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.
“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
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.
We love the haters. The
haters spark emotion and interaction, and we love that. Justin Kingsley, Vice-President, Strategy, Partner of Sid Lee
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
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
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
The average age of exposure
to porn on the Internet is 9 years old. Cindy Gallop, Ex-chairman, BBH New York; Founder, CEO IfWeRanTheWorld
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.
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
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.
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
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.
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
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
Great global brands adapt to
accommodate various cultures whereas celebrities remain the same. Darren McColl Vice-President, Global Brand Strategy & Marketing SapientNitro
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
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
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
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
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
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
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
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
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
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
There is no such thing
as work-life balance. Everything that is worth fighting for unbalances your life. Alain de Botton
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
I wish I could be
20 again. I'd take my chances on running for President just to see what happens. President Bill Clinton
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
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
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