Posts Categorized: sponsored

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 Perspectives: Dot Everyone includes us

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Screen Shot 2015-06-23 at 15.45.10Even an industry supposedly at the cutting edge of technology needs to be better at harnessing the power of the web

If you haven’t had the opportunity to watch Martha Lane Fox’s recent Richard Dimbleby Lecture, it’s well worth taking 40 minutes to listen and appreciate the vision that is “Dot Everyone”.

The UK has world-leading creative industries. But we could be even further ahead.

We are not as brilliant at the internet as we have the potential to be. The Dot Everyone initiative will hopefully provide us with the necessary fillip. Read more on Cannes Perspectives: Dot Everyone includes us…

Cannes Perspectives: Holy grail or compass?

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Screen Shot 2015-06-23 at 15.39.05Data isn’t always correct – but predictions using data that draws on real behaviour is possible.

If the recent UK general election taught us anything, it’s that data based on intent is about as reliable as a Greek IOU.

The behavioural findings of the NOP/ Mori exit poll nailed the result as the polling stations closed because people were collared in the moment. But six weeks of prior polls fooled pundits and politicos alike.

We also found out – if we didn’t know it already – that social media is an echo chamber. Read more on Cannes Perspectives: Holy grail or compass?…

Cannes Perspectives: Finding future Peggy Olsons

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Screen Shot 2015-06-23 at 15.34.24Long after the Mad Men years, the comms industry is finally taking gender equality seriously

When you look around any given PR agency, you are likely to see a company whose employees are mainly female. The trouble is that the board of directors often appears very different. And if you look around an ad agency, the situation is even worse.

Hot on the Cannes agenda this year is the introduction of the Glass Lion award, a response to the recent industry focus on gender equality.

Announcing the new award, the organisers recognise that “marketing does not just reflect this culture – it also reinforces and shapes it”.

What they are finally acknowledging here is that, without a diverse set of creatives coming up with ideas for brands, campaigns all fall into patterns. As consumers, we see the world through a single point of view, and that point of view alone. Read more on Cannes Perspectives: Finding future Peggy Olsons…

Where do great ideas come from?

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Screen Shot 2015-06-22 at 04.59.09Much of the conversation in Cannes this week is about how advances in technology is unleashing new waves of creativity and inspiring a new “creative class” that is half designer and half developer – one part creative director, one part CTO – and maybe even one part discipline, one part imagination. None of these activities exist in a vacuum though; if anything, networked collaboration has vastly increased the rate at which creativity seems to unfold and take shape. The American Association of Advertising Agencies (4A’s for short), in trying to anticipate technology’s impact on creativity, is playing with an idea coined by a biologist called “the adjacent possible.” What if, “the future” isn’t so far away, but really almost present, just by a path we haven’t discovered yet?

Read more on Where do great ideas come from?…