
- 49. - Spike Jonze “THEPEOPLE YOU COLLABORATE WITH ARE THE PEOPLE YOU LIVE WITH.”
- 50. - Spike Jonze “WEMADE WHAT WE THOUGHT WAS EXCITING.”
- 51. - Spike Jonze “ASSOON AS SOMEBODY ELSE IS IN THE ROOM, YOU SEE IT THROUGH THEIR EYES, AND YOU’RE EMBARRASSED AT THE PARTS THAT DON’T WORK. YOU CAN JUST FEEL WHAT WORKS AND WHAT DOESN’T WORK.” ABOUT THE VALUE OF SCREENINGS:
- 52. - Spike Jonze “THEMOVIES I’M MOST INTERESTED IN ARE THOSE THAT I HAVE A RELATIONSHIP WITH. THEY’RE NOT TELLING ME: THINK THIS, FEEL THIS. THEY’RE GIVING ME ROOM TO INTERPRET MYSELF INTO.”
- 53. - Spike Jonze “‘HER’WAS CONCIEVED FROM A PLACE OF QUESTIONS THAT I HAD AND THINGS I WAS ANXIOUS ABOUT OR TRYING TO UNDERSTAND.”
- 54. - Spike Jonze “EVERYPROJECT STARTS WITH A FEELING. In the midst of chaos, when I don’t know if something is working or not, I go back to that feeling.”
- 55. - Spike Jonze “(THEMEDIUM) DOESN’T MATTER AS LONG AS YOU’RE PUTTING YOURSELF INTO IT AUTHENTICALLY AND HONESTLY.”
- 56. - Spike Jonze “BEWILLING TO GET FIRED ON A GOOD IDEA.”
- 57. JOANNA COLES EDITORIN CHIEF,COSMOPOLITAN ACTRESS FASHION, SEX, CELEBRITY& CHARACTER: A CANDID CONVERSATION SARAH JESSICA PARKER
- 58. - Joanna Coles “WELIVE IN A WORLD WHERE, SUCCESS NOW IS EXPECTED TO BE INSTANT.”
- 59. - Sarah JessicaParker “A LOT HAS TO DO WITH TIME & PLACE.”
- 60. - Sarah JessicaParker “IF THERE IS NO SUBSTANCE, IT DOESN’T STICK.”
- 61. - Sarah JessicaParker “WHEN YOU HAVE THE OPPORTUNITY TO BE COLLABORATIVE, YOU’RE THAT MUCH MORE INVESTED IN THE PROCESS.”
- 62. - Sarah JessicaParker “FEELINGS ARE COMPLEX AND IT’S VERY INTERESTING TO WATCH PEOPLE SORT THEM ALL OUT.”
- 63. - Sarah JessicaParker “BEING NATURALLY A VERY CURIOUS PERSON, I LEARNT A HUGE AMOUNT ABOUT BUILDING, & THE PROCESS, & THE TECHNOLOGY, & WHAT IT TAKES.”
- 64. - Sarah JessicaParker “I TOOK ON PROJECTS THAT I FELT I COULD CONTRIBUTE SOMETHING TO AND WORK WITH PEOPLE THAT I COULD CONTINUE TO LEARN FROM.”
- 65. - Sarah JessicaParker “WE ARE ASKING FOR HARD-EARNED DOLLARS FROM PEOPLE.”
- 66. James HurmanFounder& Principle,PreviouslyUnavailable HOW TOBE EFFECTIVE FIRST…AND THEN WRITE IT IN A PAPER
- 67. - James Hurman “WINNINGISN’TABOUT CLAIMING EFFECTIVENESS, IT’S ABOUT PROVING EFFECTIVENESS.”
- 68. - James Hurman “WEMUST PROVE THAT THE RESULTS ARE OUTSTANDING FOR THE BRAND, AND THAT THE RESULTS ARE DUE TO THE CAMPAIGN.”
- 69. - James Hurman “CREATEA CLEAR LINE OF SIGHT – SHOWING THE CAMPAIGN LEADING TO THE RESULTS. PRESENT IN CHRONOLOGICAL ORDER. DISCOUNT OTHER FACTORS – CONSIDER EVERYTHING!”
- 70. - James Hurman “WELLWRITTENRESULTS DEMONSTRATE AN UNDERSTANDING THAT ADVERTISING CAUSES A SEQUENCE OF EVENTS.”
- 71. - James Hurman “COMMERCIALRESULTS ARE WHAT MATTER. BRAND AWARENESS & SOCIAL METRICS ARE ONLY RELEVANT IN CONTEXT OF THE COMMERCIAL RESULTS.”
- 72. - James Hurman “SHOWA GENUINE COMMERCIAL RESULT. INCLUDE SALES RESULTS OVER A LONG PERIOD OF TIME, MARKET SHARE TO GIVE THE CONTEXT OF MARKET GROWTH, & HIGHLIGHTBEHAVIOUR CHANGE.”
- 73. - James Hurman “THEBEST WORK IS WORK THAT CHANGES BEHAVIOUR.”
- 74. BEN ESSEN HEAD OFPLANNING,IRIS ECD, IRIS LIFESTYLE HACKING: THE QUESTION IS THE ANSWER CHRIS BAYLIS
- 75. - Ben Essen& Chris Baylis “WE BUILD PARTICIPATION BRANDS THAT ARE PART OF THE CULTURE, NOT JUST MARKETING.”
- 76. - Ben Essen& Chris Baylis “OUR GOAL IS TO PROVOKE PEOPLE INTO THINKING THOUGHTS THEY MAY NOT HAVE.”
- 77. - Ben Essen& Chris Baylis “DISRUPT THE RELATIONSHIP.”
- 78. - Ben Essen& Chris Baylis “DATA IS MOST VALUABLE WHEN WE USE IT TO SEEK NEW QUESTIONS. THIS IS WHERE INNOVATION COMES FROM.”
- 79. - Ben Essen& Chris Baylis “DATA HELPS US UNDERSTAND WHAT CONTENT WORKS AND TRAVELS.”
- 80. - Ben Essen& Chris Baylis “DATA HELPS US FIND NEW WAYS TO ADD VALUE.”
- 81. - Ben Essen& Chris Baylis “DATA SHOULD INFORM YOUR THINKING, NOT YOUR DECISIONS.”
- 82. - Ben Essen& Chris Baylis “DATA IS GOOD AT PAST & PRESENT. CREATIVITY SHAPES WHAT WILL HAPPEN.”
- 83. - Ben Essen& Chris Baylis “IT ALL STARTS WITH A QUESTION.”
- 84. - Ben Essen& Chris Baylis “OUR JOB IS TO MAKE NEW CONNECTIONS BY ASKING QUESTIONS.”
- 85. - Ben Essen& Chris Baylis “JUXTAPOSE & COLLIDE DATA. FIND STORIES IN IT.”
- 86. - Ben Essen& Chris Baylis “LOOK AT THE FRINGES. EMBRACE UNCOMFORTABLE DATA. DON’T IGNORE THE OUTLIER. CHASE IT! IT’S THE ANOMALIES THAT MATTER.”
- 87. - Ben Essen& Chris Baylis “SYNTHESIZE DATA INTO CREATIVE WORK. SYNTHESIZE DISRUPTION.”
- 88. - Ben Essen& Chris Baylis “AN IDEA IS THE MESHING OF UNRELATED THINGS.”
- 89. - Ben Essen& Chris Baylis “EMBRACE UNCERTAINTY. ADD SOME NOISE. KEEP ASKING THOSE QUESTIONS!”
- 91. Thank you! @amrsalt @amrsalt sa.linkedin.com/in/asallam/Amr.sallam@gmail.com