cannespiration (inspiration from cannes lions 2013)
Post on 06-May-2015
Embed Size (px)
DESCRIPTIONLessons Learned and Inspiration from the 2013 Cannes Lions. Ogilvy Cape Town's Chris Gotz and Chris Rawlinson share thought and lessons learned from Ad Lands biggest yearly get together, the Cannes Lions international festival of creativity.
- 1.@OgilvyCT CANNESPIRATIO N #CANNESPIRATION
2. @OgilvyCT 3. @OgilvyCT Dan Wieden Sir John Hegarty Marcello Serpa The legends were judging, speaking and holding forth 4. @OgilvyCT Cannes Fast Facts 5. @OgilvyCT 35600 pieces of work entered across 13 categories 12,000 delegates 5000 of those are marketers 6. @OgilvyCT Cannes is the most important event for business creativity in the world right now. 7. @OgilvyCT Some of the worlds most interesting people from outside ad land share their views 8. @OgilvyCT The other big business deals side of Cannes is also taking Shape. Cannes is a crucial barometer of where our industry is right now 9. @OgilvyCT We live in the single most profound and accelerated period of change in human existence. Rene Rechtmann, CEO, Goviral 10. @OgilvyCT The latest revolution is happening in our backyard Cars TV Internet 11. @OgilvyCT The biggest change - The internet of things - has hardly begun 5 billion separate objects will be connected to the internet by 2015 Wired Magazine 12. @OgilvyCT We will look back at this time and we will see that we were in a great settling out period. Lee Clow 13. @OgilvyCT The tech people are still leading the way. This will change. Agencies, Clients, and Creatives need to catch up. We are not far behind now. 14. @OgilvyCT Mobile vs Desktop browsing in South Africa (In most western countries mobile only overtook desktop in 2011/2012) 2000 2002 2004 2006 2008 2010 2012 2014 Desktop Mobile 15. @OgilvyCT From Funny Ha Ha to Funny Peculiar 16. @OgilvyCT This is the rise of the attention economy On demand content rather than push People are spending more time snacking content The tech will disappear (It will appear seamless ) 17. @OgilvyCT Exponential growth in content 18. @OgilvyCT Whether we like it or not, we are now in the content business Entertainment Stuff 19. @OgilvyCT The need to provide genuine provocative, stimulating content. The Red Bull Stratos Jump. The Psy phenomenon. Dove Real Beauty Sketches. The rise of branded content. 20. @OgilvyCT We are not competing with the other ads anymore, we are competing with programming. On demand will replace the blanket 30TV buy. The future is niche. People are just not that into us. Millennials most of all. 21. @OgilvyCT It might not be an ad. We might need an act or an app or an attitude. Marketers need to work higher up the decision making chain with clients Product development, software development, corporate culture shifts. 22. @OgilvyCT Integration will win. Collaboration and specialist skills will become crucial. The geek will not inherit the earth, but we will need him. (Programming / app / website builds are getting easier and will become the job of creatives. Big tech will be more niche) 23. @OgilvyCT Goodvertising is here to stay. 24. @OgilvyCT Brands will have to stand for something. 25. @OgilvyCT Authentic Voice. Authentic Stories. = The cynical masses are more likely to buy into you. 26. @OgilvyCT The little things might turn out to be the big things Small, brilliant ideas are magnified like nothing ever before. We need to be brave, to try things, to be noticed. 27. @OgilvyCT We dont stop playing because we grow old; we grow old because we stop playing. George Bernard Shaw 28. @OgilvyCT The 10% of budget we devote to this can be a powerful multiplier for our brands. 29. @OgilvyCT Film is Still King 60% of all budgets are spent on film 30. @OgilvyCT Story telling is being lauded over more than ever 31. @OgilvyCT Film is no longer just a 30 second slot 32. @OgilvyCT The way people consume & create film has profoundly changed 33. @OgilvyCT 34. @OgilvyCT We aren't in the technology business, we are in the fu*king creativity business. George Lois. Cannes Lions 2013 35. @OgilvyCT Thanks from @OgilvyCT // @ChrisRawlinson // @MrChristiffa