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(or so) he best from t Points Bullet inars 11 Sem Lions annes C

This is me

This is me

and these are my best notes from Cannes Lions 11

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goviral The Long Idea

Jimmy Maymann
Executive Chairman - goviral

Martin Lindstrom
Brand Expert, Author DAY

In 2001, 15% of conversations were about brands. Today it's 37%.

Martin Lindstrom, Brand Expert, Author

Brands and religion rely on elaborate story-telling and both lean on detailed symbols and imagery that carry the story forward. "Brands with great story-telling are typically associated with grandeur, vision, a clear enemy and a certain degree of mystery."

People who were in casual face-to-face conversations exposed to certain brands were 49% more attentive to those brands later online. The true power of social media is offline, not online, as it starts at the face-to-face level. WOM is much more powerful during the hours of 8:00-10:00 worldwide

When Hitchcock was creating his movies he had 2 scripts: Blue: Rational part: scene w/birds, shower scene Green: Emotion: where the audience should feel scared, where they should feel engaged etc. Your brand has to have a Blue/Green script.

Symbols: Coke bottle: in 1915 the Coca-Cola company issued a set of guidelines that if you dropped a Coca-Cola bottle and it smashed into a thousand pieces you would still be able to recognize it.

SapientNitro Culture Clubbing with the Brand

Malcolm Poynton
Chief Creative Officer SapientNitro

Nathaniel Perez
Director of Social Marketing SapientNitro

Jennifer Frommer
Head of Brand Partnerships Interscope Records DAY

When you can bring brand & culture together at the intersection is shared purpose ROI is not purpose The best brands werent created or born to be the most profitable but to make life better Steve Jobs true obsession is relentless focus on great products

Sneakerpedia: $5,000 for video, $0 seeding, ignited 4.5m tweets, attracted 6.7m fans, more than $1m in free media When you get the connection, shared purpose and passion you can ignite a fire that will attract many many people.

Lady Gaga is her own platform

Born this way pre-launch: Gaga enlisted Monsters to make album name, artwork, single, #1 trending topic on Twitter. She Treats as a reward for their loyalty and engagement Facebook countdown: Fans RSVP to Album release. 250,000 RSVPs, one of the most RSVPd events in Facebook history.

iTunes countdown: Born This Way became the fastest-selling single in the history of iTunes, selling one million copies in the first 5 days. 2 additional songs where released early exclusively on iTunes prior to full album release. Gagavision series: Gaga created her own series for fans (Gagavision) to tease instrumentals and lyrics from new songs before they were released Results: Unprecented first week sales, true integration of traditional media meeting new forms of engagement

thenetworkone The Independent Agency Showcase 2011

Julian Boulding
President - thenetworkone

Ali Ali
Creative Director Elephant Cairo

Rob Jack

John Matejczyk

Co-founder, Creative Director - Found, Executive Creative Special Group Director - MUHTAYZIK/ HOFFER

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"The age of networks is passing. The age of networking, is just beginning."

Julian Boulding

The communications industry today is dominated by companies who were recent entrepreneurial startupsGoogle, Apple, Microsoft, Facebook, Twitter, TV hasn't died, but a plethora of new media opportunities are taking the headlines these days interactive, experiential, social, mobile, etc. The new generation of creative talent has grown up to utilize these media options with dramatic and exciting results.

Fleishman-Hillard Social Mobile Marketing

Robert Winslow
Executive Vice-President, Senior Partner, Managing Director, Technology Group Fleishman-Hillard

Dr Orin Levine
Executive Director International Vaccine Access Center at the Johns Hopkins Bloomberg School of Public Health

Mitch Spolan
Senior Vice-President, National Sales - LivingSocial

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In Kenya: 1 doctor : 9,000 people 1 mobile : 2 people 2/3 have experienced money transfer with mobile

Amazon: 1,300,000 gift cards sold in one day 40% of sales came from shared links 45k posted to Facebook about this deal 7k people Tweeted

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Initiative Rethinking Paid, Earned and Owned

Eric Bader
Chief Strategy Officer, Worldwide - Initiative

Jeffrey Graham
Worldwide Director of Performance - Initiative

Jim Sanfilippo
Chief Operating Officer Innocean (Hyundai, North America) DAY

Paid media: measurable media (TV, search or display ads) Owned media: channels (corporate website, you control the message) Earned media: consumer develops the channel or engages with your brand through social channels (Facebook, Twitter, blogs)

For your global framework you should ensure your message, tone, and placements are driven by consumer involvement. Escalate involvement with your brand by creating a virtuous cycle of involvement

5 implications for action: Track and measure customer involvement Map out the brands touchpoints Connect the purchase path to every touchpoint Use local insights to create local plans Give customers an experience not a rotation of message

BBDO Meet the Screens

Eric Bader
Chief Strategy Officer, Worldwide - Initiative

Jeffrey Graham
Worldwide Director of Performance - Initiative

Jim Sanfilippo
Chief Operating Officer Innocean (Hyundai, North America)

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All screens are not created equal Its no longer about the matching luggage (making something for TV then pushing it out online) We need to understand the archetypes of each ones of these screens and what that means for creating good content The right content for the right screen

If you can understand how to have that connected tissue across all of those screens the opportunity is limitless

Great example: Old Spice Launching as a TV commercial then whole new idea and whole new concept across multiple screens. The business multiplier was incredible.

Kraft Foods Why we shouldnt be obsessed with being first

Malcolm Gladwell
Best selling author, The Tipping Point DAY

Steve Jobs isnt an innovator. He makes existing things better.

Malcolm Gladwell

The Xerox Park think tank was set up in the 1970s. The best and the brightest were assembled and given time and resource to research the office of the future They invented the mouse, the PC, Graphical User interface (GUI) and laser printer. 24 year old Steve Jobs was given a first hand look at all these new innovations.

On returning to HQ Steve told his engineers to stop everything, scratch the previous plans and create a mouse that cost $15 (not $300) and develop a new GUI The result: the first Apple Mac Steve Jobs had become successful not by being early but by being late, by adapting the ideas of others to benefit consumers Google didnt invent search, Facebook didnt invent the social network Put less emphasis on innovation, more emphasis on tweaking and implementation.

AOL The Re-calibration of Form and Function Online

Arianna Huffington
Co-founder, Editor-in-Chief The Huffington Post

Tim Armstrong
Chairman, CEO - AOL DAY

Arianna Huffington: If Lehman Brothers had been Lehman Brothers and Sisters, they might still be around Authenticity is just like pornograpy. You know it when you see it.

Tim Armstrong: 83% of consumers use fewer than 30 sites a month The future of the internet is not algorithms, it's content and design [...] Banners and for apes. Content is for humans.

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Coca-Cola Liquid and Linked Mystique

Jonathan Mildenhall Vice-President, Global Advertising Strategy and Creative Excellence The Coca-Cola Company Pio Schunker Senior Vice-President, Integrated Marketing Content - The Coca-Cola Company, North America Ivan Pollard Vice President, Global Connections - The CocaCola Company DAY

Jonathan Mildenhall: We need a more fluid approach to content, a lot more stuff for a lot less dollars You need to iterate, iterate, iterate your production needs, you cant just replicate your production content Pio Shunker: We will move from creative excellence to content excellence

Hill & Knowlton Addiction: what brands can learn from Angry Birds
Peter Vesterbacka Mighty Eagle - Rovio Mobile Amanda Groty Global Strategy Director - Hill & Knowlton

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"We don't view ourselves as a game company, we're building a brand

Peter Vesterbacka, the Mighty Eagle

Stats: #1 paid / free app 200,000,000 downloads 107 000 years played 51 odd games were built before Angry Birds took shape

Eliminate the role of luck at every step "We kept the entire process very analytical," The game took 8 months to build The team studied a lot of other games on the web and mobile space and learnt from them. Vesterbacka made a checklist and made sure that all the pros and cons of the existing games were taken into consideration while developing Angry Birds.

"Marketing is not rocket science" "Two things must be borne in mind - fans, and the brand itself," 3 aspects must take precedence: giving the brand a distinct character, making the brand addictive, and making it very accessible. Soon after it started becoming popular, Angry Birds was made accessible on every possible device and platform, right from phones to the internet. "It's about taking the brand everywhere"

We want to become the most copied brand in China by next year.

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Twitter has become my primary news source, but when I hear something has happened it makes me turn on a TV set.
Piers Morgan, CNN Host

Google Internet, Innovation and Imagination

Eric Schmidt Executive Chairman Google Andy Berndt Vice-President Google Creative Lab
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Apple, Amazon, Facebook & Google (gang of four) are growing rapidly because they are platforms to others to build on.

'We often do a 1% test at Google, trying something out on just 1% of our users. The most successful people have an idea, think something will work, but they're not biased.' 'Try to say yes - the power of yes is not understood, yes is how your life evolves.'

The major problem facing the world is poor thinking

Edward de Bono , Author

R/GA Whats next?

Barry Wacksman EVP, Chief Growth Officer - R/GA

Bob Greenberg Chairman, CEO, Global CCO - R/GA

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Barry Wacksman: In the era of networked media youre going to become a functionally integrated brand or a commodity.

In the 20th century, companiesand the agencies grew mostly through horizontal integration (Coca-Cola: 500 products) and, in some industries, by vertical integration (Exxon).

Example:

Example:

Example:

Example:

Users derive more value from its products when they are functionally integrated.

Example:

Example:

Example:

How do we call what we do? It's indescribable

Bob Greenberg

Leo Burnett The language of the 21st century

Mark Tutssel Chief Creative Officer - Leo Burnett Worldwide Jay Benjamin Chief Creative Officer Leo Burnett New York

Michael Canning Kieran Antill Creative Director, Senior ViceCreative Director President - Leo Burnett New York Leo Burnett New York

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Today people know when a brand is speaking from a place of selling, bottom lines and shareholder values and they have the power to reject them. The brands that speak human are the ones that have real conversation with people. They speak with honesty, humanity, intrigued and humor. They speak the language of the people.

Ideas that live in peoples lives: Nike+, Earth Hour, Facebook. They dont have an end destination, they just get better with time

Facebook Social by Design

Carolyn Everson Vice-President, Global Marketing Solutions - Facebook DAY

Stats: 500,000,000 people on Facebook 15,000,000 friend connections / day 50,000,000 page likes / day #1 photo sharing site on the web 100,000,000+ photo uploaded /day

Sponsored stories have the highest level of engagement Facebook-studio.com: community for marketers, creatives and fans set up by Facebook

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Ogilvy & Mather Ogilvy & Inspire

Tham Khai Meng Sir Ken Robinson Worldwide Creative Director and Chairman, Worldwide Creative Council - Ogilvy & Mather Worldwide

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Luck isn't about what happens to you. It's about what you do with what happens to you
Sir Ken Robinson

Real innovation and creativity often happens within tight constraints creativity is not an exotic capacity. We all have it, and we now have to make a commitment to develop it The role of leaders is not to command and control the creative process, but to create the conditions for it to flourish

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Here is my advice to advertisers: give your brand up for customers. It's the most rewarding thing I've ever done.
Jim Farley, Group VP, Global Marketing, Sales and Service, Ford

Publicis & Contagious The Five Per Cent Club

Olivier Altmann Worldwide Chief Creative Officer Publicis Paul Kemp-Robertson Jess Greenwood Editorial Director, Co-Founder - Director Contagious Communications Contagious Insider DAY

Those most willing to devote a small but significant portion of their budgets and time to running creative experiments - the 'Five Per Cent Club' - are increasingly seeing brave ideas develop into compelling marketing projects

Paul Kemp: Acting then measuring has been replaced by listening then responding Jesse Greenwood: We need to move away from 360 degree marketing, and towards 365 days a year marketing

BBH Growth Needs Space

Sir John Hegarty Worldwide Creative Director, Founder - Bartle Bogle Hegarty DAY

5% growth is easy. You hike the price 2% and a couple of big promotions gets youre the other 3%. But 8-10%, thats a different ballgame. BBH Client

Difference should be page, line 1

Johnny Walker: 400 million brand to 1.26 billion brand in 10 years

= power and value of difference

Wind tunnel marketing: homogenization, everything has to be the same, which is driven by fear of difference. If you ask the same people the same questions in the same, youll get the same answers Difference creates enduring memories that translate into trials, sales and loyalty The social web rewards difference

Brands that were really different when they first came out: Camel cigarettes, Diesel, Hagen-Dazs, Apple ... When the world zigs, zag.

I knows all you clients are desperate for it to be a science, but Ive got news for you, it isnt and it never will be.
Sir John Hegarty Worldwide Creative Director, Founder BBH

Additional Resources:
More than 100 beautiful slides from Cannes Lions for creative inspiration

Seminar clips

Winning campaigns

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Thank you.
Jesse Desjardins @jessedee My trip to Cannes was partially crowdfunded by:
@adamsheka @sweetiaddict @barb_leung, @wirkungen @checkmypres @mosisys, @asevenstern @shoher, @gwynethjones @khabarta @coachbay, @ataleb52, @dgomesbr

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