Video: Awards is only a small portion of Cannes Lions: Matt Seiler
On the back of the experience of the company last year, IPG Mediabrands has approached Cannes Lions 2012 in a very focussed manner. Matt Seiler, CEO, IPG Mediabrands explains why...
The typical day for an agency official at Cannes Lions begins with a breakfast meeting in either the Majestic or Carlton or Martinez or Grand or Marriott or any of the other similar properties at Cannes. Then there are more meetings in the evening dinners and cocktail parties. Some are able to attend some sessions and even lesser are able to attend awards. In all, there is more to Cannes Lions, which has become a platform to reckon with for the global communication industry, than just the awards and knowledge sessions. This was the key highlight of the IPG Mediabrands experience in 2011 that led the agency to recalibrate how it would like to route its investments in the Festival.
One point IPG Mediabrands did not want repeated in 2012 was meeting marketers and media owners at Cannes who the agency officials could have met up with, and do end meeting up with, during their everyday course of work in markets such as the US and UK.
Result, IPG Mediabrands has rented a palatial villa, which can be reached in about 10 minutes from the Palais des Festivals at Cannes. Mediabrands has also made available branded tuk-tuks that can take delegates to and from the villa.
Over the last three days, the villa has been busy hosting meetings and events with the likes of LinkedIn, Facebook, Yahoo, Microsoft and for markets such as India, Latin America and Germany amongst others. The discussions are approached with a pre-set agenda and with an objective.
“We wanted to create a significant experience for every one that we are involved with, and we want to do this for every event that matters to the industry,” said Matt Seiler, CEO, IPG Mediabrands in a conversation with exchange4media.
The objective was to give marketers and media owners a “memorable experience that cannot come anywhere else”. Seiler said, “The direction was to, in concept, have a Brooke Astor dinner, where everyone has an interaction with someone who would benefit them.”
Speaking on the India roundtable, Seiler said, “India is important because we have a lot of great stuff going on there. We similarly targeted areas that are high growth and very developed and invited different segments of that market, including the press to discuss nuances of the market and how people in that market are viewing other things like other markets, their own future trends and so on.”
Seiler said IPG Mediabrands will continue with this model for 2013 as well.
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