Eight Things Ogilvy PR’s Exec Learnt From Cannes

Eight Things Ogilvy PR’s Exec Learnt From Cannes
SHARE
THIS



Cannes, the massive creativity festival in the south of France, may be over, but that doesn’t stop the plethora of lessons coming out of it. Richard Brett, managing director of consumer relations at Ogilvy Public Relations has penned his thoughts for B&T about this year’s Cannes and what we should know as an industry.

Despite all the exciting new data and technology developments, there is renewed talk of a creative renaissance in marketing communications at Cannes: because in 2015 a great idea has to be a shareable idea. Many speakers are reminding us or re-connecting us to some fundamental principles in effective creative marketing and creativity, and showing us how new technology will allow ever more interesting and exciting branded creative output:

1. Have a Purpose

It might sound obvious (it certainly did to me at first), but upon hearing from four brands with a really strong purpose (Avon (Beauty with a Purpose), Dove (Real Beauty), Quaker (Start Goodness) and Hershey (Bringing Goodness to the World), it really bought home to me the power of a truly deep, authentic purpose for your organisation; one that has meaning not just for consumers, but for your employees and indeed the world. Why do you exist and what good do you do for humanity? If you don’t know you need to work it out, because in today’s world of transparency and conversational communication, your entire organisation needs to know what its greater good is and how to behave to deliver it.

2. Snapchat will become the new CNN

Hearing about the innovation focus of Snapchat co-founder and CEO Evan Spiegel really opened my eyes. With a whole host of new tools now available or being launched, the platform is opening up new dimensions to people powered communication. Perhaps the most interesting is how the Story function is changing news generation. This is a new democratic style of news capturing and sharing that the platform is facilitating. Spiegel talked about the recent tragic events in Charleston and talked very emotively about how seeing so many different perspectives and contributions from people in the city gave the story a much richer perspective. Fifteen million people contributed to a New Year’s Eve 2015 Story on Snapchat; compare that to just five million that watched the traditional NYE countdown on the ABC network in the US.

3. It’s okay to fail

Another theme is the revolutionary power that social media is having in bringing the world together. One of these universal human truths that almost all the speakers have talked about is the importance of listening to their instinct and inner voice on their creative journey. This is coupled with a universal fear about what’s next and where their next idea is coming from.

So whatever your idea is, it’s okay to be scared about the journey that you might have to take to make it happen, but follow your heart to make it reality

4. Brief the Subconscious

Gerry Graf, chief creative officer of Barton F. Graf 9000 spoke about the revolution that big data has bought onto the way we develop insights.

Graf quoted Bill Bernbach; “The facts are never enough”, and our job is to turn the numbers into an emotional conversation with consumers. To do this is to brainstorm with the team, but Graf led with the importance of the subconscious. Stop and reflect – tell your subconscious to work on something in the background once you have absorbed the data.

5. Change the Model

Three leaders of Florida based agency CP+B Chuck Porter – Andre Keller, Neil Riddel and Chuck Porter – gave us a fascinating and inspirational new business model: use the creative talent in your business to launch your own brands.

It’s an idea they stumbled upon five years ago when a guy they knew from the liquor business had a whole load of bourbon (as you do) but no brand. So together, with some venture capitalists, they created a new whisky called Angel’s Envy and it has been a roaring success. It is highly differentiated, arriving with a feminine and highly disruptive bottle with a purity of packaging that you just don’t get with the category.

But what CP+B did very smartly was to use their best creative minds to develop a highly engaging brand story – it’s this business model which is their key. To use the creative agency strengths – design, branding, advertising, content – to create a highly engaging, authentic and deep story and then partner with VCs and experts in the category across sales, distribution and production.

6. The Arrival of Mixed Reality

Microsoft’s HoloLens will change the world. The talk by Kudo Tsunoda, CVP Next Gen Experiences at Microsoft Studios convinced me that this innovation will literally change everything. Seriously, I am not trying to be dramatic. It really will.

For those of you who haven’t seen it, I suggest you watch for yourself here. HoloLens is the world’s first untethered holographic computer and gives us a whole new way of presenting ideas and stories. It is a new medium called Mixed Reality. Mixed Reality is different from augmented reality (placing digital assets into the world through your phone) and virtual reality (a fully immersive digital world) because it is the real word enhanced with holograms. It places digital assets and real world assets together at the same time.

The device has a see through visor like Google Glass, but has spatial sound to create real sounds as you would hear them from the holograph wherever it might be, advanced motion sensors for hand gesture control, gaze recognition technology and Skype functionality.

7. Don’t talk about digital

Everything is digital at Cannes. Everything. At the awards for the PR, outdoor, media and creative effectiveness every single one of the winners had or was led by a digital component.

So to talk about digital is no longer relevant; talk about marketing in the digital age; a thought which was reflected by a couple of speakers. Today digital is the locomotive pulling the rest of marketing communications train behind it. The big brand presence this year is from digital companies Google and Microsoft, and the most packed lecture I have been to so far was with Evan Spiegel, the co-founder and CEO of Snapchat. So don’t talk about digital, just know that whatever you do will be digital.

8. The rise of the machines

I felt very privileged to hear Sir Tim Berners-Lee, who of course invented the World Wide Web, and Mike Cooper, Worldwide CEO, PHD talk about what is clearly going to be the next revolution in marketing – the arrival of artificial intelligence (AI). Sir Tim predicts it will be with us within 15 years. Cooper likened it to the revolutions of the internet and social media, and it will fundamentally change our business (again).

AI’s first use will be the arrival of the true virtual personal assistant (VPA). So AI will not look like humans at first, but be a truly smart device in your pocket; the phone of 2025. The VPA will be able to think for itself and therefore for you. So if you are delayed at a conference, it will automatically change your travel arrangements, tell your loved ones, book a new restaurant and it will do this based on what it knows about you from your searches, from your social feeds and your behaviours. It will know all about you from your data.

VPAs will then totally and radically re-organise marketing. Marketing will move from influencing humans to influencing machines. It will move from a frontal cortex decision to an algorithmic one.  Everyone’s marketing decisions will involve VPAs. Web, social, attribution modelling and search will all become one and it will all be decided by algorithms in the VPA. Companies will then monetise these algorithms, so for example if your VPA knows you need a restaurant that evening, it will outreach to talk to restaurant VPAs in your location to find your perfect table based on your preferences and budget, and like Google, the algorithmic search recommendation and booking can be changed through restaurant VPAs bidding for your custom.

Get ready for the revolution.

 

Please login with linkedin to comment

ban chipotle My Local Auction tim ferguson

Latest News

Marketing strategy on digital mobile platform - cross-device tracking programmatic advertising and multi targeting with laptop and mobile phone gadgets.
  • Media

DoubleVerify Launches Publisher Suite For Digital Publishers

DoubleVerify has today announced the launch of the DV Publisher Suite, providing the measurement, insights and tools digital publishers need to improve ad delivery, assess inventory quality and maximize yield. For publishers, generating revenue has never been more complex. Today’s demand-side landscape consists of thousands of potential buyers, each with their own unique requirements, transacting […]

Australian Open 2019 General Coverage General view of patrons in the precinct on Sunday 20 January 2019. Photo commissioned and owned by Tennis Australia. AO Signage
  • Media

Australian Open Start Date Confirmed For Feb 8

The Australian Open has confirmed a start date of February 8, 2021 with strict COVID-19 testing procedures in place. Following weeks of negotiations with the Victorian government, Tennis Australia exec Craig Tiley confirmed the Australian Open had been given the go-ahead. As reported in the Herald Sun, Roger Federer and Serena Williams will start arriving […]

by B&T Magazine

B&T Magazine
Chocolate Cookie  -Photographed on Hasselblad H3D2-39mb Camera
  • Technology

Verizon Media Launches ConnectedID As A Cookie-Less Solution

Verizon Media has announced the launch of its new unified identity solution, Verizon Media ConnectID. Built on the foundation of Verizon Media’s consumer-first values and market-leading advertising technologies, the new unified ID solution is designed to support advertisers, publishers and consumers as the digital landscape evolves away from cookies as a way to manage and […]

The End Of The IDFA Is Nigh: Preparing For Mobile Identity In 2021
  • Partner Content

The End Of The IDFA Is Nigh: Preparing For Mobile Identity In 2021

Apple has laid out its plan to remove the Identifier for Advertisers (IDFA), marking a major change in mobile identity. In this piece, head of identity APAC at PubMatic, Harui Imaim, shares her thoughts on how advertisers can navigate these upcoming changes. This year has brought many changes, not least of which are shifts in […]

Partner Content

by B&T Magazine

B&T Magazine
Val Morgan Outdoor Launches Next-Gen Screens At World Square
  • Media

Val Morgan Outdoor Launches Next-Gen Screens At World Square

Val Morgan Outdoor (VMO) has secured an exclusive large format tender with next-generation, iconic screens at one of Sydney’s key retail, commuter and entertainment destinations, World Square. With market leading technology, VMO will deliver the ultimate immersive experience in the form of truly intelligent, curved internal LED screens and a hero screen spanning 8 metres […]

Yeesum Lo Joins 10 ViacomCBS As Head Of Development
  • Media

Yeesum Lo Joins 10 ViacomCBS As Head Of Development

It was announced today that Yeesum Lo will join 10 ViacomCBS in the newly created role of Head of Development. Reporting directly to Head of Programming, Daniel Monaghan, Lo will be responsible for identifying and developing locally produced Australian content across all channels and platforms in conjunction with the wider Network 10 team. Lo joins […]

Bunnings Light Up The Warehouse In Christmas Activation Via Bastion EBA
  • Campaigns

Bunnings Light Up The Warehouse In Christmas Activation Via Bastion EBA

On Friday 27 November Bunnings launched their biggest ever Christmas activation, which was created and brought to life by strategic brand, commercial and experiential agency Bastion EBA. To bring a little magic to this Christmas, the activation involved lighting up one of their Melbourne warehouses, Bunnings Warehouse Maribyrnong. This resulted in a spectacular Christmas lighting […]

The Top 100 TikTok Creators, Trends And Videos In 2020
  • Media

The Top 100 TikTok Creators, Trends And Videos In 2020

TikTok has always been about bringing people together to inspire each other and share moments of joy. It’s also a place to find your community, no matter your interests. This has never been more important than in 2020. From devastating bushfires, to a global pandemic that introduced us to social distancing and loss, to community […]

Fleur Head Steps Into MD Role At VMLY&R New Zealand
  • Advertising

Fleur Head Steps Into MD Role At VMLY&R New Zealand

VMLY&R NZ announces Fleur Head is stepping into the role of Managing Director VMLY&R New Zealand following the resignation of current MD James Mok. Head was previously Managing Director of VMLY&R Wellington. Wellington-based Head, who has more than 25 years agency and management experience across both the Auckland and Wellington markets, will lead VMLY&R NZ […]

Wild Turkey And Matthew McConaughey Recognise Aussie Local Legends
  • Media

Wild Turkey And Matthew McConaughey Recognise Aussie Local Legends

Wild Turkey and Creative Director Matthew McConaughey, in partnership with Eleven, unveil a new Wild Turkey With Thanks initiative. The integrated campaign is shining a light on Australian Local Legends who have stood with conviction supporting their environment and communities throughout the crises of 2020. Wild Turkey’s With Thanks is a global, annual platform, wherein […]

Australian Rules football on grass
  • Uncategorised

AIA Australia Partners With Yet Another AFL Team

AIA Australia has announced that it is now the official life, health and wellbeing partner to the AFL’s St Kilda Football Club. According to the company, the new partnership will provide club members with learnings, tools, and strategies that they can use to lead healthier lifestyles. Members will at the same time receive access to […]

Apple Ads Spark $16M Lawsuit
  • Technology

Apple Ads Spark $16M Lawsuit

Apple has been fined $16 million for misleading ads. Tim Cook pays it with loose change from behind the couch.

by B&T Magazine

B&T Magazine
AppsVillage Partners With TikTok To Allow SMBs To Advertise To TikTok’s Aussie Users
  • Technology

AppsVillage Partners With TikTok To Allow SMBs To Advertise To TikTok’s Aussie Users

Small to medium sized businesses will now be able to advertise on TikTok through SaaS solutions provider AppsVillage (ASX:APV). APV will allow SMBs to create and manage campaigns on TikTok in under three minutes using its AI software and advertising management platform JARVIS. The partnership makes the most of TikTok’s self-service advertising offering which launched […]

DOUBLESTAR CO Turns Technology Stunning With New Brand Livery For Australia’s Own Advanced Navigation
  • Advertising

DOUBLESTAR CO Turns Technology Stunning With New Brand Livery For Australia’s Own Advanced Navigation

To keep pace with their transformative technology, Advanced Navigation turned to DOUBLESTAR CO for art direction, 3D modelling and design help that would capture the value proposition and offering of Advanced Navigation: AIR, LAND, SEA & SUB-SEA for their upcoming campaign “Accurate positioning in the most demanding conditions”. Advanced Navigation’s Head of Marketing Romain Pare […]