Cannes Lions 2012 - Are You Ready?

7/31/2019 Cannes Lions 2012 - Are You Ready?

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Are you ready!!

Mind-Blowing Lessonsfrom the Cannes Lions

2012


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2012 was a

COLOSSAL year for

the Cannes Lions!


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

The question used to be

"Who's at Cannes and Why?"


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Agencies paid

14.8 million tosubmit their

work


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386 jury members were tasked withgoing through 34,000 entries!


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More #CannesLions Tweets per hour

this year than during the entire event

last year

Peaked@1000tweets per hour!


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Cannes Lions Seminars were all about...

...big thinking!

....big ideas


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Thinking about...

The Changing Consumer Fast-Evolving Technology

Transforming Ad Biz


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Thinking that most likely you have not

heard before...


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...unless you were attending!


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So here goes...


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Earned Media has become bigger thanPaid Media!


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Yes...social media will ruleall mediaalready!

rules


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Why?


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Social media usage is deeply

rooted into peoples life


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"Consumers today are smart,

inventive & move faster than ever"as marketers we need to embrace that!


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2.4 billion millennials!

The biggest generational cohort the worldhas ever seen & they're demanding

awesomeness


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Millennials aren't addicted to

social media, they just use itto make their lives better


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When the showGleestarts,Twitterusage

increases1000%


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During the ENG vs. FRA match,

there were 2.5 million tweets from

160 countries;

80% of the world!


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London Olympic games will be the most

Social games ever! 30% of US will watch

the games on 3 screens


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48% of people 18-34 check their

Facebook the minute they wake up.

What device do you think they are using?


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Its not just PEOPLES

behavior that is evolving!

Technology is fast-evolving

TOO!


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80% of today's technology

didn't exist five years ago!


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"Innovation is happening faster than a lot

of people think."


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There will be 650 million smart phones

shipped this year.

118% growth year on year


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PwC estimates 2.9 billion smartphones in2016, 1 billion in China
https://twitter.com/#!/search/%23PwChttps://twitter.com/#!/search/%23PwC


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


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


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YouTube now has more content than ever

broadcast on TV


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All these changes are hitting theworld of advertising...HARD!


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The importance ofCyber Cannes Lions isn't

so much about the medium but the possibilityand the threat it presents to the industry


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The word 'social' will eventually go away,

social ads will just be ads, social experience

just an experience!


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Twitter is a front row seat to the world's

emotions!


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The old age of advertising

was about selling


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The new age is about sharing


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We're moving from planning

campaigns for the future to

adapting campaigns to the

moment


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Planners should get away from

seeing the changes to come andmove to creating the change

themselves!


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Thinkoutside the world of advertising,

make it a part of the social fabric of life!


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Kraft Food is putting social at the center of

their communication strategy. TV is now aTEASER for social media


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Therefore data is no longer a nice to

have but a need to have!


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Data enables us to create art &science,

and gives us amazing ways to tell stories


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Choice of visualization has a huge

role in success or failure of yourproject.


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In an era of information overload,

right time is more important than

real time, makes it relevant


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Don't look for the commonalities in

data. Look for abnormality. That'swhere the interesting nuggets lie.


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Data provides insights andopportunities for creatives

targeting consumers


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Individual check-ins are not that

interesting - aggregation of check-instells you the story of my life


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What is interesting about social is the

aggregation.Aggregation tells you thestory of your life


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The greatest thing about these social

platforms is that we have focus groupsevery second of the day


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The digital world is perfect for us, because

it's alwayson!


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All the data and technologymeans nothing in isolation!


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Technology is no longer the marvel,

it's what we do with it


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Treat digital as an infrastructure & you

will come up with solutions you have

never seen before!


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The new creative process:

creative directors work withtechnology directors


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Have a tech expert in room from day one!


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Move from art & copy to

art & code


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Engagement >Consumption


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Creativity based on social

engagement isn't additional,

nor functional. It's fundamental


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Paul Adams principles for success

#1: make social interaction part of

every single project brief


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We are now living in a world where the

conversation can become the campaign


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Close the loop with TV commercials by

leveraging the power ofsecond screen

possibilities


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Think less about campaigns and more

about platforms


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When the content is

embedded in aconversation, it gets

a lot more engaging!


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Experiences that are shared by a few can

engage millions by creating talk value.


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There is no better way

to engage with a

consumer than

relentlessly


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at the centre of the social graph is

great content


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


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big brands are looking for

newways to make music andmovies

"Th h


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"The content has to

be authentic and have

pass-through value...ithas to be rooted in the

brand strategy"


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content is king, distribution is queen


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post and pray does not work with video

content

To sum up


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To sum up...

Social media usage is deeply embedded in peoples 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


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Forget about the 4 Ps and adopt the

3 Cs, Curiosity, Culture, Courage

Cannes Lions Speakers quoted in


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this presentation are:Lee Maicon - VP Insights & Planning - 360i

Ren 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



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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 whos tweets
https://twitter.com/socialogilvy


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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

https://twitter.com/socialogilvyhttps://twitter.com/venablesbellhttps://twitter.com/web2mobilehttps://twitter.com/sdeclomesnilhttps://twitter.com/adpeoplewwhttps://twitter.com/louiechowhttps://twitter.com/wgsnhttps://twitter.com/socialogilvyhttps://twitter.com/socialogilvyhttps://twitter.com/web2mobilehttps://twitter.com/web2mobilehttps://twitter.com/venablesbellhttps://twitter.com/venablesbellhttps://twitter.com/sdeclomesnilhttps://twitter.com/sdeclomesnilhttps://twitter.com/adpeoplewwhttps://twitter.com/adpeoplewwhttps://twitter.com/h_totheizzohttps://twitter.com/h_totheizzohttps://twitter.com/louiechowhttps://twitter.com/louiechowhttps://twitter.com/wgsnhttps://twitter.com/wgsnhttps://twitter.com/skin_mackahttps://twitter.com/skin_mackahttps://twitter.com/trendrr


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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

https://twitter.com/trendrrhttps://twitter.com/cannes_lionshttps://twitter.com/trendrrhttps://twitter.com/barrycunninghamhttps://twitter.com/agencebradhttps://twitter.com/aliphalenhttps://twitter.com/ebuzzingukhttps://twitter.com/lynessamariehttps://twitter.com/trendrrhttps://twitter.com/trendrrhttps://twitter.com/barrycunninghamhttps://twitter.com/barrycunninghamhttps://twitter.com/cannes_lionshttps://twitter.com/cannes_lionshttps://twitter.com/agencebradhttps://twitter.com/agencebradhttps://twitter.com/aliphalenhttps://twitter.com/aliphalenhttps://twitter.com/salimmajzoubhttps://twitter.com/salimmajzoubhttps://twitter.com/ebuzzingukhttps://twitter.com/ebuzzingukhttps://twitter.com/lynessamariehttps://twitter.com/lynessamariehttps://twitter.com/jasonxenopouloshttps://twitter.com/jasonxenopouloshttps://twitter.com/joonosimon


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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

https://twitter.com/joonosimonhttps://twitter.com/robinkayhhttps://twitter.com/rgahttps://twitter.com/twitteradshttps://twitter.com/tomneverhttps://twitter.com/havasmediahttps://twitter.com/warceditorshttps://twitter.com/joonosimonhttps://twitter.com/joonosimonhttps://twitter.com/rgahttps://twitter.com/rgahttps://twitter.com/robinkayhhttps://twitter.com/robinkayhhttps://twitter.com/twitteradshttps://twitter.com/twitteradshttps://twitter.com/tomneverhttps://twitter.com/tomneverhttps://twitter.com/marlanatolihttps://twitter.com/marlanatolihttps://twitter.com/havasmediahttps://twitter.com/havasmediahttps://twitter.com/warceditorshttps://twitter.com/warceditorshttps://twitter.com/timcollisonhttps://twitter.com/timcollison


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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

https://twitter.com/thomascramptonhttps://twitter.com/dpassarishttps://twitter.com/hkstrategieshttps://twitter.com/gowthamanrhttps://twitter.com/ddbparishttps://twitter.com/dandutescohttps://twitter.com/mironmironiukhttps://twitter.com/dpassarishttps://twitter.com/dpassarishttps://twitter.com/thomascramptonhttps://twitter.com/thomascramptonhttps://twitter.com/hkstrategieshttps://twitter.com/hkstrategieshttps://twitter.com/gowthamanrhttps://twitter.com/gowthamanrhttps://twitter.com/ddbparishttps://twitter.com/ddbparishttps://twitter.com/digitashttps://twitter.com/digitashttps://twitter.com/dandutescohttps://twitter.com/dandutescohttps://twitter.com/mironmironiukhttps://twitter.com/mironmironiukhttps://twitter.com/kirowskiisobarhttps://twitter.com/kirowskiisobarhttps://twitter.com/mpg_globalhttps://twitter.com/mpg_globalhttps://twitter.com/alemsah


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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
https://twitter.com/alemsahhttps://twitter.com/christinafienihttps://twitter.com/bkolancalihttps://twitter.com/rechtmanlondonhttps://twitter.com/dariahttps://twitter.com/reiinamotohttps://twitter.com/jaymavshttps://twitter.com/eraniumhttps://twitter.com/alemsahhttps://twitter.com/alemsahhttps://twitter.com/bkolancalihttps://twitter.com/bkolancalihttps://twitter.com/christinafienihttps://twitter.com/christinafienihttps://twitter.com/rechtmanlondonhttps://twitter.com/rechtmanlondonhttps://twitter.com/dariahttps://twitter.com/dariahttps://twitter.com/reiinamotohttps://twitter.com/reiinamotohttps://twitter.com/ccoricahttps://twitter.com/ccoricahttps://twitter.com/jaymavshttps://twitter.com/jaymavshttps://twitter.com/eraniumhttps://twitter.com/eraniumhttps://twitter.com/jkleskehttps://twitter.com/jkleske


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This presentation was made by:

Syed Abdul KarimLets connect:

Twitter: @abdulkarim

LinkedIn: www.linked.com/abdulkarim

Blog: incito.syedabdulkarim.com

Web: www.syedabdulkarim.com

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Cannes Lions 2012 - Are You Ready?

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