canneslions2012 areyouready-120711161123-phpapp02-3
TRANSCRIPT
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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
SlideShare: www.slideshare.net/akarim76