This was my initial revisit to the Cannes Lions Advertising Festival, as well as it positively exceeded my expectations. Helps of march to get to outlay the day with Steve Ballmer as he met with the heads of Global agencies, held his seminar as well as took Q&A from the Young Lions. But for me, we consider we was struck many by the pervasive perspective which Digital had in the future arrived. we have to contend we was the bit repelled which it’s usually right away falling in, though we theory improved late than never.
The alternative large “ah ha” impulse for me is which as an industry, both organisation as well as marketers need to begin rethinking the tough lines we’ve traditionally put upon the organic groups. Most companies still have an Advertising Group, the PR group, the CRM/Direct group, the little even have “viral or buzz” groups now, etc.
But it’s unequivocally transparent with digital those lines not usually blur, they in the future disappear.
At the Microsoft commercial operation forum we were lucky sufficient to have Naoki Ito, Creative Director of GT Tokyo upon theatre as well as he went through, of all things, an awarding winning debate for the Japanese condom company.
The debate was the month prolonged web expel of dual long-distance lovers who were upon foot opposite Japan to see any other. There was no branding the complete month as well as viewers chose which chairman to watch as well as purebred upon the site. Millions watched as well as the finish product was an ad of the tour which suggested the brand…but what was which campaign? PR? Ad? Viral? Direct (once they had the names)? we consider we’re saying this some-more as well as some-more which we unequivocally need broad/big meditative marketers which don’t consider linear to emanate the most appropriate “campaigns”…makes we consider we hope, positively did me.
Maybe right away the subject to leave we with. At the Young Lions Q&A SteveB was asked “What is the Microsoft Brand?”
I won’t item the answer here, though he asked the subject back, “Let’s pretence we’re starting to open sell stores, what would we call those stores? Would we call them Microsoft or Windows…….?”
Thanks, we demeanour brazen to your thoughts as well as see we in/from Cannes subsequent year!
Mark
Related posts:
- ADVERTISING AGE – AKQA – TRIBAL DDB – SAATCHI’S AT CANNES LIONS 2009
- 2009 CANNES LIONS INTERNATIONAL ADVERTISING FESTIVAL AND LIVING UP TO THE PROMISE OF DIGITAL ADVERTISING
- CANNES LIONS DEBATE 2009
- INTERVIEW WITH BIZ STONE – CO-FOUNDER OF TWITTER AT CANNES LIONS 2009
- DIGITAL ASIA – CANNES LIONS 2009