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100+ Bullet Points from Cannes Lions 2012 - @jessedee

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100+ Bullet Points from Cannes Lions 2012 - @jessedee

  1. 100+ bullet points from cannes Lions ’12
  2. All my notes from Cannes Lions ’12. This presentation has a sister... Download link she’s a real at the end. beauty. lET’S GO.
  3. “Our challenge is that a lot of people think of TV, print and billboards and try to apply that to Facebook” Paul Adams, Global Head of Brand Design at Facebook Facebook - The Psychology and Creativity of Sharing
  4. seminar To understand social, go home highlights: and talk to your friends and family Networks that are built around people, not content, are a better experience. Technology changes incredibly fast, but people change very We’re hardwired to turn to our slowly. friends for advice & information – not technology. Aggregating this Make social interaction a information is powerful fundamental part of the creative brief. The term 'social' will Base your creative ideas on real eventually go away. insight about social interaction. Because we're social creatures. It's who we are.
  5. We love the haters. The haters spark emotion and interaction, and we love that. Justin Kingsley, Vice-President, Strategy, Partner of Sid Lee
  6. You can learn from everyone. I don't let [critics] bring me down. I pay attention to it, and it makes me better. I hire my weaknesses Georges St-Pierre, Mixed Martial Artist, UFC World Champion
  7. You can't burn the core people you have following you to earn new fans. Social media changed the relationship between brands and the public. It's a story, and it's not a 30 second story. What gets measured gets done. Justin Kingsley, Vice-President, Strategy, Partner of Sid Lee
  8. Stephen Messer is Co-Founder and Vice-Chairman of Collective
  9. Social content has no limitation. Your brain is the limitation. Establish a relationship, and you don't have to advertise again. Generation Social will be the biggest spending power by 2015 René Rechtman, Head, AOL Advertising International; CEO goviral
  10. The average age of exposure to porn on the Internet is 9 years old. Cindy Gallop, Ex-chairman, BBH New York; Founder, CEO IfWeRanTheWorld
  11. We do not listen enough to the youngest people in the advertising Sex informs everything about industry  how we feel ourselves, other people, our relationships, our The male gaze replays lives, our happiness. And it is women back to at the same time the single themselves in a way that biggest issue that our doesn’t make us feel industry never talks about. good about ourselves. More women influencing We need to move creativity in the future will change that. our industry from making good advertising to making advertising good.
  12. PR is like judo, you don't use your force, you use the force of your target Tom Beckman Executive Creative Director and Partner at Prime
  13. Consuming has rapidly become one of the best ways to express views and values. Go from building brands to taking stands to relate to consumers. You don't create advocates. You are an advocate, and you get followers. It's your social involvement and mission that will differentiate your business.
  14. An agency doesn't have anything more valuable than its people. Carlos Holemans, Founder, CEO El Laboratorio
  15. Set your alarm, not to be able to wake up but to know when to go to sleep. Arianna Huffington, President, Editor-in-Chief The Huffington Post Media Group
  16. What is missing is not IQ, it's wisdom. If we learn to disconnect in order to connect with ourselves, the impact will be amazing. People are tired of just reading about what is not working. They want to begin to engage with what is working.
  17. Children have so many ideas because they don't know the problems or barriers. Adora Svitak, 14 Year-Old Author, Teacher, Activist
  18. 90% of data we have today was created in the last two years. Data is the new oil. Freddie Laker Vice-President, Global Marketing Strategy SapientNitro
  19. The people who follow me on Facebook respond differently than the people who follow me on Twitter. I began to modulate my communication based on that revelation. Now I realize that I'm basically mining the information of my audience and tailoring my communication based on that information. That approach should sound familiar to you [in advertising]. Omar Epps Actor, President, BrooklynWorks Films; Vice-President of Entertainment BeeYoo
  20. Great global brands adapt to accommodate various cultures whereas celebrities remain the same. Darren McColl Vice-President, Global Brand Strategy & Marketing SapientNitro
  21. Technology can change the way you tell a story. Bob Pasqualina, Former Art Director at Wells, Rich, Greene
  22. You have to understand the difference between giving in and learning. The most important thing you can do is to find out about yourself… It's your experience that helps you build a good advertising career. Paula Green, Doyle Dane Bernbach
  23. Put people first. Build brand love. Unlock the magic. Keith Weed, CMO/CCO at Unilever
  24. It's fundamental to develop our own humanity, to inject it into our work. We are people crafting brands We nurture our brands' DNA for people…NOT marketers for futures to come. messaging brands for consumers. We create brands that people can't live without. It starts with a product to buy, but Success only teaches also an idea to buy you about your into. personality, your ego. Failure teaches you how to progress. Marc Mathieu, SVP, Marketing at Unilever
  25. Advertising is 80% idea and 80% execution. Sir John Hegarty, Worldwide Creative Director, Founder at BBH
  26. Yes, we are competitors. But the better they do, they better we do. - (on W+K) We should be looking for human truths, not advertising truths we erect in our funny little world. We shouldn't try to trick people in watching what we do. We should inspire them so they want to. Sir John Hegarty, Worldwide Creative Director, Founder at BBH
  27. If you can get the client to take a leap and it works, then you can extend that leap. Dan Wieden, Co-Founder, Global Executive Creative Director at W+K
  28. When you do something right, it adds value to the brand that means something to the people that work there… and that is powerful. All that strategy bullsh**t, but where is the emotion? Dan Wieden, Co-Founder, Global Executive Creative Director at W+K
  29. Does anyone ever start at their best? That would be so depressing, to start at the top and work your way down. Deborah Harry, Singer-Songwriter, Actress, Lead Singer Blondie
  30. Old model: art and copy. New model: art and code. Rei Inamoto CCO, AKQA
  31. Time for a break...
  32. Beer is the oldest social network on the planet. Bringing 9,000 years of friends and enemies together. Chris Burggraeve Chief Marketing Officer AB InBev
  33. Even though we're tough on each other, there are only three agencies we would hire. First is you. Second is you. And the third is you. Joel Ewanick, Vice-President, Global Chief Marketing Officer, General Motors
  34. Digital is not a medium. Digital is an infrastructure. Amir Kassaei, CCO at DDB Worldwide
  35. Our job is not only producing Search will be dead in 20 yrs. and ad. Our job is shaping society. Tools like Siri will kill Google. Advertising is currently the Treat digital as an underpaid prostitute of the infrastructure & you will come business world up with solutions you have never seen before I have 4 kids with 3 different women. If you can manage that Nobody has ever been you can manage a global network. interested in advertising except ad people. The best ads don't look like ads. Amir Kassaei, CCO at DDB Worldwide
  36. Create relevance, not awareness. Amir Kassaei, CCO at DDB Worldwide
  37. Define the business problem Find the relevant truth. And if you correctly and you're 95% of the don't find it, create it. way to getting to the solution We are doing more and more for less money, because we are not A brand isn't a promise, it producing anything substantial. is the sum of all your experiences with a product, service and Your job is not being an company artist. Your job is being a f**king great People are not buying bullshit salesperson. anymore. You have to add value to their lives. Advertising is not about art. It's about solving a business problem. Amir Kassaei, CCO at DDB Worldwide
  38. Stop using the bulls**t word 'social media' Amir Kassaei, CCO at DDB Worldwide
  39. There is no such thing as work-life balance. Everything that is worth fighting for unbalances your life. Alain de Botton
  40. You influence people through We are still at the dawn of their senses. That's why you capitalism. We are still learning need art, not just philosophy. how to make money from the most important things in life. Advertising, when it's going well, absolutely deserves to be Put a skull on your desk. We are considered art lacking perspective, which is why we need a daily reminder of death. Nietzche didn't like alcohol because it removes suffering We need to learn to get away from the beehive. Go into nature, too early or anywhere that makes you feel small. We should learn to feel Our grasp on our needs is very small in a good way. fragile. Our grasp on our desires is very clear. Alain de Botton
  41. A creative life requires suffering. Alain de Botton
  42. My hustle is more important than my MBA. Stephen Friedman, President MTV
  43. Great creative work comes from asking all the right questions. Paul Brazier, Executive Creative Director, AMV BBDO
  44. I wish I could be 20 again. I'd take my chances on running for President just to see what happens. President Bill Clinton
  45. We have to decide if we want a We are living in the most future of creative cooperation interdependent era in history, or constant conflict. One of shared responsibilities or winner takes all? People need honest communication. The good news is ordinary You can do that. people have more power to drive change than ever before - President All of us genetically are 99.5% the same - we need to focus on our common humanity not our differences  President Bill Clinton
  46. Stop interrupting what people are interested in and become what people are interested in speaking with. Nick Davidge, ECD GreenLightMedia and Marketing
  47. I need it to be real, I can’t be a puppet for a brand Mark Ronson DJ & music producer
  48. The beauty of being an artist is that you have the right to fail. JR, Street Artist
  49. I was 18 years old and was already exhibiting on the Champs Elysee. Why would I need a gallery? JR, Street Artist
  50. When I do my work I do it in complete freedom. My only limit is my own responsibility… JR, Street Artist
  51. Twitter gives you a front row seat to everybody’s direct perspective across the world. Dick Costolo, CEO of Twitter
  52. When these moments happen. You’ve got to seize them. They’re gone like that. Dick Costolo, CEO of Twitter
  53. When these moments happen. You’ve got to seize them. They’re gone like that. We adapt our campaigns for the moment rather than planning our campaigns for the future We're moving from a world where we plan campaigns for the future to one where we adapt campaigns to the moment Dick Costolo, CEO of Twitter
  54. Rather than making a better shoe – how do we make a better you? Stefan Olander VP Digital Sport
  55. The role of Nike has changed from inspiration (Just do it) to inspiration and enablement Stefan Olander VP Digital Sport
  56. Our consumers will talk about our brand in a more powerful way than we can. Joseph Tripodi Executive Vice-President, Chief Marketing and Commercial Officer The Coca-Cola Company
  57. Losing relevance is the worst thing that can happen to brands Joseph Tripodi Executive Vice-President, Chief Marketing and Commercial Officer The Coca-Cola Company
  58. Morihiro Harano Creative Director, Founder, CEO PARTY
  59. Morihiro Harano Creative Director, Founder, CEO PARTY
  60. Only 4% of English language conversations are between native speakers Fredrik Härén Author; Founder Interesting.org
  61. If your customers are going to spent time with a brand you need to give them something I'd call it ROT - Return On Time Fernanda Romano, CCO Naked Brasil
  62. Almost nothing that really succeeds online was fully panned out Damian Kulash Singer Ok Go
  63. click here to download this presentation
  64. see you next year. more: Jesse Desjardins slideshare.com/jessedee twitter.com/jessedee

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