This document presents a compilation of notable quotes from various industry leaders at the 2015 Cannes Lions festival, emphasizing the importance of creativity, authenticity, and understanding consumer behavior. Key themes include the intersection of technology and creativity, the necessity of cultural relevance in advertising, and the call for genuine consumer engagement. The insights reflect the evolving landscape of marketing and the significance of emotional connection in branding.

1. The 25 Best
“Quotes”
from the 2015
CANNES
LIONS David Berkowitz
CMO, MRY
@MRY
@dberkowitz
David.Berkowitz@mry.com
www.mry.com

2. “Amid the tech wiring, data streams and
programmatic connections dancing around
us, simple ideas matter more than ever.
Fundamentals endure. And resistance is
futile.”
– Pete Blackshaw, Nestle
Source: Ad Age

3. “What’s fascinating about Instagram is
how it is changing the way consumers
behave and seek experiences.”
- Matt Britton, MRY
Source: @SMG_MENA

4. “Why will anyone give a damn? As creative
problem solvers, I think this is the most
important question we can ask ourselves
of any idea. People need to care about it.”
Michael Canning,72andSunny
Source: Adweek

5. “Being underestimated is a great gift
because you get challenged to set the
bar much higher.”
– Wendy Clark, Coca-Cola
Source: @Global_SMG

6. “I’m terrified to not have the courage to
be authentic… It takes courage to have
a voice.”
– Viola Davis, Actor and Producer
Source: Page Six

7. “Design is a fantastic way to keep the
emotional bond with the consumer.”
– Gianluca Di Tondo, Heineken International
Source: @HeinekenCannes

8. “I love the friction creativity and data.
Data and science is liberating for
creativity because it offers a
foundation. We are not scared of it.”
– David Droga, Droga 5
Source: Campaign Live

9. “You can’t buy your way to innovation;
you have to earn your way by having
peer-to-peer communication.”
– Richard Edelman, Edelman Global
Source: PRweek

10. “I think that the best advertising helps
to drive cultural conversations.”
– Kim Getty, Deutsch LA
Source: Mashable

11. “It’s always helpful when you can distill
things. Take a complex problem and
make it easy to understand.”
– Bob Greenberg, R/GA
Source: The Drum

12. “I use my interactions on social media
as a focus group.”
– Kim Kardashian, Entertainer
Source: @Global_SMG

13. “The future of social content is short,
snackable and automatic.”
– Peter Kim, Cheil Worldwide
Source: @Cannes_Lions

14. “Great brands understand that adding
value is the best way to get consumers
to reach for them on the shelves.”
–Ram Krishnan, Frito-Lay
Source: Ramalytics

15. “Digital has changed our industry
completely. If you don’t change, you are
out of the picture.”
– Maurice Levy, Publicis Groupe
Source: WSJ

16. “Clicking is a public act, I would argue
a moral one too. With every click we
make a choice.”
– Monica Lewinsky, Social Activist
Source: @Cannes_Lions

17. “There is a tremendous inequity in
Hollywood and in politics, and I would say
globally it's challenging to be a woman
and succeed.”
– Julia Louis-Dreyfus, Actor
Source: Adweek

18. “I don’t believe you can ever get lazy
enough about your fan base. A lot of people
say they want to appeal to fans, but I want
to make new fans I want people who didn’t
like me before to listen to my music.”
– Marilyn Manson, Musician
Source: Campaign Live

19. “Trust is the currency that is short in
supply.”
– Jamie Oliver, Food activist
Source: Holmes Report

20. “Our goal as marketers should be to get
people exactly what they want when
they want it.”
– Will Sansom, Contagious Communications
Source: @Cannes_Lions

21. “…Celebrating work that is trying to
represent gender in a more realistic
and progressive way can also have a
real impact on culture.”
Senta Slingerland, Cannes Lions Festival
Source: Mashable

22. “We are meeting with a lot of CMOs. Oh,
and if I use a lot of wrong words for things,
it’s not out of disrespect. I’m learning a
whole new advertising vocabulary.”
– Julie Snyder, “Serial” producer
Source: Digiday

23. “If everyone were to advertise
effectively, then advertising wouldn’t be
effective.”
– Evan Spiegel, Snapchat
Source: WSJ

24. “Do work that feeds your soul, not your
ego.”
– Jessica Walsh, Sagmeister & Walsh
Source: @Cannes_Lions

25. “You can’t replace the creativity of the
human mind with a piece of tech.”
– Keith Weed,
CMO Unilever
Source: @Cannes_Lions

26. “Make sure the ingredients of your
intention are pure. The audience is very
savvy.”
- Pharrell Williams, Entertainer
Source: The Daily Mail

27. Further reading & resources:
• Cannes Lions winners
• Ad Age: Why Snapchat’s 3V Advertising Model is Flawed
• Digiday: Excitement and Disillusionment in Cannes
• Adweek: The World’s 23 Best Commercials of 2014-2015
• Mashable: Women are (Finally) Being Portrayed Positively
in Commercials
David Berkowitz
CMO, MRY
@MRY
@dberkowitz
David.Berkowitz@mry.com
www.mry.com