Creative geniuses Chuck Porter, Chief Strategist, MDC Partners and Co-Chairman, Crispin Porter + Bogusky; David Droga, Founder, Creative Chairman, Droga5; and Miles S Nadal, Chairman, CEO, MDC Partners talked about their experiences of being entrepreneurs and what it needed to start one’s own agency in the session titled ‘How to Build an Agency from Scratch’. Nadal also had a special offer for wannabe entrepreneurs.
Last time, I wasn’t sure why birds of the same feather flocked together, that is, why Indians here in Cannes were sticking together? May be, I’ve found the answer. In an alien land, particularly when you don’t know the language the local people speak, you are more or less playing dumb-charade with them. And when you see some Indian faces, you are drawn towards them, writes Dhaleta Surender Kumar.
“I would like to introduce a new compensation model that will serve both agencies and clients,” said Michael Roth, Chairman & CEO of Interpublic Group (IPG), during the session ‘What’s Next for Marketing?’ on Day Five of the Cannes Lions International Advertising Festival 2010. The other speaker in the session was Brian Perkins, Vice President, Corporate Affairs, Johnson & Johnson.
“Online or offline, don’t think about that. Everything is going to be online,” this was the suggestion of Henrique de Castro, Vice President, Global Media and Platforms, Google, to agencies (both creative and media) and advertisers during the first session of Day Four of the Cannes Lions International Advertising Festival 2010.
Facebook CEO Mark Zuckerberg finds India to be an interesting market, which, though having very low Internet penetration in comparison to its population, has high mobile usage. Facebook in India has more mobile users as compared to web users. The company is working with developers to bring out apps that would work on mobiles in markets like India.
Coca Cola started planning its FIFA World Cup campaign almost four years ago. The key learnings from the entire planning and execution for the campaign were: no short-cuts to the big idea, collaboration makes everyone better, and only authenticity can be scaled. For Joseph V Tripodi, EVP, Chief Marketing and Commercial Officer, The Coca Cola Company, ideas can come from anywhere, and Coca Cola works on the “open source” model, where anyone with a good idea is welcome.
“The good news is marketing is everywhere. The bad news is consumers care less and less about marketing.” These were the opening remarks of Michael Fassnacht, Global Chief Strategy Officer, DraftFCB, while speaking during the session on ‘Capturing Consumer Attention in the Critical 6.5 Seconds that Matter’ on Day Three of the Cannes Lions International Advertising Festival 2010.
The last session of the third day at the Cannes Lions International Advertising Festival 2010 turned out to be a crowd-puller even though it may not have been the best. The attraction was comedian, actor, writer, film director and producer Ben Stiller. To give him company was director Jeff Goodby of digital agency Goodby Silverstein & Partners. The session, ‘Laugh, Connect and Debate with Jeff Goodby and Ben Stiller’ was moderated by Elisa Steele, Chief Marketing Officer, Yahoo.
“Ice-cream is not a low-involvement product as thought by many people,” insisted Ian Maskell, Global Marketing Director – Heartbrand Ice Cream (Unilever), while speaking exclusively to exchange4media on the sidelines of the Cannes Lions International Advertising Festival 2010. He added, “People are choosy about their brands and selective about their flavours and they’ll go to any extent to get it.”
Beside the sea, and towered by hills, lies the small town of Cannes. The setting seems to be straight from Coleridge’s imagery, be it Kubla Khan or the Rime of the Ancient Mariner. Except that the setting is modern. It’s my first time reporting for the Cannes Lions International Advertising Festival... writes Dhaleta Surender Kumar.
Social media has changed the way how brands look at consumers. Brands “whispered to consumers, they shouted to consumers”, but with social media coming in the picture, brands are being forced “to listen to consumers”. These words from the Tribal DDB (London) presentation summed up the theme of the first day at the Cannes Lion 2010. The only contrary view came from Patrick Collister, Editor, Directory (a UK-based quarterly magazine on direct marketing), who said that direct mailing through snail mail was more engaging and personal than being online.