SlideShare utilise les cookies pour améliorer les fonctionnalités et les performances, et également pour vous montrer des publicités pertinentes. Si vous continuez à naviguer sur ce site, vous acceptez l’utilisation de cookies. Consultez nos Conditions d’utilisation et notre Politique de confidentialité.
SlideShare utilise les cookies pour améliorer les fonctionnalités et les performances, et également pour vous montrer des publicités pertinentes. Si vous continuez à naviguer sur ce site, vous acceptez l’utilisation de cookies. Consultez notre Politique de confidentialité et nos Conditions d’utilisation pour en savoir plus.
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 FacebookFacebook - The Psychology and Creativity of Sharing
seminarTo understand social, go home
highlights:and talk to your friends and familyNetworks that are built aroundpeople, not content, are a betterexperience. Technology changes incredibly fast, but people change veryWe’re hardwired to turn to our slowly.friends for advice & information –not technology. Aggregating this Make social interaction ainformation is powerful fundamental part of the creative brief.The term social will Base your creative ideas on realeventually go away. insight about social interaction.Because were socialcreatures. Its who we are.
You can learn from everyone.I
dont let [critics] bring me down. I payattention to it, and it makes me better.I hire my weaknessesGeorges St-Pierre, Mixed Martial Artist,UFC World Champion
You cant burn the core
people youhave following you to earn new fans.Social media changed the relationshipbetween brands and the public. Its astory, and its not a 30 second story.What gets measured getsdone.Justin Kingsley, Vice-President, Strategy, Partnerof Sid Lee
Social content has no limitation.Your
brain is the limitation.Establish a relationship, and youdont have to advertise again.Generation Social will be thebiggest spending power by 2015René Rechtman, Head, AOL AdvertisingInternational; CEO goviral
We do not listen enoughto
the youngest peoplein the advertising Sex informs everything aboutindustry how we feel ourselves, other people, our relationships, ourThe male gaze replays lives, our happiness. And it iswomen back to at the same time the singlethemselves in a way that biggest issue that ourdoesn’t make us feel industry never talks about.good about ourselves.More women inﬂuencing We need to movecreativity in the futurewill change that. our industry from making good advertising to making advertising good.
PR is like judo,you dont
use your force, youuse the force of your target Tom BeckmanExecutive Creative Director and Partner at Prime
Consuming has rapidly become one
ofthe best ways to express views andvalues.Go from building brands to taking standsto relate to consumers.You dont create advocates.You are an advocate, andyou get followers.Its your social involvement and missionthat will diﬀerentiate your business.
Set your alarm, not to
be able to wake up but toknow when to go to sleep. Arianna Huﬃngton, President, Editor-in-Chief The Huﬃngton Post Media Group
What is missing is not
IQ,its wisdom.If we learn to disconnectin order to connect withourselves, the impact willbe amazing.People are tired of just readingabout what is not working. Theywant to begin to engage withwhat is working.
90% of data we havetoday
was created in the last two years. Data is the new oil. Freddie LakerVice-President, Global Marketing Strategy SapientNitro
The people who follow me
on Facebook responddiﬀerently than the people who follow me on Twitter. Ibegan to modulate my communication based on thatrevelation. Now I realize that Im basicallymining the information of my audience andtailoring my communication based on thatinformation. That approach should sound familiarto you [in advertising].Omar EppsActor, President, BrooklynWorks Films; Vice-Presidentof EntertainmentBeeYoo
You have to understand thediﬀerence
between giving inand learning.The most important thing you cando is to ﬁnd out about yourself…Its your experience that helps youbuild a good advertising career.Paula Green, Doyle Dane Bernbach
Its fundamental to develop ourown
humanity, to inject it intoour work.We are people crafting brands We nurture our brands DNAfor people…NOT marketers for futures to come.messaging brands forconsumers. We create brands that people cant live without.It starts with aproduct to buy, but Success only teachesalso an idea to buy you about yourinto. personality, your ego. Failure teaches you how to progress. Marc Mathieu, SVP, Marketing at Unilever
Yes, we are competitors. But
thebetter they do, they better we do. -(on W+K)We should be looking for humantruths, not advertising truths we erectin our funny little world.We shouldnt try to trickpeople in watching whatwe do. We should inspirethem so they want to. Sir John Hegarty, Worldwide Creative Director, Founder at BBH
If you can get the
client to take aleap and it works, then you canextend that leap. Dan Wieden, Co-Founder,Global Executive Creative Director at W+K
When you do something right,
it addsvalue to the brand that means somethingto the people that work there… and thatis powerful.All that strategybullsh**t, but whereis the emotion?Dan Wieden, Co-Founder,Global Executive Creative Director at W+K
Does anyone everstart at their
best? That would be sodepressing, to startat the top and work your way down. Deborah Harry, Singer-Songwriter, Actress, Lead Singer Blondie
Even though were toughon 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 anunderpaid prostitute of the infrastructure & you will comebusiness world up with solutions you have never seen beforeI have 4 kids with 3 diﬀerentwomen. If you can manage that Nobody has ever beenyou can manage a global network. interested in advertising except ad people. The best ads dont look like ads. Amir Kassaei, CCO at DDB Worldwide
Deﬁne the business problem Find
the relevant truth. And if youcorrectly and youre 95% of the dont ﬁnd it, create it.way to getting to the solution We are doing more and more for less money, because we are notA brand isnt a promise, it producing anything substantial.is the sum of all yourexperiences with aproduct, service and Your job is not being ancompany artist. Your job is being a f**king greatPeople are not buying bullshit salesperson.anymore. You have to add valueto their lives. Advertising is not about art. Its about solving a business problem. Amir Kassaei, CCO at DDB Worldwide
You inﬂuence people through We
are still at the dawn oftheir senses. Thats why you capitalism. We are still learningneed art, not just philosophy. how to make money from the most important things in life.Advertising, when its going well,absolutely deserves to be Put a skull on your desk. We areconsidered art lacking perspective, which is why we need a daily reminder of death.Nietzche didnt likealcohol because itremoves 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 feelOur grasp on our needs is very small in a good way.fragile. Our grasp on our desiresis very clear. Alain de Botton
I wish I could be
20 again. Id take my chances on running for Presidentjust to see what happens. President Bill Clinton
We have to decide if
we want a We are living in the mostfuture of creative cooperation interdependent era in history,or constant conﬂict. One ofshared responsibilities orwinner takes all? People need honest communication.The good news is ordinary You can do that.people have more power todrive change than ever before -PresidentAll of us genetically are 99.5%the same - we need to focus onour common humanity not ourdiﬀerences President Bill Clinton
When these moments happen.You’ve got
to seize them.They’re gone like that.We adapt our campaigns forthe moment rather thanplanning our campaigns for thefuture Were 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