Cannespiration (Inspiration from Cannes Lions 2013)

@OgilvyCT

CANNESPIRATION#CANNESPIRATION

@OgilvyCT

@OgilvyCT

Dan Wieden Sir John Hegarty Marcello Serpa

The legends were judging, speaking and holding forth

@OgilvyCT

Cannes Fast Facts

@OgilvyCT

35600 pieces of work entered across 13 categories

12,000 delegates

5000 of those are marketers

@OgilvyCT

“Cannes is the most important event for business creativity in the world right now.”

@OgilvyCT

Some of the worlds most interesting people from outside ad land share their views

@OgilvyCT

The “other” big business deals side ofCannes is also taking Shape.

Cannes is a crucial barometerof where our industry is right now

@OgilvyCT

“We live in the single most profound and accelerated period of change in human existence.”

Rene Rechtmann, CEO, Goviral

@OgilvyCT

The latest revolution is happening in our backyard

Cars TV Internet

@OgilvyCT

The biggest change - The internet of things - has hardly begun

“5 billion separate objects will be connected to the internet by 2015”

Wired Magazine

@OgilvyCT

“We will look back at this time and we will see that we were in a great settling out period.”

Lee Clow

@OgilvyCT

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.

@OgilvyCT

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

DesktopMobile

@OgilvyCT

From Funny Ha Ha to Funny Peculiar

@OgilvyCT

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 )

@OgilvyCT

Exponential growth in content

@OgilvyCT

Whether we like it or not, we are now in the content businessEntertainment

Stuff

@OgilvyCT

The need to provide genuine provocative, stimulating content.

The Red Bull Stratos Jump. The Psy phenomenon. Dove “Real Beauty Sketches.”

The rise of “branded content.”

@OgilvyCT

We are not competing with the other ads anymore, we are competing with programming.

On demand will replace the blanket 30”TV buy.

The future is niche.

People are just not that into us. Millennials most of all.

@OgilvyCT

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.

@OgilvyCT

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)

@OgilvyCT

Goodvertising is here to stay.

@OgilvyCT

Brands will have to stand for something.

@OgilvyCT

Authentic Voice. Authentic Stories.=

The cynical masses are more likely to buy into you.

@OgilvyCT

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.

@OgilvyCT

“We don’t stop playing because we grow old; we grow old because we stop playing.”

George Bernard Shaw

@OgilvyCT

The 10% of budget we devote to this can be a powerful multiplier for our brands.

@OgilvyCT

Film is Still King

60% of all budgets are spent on film

@OgilvyCT

Story telling is being lauded over more than ever

@OgilvyCT

Film is no longer just a 30 second slot

@OgilvyCT

The way people consume & create film has profoundly changed

@OgilvyCT

@OgilvyCT

“We aren't in the technology business, we are in the fu*king creativity business.”

George Lois. Cannes Lions 2013

@OgilvyCT

Thanks from @OgilvyCT // @ChrisRawlinson // @MrChristiffa