107
content in the context of the audience © 2016 Apparent Communications Pty Ltd | apparent.com.au Cannes 2016 Summary
| Date post: | 20-Jan-2017 |
| Category: |
Marketing |
| Upload: | phillip-smith |
| View: | 168 times |
| Download: | 0 times |
content in the context of the audience© 2016 Apparent Communications Pty Ltd | apparent.com.au
Cannes 2016Summary
Anyway - enough of the weekend...
Key themes
Authenticity
Purpose
Experiences
Individualization
Stories
Marc Pritchard the CMO of P&G
We’ve got to cut the crap and elevate the craft.
AirBnB
(Re)Launched 4 times.
That’s easy to do when no-one knows you….
Was selling 10% pre-launch for $100k.
Company now worth $25billion….
Rent Van Gogh’s room - recreated for the promotion
with Chicago Art Institute.
First month sold out in 2 minutes.
@atomfactory
Culture is what will permeate a consumer's soul.
Started with Puff Daddy.
Managed Gaga as she broke - connected Silicon
Valley with LA Music scene at the time of tension.
Now invested in Uber, Spotify, Dropbox….
Fintech - waiting to be disrupted.
Millennials using PayPal in lieu of banks… use Uber
instead of buy cars, rent houses, only college debt
Own the platform. Own the data.
Razorfish & Contagious
The most awarded creative names...
Males - Marcelo. (with 2 “l’s” they rank #93)
Females - Veronica.
R/GA
1978 visual effects machine….
Authenticity
Individualization
Spotify
Own the platform. Own the data.
According to Spotify CEO Daniel Ek - Metallica use
the listening habits of their fans in cities they are
touring to develop the set list for gigs...
Changed the music conversation from “how do I get
recorded?” to “how do my songs get found?”
Unilever
CMO. Chief Macro Officer. Chief Micro Officer.
Magic and logic.
Worldly perspective
Purpose
Droga5 & Under Armour
The most intimidating thing that a client can
do is to trust their agency. I like that
pressure.
It takes the same amount of energy to be
great as it does to justify being average.
David Droga (Droga5)
The winners
Titanium Grand Prix - Campaign of the Year
Direct Campaign of the year
Integrated
Outdoor
Product Design
PR
Mobile
Film
Film Craft
Mobile
Glass - The Lion for Change
Random high points
