Digital medium and exploring it to no ends have been the buzzword at Cannes Lions 2006. However in a session organised by Leo Burnett and Contagious Magazine on ‘Wildfire - Ideas That Spread (And Sell)’, Mark Tutssel, Chief Creative Officer, Leo Burnett Worldwide, drew a clear scene with the other panelists that the way forward was Titanium.
As is known, at Cannes Titanium Lions are awarded to integrated campaigns. The other members of this panel were Paul Kemp Robertson, Editor-in-Chief, Contagious Magazine, and Ruth Lee, Executive Creative Director, Leo Burnett, Shanghai.
Opening the seminar, Tutssel brought out statistics that pointed towards the decline in mainline media and in the increase in the non-traditional media, especially in the digital space. He quoted surveys from the likes of Fast Company, which indicated that the consumer was fast moving to the phase where he wanted to be involved in content creation and that this kind of content was consumed by the right TG as well.
Robertson took on the lead from there, where he cited some more cases that presented the road ahead on the importance of consumer generated content, the changing meaning of branded entertainment and the fact that the phrase wasn’t an oxymoron anymore. He maintained the same line of thinking that he had presented earlier at the AAAI’s GoaFest 2006.
Some more statistics were coming from Lee for the disciplines of gaming and mobile and the impressive numbers that these mediums have. In addition, she also spoke on ambient and guerrilla media – in essence driving to the importance of an integrated media plan. She said, “Word of Mouth is your most powerful ally.”
This brought Tutssel back with the Lynx Jet example and the manner in which the campaign was taken to different mediums – TVC, Direct, Ambient, Talkback Radio and Viral – resulting in an 84.2 per cent market share for the brand in the Australian market.
Citing some more examples, he concluded the seminar by stating, “I think that the road ahead is of more Titaniums than TV, less fragmentation and more integration and ideas that spread and sell.”