Are you ready!!Mind-Blowing Lessons from the Cannes Lions

2012

2012 was a COLOSSAL year for

the Cannes Lions!

The question this year was "Who's not at Cannes and Why?"

The question used to be "Who's at Cannes and Why?"

Agencies paid €14.8 million to

submit their work

386 jury members were tasked with going through 34,000 entries!

More #CannesLions Tweets per hour this year than during the entire event

last year

Peaked @1000 tweets per hour!

Cannes Lions Seminars were all about...

...big thinking!

....big ideas

Thinking about...

The Changing Consumer Fast-Evolving Technology

Transforming Ad Biz

Thinking that most likely you have not heard before...

...unless you were attending!

So here goes...

Earned Media has become bigger than Paid Media!

Yes...social media will rule all media already!

rules

Why?

Social media usage is deeply rooted into people’s life

"Consumers today are smart, inventive & move faster than ever" as marketers we need to embrace that!

2.4 billion millennials!The biggest generational cohort the world

has ever seen & they're demanding awesomeness

Millennials aren't addicted to social media, they just use it

to make their lives better

When the show Glee starts, Twitter usage increases 1000%

During the ENG vs. FRA match, there were 2.5 million tweets from

160 countries; 80% of the world!

London Olympic games will be the most Social games ever! 30% of US will watch

the games on 3 screens

48% of people 18-34 check their Facebook the minute they wake up.

What device do you think they are using?

It’s not just PEOPLE’S behavior that is evolving!

Technology is fast-evolving TOO!

80% of today's technology didn't exist five years ago!

"Innovation is happening faster than a lot of people think."

There will be 650 million smart phones shipped this year. 118% growth year on year

PwC estimates 2.9 billion smartphones in 2016, 1 billion in China

1993 there were only 130 websites and 5 million internet users worldwide

The internet is expected to double in size every 3-5 years !

YouTube now has more content than ever broadcast on TV

All these changes are hitting the world of advertising...HARD!

The importance of Cyber Cannes Lions isn't so much about the medium but the possibility

and the threat it presents to the industry

The word 'social' will eventually go away, social ads will just be ads, social experience

just an experience!

Twitter is a front row seat to the world's emotions!

The old age of advertising was about selling

The new age is about sharing

We're moving from planning campaigns for the future to adapting campaigns to the

moment

Planners should get away from seeing the changes to come and

move to creating the change themselves!

Think outside the world of advertising, make it a part of the social fabric of life!

Kraft Food is putting social at the center of their communication strategy. TV is now a

TEASER for social media

Therefore data is no longer a nice to have but a need to have!

Data enables us to create art & science, and gives us amazing ways to tell stories

Choice of visualization has a huge role in success or failure of your

project.

In an era of information overload, right time is more important than real time, makes it relevant

Don't look for the commonalities in data. Look for abnormality. That's where the interesting nuggets lie.

Data provides insights and opportunities for creatives

targeting consumers

Individual check-ins are not that interesting - aggregation of check-ins

tells you the story of my life

What is interesting about social is the aggregation. Aggregation tells you the

story of your life

The greatest thing about these social platforms is that we have focus groups

every second of the day

The digital world is perfect for us, because it's always on!

All the data and technology means nothing in isolation!

Technology is no longer the marvel, it's what we do with it

Treat digital as an infrastructure & you will come up with solutions you have never seen before!

The new creative process: creative directors work with

technology directors

Have a tech expert in room from day one!

Move from “art & copy” to “art & code”

Engagement >Consumption

Creativity based on social engagement isn't additional,

nor functional. It's fundamental

Paul Adams principles for success #1: make social interaction part of every single project brief

We are now living in a world where the conversation can become the campaign

Close the loop with TV commercials by leveraging the power of second screen

possibilities

Think less about campaigns and more about platforms

When the content is embedded in a

conversation, it gets a lot more engaging!

Experiences that are shared by a few can engage millions by creating talk value.

There is no better way to engage with a consumer than

relentlessly

at the centre of the social graph is great content

message to creatives: come talk to artists managers, they're the content creators!

big brands are looking for new ways to make music and

movies

"The content has to be authentic and have pass-through value...it has to be rooted in the

brand strategy"

‘content is king, distribution is queen’

post and pray does not work with video content

To sum up...Social media usage is deeply embedded in people’s life

Technology is evolving faster than ever!

Advertising business is being hit hard by these changes!

Data is no longer a nice to have but a need to have!

Move from “art & copy” to “art & code”

Engagement > Consumption

At the centre of the social graph is “great content”

Forget about the 4 Ps and adopt the 3 Cs, Curiosity, Culture, Courage

Cannes Lions Speakers quoted in this presentation are:

Lee Maicon - VP Insights & Planning - 360i

René Rechtman - CEO - Goviral

Joe Chen - Founder, Chairman, CEO - Renren

Steve King - Chief Executive - Zenith Optimedia

Amir Kassaei - Chief Creative Officer - DDB Worldwide

Jim Stengel - CEO - Jim Stengel Co. - Former P&G Global Marketing Officer

Linus Karlsson - Chairman and Chief Creative Officer - McCann NY and London

Arianna Huffington - President, Editor-in-Chief - The Huffington Post Media Group

Antonio Lucio - Global Chief Marketing, Strategy and CDC - Visa

Dana Anderson - SVP, Marketing Strategy and Communications - Kraft Foods

Joseph Tripod - EVP, Chief Marketing and Commercial Officer - The Coca-Cola Company

Cannes Lions Speakers quoted in this presentation are:

Paul Adams - Global Head of Brand Design - Facebook

Maria Luisa Francoli Plaza - Global CEO - MPG

Dan Greenberg - CEO - Sharethrough

Mark Tutssel - Cheif Creative Officer - Leo Burnett

Marcel Fenez - Global Leader, Entertainment & Media Practice - PwC

Dick Costolo - Chief Executive Officer - Twitter

Selena Gomez - Actress and Singer

Marc Pritchard - Global Marketing & Brand Building Officer - P&G

Ross Levinsohn - Interim CEO, Executive Vice-President, Head of Global Media - Yahoo!

Maurice Levy - Chairman, CEO, Chairman of the Management Board - Publicis Groupe

Rei Inamoto - Chief Creative Officer - AKQA

Cannes Lions attendees who’s tweets made this presentation possible!

Brendan Burns - https://twitter.com/skin_macka

WGSN - https://twitter.com/wgsn

Louie Chow - https://twitter.com/louiechow

Izzy De Leon - https://twitter.com/h_totheizzo

AdPeople Worldwide - https://twitter.com/adpeopleww

Sacha Declomesnil - https://twitter.com/sdeclomesnil

Venables Bell - https://twitter.com/venablesbell

Deborah Hall - https://twitter.com/web2mobile

Social@Ogilvy - https://twitter.com/socialogilvy

Cannes Lions attendees who’s tweets made this presentation possible!

Jason Xenopoulos - https://twitter.com/jasonxenopoulos

Lynessa Williams - https://twitter.com/lynessamarie

Ebuzzing - https://twitter.com/ebuzzinguk

Salim Majzoub - https://twitter.com/salimmajzoub

Alison Phalen - https://twitter.com/aliphalen

Brad - https://twitter.com/agencebrad

Cannes Lions (Official Twitter Feed) - https://twitter.com/cannes_lions

Barry Cunningham - https://twitter.com/barrycunningham

Trendrr - https://twitter.com/trendrr

Cannes Lions attendees who’s tweets made this presentation possible!

Tim Collison - https://twitter.com/timcollison

Warc Editors - https://twitter.com/warceditors

Havas Media - https://twitter.com/havasmedia

Marla Natoli - https://twitter.com/marlanatoli

Thomas Jamet - https://twitter.com/tomnever

Twitter Advertising - https://twitter.com/twitterads

Robin Hassan - https://twitter.com/robinkayh

R/GA - https://twitter.com/rga

Joono Simon - https://twitter.com/joonosimon

Cannes Lions attendees who’s tweets made this presentation possible!

MPG Global Team - https://twitter.com/mpg_global

Kirowski Isobar - https://twitter.com/kirowskiisobar

Miron Mironiuk - https://twitter.com/mironmironiuk

Dan Dutesco - https://twitter.com/dandutesco

Digitas - https://twitter.com/digitas

DDB Paris - https://twitter.com/ddbparis

Gowthaman - https://twitter.com/gowthamanr

H+K Strategies - https://twitter.com/hkstrategies

Thomas Crampton - https://twitter.com/thomascrampton

Debbie Passaris - https://twitter.com/dpassaris

Cannes Lions attendees who’s tweets made this presentation possible!

Johannes Kleske - https://twitter.com/jkleske

Stefan Erschwendner - https://twitter.com/eranium

! / Mavs - https://twitter.com/jaymavs

Craig Corica - https://twitter.com/ccorica

Rei Inamoto - https://twitter.com/reiinamoto

Daria - https://twitter.com/daria

Rene Rechtman - https://twitter.com/rechtmanlondon

Christina Fieni - https://twitter.com/christinafieni

Burcu - https://twitter.com/bkolancali

Alemsah Ozturk - https://twitter.com/alemsah

This presentation was made by:

Syed Abdul KarimLet’s connect:

Twitter: @abdulkarimLinkedIn: www.linked.com/abdulkarim

Blog: incito.syedabdulkarim.comWeb: www.syedabdulkarim.com

SlideShare: www.slideshare.net/akarim76