First up was a session with WARC. They’ve taken a room and have four talks throughout the day. This one was was called ‘What we learned from the world’s best campaigns’. The President of Lowe Lintas, India, Anaheeta Goenks talked about a really interesting campaign they created for the millions of people in India that have very little electricity but all have mobiles (non smart phones). They used the phones as radios and people could listen to entertainment, news, sport etc through their phones. They then had ad breaks for their brands during the broadcasts. Essentially they created a completely new media channel to entertain people but also as an advertising mechanism.
Next up was Keith Weed, Chief Marketing Officer for Unilever. He talked about the idea of combining purchase with purpose. So, not just selling products on a purely transactional level but also to show that they have a sustainable and ethical mission. He had 3 main points to make:
- The Idea. So even in the mobile and digital world the idea is still the driving force to connect and inspire people.
- The Trust. From an internal point of view between agencies and clients, but also between brands and their customers.
- The Transformation. Brands that are changing what they do to be more sustainable are winning.
Then it was time for one of our own clients, Salesforce. Their CEO Mark Benioff was joined by senior people from Coca-Cola Germany and Louis Vuitton and musician/entrepeneur Will.i.am
Will.i.am spoke about his wearable company (although he doesn’t use that term he just calls it fashion!) and shared his view that there will be no such thing as marketing in the future.
We then had a talk by Mobile creative agency Fetch. Really energetic and entertaining talk. They had some strong points to make about Mobile creative being an addendum to the main campaign. In a world where we’re glued to our phones it does seem crazy that we’re trying to stuff traditional or even desktop creative ideas onto Mobile.
Finally I went back to WARC where 4 panellists talked about the future of strategy. Really it was a conversation around the role of planners in agencies.
There were a few interesting points made by the panel:
- Don’t think about demographics. Think about behaviours.
- Think about need states and own one at a time. For instance if you’re a soft drink own post exercise hydration rather than spread your marketing messages too thin.
- What we’ve done in the past won’t work in the future.
- Let people discover your brand rather than ‘marketing’ to them.
Most interesting quote from Ben Richards at this talk: “Strategy is like peeing down your own leg. You think it’s hot but nobody else does”!
Another really interesting day. I’ll post again tomorrow morning on my Day 3 at Cannes Lions.