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Pratap Bose’s Blog@Cannes: A day devoted to gyaan sessions

23-June-2010
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Pratap Bose’s Blog@Cannes: A day devoted to gyaan sessions

The seminar programme at Day 3 at Cannes was a bit of a ‘mixed bag’. Some really good sessions and some that were, in my opinion, a big ‘let down’.

Draft FCB opened the morning with an insightful hypothesis that the average time required for any meaningful consumer engagement is only 6.5 seconds. Another compelling thought that struck me was a quote that said, “What one leaves out of a strategy is just as important as what one puts in”. I hope all my account planner friends back home take heed of that. If you think about it, that seems so simple, but in reality that’s a very rare practice.

As you can see, I was being a very attentive student today, furiously taking down notes and making the most of what was in the house. Charlie Todd from Improv Everywhere had the audience in splits, like he usually does, with his numerous examples of his ‘flash mob’ cases, and all in all, he was a delight with the audience.

I was looking forward to some deep insights and some ‘media gyaan’ from Aegis Media, but was thoroughly disappointed. I felt like telling Malcom Hunter (the CSO of Aegis Media) that you can’t write a presentation on the plane into Nice and hope that you would pull it off, because he didn’t!

Hollywood was on show today as well, with Digitas bringing in Nick Cannon and Gavin Polone (disappointing though), and Yahoo! did one better with Ben Stiller. Ben was his hilarious self and had the packed audience in splits while discussing how Hollywood and advertising were trying to come together using the digital platform.

In the independent agency network showcase session, Agnello Dias did India proud with the ‘Aman Ki Asha’ story and by George, did he get the biggest round of applause today! Well done Aggie.

That in a nutshell was my ring side story of the day, but I must tell you that the Publicis and Contagious session on ‘How to create deeper engagement and lasting connections with people who buy brands’ was nothing short of outstanding.

Richard Pinder (COO, Publicis) with the Contagious team put together an impeccable show and told a very compelling story for 45 minutes. If anyone can get their hands on that presentation, it certainly is one worth having on your desktop.

I’ve just walked out of the Radio, Media and Outdoor Lions awards ceremony and I must say that India did a decent job with six metals. No elusive gold as yet, but yes, there were there silvers and three bronzes. The one thing that I couldn’t fathom though was the fact that there was just one gold won by a media agency! Every other gold was won by a creative agency and that too in the media category. That baffles me.

Tomorrow is the Press, Cyber and Design awards, and I will have to wait and see whether my guess on the number of metals that India would win, come close to what I had predicted yesterday… which by the way was 15 for the first seven categories. Fingers crossed.

Adieu till tomorrow… but for now, the Gutter Bar beckons.

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Bose, who has a career spanning over two decades, was DNA’s Editor-in-Chief. He has previously been associated with the India Today Group

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