Posts By: Antje Derks

Cannes Lions 2015: Raj Kamble’s blog: ‘If he were alive today, Shakespeare would be five times bigger than Zuckerberg’

Screen Shot 2015-06-25 at 14.08.32The founder and CCO of Famous Innovations is delighted with India’s Grand Prix, but dismayed with the overall showing so far.

This year at the Cannes International Festival of Creativity, I’m happy and unhappy at the same time. Happy because the first Grand Prix for Glass Lions is for a campaign that is absolutely rooted to Indian society. Well done to BBDO India. All this life I’ve been hearing that Indian agencies don’t participate, because they feel the jury won’t understand Indian nuances. Here’s a proof that if the idea is good, culture or boundary will never be a hindrance.  Read more on Cannes Lions 2015: Raj Kamble’s blog: ‘If he were alive today, Shakespeare would be five times bigger than Zuckerberg’…

Finding the 2 Things Missing in Marketing to Women

gettyimages D’nae Kingsley, Head of Strategy for Trailer Park/Engine Group kicked off her presentation on “Marketing to Women in the Fourth Wave of Feminism” with a number—a big number. $12.5 trillion. That’s the aggregated income of all women around the world. It’s an impressive number, but it pales in comparison to where things will be in 2018.

By then there will be $18.5 trillion in global income from women and $40 trillion in consumer spending power at stake. Not only that, but women have disproportionate influence. Pinterest is 66% female. Tumblr is 72% female. Facebook, Instagram, and Snapchat are 52%, 53%, and 70% respectively. It would seem natural, then, that marketing to women would be at the top of every marketer’s agenda.

It’s not, at least according to women themselves. Study after study has found that marketing is simply not connecting. Researchers have found that up to 91% of women report that brands are not representing them. Women, Kingsley said, have been searching for the strong female character in film and TV. Of late, she’s started to appear with some regularity. Read more on Finding the 2 Things Missing in Marketing to Women…

What if Cannes banned phones?

Jim_2015Mary J Blige played a live set to twenty fans and what looked like fifty uncomfortable programmatic ad guys on Tuesday.

No matter your taste, the opportunity to hear her perform is what one would call an ‘experience.’ The ad guys had two hands. One clutched a beer bottle, the other recorded Blige’s set on their smartphones.

The smartphone is a devious little weapon. Its power in connecting us all, and sharing all the cleverness nipping round the Riviera is both a beautiful and lucrative thing.

But my fear for the boys on the beach and the 12,000 scuttling around the meeting rooms, is that people are neglecting their eyes, ears and brains. We are here, as we document via our social channels — but are we looking, listening and really learning? Read more on What if Cannes banned phones?…

Delivering the golden standard on mobile

imageThe fastest human reaction to mobile advertising isn’t laughter. It isn’t empathy, or inspiration, or motivation.

In reality, the fastest human reaction to mobile advertising is finding the little “x” in the corner to close the ad and get it off of the screen.

For the first time in history, we’ve got a direct connection with a well-defined, easily understood consumer. People are literally carrying an interactive billboard in their pockets all day- a supercomputer that can tell us what they like, when they like it, who they like to share it with, and how they want it given to them. Read more on Delivering the golden standard on mobile…

Had Enough of Awards Yet?

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Screen Shot 2015-06-24 at 13.47.00Had Enough of Awards Yet? If not, you’ve got until July 10th to sharpen your pencils and bump up the gigs in your Dropbox.

Knowing how Cannes Lions can inspire equal parts creativity and envy, the American Association of Advertising Agencies (4A’s) has delayed its deadline for its Jay Chiat Awards  for excellence in strategic thinking in marketing and advertising until after Independence Day, and this year adds a category: “Media Strategy.”

4A’s celebrates its 19th year of the awards named for the father of the agency that still inspires us to “Think Different.” But the awards are just part of the industry’s Oct. 4-6 “StratFest” in NYC. Read more on Had Enough of Awards Yet?…

Cannes Perspectives: Sell me a story

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Screen Shot 2015-06-23 at 15.51.39Storytelling has the ability to truly transcend the complexibilities of the health industry

Write me an ad,” he said. “Engage me, seduce me, sell me the goddamn thing.

“It’s what you do, isn’t it?”

Those words still sting, ringing in my ears as a junior getting started in an “Ads R Us”-type shop some 35 years ago.

I am sure he is probably long gone now. And I am sure he didn’t know just what an impact he had on me at that moment. He left me gasping for air at my desk while his Camel cigarette smoke hovered around me. Read more on Cannes Perspectives: Sell me a story…

Cannes 2015 show diary: ‘Creativity needs you’

The winner of Campaign US’ “Fearless Thinker” contest makes new acquaintances and sizes up Lions winners

Screen Shot 2015-06-24 at 13.16.07The Cannes festival is a special place. Not for the awards, the unbeatable weather or the luxurious amenities — what makes it special is the people. Over the past three days I’ve had so many wonderful conversations with people from around the world. I’ve spoken about the creative process of shoe making with a Russian, the value of good print ads with some Brits, and the best way to make Sangria with a Spaniard. There quite literally isn’t any other gathering of so many wonderful creative and passionate people in the world.

Monday night saw the first round of Cannes Lions given out in the Direct, Mobile, Press, and Promo & Activation categories. All the work was amazing — problems and perceptions surrounding various international brands were solved in clever and unexpected ways. Read more on Cannes 2015 show diary: ‘Creativity needs you’…

Cannes Lions 2015: ‘Without measurability, digital advertising is going to start undermining itself’: Keith Weed, Unilever

Screen Shot 2015-06-24 at 12.59.27The FMCG major’s chief marketing and communications officer made the case for marketing ‘for’ people, on day four

The theme of purpose returned as Keith Weed, chief marketing and communications officer, Unilever, returned to the main stage of the Cannes Lions International Festival of Creativity. In 2015, he underlined the need to move from the ‘marketing to people’ approach of the past, and the ‘marketing with people’ of the present, to the future: ‘marketing for people’. Read more on Cannes Lions 2015: ‘Without measurability, digital advertising is going to start undermining itself’: Keith Weed, Unilever…