Posts Categorized: Talks

Pack right, pack tight… and idea will travel

CL-LOGO-AZURA session by BBDO on day two delved into why some global campaigns work, while others fail

here are several global campaigns that have worked well in different markets. But, global ideas still have a reputation for ‘lowest common denominator’ creativity, observed Mike Schalit, co-founder, net#work BBDO and chief creative, BBDO South Africa. This set the tone for a seminar titled ‘Have idea, will travel’ on day two of the Cannes Lions International Festival of Creativity 2015.

Joining him in the discussion were Syl Saller, CMO, Diageo and Lara Valais, head of North America marketing, Visa. Read more on Pack right, pack tight… and idea will travel…

‘The best proposition for a brand is to own your existing customer’

Screen Shot 2015-06-23 at 14.36.09Twitter’s Chris Moody spoke on day two, on ‘Connecting people in a transparent world’

Twitter’s vice president of data strategy, Chris Moody, took the stage on day two of Cannes Lions 2015 to talk about ‘Connecting people in a transparent world’. Speaking about ‘data patterns’, he first established the formula for ‘Power’: Energy/Time.

Moody explained how brands could look at ‘lightning’ (a one-off event), or look to use something that’s shining throughout, like the sun. He began with #TheDress.

Two hours after the piece of content was posted on Tumblr on 26 February, it was uploaded on Twitter. It received 303k tweets in an hour, ‘like a lightning strike’. Read more on ‘The best proposition for a brand is to own your existing customer’…

We Are Social unveils the Cannesogram

WEB_Cannesogram_We_Are_SocialWe Are Social, the global social media agency, has created an interactive ‘Cannesogram’ that reveals how different countries have performed at the International Festival at Creativity over the past decade.

The cartogram changes the size of each country for a given year. The size is dependent on what awards agencies from that country have won at Cannes.

Users can drill down into many of the categories represented at the adland awards: the Grand Prix, Gold, Silver and Bronze Lions. Read more on We Are Social unveils the Cannesogram…

Unilever and Vice target female millennials with new video channel ‘Broadly’

Screen Shot 2015-06-23 at 13.41.49Unilever has struck a deal with Vice to sponsor the publisher’s upcoming new channel Broadly – a female-focused online site with daily editorial and video content spanning politics, culture, sex, and fashion.
The multi-year deal, which starts this summer, will give Unilever access to “hundreds of millions” of viewers via sponsorship and content co-creation on the Vice owned site.

Read more on Unilever and Vice target female millennials with new video channel ‘Broadly’…

Sentience: the coming AI revolution and the implications for marketing

Screen Shot 2015-06-23 at 13.37.40Artificial intelligence (AI) is here today, and getting smarter every year. With both computing power and data collection increasing exponentially, our machines are gaining on us. Within just over a decade from now they will be far more intelligent than we are, according to PHD’s book ‘Sentience: The Coming AI Revolution and the Implications for Marketing’.

Computers are already writing stories for major newspapers, helping doctors to search for cures for cancer, and winning game shows. In short, AI has crossed the chasm from science fiction to science fact. Whilst we don’t yet have computers as smart as HAL from 2001: A Space Odyssey, Data from Star Trek: The Next Generation, or Samantha from Her, futurists like Ray Kurzweil — who’s hard at work helping Google build AIs that can understand human language — believe they’re just around the corner. Read more on Sentience: the coming AI revolution and the implications for marketing…

Tim Berners-Lee: AI will not be running a robot with a body, it will run corporations

Screen Shot 2015-06-23 at 13.31.32Tim Berners-Lee, inventor of the web, says “to be part of the business world, you need to put data out there” as he envisages a future where artificial intelligence drives the decisions in major corporations.
Speaking at Cannes Lions this week, Tim Berners-Lee outlined his view on artificial intelligence as media agency PHD launches its book ‘Sentience: the coming AI revolution and the implications for marketing’. Marketing has published an exclusive extract from the book today.

Berners-Lee shot down the usual view of physical robots running the world, positing instead that artificial intelligence will actually comprise businesses driven by algorithmic decisions as data becomes free and open to use. Read more on Tim Berners-Lee: AI will not be running a robot with a body, it will run corporations…

BBC Radio 1 controller welcomes Apple radio

Screen Shot 2015-06-23 at 13.27.26The launch of Apple radio will be good competition for the industry, according to Ben Cooper, the BBC Radio 1 and BBC Radio 1Xtra controller.
During a panel discussion at the Cannes Lions festival yesterday, hosted by Jez Nelson, the chief executive at Somethin’ Else, Cooper said he was not worried about Zane Lowe, and other staff, leaving Radio 1 for Apple.

He agreed that the audience will follow Lowe but said he was “not scared”.

Cooper said: “It’s great that Apple, this huge company, took a moment to stop counting its millions of dollars and open a radio station, it keeps us on our toes and we have to innovate.” Read more on BBC Radio 1 controller welcomes Apple radio…

‘What happens when they (Chinese majors) come into your market?’

Screen shot 2015-06-19 at 11.46.42 Addressing in the audience on ‘The next decade of social media’ on the main stage of the Cannes Lions International Festival of Creativity 2015 on 21 June was Peter Kim, chief digital officer, Cheil Worldwide. The decade past Kim confessed that he got his Facebook account by using his .edu e-mail ID 10 years after he passed out of college. Back then, you needed to be a student to get onto Facebook, he reminded the audience. He traced the evolution of social media from 2005 through to 2015, before foretelling what one can expect in 2025. Facebook had, circa 2006, received $25 million in VC funding, boasted of 7 million users, including most 18 to 24 year-olds (or ‘more than twice of MySpace’).

It had even launched Facebook for mobile. In 2015, the social network has 936 million daily active users, accounting for $227 billion in market cap. “But some of the trends that we saw in 2005 are still at play,” observed the Cheil executive. He noted that devices are becoming more powerful, wireless networks are becoming even faster (with companies working on 5G technology that would allow record speeds), and cost of storage is dropping even further. Read more on ‘What happens when they (Chinese majors) come into your market?’…