CANNES LIONSACADEMIES

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NEVER TOO OLD TO LEARN

YOUNG CREATIVE ACADEMY

Cannes Lions Academies are unique, high intensity learning programmes that take place in the heart of the famous Palais des Festivals during the week of Cannes Lions, 15-21 June 2014. Ten carefully curated courses are like no other professional development or creative skills training available. Drawing on the remarkable array of world-class creative talent on stage in Cannes, the programmes are career-changing experiences for rising stars and senior leaders alike.

There are two types of academy: Young Lions Academies and Leadership Training.

Young Lions Academies are for professionals aged 28 or under (under 30 for Young Marketers). There are seven types: the Roger Hatchuel Academy for students, the Young Creative Academy, the Young Account Executive Academy, the Young Media Academy, the Young Marketers Academy, the Young Account Planners Academy and the Young Storytelling Academy.

Leadership Training is for industry professionals who have reached a level of management in their career and have generally been working for 10-15 years. We offer the Cannes Creative Leaders Programme in association with the Berlin School, the CMO Accelerator Programme and the CEO Academy.

A week of pure creative development for the 28s and under

During the Festival, young creatives have the chance to participate in a week-long programme on expanding personal creativity. Known as the Young Creative Academy, led by Bob Isherwood, and the programme focuses on encouraging and developing creative thinking, and learning to validate new ideas and implement innovative thinking.

The Academy combines official Festival seminars with exclusive presentations from leading creative thinkers, both in and outside of the advertising industry. There are also guided sessions in the jury rooms for an insight into the Cannes Lions judging process.

Previous speakers at the Academy include: David Droga, Founder and Creative Chairman at Droga5; Lama Jigme Rinpoche; director Sir Alan Parker; Janet Kestin, Founder of SWIM; and industry legend George Lois.

Taking PartThere are 35 places on the Young Creative Academy, for those aged 28 or under who have been working in the communications industry for two years. The fee of €2,530 includes access to all four Awards Ceremonies, the Young Lions Party on Tuesday 17 June and the Closing Gala on Saturday 21 June 2014.

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YOUNG ACCOUNT EXECUTIVE ACADEMY

Growing the Most Promising Future Account Leaders

Behind every game-changing idea is a great account leader working in an advertising agency. The Cannes Lions Young Account Executive Academy, led by Kevin Allen, is a week-long programme designed to equip these future leaders with the tools they need to lead ground-breaking creativity for their clients.

The programme, which runs during the Festival, focuses on building stronger client relationships and provides a deeper understanding of the power of creativity for their businesses.

The ProgrammeThe programme combines exclusive, tailored talks by industry thought leaders with a schedule of main-stage seminars and screenings of Cannes Lions entries. It is embedded in the Festival experience and includes one-on-one coaching with the course tutor. The course focuses on issues relevant to account executives roles, including:

• Leading a team

• Creating a culture of bravery

• Creating a killer brief

• Spotting genius idea development

• Selling a winning idea

Previous speakers include Tony Wright, Chairman of Lowe; Barry Wacksman, Chief Growth Officer at R/GA; David Mayo, CEO of Bates CHI & Partners Asia; Johan Jervoe, Global VP Sales and Marketing at Intel; Samir Singh, Vice-President of Unilever; and Graham Fink, CCO at Ogilvy & Mather China.

Taking PartThere are 35 places on the Young Creative Academy, for those aged 28 or under who have been working in the communications industry for two years. The fee of €2,530 includes access to all four Awards Ceremonies, the Young Lions Party on Tuesday 17 June and the Closing Gala on Saturday 21 June 2014.

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YOUNG MEDIA ACADEMY

What Is The Young Media Academy?

The Cannes Lions Young Media Academy is a week-long course themed around a deeper understanding of the media landscape, and how this understanding will drive media solutions that will greatly increase advertisers’ connections with their audiences. Held during Cannes Lions, it is designed for young media professionals aged 28 years or under and working for media agencies or media owners.

Under the expert guidance of academy dean Jack Klues, the course explores the depth and breadth of creative solutions that can be applied across all media channels. It provides greater understanding of the global media community and the fast-moving changes that are impacting every step of the media planning and buying ecosystem.

Attendees learn how they can creatively manage the relationship between the idea, the media channel and the client. The course focuses on the key changes taking place in the media landscape, driven by rapidly evolving consumer behaviour. It looks particularly at the impact of new technologies, and the balance between exposure and engagement.

Why a Media Academy?

The Media Academy will challenge students to consider their roles as ‘marcoms’ architects and bridge-builders between the various advertising disciplines, including working strategically with creative agencies.

The focus is not only on the media landscape and its evolution, but it crucially looks at how media agencies are increasingly leading collaboration and integration in an increasingly fragmented world.

The programme equips young media professionals to deliver better results on behalf of the client, taking the creative idea and working every media angle to amplify it in the marketplace and maximise results.

As technology and consumer choice redefines the communication industry, the Cannes Lions Young Media Academy focuses on how creative solutions drive effectiveness across multiple media channels, maximising reach and frequency of exposure.

During the Festival week, world-class international speakers will exclusively share their insights and knowledge with the class. Academy delegates will also be exposed to the very best of the presentations, demonstrations and conversations in the official Festival programme and screenings of Cannes Lions entries that will challenge their participation in the week-long debate.

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YOUNG MEDIA ACADEMY

The Academy is focused on following key areas:

• The creative use of media: A breakdown of Lions-winning campaigns and a chance to meet the teams behind them

• How media ideas demonstrate understanding of the target market

• Implementing innovative strategy across media channels

• Understanding and proving effectiveness with particular focus on winners of Creative Effectiveness Lions

• The challenges of engagement and exposure through a route to market that is both experiential and technology-driven

• Insights from global brands

• The technological evolution of media, new channels and consumer behaviours

Taking Part

• The Young Media Academy is targeted at media professionals working in media planning and strategy, client solutions and integration, intelligence and analytics, across all media platforms and working for media agencies, media owners or media buyers.

• The €2,530 fee includes access to all four Awards Ceremonies, the Young Lions Party on Tuesday 17 June and the Closing Gala on Saturday 21 June 2014.

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STORYTELLING ACADEMY

Exploring The Oldest Form Of Knowledge Exchange and its Enduring Power For Communicators

This is an intensive learning programme, led by Keith Reinhard, that focuses on the art and craft of storytelling and the positive impact it can have on brands. Storytelling is the oldest form of sharing knowledge and one of the most powerful ways brands can communicate with their customers. This academy will look back at the history of storytelling, but also to the future and how brands can strengthen their reputations and rethink storytelling in the digital age.

The Academy will bring storytellers together from the world of creative, film and music to share their experiences with a new generation of storytellers. The Academy is specifically targeted at those who work for brands, or for agencies working on behalf of brands. The Young Lions who take part are likely to be key members of the creative team.

How will it work?

The week will be spent looking at the ecosystem of brands and inspiring Young Lions to understand how storytelling can develop and improve them. They will look from the perspective of brand owners as well as communicators working on their behalf.

Delegates will develop the skills to share a brand’s story in the current media landscape. The programme will teach them how to strengthen brand narrative through practical storytelling techniques as well as investigating the future of this medium. Examples and case studies from successful storytelling campaigns will also be shared and explored.

Key learning objectives will include:

• How do you tell a story? The art and craft of creating a story

• The brand ecosystem

• The brand narrative

• Interactive storytelling

• Social media navigation

• Branded content development

• Emotional storytelling

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STORYTELLING ACADEMY

Rethinking storytelling in the digital age

As new technologies emerge, storytelling has never been more important, especially as we can now communicate to consumers on a one-to-one level. But how can meaningful storytelling work and stay relevant in the fast paced world of digital media?

Consumers are bombarded with more information than ever, through countless platforms. Storytelling is becoming a crucial tool for brands to connect and build long-term relationships with their consumers. There is no better way to communicate than storytelling, and this academy will put it right back at the heart of the consumer engagement process.

Taking PartThere are 35 places available for participants aged 28 and under (30 and under for those working at client organisations). The week’s agenda includes attendance to a selection of key seminars from the Cannes Lions festival programme.

The fee of €2,530 includes access to all four Awards Ceremonies, the Young Lions Party on Tuesday 17 June and the Closing Gala on Saturday 21 June 2014.

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YOUNG PLANNERS ACADEMY

What is the Young Account Planners Academy?

Account Planners in the advertising agency set the communication strategy for advertising campaigns. They establish the goals and objectives, target audience, message and tone in which the campaign should be delivered. This academy, led by James Hurman, focuses on the process of the creative brief, understanding how the planner can deliver value to all stakeholders in the creative process.

Why a Planning Academy?

Over the past two decades, every research study comparing the effectiveness of creatively awarded work with non-awarded work has shown that the former are significantly more effective. So if planning’s role is to improve effectiveness, then planning toward great creative work is vital.

While all planners develop strategy, great planners develop strategy in a way that provokes their creative peers towards highly original and engaging creative ideas.

The Cannes Lions Young Account Planners Academy is the first planning school designed specifically to teach young agency planners how to uncover creative insight, plan creative strategy and form the kind of relationships with creative people that consistently unlock more creative, more effective work.

Exploring the Four Essentials For Creative Planning

The Academy is built around four essentials for creative planning:

1. Finding Insight Creatively: As social networks and virtual connections proliferate, one would think it’s easy to find human insight. Think again. The creative planner’s primary job is to understand people and what makes them tick better than anyone else. This module explores tools and experiences that help uncover human insight, the stuff that fuels great creative ideas.

2. Mining Data Creatively: Big Data, data trolling, separating the wheat from the chaff, finding the single nugget of information that matters: this is all part of a creative planner’s job. This module explores the tactics and tools we need to locate the good stuff and use it to feed the creative process…in a world where we’re all drowning in information.

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YOUNG PLANNERS ACADEMY

3. Creative Partners & Relationships: Planners understand people. And with that knowledge comes power, position and responsibility. It is key that planners pick the right partners, nurture relationships, know when to go into battle and fight the good fight. Sometimes it requires the bravery to push back and sometimes it’s knowing when to sit down and shut up. This module explores the ways creative planners can hook up with the right partners to build relationships and collaborate on great creative work.

4. Creative Effectiveness: Measurement tools, sales numbers, behaviour changes, return-on-investment – for every initiative, there are ways to measure its effectiveness. The creative planner should be masterful at proving great work is effective. This module explores the myriad of measurement tools and how to interpret results. We will also explore the award submission process to help increase the odds that your creative work will be recognised for all the right reasons.

Taking PartThere are 35 places for young account planning professionals aged 28 years or under. The course is designed for advertising account planners and strategic planners.

The €2,530 fee includes access to all four Awards Ceremonies, the Young Lions Party on Tuesday 17 June and the Closing Gala on Saturday 21 June 2014.

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YOUNG MARKETERS ACADEMY

The Jim Stengel Young Marketers Academy is a week-long course for young professionals working for client marketer companies. Held during Cannes Lions, it addresses the importance of creativity in communications and provides a bigger picture of a marketer’s role.

It focuses on these four topics:

• The case for creativity: how does creativity drive revenue and market share?

• Communication strategy excellence: learn how to brief an agency in a way that invites creativity yet provides a ‘box’ within which to play

• Best-practice agency-client relationships: managing a human relationship by providing inspiration and clear guidance

• The modern brand: the latest thinking from digital innovators and winning case studies

Previous speakers have included Michael Wall, Lowe of CEO; Laurie Coots, CMO of TBWA; Carolyn Everson, VP Global Marketing Solutions at Facebook; and Jonathan Mildenhall, VP Global Advertising Strategy and Content at The Coca-Cola Company.

Expert Guidance

The programme is led by Jim Stengel, former Global Marketing Officer of P&G, with experts Suzanne Tosolini and Serfi Altun serving as academy tutors.

Suzanne is an independent consultant focused on all aspects of brand strategy. She has a passion for building strong, enduring brands which touch the hearts and minds of consumers in a meaningful way.

Serfi is the Founder and Idea Chef at Idea Bakery, a brand building communications consultancy and training company with blue chip clients including Vodafone, Danone, Fritolay, Diageo, Georgia Pacific, Barilla, Strauss, Arçelik, Carrefour, ING, Ülker and Eczacibasi.

Taking PartA limited number of places are available for young marketers aged 30 or under. To be eligible, you must have worked for a client marketer company for one or two years, and have experience writing creative briefs and working with agencies.

The course is designed for advertising managers, brand managers, business development managers, communications managers, marketing managers, media managers and sales managers.

The fee of €2,530 includes access to all four Awards Ceremonies, the Young Lions Party on Tuesday 17 June and the Closing Gala on Saturday 21 June 2014.

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CEO ACADEMY

Helping you understand business critical issues

Marketing is often the first cost line to be cut in a tough economic climate. Yet, used properly, great creativity drives the top line of a business and is in fact a valuable investment. This new course at Cannes Lions aims to offer CEOs and other business leaders the unique chance to learn insights and guidelines for cultivating a creative organisation.

What the course covers

As CEO, you are responsible for the culture and P&L of your organisation. However, the convergence of digital, social and mobile is creating a new level of complexity. Understanding these critically important strategic issues can help leaders deliver long-term, sustainable, profitable growth.

The two-day programme will focus on three areas:

1) How to create a creative organisation

2) How to deal with transformation driven by new markets

3) Learnings from innovations

Expert Guidance

The programme will be delivered by Professor Jerry Wind of The Wharton School. A Lauder Professor in the Marketing Department and the Director of the SEI Center for Advanced Studies in Management, which focuses on topics such as “The Future of Advertising” and “Creativity”, he is a global leader on the topic of creative effectiveness.

Joining Professor Wind to share their insights will be a select group of Chief Creative Officers, Chief Marketing Officers and Technologists. Previous Cannes Lions winners will also present case studies on their winning work.

How to take part

The CEO Academy will take place on Wednesday 18 and Thursday 19 June 2014. Participants will also receive access to all seven days of the Cannes Lions Festival of Creativity (including reserved Awards Ceremony seating and access to the VIP area at the galas), allowing them to stay for as much or as little as they desire.

The CEO Academy costs €7,995 per person.

IN PaRtNERShIP wIth

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CMO ACCELERATOR PROGRAMME

Three days. 25 CMOs. One legendary marketer. A whole new perspective on the future of marketing.

Intensive, high impact creative inspiration

As CEO, you are responsible for the culture and P&L of your organisation. However, the convergence of The CMO Accelerator Programme at Cannes Lions is unlike any other executive development or training experience in the world. Led by Jim Stengel, former Global Marketing Officer of the world’s biggest advertiser P&G, it draws on the extraordinary mix of experience and talent that only Cannes Lions can provide.

Three days of learning and inspiration is carefully curated to meet the specific needs of each participant through in-depth, in-person engagement with Jim before the course. An all-star line-up of award-winning creatives and marketers join Jim and the participating CMOs in the private Academy Zone inside the Palais, straight from the Cannes Lions stage.

Specifically, the learning programme includes:

• A Star Power CMO Panel with three CMOs discussing how they organise and manage their brands for the future

• Provocative and actionable insights from the brand and agency teams who worked together to win the Titanium and Effectiveness Lions that accelerated their brands’ growth

• Sessions covering the role of the CMO now and in the future

• An interview with the Advertiser of the Year exploring the secret of their success

• Ways to create a 24/7 content strategy where international media owners present their strategy

• Real-time ideating on real-time issues

• Discussion about what top talent young marketers want from a CMO

• One-on-one sessions with Jim

Who takes part?The final class is carefully selected by Jim Stengel and Cannes Lions to ensure a diverse and non-competitive environment. This is a rare chance to learn from and connect with like-minded senior marketing leaders from a wide range of countries and industries.

The CMO of the FutureWith ultimate responsibility for the brand comes an intense pressure to manage the marketing process, particularly the impact of technology and data. The CMO Accelerator Programme is a place for senior marketing leaders to share the challenges they face with their peers and help lead the marketing organisation for the future.

The Class of 2013In 2013, the programme attracted senior marketers from 3M, Barclays, Dell, General Mills, Georgia Pacific, Johnson & Johnson, Luxottica, Merck, Mondelez Europe, Samsung Electronics, Visa and Intel.

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YOUNG ACCOUNT EXECUTIVES

This was such a holistic, well-structured and thoughtful course, which is so very appreciated.

I feel that the programme covered all my responsibilities and opened my eyes to what I can go back to the agency and achieve.

I loved the wide range of speakers across client, creative, account and the real world applications with the Intel brief.

This course had changed the way I view my role.

I have learnt the way I was operating before will always yield the same results. In order to change the way the clients behave, I have to be the catalyst.

It’s tough but with strong leadership, trust & relationships, we can win Gold

YOUNG CREATIVE ACADEMY

You should train your brain as though it’s a muscle. The more intellectual, cultural and creative things you put into it, the more creative your ideas will be. Creativity takes work!

Look positively at every brief. Be opportunistic rather than nervous that I won’t come up with a good enough idea

If you don’t believe in your ideas, nobody will.

I am looking at the process of brief from artwork differently. I am not short-sighted to think that the idea can only be in the creative. It could even be in the strategy.

It’s been an inspiring, challenging, provocative program that’s made me think hard about the kind of work I want to do and where I want to be. Which was precisely what I needed, coming to Cannes.

It is a major shift in thinking, as well as a great way of confronting some of my fears and getting enough motivation to fight really hard for the creative I have opted to become.

YOUNG MARKETERS ACADEMY

Extremely insightful! Awesome session provided such a range of perspective on how to achieve best in class results. No one way but I did get some common themes. I wish I could send my whole team so they can see what I have learnt.

I honestly can’t imagine this being a better experience.

I am a Brand Marketer working in a company that needs more perspective. This Academy provided 100%. Thank you!

FEEDBACK/TESTIMONIALS

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FOR taLENt & tRaINING OFFICERS

If you have colleagues who may benefit from the Academy experience or questions about course content and benefits, please contact Steve Latham, Head of Talent and Training for Lions Festivals on stevel@canneslions.com+44 (0) 203 033 4017

FOR COURSE aPPLICaNtS

Please email academies@canneslions.com with your latest CV or updated LinkedIn profile and your date of birth. Please ensure you have authorised funding for your place before you submit your application. Note. There is no set deadline for applications to the Academies, but places do fill up quickly so it is best to apply early to avoid disappointment

APPLICATION PROCESS