Cannes Lions Friday Key Points: Ad Guru Lee Clow discusses Steve Job’s self-belief, Andy Fennell talks about unlocking Africa’s markets and Maurice Levy is dubbed a funnyman
Today at the Cannes Lion Awards 2013, TBWA opened with their seminar, Legends: A Million Stories which gave ad gurus Lee Clow and George Lois a platform to discuss the past, present and future of advertising.
Speaker Lee Clow, global director of Media Arts, TBWA\Worldwide, said on advertising: “New media is still waiting for the artists to fully discover its possibilities. Brands have always been a part of the culture but today that's more complicated.
“Brands have to understand that every touch point with their brand is an ad. Clients are still confused - the artists need to take new media to inspiring places.”
On willpower, Clow said Steve Jobs "was adamant that the box on the table would change the world”.
Next up was Diageo’s seminar Keeping Ahead of the Creative Curve: What’s Next for Africa, which discussed how to unlock the potential of Africa’s most quickly developing nations.
Speaker, Andy Fennell, CMO of Diageo, said: “Africa is a place where you can be bold, you can be brave, and you can be fresh.”
“Africa really is the continent of the next decade.”
Kicking off at noon was The Cannes Debate with the Coca Cola Company which discussed the role of creativity within a multi-national organisation like Coca-Cola and how to build effective client-agency partnerships.
Speaker Muhtar Kent, chairman of the Coca Cola Company, said: “The truth is that the best idea is outside the company, not inside. It is all about partnership”, he added, “Diversity brings out the best in us”.
IBM’s seminar –The Era of “You”: The New Science Giving People What They Want – pinpointed that the recent growth of useable data through social media and new mobile technologies lets marketers understand them not just as segments or targets, but as actual individuals.
This was followed by Heineken’s seminar - Publlicis Groupe/ Heineken: Maurice Levy Invites…Jean Francois Van Boxmeer and Alexis Nasard - which discussed how after 140 years, Heineken is still delivering smart campaigns (such as making the beer Bond’s official drink).
The presentation was widely plaudited as one of the most humorous of the week. Maurice Levy, chairman, Publicis Groupe, claimed to be alive when Paris first imported its first Heineken over.
He said: “Creativity is a decision with consequences, you have to ask for it, having a personal relationship with agency creatives is conductive to doing the best work”.
Levy’s fellow speaker, Alexis Nasard, CMO Heineken, added: “This is one of the few professions where science and art are equally important.”
This was followed by Burberry’s seminar – Re-imagining Advertising: The Value of Creative Experimentation -, with speaker Christopher Baily, chief creative officer of Burberry, discussing the creative revolution, fuelled by the modern web.
Shortlists were announced for the Film Craft, Film and Titanium and Integrated Lions, among those making the cut were:
Film Craft Lions: The UK had 32 entries make the shortlist with Grey London with six entries, Abbott Mead Vickers BBDO London had five and Ogilvy and Mather had two.
Film Lions: The UK had 52 entries make the shortlist with BBH London with seven, Abbott Mead Vickers BBDO London with four and Grey London with three entries.
Titanium and Integrated Lions: The UK had one entry make the shortlist, BBH London’s ‘Apollo Campaign’ for Lynx.