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
Are you ready!!Mind-Blowing Lessons from the Cannes Lions
2012
2012 was a COLOSSAL year for
the Cannes Lions!
The question this year was "Who's not at Cannes and Why?"
The question used to be "Who's at Cannes and Why?"
Agencies paid €14.8 million to
submit their work
386 jury members were tasked with going through 34,000 entries!
More #CannesLions Tweets per hour this year than during the entire event
last year
Peaked @1000 tweets per hour!
Cannes Lions Seminars were all about...
...big thinking!
....big ideas
Thinking about...
The Changing Consumer Fast-Evolving Technology
Transforming Ad Biz
Thinking that most likely you have not heard before...
...unless you were attending!
So here goes...
Earned Media has become bigger than Paid Media!
Yes...social media will rule all media already!
rules
Why?
Social media usage is deeply rooted into people’s life
"Consumers today are smart, inventive & move faster than ever" as marketers we need to embrace that!
2.4 billion millennials!The biggest generational cohort the world
has ever seen & they're demanding awesomeness
Millennials aren't addicted to social media, they just use it
to make their lives better
When the show Glee starts, Twitter usage increases 1000%
During the ENG vs. FRA match, there were 2.5 million tweets from
160 countries; 80% of the world!
London Olympic games will be the most Social games ever! 30% of US will watch
the games on 3 screens
48% of people 18-34 check their Facebook the minute they wake up.
What device do you think they are using?
It’s not just PEOPLE’S behavior that is evolving!
Technology is fast-evolving TOO!
80% of today's technology didn't exist five years ago!
"Innovation is happening faster than a lot of people think."
There will be 650 million smart phones shipped this year. 118% growth year on year
PwC estimates 2.9 billion smartphones in 2016, 1 billion in China
1993 there were only 130 websites and 5 million internet users worldwide
The internet is expected to double in size every 3-5 years !
YouTube now has more content than ever broadcast on TV
All these changes are hitting the world of advertising...HARD!
The importance of Cyber Cannes Lions isn't so much about the medium but the possibility
and the threat it presents to the industry
The word 'social' will eventually go away, social ads will just be ads, social experience
just an experience!
Twitter is a front row seat to the world's emotions!
The old age of advertising was about selling
The new age is about sharing
We're moving from planning campaigns for the future to adapting campaigns to the
moment
Planners should get away from seeing the changes to come and
move to creating the change themselves!
Think outside the world of advertising, make it a part of the social fabric of life!
Kraft Food is putting social at the center of their communication strategy. TV is now a
TEASER for social media
Therefore data is no longer a nice to have but a need to have!
Data enables us to create art & science, and gives us amazing ways to tell stories
Choice of visualization has a huge role in success or failure of your
project.
In an era of information overload, right time is more important than real time, makes it relevant
Don't look for the commonalities in data. Look for abnormality. That's where the interesting nuggets lie.
Data provides insights and opportunities for creatives
targeting consumers
Individual check-ins are not that interesting - aggregation of check-ins
tells you the story of my life
What is interesting about social is the aggregation. Aggregation tells you the
story of your life
The greatest thing about these social platforms is that we have focus groups
every second of the day
The digital world is perfect for us, because it's always on!
All the data and technology means nothing in isolation!
Technology is no longer the marvel, it's what we do with it
Treat digital as an infrastructure & you will come up with solutions you have never seen before!
The new creative process: creative directors work with
technology directors
Have a tech expert in room from day one!
Move from “art & copy” to “art & code”
Engagement >Consumption
Creativity based on social engagement isn't additional,
nor functional. It's fundamental
Paul Adams principles for success #1: make social interaction part of every single project brief
We are now living in a world where the conversation can become the campaign
Close the loop with TV commercials by leveraging the power of second screen
possibilities
Think less about campaigns and more about platforms
When the content is embedded in a
conversation, it gets a lot more engaging!
Experiences that are shared by a few can engage millions by creating talk value.
There is no better way to engage with a consumer than
relentlessly
at the centre of the social graph is great content
message to creatives: come talk to artists managers, they're the content creators!
big brands are looking for new ways to make music and
movies
"The content has to be authentic and have pass-through value...it has to be rooted in the
brand strategy"
‘content is king, distribution is queen’
post and pray does not work with video content
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”
Forget about the 4 Ps and adopt the 3 Cs, Curiosity, Culture, Courage
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
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
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
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
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
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
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
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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