Mind Blowing Lessons from the Cannes Lions 2012

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Are you ready!! Mind-Blowing Lessons from the Cannes Lions 2012

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This presentation summarizes the key lessons from the Cannes Lions Seminars 2012.

Transcript of Mind Blowing Lessons from the Cannes Lions 2012

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Are you ready!!Mind-Blowing Lessons from 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 to

submit their work

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

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

last year

Peaked @1000 tweets 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 than Paid Media!

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

rules

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Why?

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Social media usage is deeply rooted into people’s 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 world

has ever seen & they're demanding awesomeness

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

to make their lives better

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When the show Glee starts, Twitter usage increases 1000%

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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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It’s not just PEOPLE’S 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 in 2016, 1 billion in China

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

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The internet is expected to double in size every 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 the world of advertising...HARD!

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

and 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 and

move to creating the change themselves!

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Think outside 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 a

TEASER 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 your

project.

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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's where the interesting nuggets lie.

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Data provides insights and opportunities for creatives

targeting consumers

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

tells you the story of my life

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

story of your life

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

every second of the day

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

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All the data and technology means 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 with

technology 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 of second screen

possibilities

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Think less about campaigns and more about platforms

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When the content is embedded in a

conversation, 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 artists managers, they're the content creators!

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big brands are looking for new ways to make music and

movies

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

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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”

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

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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

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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

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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

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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

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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

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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

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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

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This presentation was made by:

Syed Abdul KarimLet’s connect:

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

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

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