CANNES — As the 2015 Cannes International Festival of Creativity winds up, big-name speakers continue to share insights on online advertising,
Will.i.am, Martin Sorrell butt heads over online ads.
Will.i.am clashed with Sir Martin Sorrell, the chief executive of WPP, and Google's top marketer Lorraine Twohill, over whether people skip online ads, at a breakfast debate at Cannes Thursday.
The singer and producer was talking about the definition of advertising, questioning whether songs like Busta Rhymes’s Pass The Courvoisier could be included, when he said people skip traditional ads that interrupt content on platforms like YouTube.
Twohill and Sorrell both chimed in to disagree with Will.i.am, with Twohill citing a statistic that 87% of ads on YouTube were watched. Will.i.am stuck to his argument and replied that if people were not skipping the ads, they weren’t paying attention to them, either.
Coca-Cola's Wendy Clark on that "Mad Men" tie-up and using Coke as a parenting tool
Bravery and belief are key to successful brands and careers in marketing, according to Wendy Clark, president of sparkling brands and strategic marketing at Coca-Cola North America.
Speaking at a master class, Clark used the tie-up with the last-ever episode of "Mad Men," which ended with Coca-Cola’s iconic "Hilltop" ad, to illustrate how belief can work in a marketer’s favor.
She said that when "Mad Men"'s creator, Matthew Weiner, approached Coke to use the ad, he "didn’t tell us how it would be used and under what situation it would be used", meaning the brand would have to cede control of what Clark describes as Coke’s "crown jewel."
"You could essentially call it a fireable offence to mess with 'Hilltop,' " she added.
Nonetheless, the partnership with the series has since been widely praised and earned Coke plaudits.
"To have your entire ad run as the last 60 seconds of one of the most successful series in the country was an amazing gift, and an honor for us to be included – and something that wouldn’t have happened without a lot of belief on our side," said Clark.
Bonin Bough: "I'm scared we're not keeping an eye on the real fast-moving innovation."
Bonin Bough, SVP chief media and ecommerce officer of CPG brandowner Mondelez, took the innovation stage at Cannes Lions this week to discuss the role of startups working with brand agencies, alongside Karmarama and accelerator Collider.
Bough said the word was now "getting it," as many of the conversations he was overhearing in Cannes this year echoed what’s happening in the broader digital space.
"But what still really concerns me is whether advertising dollars will follow," he explained. "We’re still in a situation where companies have a TV guy and a digital guy. I don’t care about that; for me it’s just about where I find the attention of consumers."
Bough added that he felt the developing world was not the focus for really exciting start-ups as it was too slow moving, held back by IP and legalities. "There are 620 million people in China using Alipay; in Nigeria you can pay for anything using a mobile phone. Where the average incomes are much lower, I believe the solutions can be way more effective."
"I’m scared for the developed market ecosystem — I don’t think they are keeping an eye on where it really is moving fast."
Dr. Phil launches DailyMailTV as a global 'game-changer.'
The Daily Mail is expanding its brand into mainstream broadcasting with DailyMailTV, a daily TV series produced by Dr. Phil McGraw and Jay McGraw's Stage 29 Productions.
Speaking at Cannes, McGraw called DailyMailTV a "game-changer" for the international entertainment business. The series will be produced by Carla Pennington, the executive producer of Dr Phil and The Doctors. The show will be produced by Stage 29 Productions, led by president and chief executive Jay McGraw and distributed by CBS Television.
"We're at beginning of working out ethics of the Internet," says online abuse victim.
Emma Holten, a Danish writer and activist who was a victim of revenge porn, claimed the internet "reproduces the worst issues" of society at a riveting debate in Cannes Wednesday night.
The topic of the debate, hosted by Ogilvy Do and Intelligence Squared : Should one be prepared to face the consequences of broadcasting their life online by, for example, posting pictures on social media?
Arguing for the motion, were author, broadcaster and design consultant Stephen Bayley and Scott Galloway, the clinical professor at the New York University Stern School of Business. Galloway’s points centered on the fact that everything involves risk and that you make a choice about whether the benefits of a technology outweigh the risks.
He argued: "If you spend a lot of time trying to convince people that you are damn interesting – like celebrities do" then you give up the right to decide when and where you get to draw the line.
"We knowingly put ourselves up for judgment. We knowingly and lovingly put ourselves at this peril and risk," he said.
David Guetta: "Social media is ‘real’ reality TV"
"If the whole world gets to know my music (even if it is through piracy), I am not going to fight it," said DJ and producer David Guetta on Day Five of Cannes. He was in conversation with Maurice Lévy, chairman and CEO of Publicis Groupe.
Asked for his take on the subject of copyright and privacy, Guetta said, "You can’t resist progress. Whether it is through streaming, CDs, or pirated downloads…, the only thing that matters is that my music is heard."
"The worst-case scenario is that nobody knows my music," he quipped.
The celebrated DJ explained that when on concert trips to Brazil or China, the spread of the music, through whatever channels, ensures his popularity and attendance. Terming himself ‘fortunate’ that some people still pay for his music, he placed things in context with a pinch of pragmatism one doesn’t expect from artistes.
Addressing the 50-plus market: "Whatever you do, don’t call them Gray or Silver."
Address "removement." Harness the power of peers. Feature cross-generation diversity.
These were the key takeouts in a seminar titled "Whatever you do, don't call them Gray or Silver" featuring Karen Strauss, partner/chief strategy and creative officer, 50+ Lead, Ketchum; Stephen Reily, managing director, IMC/Vibrant Nation; and Kirsty Fuller, co-founder and co-CEO, Flamingo Group.
The discussion was moderated by Hélène Paulette Côté, program director, 3% Returnships.
Strauss narrated her story, which was "pretty alike" the majority of the women featured in the 'Ketchup 50+' Removement Study.
She said, "In a week's time, I'll be signing my divorce papers after being married for 25 years. I'll be moving from a big property in the suburbs to an apartment in the city. I've been thinking of and forming new friendships. There's going to be a change in my life when it comes to work. I'm excited and positive about this change. So should marketers and brands. My daughter is off my payroll. I have another child who will be soon off it. This means I have more money to spend on myself. 'Removement' is the word given by Ketchum. People are moving to a new stage. They're removing friends and brands from their lives. This is not bad news, this is a wake-up call."