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MEC@CANNES KEY TAKEAWAYS 2015

MEC@CANNES 2015 Key Takeaways

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Page 1: MEC@CANNES 2015 Key Takeaways

MEC@CANNESKEY TAKEAWAYS 2015

Page 2: MEC@CANNES 2015 Key Takeaways

CANNES LIONS FESTIVAL 2015

Last week, the biggest names in media and advertising convened in France for the Cannes Lions International Festival of Creativity. Cannes Lions is the largest gathering of advertising professionals, with over 20,000 delegates from more than 90 countries and over 40,000 award entries.

2015 was yet another great year for WPP who were named Holding Company of the Year for the fifth consecutive year.

Sadly, the week was overshadowed by loss and sadness for many people after the untimely deaths of two friends during the festival. At MEC, we’d like to offer our deepest sympathy to everyone affected by these tragic events.

Page 3: MEC@CANNES 2015 Key Takeaways

TECHNOLOGY AND INNOVATION MOVING IN WITH CREATIVITY

This year’s festival lived up to its legacy as the centre for creativity and for inspiring and influencing people and brands.

Overall one theme stood out; how technology is transforming the marketing landscape. This was most visible with the launch of a new two-day festival celebrating the coming together of data, tech and creativity: Lions Innovation, with MEC as a founding sponsor.

The spirit of entrepreneurship and innovation hovered over Cannes this year: start-up technologies, artificial intelligence, virtual and augmented reality – and how those technologies will impact our lives and our businesses.

Also at the Cannes fringe, tech providers were making more noise than ever before. Google, Facebook and Microsoft have always been major parts of Cannes, but this year a huge new raft of companies, technologies and marketing phrases were on show –complete with a phraseology that sounded more like it was taken out of a botanical convention than an advertising festival.

Page 4: MEC@CANNES 2015 Key Takeaways

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4 TRENDSFROM CANNES 2015AND WHY THEY MATTER TO YOU

Page 5: MEC@CANNES 2015 Key Takeaways

TECHNOLOGY, A MOTHER OF INVENTION

Pre-rolls and programmatic; often maligned or over-looked for shinier marketing activity gave us two stand-out winners for Geico in the Film Lions and 3Min the Media Lions.

These were powerful, simple ideas that took creativity and technology to a new level.

Creativity doesn't and should never be focused purely on the grandstand moments, but be everywhere and every time we want to make a connection with consumers.

Why this mattersAs technology and formats grow and grow, we need to make sure that no placement is left behind. We're all only as good as our worst activation or moment with consumers – that's why these winners shone.

Geico, Unskippable: http://bit.ly/1JsDclw3M, The Banner That Makes You Like Banners: http://bit.ly/1LxoAAH

Page 6: MEC@CANNES 2015 Key Takeaways

GENDER EQUALITY ON THE AGENDA

This was the first year of the Glass Lion, the new Lion award that recognises work that implicitly or explicitly addresses issues of gender inequality or prejudice. The Grand Prix winner Touch the Pickle and contesters #LikeAGirl and This Girl Can are examples of brands working to enable girls to do whatever they want. On the other side of the same coin, the inspiringly brilliant Vodafone work, Red Light Application, from Y&R and Team Red in Istanbul were created to prevent girls from harm. And won the Media Lion Grand Prix.

From the work, to speakers like Monica Lewinsky and Julia Louis-Dreyfus, gender equality was the talk of the town this year.

Why it matters

Institutional change and policy reform alone won’t solve gender inequalities; the solution is cultural change. Marketing not only reflects the culture it’s part of, it also reinforces and shapes it.Therefore, as brands and marketers, we have the responsibility to put gender equality on the agenda. Creativity can drive change.

Touch the Pickle: http://bit.ly/1LxKhkd. #LikeAGirl: http://bit.ly/1BQqWZ5. This Girl Can: http://bit.ly/1GKF9n5. Red Light Application: http://bit.ly/1JsD4Cj

Page 7: MEC@CANNES 2015 Key Takeaways

DOING GOOD IS DOING WELL

Authenticity seemed to be the magic word this year. The Glass Lion winners are a slew of examples, cases like Volvo’s LifePaint or What3Words are others.

Chiwetel Ejiofor, Freida Pinto and Richard Curtis took to the stage to launch Global Goals, a campaign to raise awareness of the UN goals for sustainable development. Celebrity chef Jamie Oliver attended to promote his healthy living You-app and former US Vice President Al Gore received the Cannes Lion Heart award for his work promoting climate change. Monica Lewinsky gave a strong presentation on Upstandr, her initiative against cyber bullying.

Why it matters

Brands and marketers have the potential to change people's worlds for the better. The implication here is that every brief has the responsibility and the potential for doing a lot of good. Luckily, brands that ‘do good’ are also the most popular because consumers believe in them and want to be part of something bigger than just commerce.

LifePaint: http://bit.ly/1C1fIRX. What3Words: http://bit.ly/1LxCin9

Page 8: MEC@CANNES 2015 Key Takeaways

While Geico’s Unskippable showed us what we can do in 5 seconds; it is important to note that the industry still hasn't nailed longer formats in branded content. Yet again, no Grand Prix was awarded for Branded Content in 2015.

Creativity adores restrictions, laws, rules and obstacles – when we're pushed, we do our greatest work. The freedom that branded content gives us to create almost feels like a barrier too high to overcome. We are all still finding our feet in this field as are consumers finding theirs with brands creating long-form and high-quality work. Will they choose to spend longer with us of their own free will?

Why this mattersWe can't allow another year to go by without branded content work that stands alongside the 5-second; 30-second; 36-sheet and coded creativity that impressed us all so much. There is a big potential here and a claim to fame for the brand that cracks this nut.

CREATIVITY ADORES RESTRICTIONS

Page 9: MEC@CANNES 2015 Key Takeaways

The lion, created together with Jason Bruges Studio, used real-time social media data to create a powerful symbol of how MEC works with data and technology; creatively and out of the ‘live room’.

A founding sponsor of the Lions Innovation, MEC stood out with an anamorphic digital installation.

A bespoke solution where 169 screens displayed the fluctuating emotions of Cannes in the iconic shape of a lion. More about #EmotiCannes: http://bit.ly/1BC6ECr

#EMOTICANNESTHE ART OF ALWAYS-ON

MEC@CANNES

Page 10: MEC@CANNES 2015 Key Takeaways

MEC Velocity uses rich data from MEC Momentum, our proprietary approach to understanding and quantifying how consumers make purchase decisions.

MEC is the first media agency to introduce predictive marketing in strategic planning at scale.

MEC@CANNES

MEC VELOCITYLaunching

Using Agent Based Modelling, a technology borrowed from biology, we can build purchase simulations that run into the future, predicting consumer behavior and interaction with brands.

More about MEC Momentum and MEC Velocity: http://bit.ly/1SMDEMP

Page 11: MEC@CANNES 2015 Key Takeaways

MEC@CANNESOur Talent Manifesto encourages

our people to step outside of

their comfort zone and to

innovate.

This year at Cannes we sent our

inaugural Talent Thrive Team, 13

young MEC’ers to experience

and report on Cannes Lions.

They came away inspired and

energised.

For their human social story and

news and views from the event

see below:

https://storify.com/MECideas/me

catcannes

Page 12: MEC@CANNES 2015 Key Takeaways

“The real gravity of what you do, is knowing your intention.”

Pharrell Williams, Singer, Songwriter Producer

“We must value ‘speaking with intention’ over ‘speaking for attention’.”

Monica Lewinsky, co-founder of Upstandr

“It’s not just about data; we need leaders with real cultural curiosity who are connected to current happenings and motivated to really contribute to culture. ”

Syl Saller, Chief Marketing Officer, Diageo

“You can’t replace the creativity of the human mind with a piece of tech.”

Keith Weed, Chief Marketing and Communications Officer at Unilever

“Snapchat is not just about sharing. It’s about getting over the fear of creating. ”

Evan Spiegel, CEO Snapchat

OVERHEARD@CANNES

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THANK YOUTO ALL THE #MECATCANNES CONTRIBUTERS

For more information, contact:Nathalie Haxby

Global Head of Corporate [email protected]

@MECIdeas