Cannes seminar highlight - Day Three

Paul Yole in Cannes.jpgPaul Yole, Head of Strategy at The Brand Agency and a regular contributor during the Cannes week highlights the best seminar from each day of the Festival.

Undoubtedly the highlight from day three was queuing.

Waiting in a line for half an hour before being told the auditorium was full was not what I had in mind when I shelled out a few thousand dollars for my registration.

There are a couple of ways around this of course. One is to get in early for the first session and just stay there the whole day. Unfortunately this means sitting or sleeping through those sessions that don't really interest you or are just plain boring. Or you may not be able to go to a workshop or master class for fear of missing out on the one seminar you really wanted to see.
Another trick I witnessed was the guy (who shall remain nameless) who waited until the session had started then blagged his way in on the pretence that he had to take an important photograph. But that only works if you have a camera and a press pass.

I was among about 400 people who were turned away from the Facebook seminar, having started standing in line half an hour earlier. I was then turned away from the live streaming room and ended up standing in a packed corner of the Palais watching it on a small screen with dodgy audio.

This made note taking very difficult so I am very grateful that my colleague at STW Group, Jessica Stanley, not only took good notes but also wrote up a great and detailed piece about Paul Adams' talk. You can read it here.

Apart from Facebook I did mange to catch a couple of interesting snippets. Kim Kadlec of Johnson & Johnson told us that it is time for us to embrace creative risks and establish new practices if we want to be leaders in this game-changing time for the industry.

She, like many others this week, discussed the use of data being critical and she shared her version of the new 4 Ps of marketing - Purpose, Presence, Proximity and Participation.

Kim also shared some interesting examples, such as the cute and funny OB 'Sorry' campaign. Works better if you're a girl by the way.

Then there is the Coca Cola Middle East campaign, Today I Will, which uses AR in an interesting way.

I did manage to beat the queues on a few more occasions, including the talks from TED fellows, but overall I was so tired from all the standing around I left for the solace of the Carlton Terrace feeling tired and deflated.

I'm not sure what the answer is to the problem of capacity at the Palais, but if isn't fixed I suspect there'll be a few people like me who will be wondering if it's all worth it.

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