Top Story

e4m_logo.png

Home >> Cannes >> Article

Cannes Lions 2007: It’s all about telling a great brand story

20-June-2007
Font Size   16
Cannes Lions 2007: It’s all about telling a great brand story

The sessions on day three of the Cannes Lions International Advertising Festival 2007 focussed on what went behind building right brands. Needless to say, at the centre of it all continued to be the digital fever. One of the most sought after sessions of the day was presented by Manchester United, where Sir Bobby Charlton spoke on stories and insights that brought out the relation of creative and content specialists with every aspect of life, even a sport like football.

Charlton narrated various stories on his experiences, and instances about Manchester United that made it the brand it is. He said, “ManU is an exciting brand that plays offensive and is full of edge-of-the-seat surprises. But even in this sport, the game has to be about being creative and getting the right ideas, and in the course of time, you build a brand that has followers. They can love you, they can hate you but they never leave you.”

Charlton was of the opinion that the creative fraternity could learn a little from examples like Manchester United, just as organisations like that can learn from advertising. Commenting on his take away from the session, Colvyn Harris, CEO, JWT, said, “The first half of the session was really interesting on the setting up of the brand. There really is a point or two that can be learned from such examples.”

Another interesting session of the day was the ‘Entertainment Advertising: Leading the Content Revolution’, which was presented by Initiative. The speaker on the session was Alan Cohen, EVP and MD, Initiative Innovations and Entertainment. Cohen said that the paradigm shift in brand building today really was innovations integrating with media and allowing marketing that made a difference.

For him, in the new matrix, strategy, content execution and ideas were still at the centre of brand communication and the change in traditional media agencies was moving from the conventional domains of research, planning, media tools and so on was to creativity, promotions and technology.

Citing examples of conglomerates like Microsoft and Making Bee Magic Movie, Cohen pointed out, “Advertising is only about story telling. Organisations are creating long and short form of content for these kinds of stories.”

He concluded his presentation stating, “Media is the new creative and it is transforming marketing.”

Another session spoke of sponsorships at the heart of brand communication. The speakers comprised Jeremy Clark, MD, EMEA, MEC Sponsorship and Julian Yeomans, Managing Partner, MEC Sponsorship. Sponsorship has never been more important than it is today, and its popularity is on a tremendous rise. Substantiating this, the presentation brought out that in the last five years, the percentage of spends on sponsorships has increased by 31 per cent, which is higher than the growth of advertising in comparison.

Articulating the pitfalls that brands normally face while engaging themselves with a sponsored event, the session cited the lack of strategic planning with unclear objectives to meet, and a poor choice of platforms that causes the confusion.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Strategized and executed by WATConsult, the campaign portrays different personalities through different shades of make-up.

At the recent unveiling of the Pitch Madison Advertising Report 2018, industry leaders from Dominos, Titan Watches, Nature’s Basket and Big Bazaar drew their conceptual learnings on factors that build...

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.