cannes lions young account planners academy - the day in quotes - day 1 (june 15th 2014)...
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Cannes Lions Young Account Planners Academy - The Day in Quotes - Day 1 (June 15th 2014) Including quotes from: James Hurman, Teresa Alpert, Leigh Reyes, Hakuhodo, and Gareth Kay. Compiled by Amr Sallam (@amrsalt).TRANSCRIPT
THE DAY IN QUOTES
DAY 1 June 15th
James Hurman Founder & Principle, Previously Unavailable
THE CASE FOR CREATIVITY: WHY IT’S IMPORTANT TO WORK TOWARDS GrEAT CREATIVE
- James Hurman
“IF YOU ARE NOT MAKING A GREAT CONTRIBUTION, YOU ARE IN THE WAY.”
“THE ABILITY TO JUMP IN AND ASK QUESTIONS IS ESSENTIAL.
THE BEST PLANNERS ASK THE DUMBEST QUESTIONS.”
- James Hurman
“MAKING WORK AS CREATIVE AS POSSIBLE IS IMPERATIVE TO MAKING WORK THAT IS
EFFECTIVE.”
- James Hurman
“CREATIVITY = ORIGINALITY + ENGAGEMENT + CRAFT EXCELLENCE.”
- James Hurman
TERESA ALPERT DIRECTOR, CRIMEA RIVER LTD.
EMPATHY RULES: OPENING HEARTS, MINDS, AND MARKETS
“Empathy is: Being Aware of,
being sensitive to, experiencing the feelings of,
experiencing the thoughts of, – ANOTHER PERSON.”
- Teresa Alpert
“WIND PEOPLE UP, AND LET THEM TALK FREELY. DON’T GUIDE THE DISCUSSION.”
- Teresa Alpert
“Find out WHAT REALLY KEEPS PEOPLE UP AT NIGHT. FIND A NOVEL WAY TO EMPATHIZE
WITH PEOPLE IN THEIR ENVIRONMENT.”
- Teresa Alpert
LEIGH REYES PRESIDENT/CCO, LOWE PHILIPPINES
DO WHAT YOU HATE
“AS PLANNERS, WE ARE THINKERS MORE THAN DOERS. WE NEED TO ‘MAKE’ MORE.”
- Leigh Reyes
“ASK ‘WHAT IF’. A PLANNER’S KEY WEAPON IS CURIOSITY.”
- Leigh Reyes
“…BUT WE MUST ALSO ASK ‘HOW’ & THINK OF THE PHYSICAL DETAILS.
THINK OF EVERYTHING AS A TOOL TO UNPACK PROBLEMS.”
- Leigh Reyes
“LEARN NEW TOOLS. MAKE NEW THINGS.”
- Leigh Reyes
“HAVE A WORKING KNOWLEDGE OF WHAT IS POSSIBLE.”
- Leigh Reyes
“MAKE EXPERIMENTATION & FAILURE A GOOD THING.”
Flearn (v). to learn by failing.
- Leigh Reyes
“BRANDS ARE LOOKING FOR A PURPOSE, & PEOPLE IN AGENCIES ARE LOOKING TO ADD
MEANING TO THEIR LIVES. This is an opportunity for social
business.” - Leigh Reyes
MORIHIKO HASEBE
ECD, HAKUHODO INC. CO-CEO/ECD, HAKUHODO KETTLE INC.
AGENCY MODEL: 2024
KENTARO KIMURA
“The Future of Agency… …Expertise = HYBRID EXPERTISE.
…ORGANIZATION = UNITED VENTURES. …MISSION = LIFE DESIGN.”
- Hakuhodo
HYBRID EXPERTISE IS COMBINING THE CREATIVE & INSIGHT EXPERTISE OF
AGENCIES WITH EXTERNAL EXPERTISE, TO DEVELOP ‘MARKET DESIGN’ SKILLS & MOVE THEM FROM JUST ADVERTISING TO NEW &
BETTER TANGIBLE IDEAS.
united ventures: HAKUHODO HAS A VENTURE FUND FOR STAFF - ENCOURAGING
THEM TO LAUNCH STARTUPS. HAKUHODO KETTLE IS THE CREATIVE HUB, & 12 STARTUPS HAVE BEEN FUNDED BY THE
AGENCY.
LIFE DESIGN: WHEN AGENCIES BECOME MORE THAN ADVERTISERS & BECOME A POWERFUL TOOL IN MAKING A POSITIVE
IMPACT ON PEOPLE’S LIVES.
GARETH KAY FOUNDING PARTNER, ZEUS JONES SAN FRANCISCO
THOUGHTS OF A RECOVERING ADVERTISING PLANNER
“THE BEST PRACTITIONERS OF ADVERTISING HAVE A HEALTHY DISREGARD FOR
ADVERTISING.”
- Gareth Kay
“MAKE HACKS, NOT ADS. A HACK IS THE MOST INGENIOUS &
EFFECTIVE SOLUTION TO A PROBLEM.”
- Gareth Kay
“BE OBSESSED WITH THE OUTCOME WE CREATE, NOT THE OUTPUT WE MAKE.”
- Gareth Kay
“ASK BETTER QUESTIONS TO GET BETTER ANSWERS.”
- Gareth Kay
“EXPERIMENT. MISTAKES ARE AN INEVITABLE PART ON THE
ROAD TO GREATNESS.”
- Gareth Kay
“CUT BACK. RESTRICTION IS MORE POWERFUL THAN
PROLIFERATION. Great Strategy is about sacrifice.”
- Gareth Kay
“BUILD FROM SCRATCH. RECONCIEVE PRODUCTS IN THE CONTEXT OF
‘NOW’, NOT THE CONTEXT IN WHICH THEY WERE CREATED.”
- Gareth Kay
“BE HUMAN FRIENDLY. RATHER THAN HUMAN LIKE.”
- Gareth Kay
“DON’T MASQUERADE BRANDS AS PEOPLE. FIGURE OUT HOW TO MAKE BRANDS
APPEALING & USEFUL TO PEOPLE, NOT POORLY REFLECTIVE OF HUMAN TRAITS.”
- Gareth Kay
“PUT PEOPLE FIRST. HAVE A CULTURAL MISSION, NOT JUST A
COMMERCIAL PROPOSITION. PEOPLE ARE PEOPLE, NOT JUST
CONSUMERS.”
- Gareth Kay
“BE CURIOUS. REPLACE FEAR OF THE UNKNOWN WITH
CURIOUSITY.”
- Gareth Kay
“HAVE A HEALTHY APERTURE. PLAY OUT OF POSITION.
GO OUT THERE AND DO THINGS!”
- Gareth Kay
“BE INTERESTING. STICK TO WHAT YOU BELIEVE IS RIGHT.
BE BRUTALLY HONEST. INVOLVE THEM EARLY IN THE PROCESS.
GIVE THEM SOMETHING INTERESTING EVERY DAY.” - Gareth Kay
IN THE RELATIONSHIP WITH CREATIVES: