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THE CANNES
CRITIQUE
NOBODY LIKES
BORING ADS
SO WHO THE HELL IS
MAKING THEM?
NOBODY LIKES
BORING ADS
AND WHO THE HELL
ARE THEY MAKING
THEM FOR?
I BELIEVE WE
SHAPE MINDSETS
WHAT I
LEARNT
ABOUT
#FUTURE
#TECHNOLOGY
#COMMUNICATION
#CREATIVITY
FUTURE
FUCK TRENDS
“PREDICTION IS
USELESS”
-SCOTT GALLOWEY
RELOCATE FROM MARKETING
TO PRODUCT OR PUBLICITY
ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESS
TESLA AND TRUMP
ARE BROTHERS
THE FUTURE IS BRIGHT
FOR PAID SERVICES
BRIGHT
PEOPLE LOVE STORIES
ADS RUIN THE STORY
ECONOMY OF EXPERIENCE
FORGET ABOUT
PERSONALISATION
ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESS
NOW IT'S ABOUT HYPER
PERSONALISATION
FUTURE
#EXPERIENCE
#PRODUCTISGOD
#FUCKTRENDS
#PAIDSERVICES
TECHNOLOGY
FORGET
TECHNOLOGY
ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESS
TECHNOLOGY SHIFTS
OUR REALITY AND
CHANGES BEHAVIOURS
DESIGN IS ABOUT PROBLEMS
NOT ABOUT TECHNOLOGY
BEFORE YOU FIND
A GREAT SOLUTION,
YOU NEED TO FIND
A GREAT PROBLEM
TECHNOLOGY #GREATPROBLEMS
#PSYCHOLOGY
#NOTTECHNOLOGY
#GREATSOLUTIONS
BUSINESS
SNAFU
IT'S NOT IMPORTANT WHO
MOVED YOUR CHEESE.
ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESS
IT’S GONE
an originalPEOPLE WHO ARE NOT CONFORMIST BY DEFAULT
IF YOU DON'T PISS ANYBODY OFF
YOU'RE NOT TRYING HARD ENOUGH
IF YOU DON'T PISS ANYBODY OFF
THE BEST WOMEN
ARE MEN
MEN
“Debate about gender equality is
over.
We have a bunch of talented,
creative females, but they reach a
certain point in th...
FAKE EQUALITY
ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESS
BUSINESS
#SNAFU
#PARTNERSHIP
#ORIGINAL
#FAKEEQUALITY
COMMUNICATION
EMOTIONS ARE THE
MAIN CURRENCY
PURPOSE MARKETING =
EMOTIONAL TERRORISM
ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESS
WHAT STORY DO YOU
SELL FOR A LIVING?
ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESS
MARKETING TO PURPOSE
ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESS
ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESS
PURPOSE TO MARKETING
IGNORING DIVERSITY
IS IGNORING REALITY
ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESS
COMMUNICATION #DIVERSITY
#PURPOSE
#CULTURE
ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESS
#EMOTIONS
CREATIVITY
STOP INTERRUPTING
START ENTERTAINING
THE BIGGER RISK YOU
TAKE THE BIGGER ROI
YOU MAKE
SHOULD BE YOUR EVERY DAY QUESTION
“WHAT IF”
“IF NOBODY HATES IT,
NOBODY LOVES IT”
LET’S TRY
ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESS
“HAVE YOU EVER WANTED TO FALL ASLEEP
DURING A PROFESSIONAL CONFERENCE?”
ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESSZ...
LET’S TRY
HARDER
“MAKE SPEECHES THAT
EVERYONE WANTS TO HEAR"
SHORT TERMINISM
TRUST IS BUILT ON
CONSISTENCY
ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESS
BEAUTIFUL IS NOT
VAIN, IT'S PRACTICAL
“PUT 10% OF YOUR
BUDGET INTO DOING
SOMETHING MAGICAL”
ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESS
MAGICAL
CREATIVITY
#SHORTTERMINISM
#ENTERTAIN
#RISK
#BEAUTYMATTERS
#TRYHARDER
NOW CAN WE MAKE
BETTER ADVERTISING?
YES WE CANNES!
JULIA IZMALKOWA
I’m a HUMANOLOGIST.
I translate human behaviour and emotions into language that is practical
and understan...
Julia Izmalkowa - 5 buzzwords at Cannes Lions 2016 - Google Campus Warsaw
Julia Izmalkowa - 5 buzzwords at Cannes Lions 2016 - Google Campus Warsaw
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Julia Izmalkowa - 5 buzzwords at Cannes Lions 2016 - Google Campus Warsaw

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9 stages running 9 hours of lectures at the same time. Presentations, workshops, forums, discussions - that’s what comes to my mind when I think of Cannes. For me Cannes is what Milan is for an interior designer. Thanks to Cannes you know what the latest trends are and you have a map showing you where everything is going.
Every year I prepare myself a list of words that are used the most (or actually overused) in Cannes. This year I decided to share it with you. So, what you have below are the words that will shape world of advertising and marketing.

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Julia Izmalkowa - 5 buzzwords at Cannes Lions 2016 - Google Campus Warsaw

  1. 1. THE CANNES CRITIQUE
  2. 2. NOBODY LIKES BORING ADS SO WHO THE HELL IS MAKING THEM?
  3. 3. NOBODY LIKES BORING ADS AND WHO THE HELL ARE THEY MAKING THEM FOR?
  4. 4. I BELIEVE WE SHAPE MINDSETS
  5. 5. WHAT I LEARNT ABOUT #FUTURE #TECHNOLOGY #COMMUNICATION #CREATIVITY
  6. 6. FUTURE
  7. 7. FUCK TRENDS
  8. 8. “PREDICTION IS USELESS” -SCOTT GALLOWEY
  9. 9. RELOCATE FROM MARKETING TO PRODUCT OR PUBLICITY
  10. 10. ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESS TESLA AND TRUMP ARE BROTHERS
  11. 11. THE FUTURE IS BRIGHT FOR PAID SERVICES BRIGHT
  12. 12. PEOPLE LOVE STORIES ADS RUIN THE STORY
  13. 13. ECONOMY OF EXPERIENCE
  14. 14. FORGET ABOUT PERSONALISATION ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESS NOW IT'S ABOUT HYPER PERSONALISATION
  15. 15. FUTURE #EXPERIENCE #PRODUCTISGOD #FUCKTRENDS #PAIDSERVICES
  16. 16. TECHNOLOGY
  17. 17. FORGET TECHNOLOGY
  18. 18. ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESS TECHNOLOGY SHIFTS OUR REALITY AND CHANGES BEHAVIOURS
  19. 19. DESIGN IS ABOUT PROBLEMS NOT ABOUT TECHNOLOGY
  20. 20. BEFORE YOU FIND A GREAT SOLUTION, YOU NEED TO FIND A GREAT PROBLEM
  21. 21. TECHNOLOGY #GREATPROBLEMS #PSYCHOLOGY #NOTTECHNOLOGY #GREATSOLUTIONS
  22. 22. BUSINESS
  23. 23. SNAFU
  24. 24. IT'S NOT IMPORTANT WHO MOVED YOUR CHEESE. ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESS IT’S GONE
  25. 25. an originalPEOPLE WHO ARE NOT CONFORMIST BY DEFAULT
  26. 26. IF YOU DON'T PISS ANYBODY OFF YOU'RE NOT TRYING HARD ENOUGH IF YOU DON'T PISS ANYBODY OFF
  27. 27. THE BEST WOMEN ARE MEN MEN
  28. 28. “Debate about gender equality is over. We have a bunch of talented, creative females, but they reach a certain point in their careers. Their ambition is not a vertical ambition - it’s circular ambition to be happy” ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESS
  29. 29. FAKE EQUALITY ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESS
  30. 30. BUSINESS #SNAFU #PARTNERSHIP #ORIGINAL #FAKEEQUALITY
  31. 31. COMMUNICATION
  32. 32. EMOTIONS ARE THE MAIN CURRENCY
  33. 33. PURPOSE MARKETING = EMOTIONAL TERRORISM ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESS
  34. 34. WHAT STORY DO YOU SELL FOR A LIVING? ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESS
  35. 35. MARKETING TO PURPOSE ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESS
  36. 36. ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESS PURPOSE TO MARKETING
  37. 37. IGNORING DIVERSITY IS IGNORING REALITY
  38. 38. ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESS
  39. 39. COMMUNICATION #DIVERSITY #PURPOSE #CULTURE ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESS #EMOTIONS
  40. 40. CREATIVITY
  41. 41. STOP INTERRUPTING START ENTERTAINING
  42. 42. THE BIGGER RISK YOU TAKE THE BIGGER ROI YOU MAKE
  43. 43. SHOULD BE YOUR EVERY DAY QUESTION “WHAT IF”
  44. 44. “IF NOBODY HATES IT, NOBODY LOVES IT”
  45. 45. LET’S TRY ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESS
  46. 46. “HAVE YOU EVER WANTED TO FALL ASLEEP DURING A PROFESSIONAL CONFERENCE?” ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESSZ Z Z Z Z
  47. 47. LET’S TRY HARDER
  48. 48. “MAKE SPEECHES THAT EVERYONE WANTS TO HEAR"
  49. 49. SHORT TERMINISM
  50. 50. TRUST IS BUILT ON CONSISTENCY ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESS
  51. 51. BEAUTIFUL IS NOT VAIN, IT'S PRACTICAL
  52. 52. “PUT 10% OF YOUR BUDGET INTO DOING SOMETHING MAGICAL” ETHNOGRAPHIC RESEARCH AND CONSULTING FOR BUSINESS MAGICAL
  53. 53. CREATIVITY #SHORTTERMINISM #ENTERTAIN #RISK #BEAUTYMATTERS #TRYHARDER
  54. 54. NOW CAN WE MAKE BETTER ADVERTISING?
  55. 55. YES WE CANNES!
  56. 56. JULIA IZMALKOWA I’m a HUMANOLOGIST. I translate human behaviour and emotions into language that is practical and understandable for business and marketers. I love people and life so much that I made it into my profession. In 2005 I founded IZMALKOWA - the first agency in Poland specializing in ethnographic research. I am also a public speaker and writer. My talks center on human behaviour/psychology/social change/consumer insight/geneder differences. I write a blog -about psychology www. myflirtwithreality.com

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