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MEC@CANNESWHAT YOU NEED TO

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Cannes in a nutshell

01 What we saw

02 What we learnt

03 In conclusion

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WHAT WE SAW

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WITH 100S OF AWARDS

WORKSHOPS, SEMINAROF COURSE PARTIESC

DIDNTDISAPPOINT

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9,474 photos were tagged #canneslions

2,599 check-ins at Carlton Terrace vs. 492 at the

infamous Gutter Bar

Est. 12,000 delegates vs. 130 in its inaugural year in 1954

35,765 entries were submitted

92,000 social posts

An average of 790 Tweets per hour

USA won 109 awards

Brazil won 95 awards

UK/OZ won 71 awards

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WHAT WE LEARNT

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#1 STORY TELLING

Experiences are more powerful than pictures and stories alone; creating strong provocativerelationships between its people and customers. Brands can no longer just tell stories, butinstead they must make and create STORYSCAPES a shared story driven by sharedexperiences between a brand and consumer. Herein lies the opportunity for advertising asan industry. If you want to evolve the craft of story telling you have to think about storysystems and story lines and this needs an organising idea - the moral of the story, not just abig idea.

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#2 CONTENT

Today, content is not just about UGC. There is a shift in focus across the industry and acrossculture. For a brands advertising to achieve scale we have to shift from UGC towards USERGENERATED COMMUNITIES because a brand is only made better through people engagingwith it.

The captive audience is on its way out and weve been wary of this for a few years now.Content is something that people can feel compelled to be a part of. Brands thereforeshouldnt sell themselves short by limiting to the 30 spot. Instead, brands should be thewhole show and create content that audiences can find, love and want to share.

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#3 CREATIVITY IN TECHNOLOGY / INNOVATIO

From looking at a lot of the shortlists and award winners, technology and innovation shonethrough as the common thread. A great but simple bit of tech within print for NIVEA was apress insert that allowed you to charge your phone through solar activity, so when you arelazing in the sun you dont have to miss out on any rays - not even to charge your phone!Another Gold winner which highlighted a great bit of tech (and Im sure most of you have

already heard of) is the billboard in Peru that, through reverse osmosis, turned air humidityinto water. This is a great example of creating a solution that genuinely improves lives.

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#4 CONFUSION

The rapid growth of digital, increasing technological advancements, and multiple channelsand destination platforms has meant that there is now more confusion in the industry than

ever before. The media environment is extremely fragmented and clients are confused as tohow their creative messages should be adapted as well as costs allocated to new platforms.Agencies need to find a way to simplify all the options available to their clients. Anotherissue which became apparent during talks from both Lou Reed and P Diddy was the effectthe digital revolution has had on the music industry. Because of the catalogue of musicdestinations out there, there is no one recognized destination for music. MTV was theultimate platform to launch and distribute artists music and tell their album story. Since

MTV stopped playing music videos, the industry has lost the coverage of music on theplatform where artists aspired to be. Its lost authenticity .

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#5 AUTHENTICITY

Authenticity is also crucial today more than ever. Storytelling isnt a campaign or a stunt. Itsmore than that. Its an on -going communication and as rightly pointed out by P Diddy, itsnot a one way street. David Droga also pointed out that money doesnt buy scale, sinceritydoes and that instead of trying to force fit a piece of advertising into the world, you have tolook at how a work can embed itself into an already existing community. In a talkfeaturing American talk show host Conan OBrien, he encouraged advertisers to beauthentic, he said the younger generation has a great sense of what is and isnt. Thats whyhell turn down a brand when they ask him to be fake with a product, like telling him to eacha chip, look at the camera and say mmm, thats delicious. No one should be using thosephony product placements because fans and audiences recognise this as unauthentic.

Conans partnership with his audience provides even more authenticity. When hes workingside-by-side with his viewers to create content, they feel like they own a piece of the show.They know Conan is trying to please them and they respect that.

Another example that we all know is Wikipedia. As the content is crowd-sourced theinformation is trusted by the online community. Its not a specific industry telling you aboutsomething, but another person from your digital community giving the users the contentthey need. Understandably Wikipedia isnt perfect, but its trusted because it comes fromus, the people. Its that authentic approach to content that sets Wikipedia apart.

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#6 FAN INTERACTIVITY

We need to harness the creativity of the fans of TV shows and popular culture. The fanswant to be seen and heard so brands need to think about more than just reporting theconversation, but rather fans actually making the conversation and collaborativelydelivering it in its purest form. Torchview from Lloyds TSB is a great example of faninteractivity and with their involvement this became an effective marketing solution. It was

the people who wanted to make it known that they were there. It was the most taggedpiece of content in the world you cant get much more interactive than that.

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IN CONCLUSION

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Cannes is still the place to be for our industry. Yes its beengoing for 60 years, but it shows no signs of slowing down.

Brazil was the country of the moment. It won more Lionsthan the UK and Australia (Brazil got 96 and UK got 71).

For a country that the whole world is watching right nowfor both political and sporting reasons, it has shown true

maturity in innovation in the marketing world.

There are still some winning Lions that make you think Really? Thats just an outdoor campaign? because

different market leaders have different opinions on greatand innovative work. But this will always be an issue whenthe world comes together- opinions will differ as markets

are in different places.

It was also interesting how many ad agencies were happyto enter for Media Lions, yet the media agencies are veryhesitant to enter non-media related categories. Is it time

for us too to start expanding outside of the mediacategories?

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Still wantmore?

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TOP LECTURE OF THVIVIENNE WESTWOCEO SAPIENT NITRO

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Incredibly bright, passionate and politically opinionated at the age of 72,she started creating a style as a form of expressing punk. She wanted the

politicians and her peers to notice her, so she expressed her politicalviews through fashion. This is where she thought she could make adifference. Once she realised how popular her designs were, she thendecided to build a business. She thought that through her business shewould understand the world more and be a more effective person.

Inventing the anarchy symbol the A in a circle Vivienne created a stylearound punk rock.PASSION. It was the passion and her political ardour that came first, thenher desire to express it, and then her business. Not all products can bebuilt this way, but this case definitely shows the success that can happenoff the back of it.

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Money doesnt buy scale, but sincerity does David Droga

Punk was just a marketing ploy, probably to buy more safety pins Vivienne Westwood

Ive seen TV adverts and thought did no one in the room say thats not interesting? That noone cares?

CEO Sapient NitroNothing is impossible, somethings are just more likely thanothers CEO TED

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MEC@Cannes

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