Day 4 Recap from #CannesLions #OgilvyCannes

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Transcript of Day 4 Recap from #CannesLions #OgilvyCannes

1. Day4 2015 Cannes Lions r e c a p B y J e r e my K at z , W o r l d w i d e E d i t o r i a l D i r e c to r , O g i lv y & M at h e r 2. 2015 Cannes Lions Day4 r e c a p 1 The808 TrackThe Young Lionsthe group of young advertising professionals and students here at Cannes to learnmust have skipped school this morning. How else to explain the preponderance of excited youth at the door to one of the Palais des Festivals smaller theaters? They were there, of course, to see Kim Kardashian drop the 808. and they didnt. It was a whole lot of nothing. Wait, why where we surprised? 3. 2015 Cannes Lions Day4 r e c a p 2 PowerOf course,all those young folks who got there early received a whole bunch of wisdom from the opening acts. They learned that there are two dimensions missing from most marketing to women: compassion and independence. Maybe thats why some studies show that 91% of women feel that marketing doesnt reach them. Considering that women will control $40 trillion in consumer spending by 2018, this is a big miss. Kim Kardashian, no doubt, will account for most of that in some wayat least if the draw of her Hollywood app is any indication. 4. 2015 Cannes Lions Day4 r e c a p 3 Foolish GamesThe very existence Kim Kardashian proves that success in life is nothing but a game. Its a good thing, then, that a couple of ad execs spent a ton of their free time watching game shows. Game shows are perfect scale models of real lifealbeit viewed through a tilt-shift lens. Our friendly (and were they every friendly; they took questions while sitting in the laps of audience members) distilled their uncounted hours of game show watching into 7 rules of game show theory. 1. Give them something to rally behind. 2. Have a great human-interest story written. 3. Go beyond expectations and dreams. 4. Have a narrative arc with subplots. 5. Create lots of cliffhangers. 6. Have amazing rewards. 7. Have multiple layers of engagement. Got it? Go use these in your advertising. These guys did, and the awards just flowed. 5. 2015 Cannes Lions Day4 r e c a p 4PreachAdland legend Keith Reinhard spoke to students from the Berlin School of Creative Leadership, and while it wasnt a public session, another legendthis time someone I knowmanaged to smuggle out intel and advice on leadership from one of the greats. Before you dismiss Reinhard as a pre-digital relic, consider that the shift from atoms to bits has not changed the fundamentals. Human nature remains the same. We still burn with the drive to succeed, to survive, to love, and to take care of ones own. The importance of brands has not changed, Reinhard said. Nor has the importance of ideas. The nature of leadership is also unchanged. In order to lead oneself, Reinhard says, you need to have a dream, the passion to pursue it, the persistence to see it through, and the curiosity to do it all over again. Leading othersa learned skill, not a bestowed titledepends on sharing your vision and values while helping others grow and keeping them inspired.