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- 2. THE 20% are clients 11.000 delegates from 90 countries Audience diversity: advertising, thinker, geek, college teacher, business people... 2012 was the year 3.149 applications Brazil achieved Lions + 79 Lions applications records "advertising" for "creativity" Important Change Increasingly: technology as an essential part
- 3. Creativeness & Effectiveness Are these two things related to you?
- 4. Creativeness & Effectiveness Are these two things related to you?
- 5. Creativeness & Effectiveness Are these two things related to you?
- 6. Creativeness & Effectiveness Jim Stengel (P&G) found a strong correlation between Cannes Lions Award winner companies and stock prices… & became the first “corporate marketeer” to attend Cannes…..& also, created the CCAYM last year…
- 7. Creativeness & Effectiveness Stengel 50 index Brand ideal (human purpose, business inspiration) ~ 30% market capitalization comes from brands Creative Era + Innovative Culture
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- 9. Creativeness & Effectiveness 200 2007 200 200 200 2001 200 200 200
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- 12. CLIENTS Antonio Lucio Global ChiefMKT/ Strategy The making of a global Olympics marketing campaign: right approach, message & time “When the heart is commited, the brain follows”
- 13. CLIENTS Antonio Lucio Marc Pritchard Global Chief MKT/ Strategy Global MKT& Brand Building The making of a global Olympics marketing What´s the big idea at P&G? campaign: right approach, message & time “We serve people, not consumers” “When the heart is commited, the brain follows”
- 14. CLIENTS Antonio Lucio Marc Pritchard Stefan Olander Global Chief MKT/ Strategy Global MKT& Brand Building VP of Digital Sport The making of a global Building a new ecosystem Olympics marketing What´s the big idea at P&G? for consumer experience campaign: right approach, message & time “We serve people, not “Our desire to measure how consumers” we are doing is universal” “When the heart is commited, the brain follows”
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- 16. CLIENTS AndyFennel Chief MKT Officer Brand Content & Business: Can every co. really be a media co? “The fundamentals haven´t change: flair, execution, agility and consumer insights”
- 17. CLIENTS AndyFennel Joseph Tripodi Chief MKT Officer Exec. VP, MKT & Commercial New rules of marketing & Brand Content & Business: consumer engagement: Can every co. really be a 1.Engage the market media co? 2.Collaborative innovations 3.Drive cultural leadership “The fundamentals haven´t change: flair, execution, agility and consumer “Consumers want an insights” authentic 2-way dialogue”
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- 19. CLIENTS Kelly Weed Chief MKT & Communic. Officer Crafting brands for life: How Unilever is reinventing MKT “Put people first. Build brand love. Unlock the magic”
- 20. CLIENTS Kelly Weed Kimberly Kadlec Chief MKT & Communic. VP Global MKT Officer The marketeer of the future is the marketeer of now. Crafting brands for life: How Unilever is reinventing MKT “Innovation comes from outside of what´s expected.” “Put people first. Build brand love. Unlock the magic”
- 21. CLIENTS Kelly Weed Kimberly Kadlec Dana Anderson – Sr. VP MKT Chief MKT & Communic. VP Global MKT Maria Mujica – dir. Gum LatAm Officer Nicolás Pimentel - +Castro The marketeer of the future Chris Palengat – Saachi&Saatchi is the marketeer of now. Crafting brands for life: How Unilever is reinventing MKT 5 Sneaky ways to get great work “Innovation comes from outside of what´s expected.” “Usually the process start with jr “Put people first. Build brand people. Sr. People should be love. Unlock the magic” involved .”
- 22. VEHICLES HUFFINGTON POST by ARIANNA HUFFINGTON • We will be 3 billion people talking globally in 2020 • The hyperconnectivity is the paradise serpent • Disconnecting in order to be connected with yourself • APP - Soul GPS - content that connects you with your own life (family photos / favorite song) Relevance • What a viral or top trend on Twitter adds to the brand? • 2012: Justin Bieber tweeted 3% out of the total amount of tweets) MAKE THE CONSUMER TO IDENTIFY HIMSELF WITH YOUR BRAND
- 23. VEHICLES TWITTE R IMMEDIATE ACTION
- 24. VEHICLES FACEBOOK “Look around andmake sure that the person who does this the person who believes in this buys into it and goes on crate the most amazing creative things of our generation make sure that is you and not just your neighbor” Paul Adams NO OPPORTUNITIES MISSED - EXPLORE MORE
- 25. VEHICLES MICROSOFT • Entertainment Era (Simple/ Immediate / Significative) • Active TV – XBOX – (voice and motion recognition) •Allows you to choose their own narrative ENGAGEMENT AND INTERACTIVE
- 26. VEHICLES GOOGLE Google TV launching •43% surfs the web while watching TV (15/19 and 20/24), as it follows: = soap operas = News, Social Networks, Reality shows
- 27. FUTURE OF MEDIA Allscreens simultaneously Mashable - the biggest news independent source dedicated to cover digital culture, social media and technology
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- 29. FUTURE OF MEDIA MEDIA LIONS SHORT LIST
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- 32. Meaningful Marketing Storytelling andConversation We are not going to interrupt the consumer and get into the attention flow.
- 33. Meaningful Marketing Storytelling andConversation We are not going to interrupt the consumer and get into the attention flow. Pinball x Bowling
- 34. Meaningful Marketing Storytelling andConversation We are not going to interrupt the consumer and get into the attention flow. Pinball x Bowling People, not consumers
- 35. Meaningful Marketing "Your audienceare not targets. They are real people... Put them in the centre of all that you do." Marc Mathieu, SVP marketing, Unilever
- 36. Meaningful Marketing Moving fromone night stands to meaningful relationships
- 37. You can’t wina heart without a heart
- 38. You can’t wina heart without a heart
- 39. You can’t wina heart without a heart Products are hard to have differentiation
- 40. You can’t wina heart without a heart Products are hard to have differentiation
- 41. You can’t wina heart without a heart Products are hard to have differentiation
- 42. You can’t wina heart without a heart Products are hard to have differentiation
- 43. You can’t wina heart without a heart Products are hard to have differentiation Mission, corporate image, social involvement - Big differentiation effect
- 44. You can’t wina heart without a heart Products are hard to have differentiation Design, price and packaging are pretty easy to copy Mission, corporate image, social involvement - Big differentiation effect
- 45. You can’t wina heart without a heart Products are hard to have differentiation Design, price and packaging are pretty easy to copy Supporting services, guarantees and bonus programs - They are potencial differentiation Mission, corporate image, social involvement - Big differentiation effect
- 46. Meaningful Marketing Scan Switch Share
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- 51. The (new) Social& Digital Media Owned Media Paid Media Organic Media Shared Media From Site From TV, From PR to Co-created Campaigns Prints, POS Journalists platform between brands and media companies To Multi-Channels To Content To Users and and properties Distribution Social Media • Is not about awarness, but engagement • Content and context •New KPIs – time spent, experimentation • Second screen
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- 53. The (new) Social& Digital Media CASE: COKE SUPER BALL
- 63. 2012 Olympic Games SAMEevent, DIFFERENT approaches… Is it possible to build BRAND EQUITY in a BIG WORLD EVENT ???
- 64. o video caseentra em cima do texto no clic
- 65. o video caseentra em cima do texto no clic
- 66. o video caseentra em cima do texto no clic “There is a INSIGHT mom behind every athlete”
- 67. o video caseentra em cima do texto no clic “There is a INSIGHT mom behind every athlete” “The hard work in the world is the best work EXECUTION in the world- Proud sponsor of mums
- 68. o video caseentra em cima do texto no clic
- 69. o video caseentra em cima do texto no clic
- 70. o video caseentra em cima do texto no clic “Human achievement is the INSIGHT real essence of olympic games”
- 71. o video caseentra em cima do texto no clic “Human achievement is the INSIGHT real essence of olympic games” Celebrates the best EXECUTION stories, not the best athletic performance
- 72. o video caseentra em cima do texto no clic The Best Social Game Ever… “Human achievement is the INSIGHT real essence of olympic games” Join Global Cheer Facebook 9,2MM peolple Celebrates the best EXECUTION stories, not the best athletic performance
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- 75. o video caseentra em cima do texto no clic Create share value for the INSIGHT games that connects to youth
- 76. o video caseentra em cima do texto no clic Create share value for the INSIGHT games that connects to youth Inspiring and trendy way EXECUTION to connect music and sport and to create brand advocacy
- 77. FROM TO “Making athletes “If you have a body, there doing better” is an athlete on you” (brand insight) (brand insight) JUST DO IT People WANNA DO IT, but they don’t know how….
- 78. FROM TO “Making athletes “If you have a body, there doing better” is an athlete on you” (brand insight) (brand insight) JUST DO IT People WANNA DO IT, but they don’t know how…. PRODUCT + TECHNOLOGY = MAKE IT RELEVANT AND POSSIBLE RIGHT PARTNERSHIP, COMBINED EXPERTISES
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- 81. Advices for Marketeers Brandbuilding, connected thinking “We need to add 3 mores Ps: Purpose, Presence & Proximity” J&J
- 82. Advices for Marketeers Brandbuilding, connected thinking “We need to add 3 mores Ps: Purpose, Presence & Proximity” J&J “To create brand advocates, you need to have relevance to consumers” Joe Tripoldi
- 83. Advices for Marketeers Brandbuilding, connected thinking “We need to add 3 mores Ps: Purpose, Presence & Proximity” J&J “To create brand advocates, you need to have relevance to consumers” Joe Tripoldi “Take on challenges, creating ideas & plataformas to engage consumers. Leverage social media for customer service” Sapient Nitro
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- 85. Advices for Marketeers Risk enthusiasm, mindset of experimentation “If the client is not scared, your idea is not good enough” “Be open to the idea to do something that is really terrible – it´s the only way to do something amazing” YouTube
- 86. Advices for Marketeers Risk enthusiasm, mindset of experimentation “If the client is not scared, your idea is not good enough” “Be open to the idea to do something that is really terrible – it´s the only way to do something amazing” YouTube “ If you’re not prepared to failure, you can not succeed ” Allain de Botton – Philosopher
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- 88. Advices for Marketeers Realand powerful partnership between clients and agencies "The best work is when you don't know who did what" Nike
- 89. Advices for Marketeers Realand powerful partnership between clients and agencies "The best work is when you don't know who did what" Nike “ Great creative work comes from asking the right questions” BBDO
- 90. Advices for Marketeers Allain de Botton – Philosopher
- 91. Advices for Marketeers “A good brief is key. Senior people of co. should be involved from the beginning.” Kraft Allain de Botton – Philosopher
- 92. Advices for Marketeers “A good brief is key. Senior people of co. should be involved from the beginning.” Kraft “The better the picture, the easier the idea can be communicate. Good art & Good advertising requires a good client” Allain de Botton – Philosopher
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Editor's Notes
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- #31 futuro midia\nCASE: \nSHORT LIST DE MIDIA\nCASE GOOGLE\n
- #32 futuro midia\nCASE: \nSHORT LIST DE MIDIA\nCASE GOOGLE\n
- #33 futuro midia\nCASE: \nSHORT LIST DE MIDIA\nCASE GOOGLE\n
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- #37 storytelling e conversation\n não vamos interromper o consumidor e sim entrar no fluxo de atenção\n pinball vs. bowling\n people, not consumers\n
- #38 storytelling e conversation\n não vamos interromper o consumidor e sim entrar no fluxo de atenção\n pinball vs. bowling\n people, not consumers\n
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- #52 4 pillars: own, earn, pay, share\n not about awarness, is about engagment\n content and context\n novos KPIs – time spent, experimentation,\n second scream\n
- #53 4 pillars: own, earn, pay, share\n not about awarness, is about engagment\n content and context\n novos KPIs – time spent, experimentation,\n second scream\n
- #54 4 pillars: own, earn, pay, share\n not about awarness, is about engagment\n content and context\n novos KPIs – time spent, experimentation,\n second scream\n
- #55 4 pillars: own, earn, pay, share\n not about awarness, is about engagment\n content and context\n novos KPIs – time spent, experimentation,\n second scream\n
- #56 4 pillars: own, earn, pay, share\n not about awarness, is about engagment\n content and context\n novos KPIs – time spent, experimentation,\n second scream\n
- #57 4 pillars: own, earn, pay, share\n not about awarness, is about engagment\n content and context\n novos KPIs – time spent, experimentation,\n second scream\n
- #58 4 pillars: own, earn, pay, share\n not about awarness, is about engagment\n content and context\n novos KPIs – time spent, experimentation,\n second scream\n
- #59 4 pillars: own, earn, pay, share\n not about awarness, is about engagment\n content and context\n novos KPIs – time spent, experimentation,\n second scream\n
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