Cannes Day Two: Beyond the awards
PaulYole, head of strategy at The Brand Agency, has been a delegate inCannes for the past five years. Here’s his ‘beyond the awards’ take onthe second day in Cannes…
I think I could make money here teaching presentation skills but there was some decent content today.
Talking of content, I put the Wankometer into action and counted that C word 51 times – yes 51 – during the first presentation. And I lost count of how many times they said, “the online space”. God help us.
Interesting and frightening that the Nokia marketing planner Daniel
Goodall; said, “It’s important for Nokia to make sure we don’t use just
one source for content creation.”
Rory Sutherland was good as always. “Human desire doesn’t necessarily
translate into action.” A timely reminder about the importance of
salesmanship.
JWT showed some great work, especially for Heineken’s ‘Are you still
with us?’ campaign. Check this out – I’ve included some French words
for authenticity….
David Harris from Wunderman is not a brilliant presenter but what he
delivered was great. He has done research into how inspiration happens
and somewhat perversely came up with a formula for the process:
Problem
Thinking time
Dispersal
The trigger
Epiphany
Communicating the idea
Finished off the day with drinks on the Carlton terrace. Met Nick Laws
as well as old friends Stu (Mills) and Yanti from Ogilvy & TBWA Singapore respectively. It’s
Yanti’s birthday today so I think a big night is ahead. We’ll probably
end up at the newly sponsored Yahoo Gutter Bar. I took a photo on my
morning run.
