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Lions Daily News - official magazine for Cannes Lions International Festival of Creativity

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  • LIONS 2011 DAILYNEWSPUBLISHED BY BOUTIQUE EDITIONS - WWW.LIONSDAILYNEWS.COM FRIDAY, JUNE 24 , 2011

    D6-4deCouv:2501 front 23/06/11 16:55 Page IV

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    D6-4deCouv:2501 front 23/06/11 16:55 Page II

  • FILM BREACHES THE 30-SECOND BARRIERFOR THE first time in itshistory, film has been un-shackled from its 30-secondconfines, said Film jury pres-ident Tony Granger, globalchief creative officer of Y&R.The good news is that thestory is no longer tied to a30-second time frame,Granger added. The badnews is that its just as painfulto sit through a bad five-minute film as it is to sitthrough a bad 30-secondfilm. Just because a film canbe longer, it doesnt meanthat it should be, he cau-tioned.Granger has asked his 21 ju-rors to look for a film thatdelivers a truth about a prod-uct or brand in an unexpectedway. Observing that his jurymembers are senior peoplefrom across the globe, so donot require detailed instruc-tions, he added: Ive takenthe opportunity to remindthem to be fair and that theirnames will be attached tothe outcome. On the whole, Granger said,something that is well pro-duced just leaps out at you.You know in five seconds ifits going to be good or not.^

    09.30 FORD PRESENTS: WHEN TO LET GO OF THE BRANDA look at the clients role as creative coach in the new people-powered reality

    10.30 PUBLICIS & CONTAGIOUSPRESENT: THE FIVE PER CENT CLUB:RISK AND REWARD AS CHANGE CONTINUESLearn about the brands and agencies that are diverting energy and resourcesinto uncovering new opportunities and collaborative cultures

    11.30 UNILEVER PRESENTS: NEW BUSINESS MODELS FOR A NEW ERA OF MARKETINGPaul Polman and Keith Weed tackle the big issues: Asias rapid development,the growing power of the consumer and the urgent need for more sustainableconsumption

    12.30 THE CANNES DEBATESir Martin Sorrell talks to James Murdoch and Jeffrey Katzenberg

    13.45 GREY PRESENTS: 5TH GREY MUSIC LEGENDS SEMINARPatti Smith talks to Tim Mellors

    14.45 PUBLICIS GROUPE PRESENTS: MAURICE LEVY TALKS TO THE NESTLE CEONestles Paul Bulcke shares his views onthe future direction of communications

    15.45 BBH PRESENTS: GROWTH NEEDS SPACESir John Hegarty examines the change in approach needed to generateand accelerate brand growth

    16.45 AKQA FUTURE LIONS AWARDSMeet the industrys next generation of creative stars

    ALL SEMINARS ARE IN THEDEBUSSY UNLESS INDICATED

    IN TODAYs world, brands mustgrow not by 3%-5%, but by 8%-10%, according to Sir JohnHegarty, founder and world-wide creative director of BBH and this is pressurising mar-keters to rethink their tried-and-trusted strategies in order togenerate exponential rather thanincremental growth. Speakingahead of his seminar this after-noon, Growth Needs Space,Hegarty said: Brands have todevelop new kinds of thinkingto grow into the space thatsgoing to give them 8%-10%growth. You could say this is acreative issue. Its not. Its a busi-ness requirement. And if mar-keting doesnt step up to theplate, it will find itself in seri-ous trouble, because it has toprovide the strategies that candeliver this growth. A brandthat has got it right, Hegartysaid, is Apple: Why has Appleovertaken Nokia? Its becausethey have created a different

    kind of product. They havegrown their devices into a dif-ferent kind of space. Hegarty a man accustomed to gettingit right himself will be pre-sented with the inaugural LionOf St Mark award at tomorrowsAwards Ceremony, in recogni-tion of his outstanding contri-bution to advertising. It is the

    latest honour in a long list ofprofessional, academic and stateaccolades but, he said, no lesspleasing for that. And to be theinitial person winning the awardis an added honour. As to thepiece of work of which Hegar-ty is the most proud, the BBHchief passes over the obvioussuspects Nick Kamen in Levis;Voorsprung Durch Technik forAudi in favour of a campaignfor the UK crisp brand PhileasFogg. They were made in a placecalled Consett in CountyDurham, he said. We actual-ly admitted to that and had anend line which was: Made InMedomsley Road, Consett, CoDurham. And when United Bis-cuits bought Phileas Fogg, theyhad to keep the factory open togo on using the advertising. Soour advertising kept that fac-tory open and those peopleemployed. Im very proud ofthat. ^

    DAVID Ogilvy believed thatadvertising was a force for thegood, said Tham Khai Meng,Ogilvy & Mathers worldwidecreative director and chairman,worldwide creative council,explaining why the agency decid-ed to launch the Ogilvy & Inspirelecture series. David Ogilvy wasa brilliant and inspired educa-tor and a thought leader, Khai

    said at yesterdays Ogilvy & Math-er seminar. But most impor-tantly, for him, advertising wasabout much more than sellingproducts. He believed that itcould make the world a betterplace. Speaker Sir Ken Robin-son shares that belief, and hasbeen a tireless campaigner forbetter education models thatwill unleash the creativity in peo-ple, rather then crushing it as is the case with the linear,industrial model upon whichmost teaching methods arebased. The world is changingrapidly and profoundly, and cre-ativity is both responsible forthat and the only answer to it,Robinson said. David Ogilvyis a great example of the impor-tance of creativity and also whycreativity marks us out as being

    human. Robinson alsoexplained why every individ-uals life is, in fact, full of cre-ativity: We create our lives ina way that no other living thingon the planet does. But that samecreativity has led us to a precipice,because the nature of the timesin which we live is totally with-out precedent. So much has hap-pened in the decade since I wrotea book called Out Of Our Minds,that when I was asked to refreshit, I ended up re-writing it because 10 years ago there wereno social networks, Google wasa novelty and few people hadcell phones. He added: Digi-tal technology is as big a factorin transforming the world aswere the jet engine, the inter-nal-combustion engine and theprinting press. ^

    Creativity to the rescue

    LIONS 2011 DAILYNEWS

    FESTIVAL NEWS P1-13 FILM SHORTLIST P16 CREATIVE EFFECTIVENESS SHORTLIST P31TITANIUM AND INTEGRATED SHORTLIST P31 FOCUS ON LATIN AMERICA P38FOCUS ON MEXICO P47 FOCUS ON SOUTHERN EUROPE P48 PORTUGAL P55 FILM COMMISSIONS P56 FOCUS ON CENTRAL & EASTERN EUROPE P65 INSIDE BOX

    Sir John Hegarty

    TODAYSSEMINARS

    PUBLISHED BY BOUTIQUE EDITIONS - WWW.LIONSDAILYNEWS.COM FRIDAY, JUNE 24, 2011

    Tony Granger

    Sir Ken Robinson

    Hegarty tells marketershow to raise their game

    D6-01+D:Lions 23/06/11 21:50 Page1

  • D6-AD:Layout 1 23/06/11 17:07 Page 2

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    Technology isfocus of $millionchallengeTHE LATESTMillion DollarChallenge issued by MilesNadal, chairman and CEO ofMDC Partners, is unsurpris-ingly focused on the tech-nologies revolutionising cre-ativity. He spoke at the end ofthe MDC Partners & CrispinPorter + Bogusky seminar FiveFor Five.If youve got a great technol-ogy idea, social-media analyt-ics, anything else that will provethe effectiveness of creativityor enhance the effectivenessof marketing communication,bring it to us. Any technolo-gy-driven idea, we want toinvest in it. We will look at eachand every opportunity. If wecan find one we will invest$1m, if we can find five we willinvest $5m.Weve invested $50m in newtalent in the last three yearsand we think its really workedvery well for us. Its not a gim-

    mick, its the real deal. As ifto prove that, last years chal-lenge offering $1m for anoutstanding start-up idea has become a fast-expandingreality. The successful propos-al from Kip Voytek, an inter-active advertising consultant,was for a Digital Works Insti-tute, to teach digital creativi-ty on a non-profit basis.Nadal told the Lions Daily Newsthat the initial, New York-basedschool has 40 full-time studentsand about 200 people in exec-utive programmes. Anothertwo institutes are planned, tobe based in North America.They will probably be largerthan the first school, Nadalsaid.Entries to the challenge canbe submitted at milliondollar-challenge.com, closing dateis the end of September, anywinner chosen by the end ofNovember. ^

    FRIDAY, JUNE 24,2011

    PUBLISHERRichard Woolley

    EDITOR IN CHIEFJulian NewbyDEPUTY EDITORDebbie LincolnSUB EDITORJo StephensREPORTERSMarlene EdmundsJuliana KorantengGary SmithPhil SommerichLIONSDAIL YNEWS.COMSunnie AntoniaPHOTOGRAPHERSYann CoatsaliouMichel Johner

    LAYOUT DESIGNA noir, Archibald PaikineValerie MersierChristian ZivojinovicT: +33 (0)1 48 06 22 22agence@anoir.fr

    SYSTEMS CO-ORDINATIONProd EventsSophia AntipolisT: +33 (0)4 93 33 12 40

    CANNES LIONS DAILY NEWST: Editorial04 93 99 87 86T: Advertising in Cannes04 93 99 87 83jodlin@boutiqueeditions.comT: Jerry Odlin +44 77 6886 0417T: Lisa Ray +44 77 98 662 955Nicki Webber+1 912 308 6967Karen Watts+1 949 974 7101

    MARKETINGKirsty Woolley

    ADVERTISINGPRODUCTIONRoger Hall

    PRINTEREspace Graphic, Carroso.renucci@espacegraphic.fr

    GREEN PUBLISHINGThe paper used by BoutiqueEditions is a natural, recyclableproduct made from wood grownin sustainable forests. Themanufacturing process conformsto the environmental regulationsof the country of origin

    PUBLISHED BY Boutique Editions Ltd117 Waterloo RoadLondon SE1 8ULT: +44 20 7902 1942F: +44 20 3006 8796

    2011 CANNES LIONS

    NEWS 3

    Miles Nadal: We will look at each and every opportunity

    D6-3+D+z+D2:Lions 24/06/11 22:52 Page3

  • 4 NEWS4

    CREATIVITYand origina