Posts By: Antje Derks

Amsterdam’s creative leaders collaborate at Cannes Lions festival

01Amsterdam’s finest creative leaders launched the Embassy of Dutch Creativity, a pavilion at the Cannes Lions International Festival of Creativity. The initiative builds on a long tradition of international trade and collaboration. More than thirty creative agencies collectively connected with the festival’s international crowd, sharing Amsterdam’s open culture and creative spirit.

Amsterdam’s cultural diversity attracts creative talent from around the world, making it a hotbed for innovation in advertising, design, media, technology. Brands like Heineken, Nike and Playstation all thrive on the city’s vibrant mix of cultures and disciplines, which have made advertising and design one of its most important export products. Read more on Amsterdam’s creative leaders collaborate at Cannes Lions festival…

Cannes Lions 2015: Heineken on creativity: ‘The future belongs to the 7+ advertising’

download (1)Soren Hagh and Gianluca Di Tondo on how the ‘Creative Marketer of the Year’ approaches creativity
Wrapping up day five of the Cannes Lions International Festival of Creativity 2015 were Soren Hagh, executive director global marketing, Heineken International and Gianluca Di Tondo, senior brand director, global Heineken brand. The duo spoke about the importance of creativity to the company that won the Creative Marketer of the Year title.

Hagh said, “We have a deep belief the great creativity starts with a decision. Unless you demand creativity, and demand greatness, you don’t get them. The Heineken family (yes, it’s still a family-owned business) has made it clear; it’s about delivering great creativity. Beer was always sold in round bottles. This is in Green bottles. So, decisions like this have always been made. We believe in great beer. There are many different ways of making beer, but we believe that good beer is at the heart of what we do. Our beer takes longer to brew and has more expensive ingredients. But, we need to do these things to work.” Read more on Cannes Lions 2015: Heineken on creativity: ‘The future belongs to the 7+ advertising’…

Coca-Cola’s Wendy Clark on that Mad Men tie-up and using Coke as a parenting tool

Screen Shot 2015-06-26 at 06.52.53Bravery and belief are key to successful brands and careers in marketing, according to Wendy Clark, president of sparkling brands and strategic marketing at Coca-Cola North America.
Speaking at a masterclass at the Cannes Lions, Clark used the tie-up with the last-ever episode of Mad Men, which ended with Coca-Cola’s iconic ‘Hilltop’ ad, to illustrate how belief can work in a marketers’ favour.

She said that when Mad Men’s creator, Matthew Weiner, approached Coke to use the ad, he “didn’t tell us how it would be used and under what situation it would be used”, meaning the brand would have to cede control of what Clark describes as Coke’s ‘crown jewel’.

“You could essentially call it a fireable offence to mess with ‘Hilltop’,” she added. Read more on Coca-Cola’s Wendy Clark on that Mad Men tie-up and using Coke as a parenting tool…

Finding a fix for click tricks

Screen Shot 2015-06-26 at 06.44.58It’s a sure sign of the times that the conference agenda at the Cannes Lions Festival has a heavy emphasis on technology. It’s testament to the way that digital media has revolutionised the industry in just a few short years. This year’s event also plays host to a new innovation festival with a focus on data and technology.

Digital advertising is already a $140 billion plus market globally, according to Zenith Optimedia. But as we’re all aware there’s a darker side to this revolution. Digital advertising is a market still undergoing rapid change and is one where issues of trust and transparency sit alongside profound business concerns over low viewability rates, brand safety and advertising fraud. In a world where automated trading is both a certain and growing part of the digital advertising future, advertisers are rightly very concerned about value and accuracy online – did you know that Kraft, one of advertising’s big spenders, commented last year that its concerns over ad fraud, viewability and overall inventory ‘murkiness’ are causing it to reject up to 85% of all impressions offered via real-time ad marketplaces? That’s both an alarming and a depressing statistic. Read more on Finding a fix for click tricks…

The rise of the machines and the future of humanity

Screen Shot 2015-06-26 at 06.41.08The average marketer may have embarked for Cannes with ambitions to better master their creative strategy, but James A Whittaker, a PhD Distinguished Engineer at Microsoft, took to the Croisette to question the very meaning of life.
The singularity some call it. Stephen Hawking and Steve Wozniak openly worry about it, while Bill Gates wonders why more people aren’t talking about it. This fuss is based on the belief that in the foreseeable future, machines will reach a point of sophistication that exceeds their creators.

Even if we assume intelligent machines are a foregone conclusion, the ramifications are not. What happens when we’ve created a species smarter than us, and how will we interact with them? Can we do act now to steer the future? Read more on The rise of the machines and the future of humanity…

Handy Tips For Cannes John Shaw, Worldwide Head of Strategy and Planning at Brand Union.

Screen Shot 2015-06-26 at 06.39.341. Go to the Bar. At some point in the day you may find yourself wandering around the bowels of the Palais looking for water. Well, you won’t find any drinking fountains, zut alors! And the lines for the café can be very long down there. But on the third floor the Connect Bar is quiet for much of the day, staffed by a nice man with refreshments. It is, as he says, ‘rien de stress.’ And in Cannes, rien de stress is good.

2. Go to the Parc. Don’t read this one unless you’re masochistic and slightly bonkers. Still with me? If you fancy some hardcore trail running, then it’s right there if you jog up the Boulevard Lord Brougham and turn right at the bend. Rocky, single track, with a great view of the cemetery, which is an appropriate thing to gaze on when you’ve had too much Ott on a yacht. A half hour there will cleanse many sins. Read more on Handy Tips For Cannes John Shaw, Worldwide Head of Strategy and Planning at Brand Union….

Cannes Lions 2015: ‘Social media is ‘real’ reality TV’: David Guetta

Screen Shot 2015-06-26 at 06.25.40The DJ and music producer explained why the ‘old model’ of celebrity endorsements doesn’t work for him
“If the whole world gets to know my music (even if it is through piracy), I am not going to fight it,” said DJ Producer David Guetta, on day five of the Cannes Lions International Festival of Creativity. He was in conversation with Maurice Levy, chairman and CEO, Publicis Groupe.

Asked for his take on the subject of copyright and privacy, Guetta said, “You can’t resist progress. Whether it is through streaming, CDs, or pirated downloads…, the only thing that matters is that my music is heard.” Read more on Cannes Lions 2015: ‘Social media is ‘real’ reality TV’: David Guetta…

Cannes Lions 2015: ‘A work place has emerged where shame is a currency’: Monica Lewinsky on cyber-bullying

Screen Shot 2015-06-26 at 06.22.43The American social activist and writer addressed the audience on day five of the festival to talk about the modern day evil that is costing lives.

Speaking at the fifth edition of Ogilvy & Inspire seminar on day five of the Cannes Lions International Festival of Creativity 2015 was American social activist, writer and public speaker Monica Lewinsky.

She asked that audience something she was asked in a job interview years ago: ‘If you were a brand, what brand would you be?’ This set up her talk on cyber-bulling rooted in personal experience, featuring Tham Khai Meng, worldwide CCO, Ogilvy & Mather. Read more on Cannes Lions 2015: ‘A work place has emerged where shame is a currency’: Monica Lewinsky on cyber-bullying…

Cannes Lions Advertising Through a Designers Eyes

_E0Y9536As a creative director of a brand design agency it is probably no surprise that images speak louder than words to me (although I like words too) and while I am in Cannes to attend the Design Lions, I am struck by the visually arresting design work that is so evident in the advertising categories, especially Outdoor and Press.

It is often said that Big Ideas beautifully executed are a winning formula in comms, but little ideas can also go one hell of a long way with beautiful design and execution and Big Ideas can be totally lost with bad design and execution.
So design has a clear role to play in delivering great ads. Read more on Cannes Lions Advertising Through a Designers Eyes…