2. THE
20% are clients
11.000 delegates
from 90 countries Audience diversity: advertising,
thinker, geek, college teacher,
business people...
2012 was the year
3.149 applications
Brazil achieved Lions +
79 Lions
applications records
"advertising" for "creativity"
Important Change
Increasingly: technology as an
essential part

3. Creativeness & Effectiveness
Are these two things related to you?

4. Creativeness & Effectiveness
Are these two things related to you?

5. Creativeness & Effectiveness
Are these two things related to you?

6. Creativeness & Effectiveness
Jim Stengel (P&G) found a strong correlation between
Cannes Lions Award winner companies and stock prices…
& became the first “corporate marketeer” to attend
Cannes…..& also, created the CCAYM last year…

7. Creativeness & Effectiveness
Stengel 50 index
Brand ideal (human purpose, business
inspiration)
~ 30% market capitalization comes from
brands
Creative Era + Innovative Culture

8. Creativeness & Effectiveness

9. Creativeness & Effectiveness
200 2007
200
200
200 2001
200
200 200

10. CLIENTS

11. CLIENTS

12. CLIENTS
Antonio Lucio
Global Chief MKT/ Strategy
The making of a global
Olympics marketing
campaign: right approach,
message & time
“When the heart is
commited, the brain follows”

13. CLIENTS
Antonio Lucio Marc Pritchard
Global Chief MKT/ Strategy Global MKT& Brand Building
The making of a global
Olympics marketing What´s the big idea at P&G?
campaign: right approach,
message & time “We serve people, not
consumers”
“When the heart is
commited, the brain follows”

14. CLIENTS
Antonio Lucio Marc Pritchard Stefan Olander
Global Chief MKT/ Strategy Global MKT& Brand Building VP of Digital Sport
The making of a global Building a new ecosystem
Olympics marketing What´s the big idea at P&G? for consumer experience
campaign: right approach,
message & time “We serve people, not “Our desire to measure how
consumers” we are doing is universal”
“When the heart is
commited, the brain follows”

15. CLIENTS

16. CLIENTS
Andy Fennel
Chief MKT Officer
Brand Content & Business:
Can every co. really be a
media co?
“The fundamentals haven´t
change: flair, execution,
agility and consumer
insights”

17. CLIENTS
Andy Fennel Joseph Tripodi
Chief MKT Officer Exec. VP, MKT & Commercial
New rules of marketing &
Brand Content & Business: consumer engagement:
Can every co. really be a 1.Engage the market
media co? 2.Collaborative innovations
3.Drive cultural leadership
“The fundamentals haven´t
change: flair, execution,
agility and consumer “Consumers want an
insights” authentic 2-way dialogue”

18. CLIENTS

19. CLIENTS
Kelly Weed
Chief MKT & Communic.
Officer
Crafting brands for life: How
Unilever is reinventing MKT
“Put people first. Build brand
love. Unlock the magic”

20. CLIENTS
Kelly Weed Kimberly Kadlec
Chief MKT & Communic. VP Global MKT
Officer
The marketeer of the future
is the marketeer of now.
Crafting brands for life: How
Unilever is reinventing MKT
“Innovation comes from
outside of what´s expected.”
“Put people first. Build brand
love. Unlock the magic”

21. CLIENTS
Kelly Weed Kimberly Kadlec Dana Anderson – Sr. VP MKT
Chief MKT & Communic. VP Global MKT Maria Mujica – dir. Gum LatAm
Officer Nicolás Pimentel - +Castro
The marketeer of the future Chris Palengat – Saachi&Saatchi
is the marketeer of now.
Crafting brands for life: How
Unilever is reinventing MKT 5 Sneaky ways to get great work
“Innovation comes from
outside of what´s expected.” “Usually the process start with jr
“Put people first. Build brand people. Sr. People should be
love. Unlock the magic” involved .”

22. VEHICLES
HUFFINGTON POST by ARIANNA HUFFINGTON
• We will be 3 billion people talking globally in 2020
• The hyperconnectivity is the paradise serpent
• Disconnecting in order to be connected with yourself
• APP - Soul GPS - content that connects you with your
own life (family photos / favorite song)
Relevance
• What a viral or top trend on Twitter adds to the
brand?
• 2012: Justin Bieber tweeted 3% out of the total
amount of tweets)
MAKE THE CONSUMER TO IDENTIFY HIMSELF WITH
YOUR BRAND

23. VEHICLES
TWITTE
R
IMMEDIATE ACTION

24. VEHICLES
FACEBOOK
“Look around and make sure that the person who
does this the person who believes in this buys
into it and goes on crate the most amazing
creative things of our generation make sure that
is you and not just your neighbor”
Paul Adams
NO OPPORTUNITIES MISSED - EXPLORE MORE

25. VEHICLES
MICROSOFT
• Entertainment Era
(Simple / Immediate / Significative)
• Active TV – XBOX – (voice and motion
recognition)
•Allows you to choose their own narrative
ENGAGEMENT AND INTERACTIVE

26. VEHICLES
GOOGLE
Google TV launching
• 43% surfs the web while watching TV
(15/19 and 20/24), as it follows:
= soap operas
= News, Social Networks, Reality shows

27. FUTURE OF MEDIA
All screens simultaneously
Mashable - the biggest news independent
source dedicated to cover digital culture,
social media and technology

28. FUTURE OF MEDIA

29. FUTURE OF MEDIA
MEDIA LIONS SHORT
LIST

31. Meaningful Marketing

32. Meaningful Marketing
Storytelling and Conversation
We are not going to interrupt
the consumer and get into the
attention flow.

33. Meaningful Marketing
Storytelling and Conversation
We are not going to interrupt
the consumer and get into the
attention flow.
Pinball x Bowling

34. Meaningful Marketing
Storytelling and Conversation
We are not going to interrupt
the consumer and get into the
attention flow.
Pinball x Bowling
People, not consumers

35. Meaningful Marketing
"Your audience are not targets.
They are real people...
Put them in the centre of all
that you do."
Marc Mathieu, SVP marketing, Unilever

36. Meaningful Marketing
Moving from one night stands
to meaningful relationships

37. You can’t win a heart without a heart

38. You can’t win a heart without a heart

39. You can’t win a heart without a heart
Products are hard to
have differentiation

40. You can’t win a heart without a heart
Products are hard to
have differentiation

41. You can’t win a heart without a heart
Products are hard to
have differentiation

42. You can’t win a heart without a heart
Products are hard to
have differentiation

43. You can’t win a heart without a heart
Products are hard to
have differentiation
Mission, corporate image, social
involvement - Big differentiation effect

44. You can’t win a heart without a heart
Products are hard to
have differentiation
Design, price and packaging
are pretty easy to copy
Mission, corporate image, social
involvement - Big differentiation effect

45. You can’t win a heart without a heart
Products are hard to
have differentiation
Design, price and packaging
are pretty easy to copy
Supporting services, guarantees
and bonus programs - They are
potencial differentiation
Mission, corporate image, social
involvement - Big differentiation effect

46. Meaningful Marketing
Scan Switch Share

47. Meaningful Marketing

51. The (new) Social & Digital Media
Owned Media Paid Media Organic Media Shared Media
From Site From TV, From PR to
Co-created
Campaigns Prints, POS Journalists
platform between
brands and media
companies
To Multi-Channels To Content To Users and
and properties Distribution Social Media
• Is not about awarness, but engagement
• Content and context
•New KPIs – time spent, experimentation
• Second screen

52. CASE:
TOY TOYOTA

53. The (new) Social & Digital Media
CASE:
COKE SUPER BALL

63. 2012 Olympic Games
SAME event, DIFFERENT approaches…
Is it possible to build BRAND
EQUITY in a BIG WORLD EVENT ???

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“There is a
INSIGHT mom behind
every athlete”

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“There is a
INSIGHT mom behind
every athlete”
“The hard work in the
world is the best work
EXECUTION in the world- Proud
sponsor of mums

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“Human
achievement is the
INSIGHT real essence of
olympic games”

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do texto no clic
“Human
achievement is the
INSIGHT real essence of
olympic games”
Celebrates the best
EXECUTION stories, not the best
athletic performance

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do texto no clic
The Best Social
Game Ever…
“Human
achievement is the
INSIGHT real essence of
olympic games”
Join Global Cheer Facebook
9,2MM peolple
Celebrates the best
EXECUTION stories, not the best
athletic performance

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Create share
value for the
INSIGHT games that
connects to
youth

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do texto no clic
Create share
value for the
INSIGHT games that
connects to
youth
Inspiring and trendy way
EXECUTION to connect music and
sport and to create
brand advocacy

77. FROM TO
“Making athletes “If you have a body, there
doing better” is an athlete on you”
(brand insight) (brand insight)
JUST DO IT People WANNA DO IT, but
they don’t know how….

78. FROM TO
“Making athletes “If you have a body, there
doing better” is an athlete on you”
(brand insight) (brand insight)
JUST DO IT People WANNA DO IT, but
they don’t know how….
PRODUCT + TECHNOLOGY = MAKE IT RELEVANT AND POSSIBLE
RIGHT PARTNERSHIP, COMBINED EXPERTISES

80. Advices for Marketeers

81. Advices for Marketeers
Brand building, connected thinking
“We need to add 3 mores Ps: Purpose, Presence & Proximity”
J&J

82. Advices for Marketeers
Brand building, connected thinking
“We need to add 3 mores Ps: Purpose, Presence & Proximity”
J&J
“To create brand advocates, you need to have relevance to
consumers”
Joe Tripoldi

83. Advices for Marketeers
Brand building, connected thinking
“We need to add 3 mores Ps: Purpose, Presence & Proximity”
J&J
“To create brand advocates, you need to have relevance to
consumers”
Joe Tripoldi
“Take on challenges, creating ideas & plataformas to engage
consumers. Leverage social media for customer service”
Sapient Nitro

84. Advices for Marketeers

85. Advices for Marketeers
Risk enthusiasm, mindset of experimentation
“If the client is not scared, your idea is not good enough”
“Be open to the idea to do something that is really terrible – it´s
the only way to do something amazing”
YouTube

86. Advices for Marketeers
Risk enthusiasm, mindset of experimentation
“If the client is not scared, your idea is not good enough”
“Be open to the idea to do something that is really terrible – it´s
the only way to do something amazing”
YouTube
“ If you’re not prepared to failure, you can not succeed ”
Allain de Botton – Philosopher

87. Advices for Marketeers

88. Advices for Marketeers
Real and powerful partnership between clients and agencies
"The best work is when you don't know who did what"
Nike

89. Advices for Marketeers
Real and powerful partnership between clients and agencies
"The best work is when you don't know who did what"
Nike
“ Great creative work comes from asking the right
questions”
BBDO

90. Advices for Marketeers
Allain de Botton – Philosopher

91. Advices for Marketeers
“A good brief is key. Senior people of co. should be
involved from the beginning.”
Kraft
Allain de Botton – Philosopher

92. Advices for Marketeers
“A good brief is key. Senior people of co. should be
involved from the beginning.”
Kraft
“The better the picture, the easier the idea can be
communicate. Good art & Good advertising requires a
good client”
Allain de Botton – Philosopher

94. THAN