Lessons Learned and Inspiration from the 2013 Cannes Lions.
Ogilvy Cape Town's Chris Gotz and Chris Rawlinson share thought and lessons learned from Ad Lands biggest yearly get together, the Cannes Lions international festival of creativity.
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The biggest change - The internet of things - has hardly begun
â5 billion separate objects will be connected to
the internet by 2015â
Wired Magazine
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âWe will look back at this time and we will see that we were in
a great settling out period.â
Lee Clow
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The tech people are still leading the way. This will change.
Agencies, Clients, and Creatives need to catch up. We are
not far behind now.
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Mobile vs Desktop browsing in South Africa
(In most western countries mobile only overtook desktop in 2011/2012)
2000 2002 2004 2006 2008 2010 2012 2014
Desktop
Mobile
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This is the rise of the attention economy
On demand content rather than push
People are spending more time snacking content
The tech will disappear (It will appear seamless )
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The need to provide genuine provocative, stimulating content.
The Red Bull Stratos Jump. The Psy phenomenon. Dove âReal
Beauty Sketches.â
The rise of âbranded content.â
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We are not competing with the other ads anymore, we are
competing with programming.
On demand will replace the blanket 30âTV buy.
The future is niche.
People are just not that into us. Millennials most of all.
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It might not be an ad.
We might need an act or an app or an attitude.
Marketers need to work higher up the decision making chain with
clients
Product development, software development, corporate culture
shifts.
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Integration will win.
Collaboration and specialist skills will become crucial.
The geek will not inherit the earth, but we will need him.
(Programming / app / website builds are getting easier and will become the job
of creatives. Big tech will be more niche)
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The little things might turn out to be the big things
Small, brilliant ideas are magnified like nothing ever before.
We need to be brave, to try things, to be noticed.
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âWe donât stop playing because we
grow old; we grow old because we
stop playing.â
George Bernard Shaw
28. @OgilvyCT
The 10% of budget we devote to this can be a powerful
multiplier for our brands.
The legends of cannes were judging, speaking and holding forth
Some of the worlds most interesting people from outside ad land share their views (inc Martin Sorrell)
In the past Cannes was a big piss up, now itâs also âThe other Cannesâ - The big business deals going on in the backrooms, the constant rise of interesting/innovative workshops that help agency folk AND clients etc
Cars,tv, to the internet
Lee says this will be one of the redefining moments in advertising history
mark zuckerbergetc are leading the space in this new techy world, agencies, clients and creatives need to catch up, we are now not that far behnind.
Banners are just print ads,
In most western countries mobile only overtook desktop in 2011/2012
Worlds population is 7 billion, this video is fast approaching 2billion views..it was thought out & targeted for an online audience
The best creative work nowadays uses tech, but not for techs sake, it tends to work best when the tech stays hidden (e.g. think of weather apps / v complicated back end, we just see a sun, cloud or rain icon though â simple)
Information used to be a commodity, now attention is
Roman numeral 1
We compete with a kid in a basement with a computer, or the girl in the street with a cellphone.
We need to try be able to work higher up the decision making chain with clients now, we are no longer just making ads.
Making techy things like apps & websites still need programmers, however this is getting easier for normal people to make themselves, this will open new doors. Look at mobile, most work is awful,its also mostly run by technical chaps, when creative people finally understand it/can make stuff easier, more great work will come.
When you interact with people thatâs when real magic happens. Do things with and for people Interactivity creates trust and loyalty
The good ones already do.Having a higher purpose allows you to access better stories.(Maslow's hierarchy of needs)
Social platforms will help amplify your good deeds and good intentions.
Concentrating on the small things can have a hugely disproportionate results â In NY city the sharpest drop in crime came from cleaning the streets and tackling litter. Putting a fly on urinals reduced spills by 80% saving on cleaning.
People often say fail fast and learn â this comes from a bad place â humans from birth learn by play, lets play more and learn
As everything changes this remains the truth
Our brains make sense of stories, our brains are hardwired for it, we pay more attention, it helps us remember things much easier for recall later â think of reading an expense report vs a story.Most stories have a antagonist and a protagonist (hero and a villain) villain doesnât need to be a person, it could be a pain point.In Intel the villain is the human condition, the finding of ones self