100+ Best Quotes from Cannes Lions 2016

100+ Best Quotes of
Cannes Lions 2016

It’s hard to ask an artist touring
in front of 100,000 to do a car
commercial
Music as Marketing

Masculinity remains a limited and
limiting idea
Masculinity Today

We are perpetuating a toxic and
unhealthy culture
Masculinity Today

You need to make people feel
uncomfortable to make change
Masculinity Today

The best work transcends
categories and becomes culture
Chief Creatives on the Beach

Clients now demand cheaper,
better, faster and relevant

It is a tool we have to develop. It
is a new muscle

In this kind of culture, you can make
mistakes and then you optimize

We have to charge a premium on
our ideas and our expertise.
Production can be less expensive

Obviously, we can’t charge one
million for every piece of film we
are doing if we need to fill the
social calendar

Creating content is becoming easier.
That’s why everybody is doing it

Our partners have become our
competitors

The perfect weapon: a maker and a
problem solver

You can’t call them juniors
anymore. We need to change the
structure of ad agencies

You can be incredibly brave if you are
being accountable for. I am all in for
measurement

We can’t measure every week, but we
need to see the bigger picture

The client said: “That idea scares me,
that’s the one we are doing”

It took our team on IBM one year
and half to understand artificial
intelligence

Collaboration doesn’t come easy for
creative leaders

I now have a different cast of
characters when we are briefing

We can’t separate Lebron the
person and the brand. We don’t
think of him as a brand. He is a
person
Behind the Cultural Wheel

You need distribution strategy
and support. You can’t just do
it on your own

Venture capitalists are now
buying esports teams.
Everybody is getting into it

Stan Smith was the original Michael
Jordan or Kanye West

The media should have been
doing their job better on
Donald Trump
Brand-Washed

Brexit is an always entirely negative
debate
Brand-Washed

Hillary is not great on the inspiration
side
Brand-Washed

I came into the business
thinking that FEAR was a
great motivation but HOPE is
even greater
Brand-Washed

Political culture has being so horse-
raced. You shouldn’t launch a poll for
winners six months in advance
Brand-Washed

We are not there yet with
virtual reality
Health & Wellness / Pharma / For Good Press
Conference

Just because we have the technology
doesn’t mean it will translate into
creativity
Conference

Virtual reality has utility for
demonstration. We were not
impressed by the craft
Conference

We saw a lot of virtual reality.
We didn’t award any of them
Conference

Low tech is the best tech
Conference

Health is the new Green
Conference

Technology has levelled the
playing field. Great ideas can
come from anywhere
Promo & Activation / Direct / Glass Press
Conference

Ultimately, we all work for the work
Conference

It is easy to mistake technology for
human connection
Conference

Gender inequality is not only women
issues
Conference

We are not in the creativity
business, we are in the
business of creativity
Conference

Authenticity is speaking in the
voice of the brand
Authentic is as Authentic Does

There is a broad challenge of
pretend storytelling

I would remove the word
authentic for relevant and
impactful

Everything retargeted is by definition
inauthentic

On radio music programming,
we start with human and then
go to data

On online video, we have to
recut a piece of content nine
times to adapt to different
channels from six seconds
to six minutes

Make your mess your message

Our nephews and nieces
don’t want us to get Snapchat

I love that we are not just
talking about illness but
wellness

Gender equality falls into four
buckets: wage gap,
unconscious bias, culture,
visibility
The Fight for Gender Equality in Adland

Gender equality is not a social
issue. It is a economical one

Giving males a generous
paternity leave package helps
them to be able to support
their wives and girlfriends

Is diversity the right word ?

Millennials are not the next
generation. They are the
NOW generation

We have to be conscious of our
unconscious

Advertising and Hollywood
are the only industries that
can change overnight
Gender in the Media

Once the bar is raised somewhere,
expectations are raised everywhere
Insights from the Control Shift Report

At first glance, programmatic seems
counter-intuitive to creativity
Data-Driven Digital Storytelling

A lot of creative agencies are not
prepared for storytelling moments

Creatives need to learn how
silent films worked. They knew
how to grab an audience

The best Cyber work is when
you don’t even see the
technology
Cyber / Innovation Press Conference

There has to be a reason for virtual
reality

Virtual reality is still very early

Some pieces of work in Cyber
already feel old after two
weeks

How do you compare work
from a billion-dollar company
with two guys in a
basement ?

Innovation isn’t necessarily
about high-tech or inventing
something new

It takes 2–3 years for a new
Cannes Lions category to
mature

The mobile category is like a
mini-festival in itself, a broad
spectrum of disciplines
Mobile / Media / Creative Data Press Conference

You can’t create a storm without a
brilliant use of media
Mobile / Media / Creative Data Press Conference

It’s becoming evident in the
last three years, that women
are on the rise
Cannes World Wise Women

Advertising doesn’t
necessarily cast a net wide
enough

The issue is in the pipeline
recruitment. It is hard to get to
hard-to-reach communities

Being an active model is
probably the most important
you can do. Be visible

It doesn’t mean because you are a
woman you can work on women
products

We have to look also at the
planning department and
make them accountable for
the briefs and insights

You need to look at creative
teams, make sure they are
made out of skill-sets and not
out of comfort zone

To help women in the industry,
first steps are to put women in
charge of recruitment and
recommending women for
juries and panels

The best talent is not
necessarily in the industry

If we need to attract the most
amazing talent, we need to
offer the most amazing work
experience

You need to look harder, look
elsewhere or give someone a
chance

Proprietary technology for
metrics means they don’t tell
you what they are doing
Celebrity in the Digital Age

Influencers is a very loaded word

The job of influencers is to
manage their relationship
between themselves and their
audience

The brands that get the most
are the one that agree to let
go

Overposting is read as
inauthentic. You have to
manage the amount you are
posting

Who is popular today will not
have the same influence in
ten months. It’s so dynamic

In non-celebrity influencers,
remember you are not dealing
with media, you are dealing
with humans

Musical.ly is the stickiest thing since
Snapchat

We will see the rise of one-to-
one messaging platforms.
Social is getting crowded

Celebrity used to be so
easier to define

Beyond brand endorsements,
celebrities now want to create
their own media companies

You can build a brand in 30
days easier than you could
before
The Future of Entertainment

Over-the-top is the future of TV

Make the spot fits the platform
and not the platform fits the
spot

Every marketer is interested
into content, monetization,
distribution and promotion

The Pepsi integration on
Empire was a brilliant brand
integration

We are fascinated by virtual
reality. We’ll fit it in whenever
applicable

Probably the best brand
integration of all time is the
Lego movie
There’s No Business Without Show Business

The relaunch of the brand
Justin Bieber was the best
rebrand of last year

There is no motion without emotion

Audi’s marketing goal is
simple: if we don’t put the four
rings at the end, you must still
recognize it’s Audi

Is there a Lego movie in any brand ?

The most popular content on
YouTube is superior than
three minutes

Now, the movie has become just one
part of a story

I’m more engaged with the
story than the plot

We go from brand entertainment to
being an entertainment brand

Artists want to work with
brands through ad agencies.
They need creative brain and
strategy more than ever.
Ideas need to be rooted in
strategy

The top 100 apps are the
barometer of behaviour. Some
drive more audience than TV
shows
Valuing Video

For videos on Facebook, the
payoff has to move from the
end of the ad to the beginning
Valuing Video

The challenge is what you are
going to use to replace the
impact of sound
Valuing Video

Data is the new creative muse
Valuing Video

When you bring something
new, you don’t know how
people will react to it
Film / Film Craft / Integrated / Titanium Press
Conference

As a jury, we struggle how to judge
virtual reality
Conference

New is not always best
Conference

To the audience, the value of
advertising is declining
Conference

We look for work that enters
cultural zeitgeist, that use
what happens in the world
Conference

You should do work that work
brilliantly within your brand
Conference

I hope creativity will catch up with
technology. People don’t watch
technology. They love stories
Conference

Creativity is taking what you
know and changing what you
think of it
Conference

100+ Best Quotes from Cannes Lions 2016

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100+ Best Quotes from Cannes Lions 2016