100+ Best Quotes from Cannes Lions 2016

100+ Best Quotes of

Cannes Lions 2016

It’s hard to ask an artist touring

in front of 100,000 to do a car

commercial

Music as Marketing

Masculinity remains a limited and

limiting idea

Masculinity Today

We are perpetuating a toxic and

unhealthy culture

Masculinity Today

You need to make people feel

uncomfortable to make change

Masculinity Today

The best work transcends

categories and becomes culture

Chief Creatives on the Beach

Clients now demand cheaper,

better, faster and relevant

It is a tool we have to develop. It

is a new muscle

In this kind of culture, you can make

mistakes and then you optimize

We have to charge a premium on

our ideas and our expertise.

Production can be less expensive

Obviously, we can’t charge one

million for every piece of film we

are doing if we need to fill the

social calendar

Creating content is becoming easier.

That’s why everybody is doing it

Our partners have become our

competitors

The perfect weapon: a maker and a

problem solver

You can’t call them juniors

anymore. We need to change the

structure of ad agencies

You can be incredibly brave if you are

being accountable for. I am all in for

measurement

We can’t measure every week, but we

need to see the bigger picture

The client said: “That idea scares me,

that’s the one we are doing”

It took our team on IBM one year

and half to understand artificial

intelligence

Collaboration doesn’t come easy for

creative leaders

I now have a different cast of

characters when we are briefing

We can’t separate Lebron the

person and the brand. We don’t

think of him as a brand. He is a

person

Behind the Cultural Wheel

You need distribution strategy

and support. You can’t just do

it on your own

Venture capitalists are now

buying esports teams.

Everybody is getting into it

Stan Smith was the original Michael

Jordan or Kanye West

The media should have been

doing their job better on

Donald Trump

Brand-Washed

Brexit is an always entirely negative

debate

Brand-Washed

Hillary is not great on the inspiration

Brand-Washed

I came into the business

thinking that FEAR was a

great motivation but HOPE is

even greater

Brand-Washed

Political culture has being so horse-

raced. You shouldn’t launch a poll for

winners six months in advance

Brand-Washed

We are not there yet with

virtual reality

Health & Wellness / Pharma / For Good Press

Conference

Just because we have the technology

doesn’t mean it will translate into

creativity

Conference

Virtual reality has utility for

demonstration. We were not

impressed by the craft

Conference

We saw a lot of virtual reality.

We didn’t award any of them

Conference

Low tech is the best tech

Conference

Health is the new Green

Conference

Technology has levelled the

playing field. Great ideas can

come from anywhere

Promo & Activation / Direct / Glass Press

Conference

Ultimately, we all work for the work

Conference

It is easy to mistake technology for

human connection

Conference

Gender inequality is not only women

issues

Conference

We are not in the creativity

business, we are in the

business of creativity

Conference

Authenticity is speaking in the

voice of the brand

Authentic is as Authentic Does

There is a broad challenge of

pretend storytelling

I would remove the word

authentic for relevant and

impactful

Everything retargeted is by definition

inauthentic

On radio music programming,

we start with human and then

go to data

On online video, we have to

recut a piece of content nine

times to adapt to different

channels from six seconds

to six minutes

Make your mess your message

Our nephews and nieces

don’t want us to get Snapchat

I love that we are not just

talking about illness but

wellness

Gender equality falls into four

buckets: wage gap,

unconscious bias, culture,

visibility

The Fight for Gender Equality in Adland

Gender equality is not a social

issue. It is a economical one

Giving males a generous

paternity leave package helps

them to be able to support

their wives and girlfriends

Is diversity the right word ?

Millennials are not the next

generation. They are the

NOW generation

We have to be conscious of our

unconscious

Advertising and Hollywood

are the only industries that

can change overnight

Gender in the Media

Once the bar is raised somewhere,

expectations are raised everywhere

Insights from the Control Shift Report

At first glance, programmatic seems

counter-intuitive to creativity

Data-Driven Digital Storytelling

A lot of creative agencies are not

prepared for storytelling moments

Creatives need to learn how

silent films worked. They knew

how to grab an audience

The best Cyber work is when

you don’t even see the

technology

Cyber / Innovation Press Conference

There has to be a reason for virtual

reality

Virtual reality is still very early

Some pieces of work in Cyber

already feel old after two

How do you compare work

from a billion-dollar company

with two guys in a

basement ?

Innovation isn’t necessarily

about high-tech or inventing

something new

It takes 2–3 years for a new

Cannes Lions category to

mature

The mobile category is like a

mini-festival in itself, a broad

spectrum of disciplines

Mobile / Media / Creative Data Press Conference

You can’t create a storm without a

brilliant use of media

Mobile / Media / Creative Data Press Conference

It’s becoming evident in the

last three years, that women

are on the rise

Cannes World Wise Women

Advertising doesn’t

necessarily cast a net wide

enough

The issue is in the pipeline

recruitment. It is hard to get to

hard-to-reach communities

Being an active model is

probably the most important

you can do. Be visible

It doesn’t mean because you are a

woman you can work on women

products

We have to look also at the

planning department and

make them accountable for

the briefs and insights

You need to look at creative

teams, make sure they are

made out of skill-sets and not

out of comfort zone

To help women in the industry,

first steps are to put women in

charge of recruitment and

recommending women for

juries and panels

The best talent is not

necessarily in the industry

If we need to attract the most

amazing talent, we need to

offer the most amazing work

experience

You need to look harder, look

elsewhere or give someone a

chance

Proprietary technology for

metrics means they don’t tell

you what they are doing

Celebrity in the Digital Age

Influencers is a very loaded word

The job of influencers is to

manage their relationship

between themselves and their

audience

The brands that get the most

are the one that agree to let

Overposting is read as

inauthentic. You have to

manage the amount you are

posting

Who is popular today will not

have the same influence in

ten months. It’s so dynamic

In non-celebrity influencers,

remember you are not dealing

with media, you are dealing

with humans

Musical.ly is the stickiest thing since

Snapchat

We will see the rise of one-to-

one messaging platforms.

Social is getting crowded

Celebrity used to be so

easier to define

Beyond brand endorsements,

celebrities now want to create

their own media companies

You can build a brand in 30

days easier than you could

before

The Future of Entertainment

Over-the-top is the future of TV

Make the spot fits the platform

and not the platform fits the

Every marketer is interested

into content, monetization,

distribution and promotion

The Pepsi integration on

Empire was a brilliant brand

integration

We are fascinated by virtual

reality. We’ll fit it in whenever

applicable

Probably the best brand

integration of all time is the

Lego movie

There’s No Business Without Show Business

The relaunch of the brand

Justin Bieber was the best

rebrand of last year

There is no motion without emotion

Audi’s marketing goal is

simple: if we don’t put the four

rings at the end, you must still

recognize it’s Audi

Is there a Lego movie in any brand ?

The most popular content on

YouTube is superior than

three minutes

Now, the movie has become just one

part of a story

I’m more engaged with the

story than the plot

We go from brand entertainment to

being an entertainment brand

Artists want to work with

brands through ad agencies.

They need creative brain and

strategy more than ever.

Ideas need to be rooted in

strategyThere’s No Business Without Show Business

The top 100 apps are the

barometer of behaviour. Some

drive more audience than TV

Valuing Video

For videos on Facebook, the

payoff has to move from the

end of the ad to the beginning

Valuing Video

The challenge is what you are

going to use to replace the

impact of sound

Valuing Video

Data is the new creative muse

Valuing Video

When you bring something

new, you don’t know how

people will react to it

Film / Film Craft / Integrated / Titanium Press

Conference

As a jury, we struggle how to judge

virtual reality

Conference

New is not always best

Conference

To the audience, the value of

advertising is declining

Conference

We look for work that enters

cultural zeitgeist, that use

what happens in the world

Conference

You should do work that work

brilliantly within your brand

Conference

I hope creativity will catch up with

technology. People don’t watch

technology. They love stories

Conference

Creativity is taking what you

know and changing what you

think of it

Conference

100+ Best Quotes from Cannes Lions 2016

Marketing

Transcript of 100+ Best Quotes from Cannes Lions 2016

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