Day 3 Recap at #CannesLions 2013 / #OgilvyCannes

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Transcript of Day 3 Recap at #CannesLions 2013 / #OgilvyCannes

  • 2013cannes lionsrecap

    day 38

  • change

    is GoodIf too many people know your name, change it, then change it again. With all due respect to Diddy, we like Ogilvy just fine, thank you. But well admit that hes got a point. Swap the word name for business model, and it starts to sound like the mantra of our industryand for that matter, his. Its not the industry that fails, Diddy said, Its the business model. Ok, we get the hint.

    Do agencies need to grow comfortable with letting go and opening up to harness the creative genius thats out there? Thats what one Young Lion took away from the Academy today. She felt the disconnect with an industry that has historically tried hard to protect its ideas and venerate total originality over improvement and iteration. Facebook called us on that yesterday. Maybe its good to remember what Kirby Ferguson told us (on the web, not here) a couple of years ago: Everything is a remix.

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  • onlyconnectAnselmo Ramos of O&M Sao Paulo and John Mescall of McCann Australia, the supergeniuses who brought us Dove Real Beauty Sketches and Dumb Ways to Die schooled us all on how to develop ideas that go viral. 1) Be subversive: take a convention and play with it. 2) Enable Sharing: make it bite-sized. 3) Harness Emotion: but go for only one of them, pinpointing the one feeling you want to elicit in viewers.

    Maybe its two feelings, because you certainly want to evoke authenticity, says Conan OBrien. Younger people today, he said, are hyperaware of phoniness. They want the soft sell, at least in social, otherwise it will be seen as tainted. Love it or hate it, Twitter is becoming the social soundtrack for for our lives. We share an experience, like an amazing web video, and then connect around it. Those connections, says Deb Roy of Twitter, are the most meaningful.

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  • trending word...

    ContentRight now, someone in a bar along the Croisette is threatening to punch the next guy who mentions content right in the mouth. That cantankerousness belies some industry insecurity. Were a little freaked out about content because we dont really know what it is, how it works, what people want, who should do it, where they should work, how to pay them, or even if its a good idea in the first place. If we follow LinkedIns approach, well just dive it. The network poured effort and cash into content marketing and publishing with acquisitions, a bespoke magazine, an influencers platform, and its SlideShare partnership. Content is missing its fully-realized commercial adjunct, but thats coming.

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  • personalized

    dataDiscontent is now aimed at being personalized. As the world grows, as IBM says, more instrumented, interconnected, and intelligent, we are leaving monolithic big data behind in favor of dynamic, adaptable, and personalized data. R/GA, in the person of Nick Law, sees the next creative revolution on the horizon. And it is personalized data. That makes sense for the FuelBand guys to say, of course, but our tolerance for content overload is reaching the breaking point. Marketers need to use smart data to accurately cater to peoples needs. And we will measure our success through participation.

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  • Balance

    talentContent and its discontents will need a special person to bring the parties together. John Maeda, President of RISDI, is up to the task. He spoke at a Fast Company/Ogilvy & Mather summit about redefining leadership into a creative mode and looking not just to bring opposing ideas together. He wants to find those rare folks who, with one hand on the cracked and one on the conventional, form a bridge between them.

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