Cannes Lions 2014 programme by Sanserif, Inc.

Content Programme World-class content from global experts

CONTENT PROGRAMME

Seminars

The Forum

Grand Audi and Debussy, Level 1 With more than 60 Seminars across seven days, this year’s programme boasts an unparalleled line-up of speakers, presenting their perspectives on the 2014 theme of Creativity in Action. Hailing from the communications industry and beyond, they will share their expertise not only on how to find the inspiration that sparks creative new ideas, but also – and perhaps more importantly – on the most effective ways of turning this inspiration into real innovations, and putting creativity into action.

Audi A, Level 3 Six days, each themed to inspire, inform and influence your creative work over the coming year. The Forum stage is the place to be for in-depth, multi-perspective conversations on the critical trends impacting the industry right now. Each day is dedicated to a different topic, pulling together speakers from a wide range of industries for a comprehensive overview of what that trend means for creative communications.

Workshops

TechTalks

Workshop Room, Level -1

Young Lions Zone, Level -1

Cannes Lions Workshops are the perfect environment for learning new creative skills that can be put into action straight away. Structured around hands-on, interactive exercises, these one-hour, ‘how-to’ themed sessions are an opportunity to meet, learn and work with other creatives at the Festival on topics that really interest you.

To keep up to speed with the new products and technologies changing the industry, come and hear directly from the innovative businesses bringing new and disruptive technology to the market.

Master Classes

Young Lions Zone, Level -1 Primarily aimed at Young Lions and students, the Master Class programme is a chance to get up close and personal with some of the industry’s biggest names. In these one-hour Q&A sessions, they will share their advice and experiences on how to get ahead in communications, and discuss the latest trends shaping the industry. Whether you are an aspiring and ambitious creative, account executive or marketer, this is a must-attend programme for you.

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CONTENT PROGRAMME

The Schedule

sunday 15 june 09:45 – 10:30 THE LOOKINGLASS 10.00 – 10.45 GOLIN 11:00 – 11:30 A+E NETWORKS 11:00 – 11:45 LATINWORKS 11:00 – 12:00 IV2 SOUND BRANDING 11:30 – 12:15 HYPER ISLAND 12:00 – 12:45 TWITTER 12:30 – 13:30 MATCH & CANDLE 12:45 – 13:15 BRANDOPUS 13:00 – 13:45 VISA 13:15 – 14:00 CUMMINSROSS

14:00 – 14:45

memBRAIN 14:00 – 15:00

IV2 SOUND BRANDING 14:30 – 15:00

DEUTSCH 15:00 – 15:45

CAMPAIGN ASIA 15:00 – 15:45

HOLLER 15:30 – 16:30

MATCH & CANDLE 16:00 – 16:45

HAKUHODO 16:15 – 16:45

Sasha the Mensch 16:45 – 17:30

SHESAYS 17:00 – 17:45

BIG SPACESHIP 18:00 – 18:10 Welcome to all Young Lions & Students

SEMINAR

TECHTALK

FORUM

MASTER CLASS

WORKSHOP

BRAZIL DAY

Locations GRAND AUDI

ESTEREL

DEBUSSY

WORKSHOP ROOM

AUDI A

YOUNG LIONS ZONE

INNOVATION DAY YOUNG LIONS

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CONTENT PROGRAMME

The Schedule

MONDAY 16 June 09:30 – 10:00 SPOTIFY 09:30 – 10:30 CIRKUS 10:00 – 10:30 SAY MEDIA 10:00 – 10:30 Appssavvy 10:00 – 10:45 FUTUREBRAND 10:30 – 11:00 CIVOLUTION 11:00 – 11:30 GETTY IMAGES & LEAN IN 11:00 – 11:30 SHARETHROUGH 11:00 – 11:45 ADOBE 11:00 – 12:00 NORTH ALLIANCE 11:30 – 12:00 MMA 12:00 – 12:45 COSMOPOLITAN 12:00 – 12:45 SAWA 12:00 – 13:00 KEITH REINHARD 12:30 – 13:00 SONY MOBILE 12:30 – 13:30 Y&R BRANDS 13:00 – 13:30 DRIVE 13:00 – 13:45 FCB & FRAMESTORE 13:00 – 13:45 PINTEREST

F W F T S T F T S W F S S M F W F S S

14:00 – 14:30 MILLWARD BROWN 14:00 – 14:30 Appssavvy 14:00 – 14:45 BRAVE 14:00 – 14:45 DENTSU AEGIS NETWORK 14:00 – 15:00 CIRKUS 14:30 – 15:00 THE PROJECT FACTORY 14:30 – 15:00 CIVOLUTION 15:00 – 15:30 SHARETHROUGH 15:00 – 15:45 SAPIENTNITRO 15:00 – 15:45 CHEIL WORLDWIDE 15:30 – 16:00 MOTHER 15:30 – 16:30 NORTH ALLIANCE 16:00 – 16:30 KIIP 16:00 – 17:00 Richard Edelman 16:00 – 16:45 MINDSHARE 17:00 – 17:45 CP+B 17:00 – 17:45 NATIONAL GEOGRAPHIC 17:00 – 18:00 Y&R BRANDS

F T S S W F T T S S F W F M S S F W

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CONTENT PROGRAMME

The Schedule

tuesday 17 june 09:30 – 10:30 EARDRUM 09:45 – 10:30 EXPONENTIAL 10:00 – 10:30 NEWSCRED 10:00 – 10:45 SMG & TED 10:30 – 11:00 ZENTRICK 11:00 – 11:30 MCCP 11:00 – 11:30 ADAPTLY 11:00 – 11:45 GOOGLE 11:00 – 12:00 THE WHARTON SCHOOL 11:30 – 12:15 IRIS WORLDWIDE 12:00 - 13:00 Jonathan Klein 12:00 – 12:45 YAHOO! 12:00 – 12:45 MOFILM 12:30 – 13:30 DIRECTORY 12:45 – 13:15 SENSE WORLDWIDE 13:00 – 13:45 TRANSLATION 13:00 – 13:45 EFFECTIVEBRANDS

W F T S T F T S W F M S S W F S S

13:15 – 14:00 NIELSEN 14:00 – 14:30 NEWSCRED 14:00 – 14:45 THE NEW YORK TIMES 14:00 – 14:45 CALVIN KLEIN 14:00 – 15:00 EARDRUM 14:30 – 15:00 RUFUS LEONARD 14:30 – 15:00 ZENTRICK 15:00 – 15:30 ADAPTLY 15:00 – 15:45 THE COCA-COLA COMPANY 15:00 – 15:45 PHD 15:00 – 15:45 DECODED 15:30 – 16:30 THE WHARTON SCHOOL 16:00 – 17:00 Laura Jordan Bambach 16:00 – 16:45 ZENITHOPTIMEDIA 16:15 – 16:45 BAIDU 16:45 – 17:30 STINK DIGITAL 17:00 – 17:45 JURY INSIGHTS: PROMO & ACTIVATION 17:00 – 18:00 DIRECTORY

F T S S W F T T S S F W M

Locations S

GRAND AUDI F F S

DEBUSSY AUDI A ESTEREL WORKSHOP ROOM YOUNG LIONS ZONE

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CONTENT PROGRAMME

The Schedule

WEDNESDAY 18 june 09:30 – 10:00 BROTHERS & SISTERS 09:30 – 10:30 ACACIA17 10:00 – 10:30 M SS NG P ECES 10:00 – 10:30 ROCKET FUEL 10:00 – 10:45 YOUTUBE 10:30 – 11:00 ADKNOWLEDGE 11:00 – 11:30 ONE TWENTY THREE WEST 11:00 – 11:30 INTEGRAL AD SCIENCE 11:00 – 11:45 CLEAR CHANNEL MEDIA AND ENTERTAINMENT 11:00 – 12:00 TUMBLR 11:30 – 12:00 THE MONKEYS 12:00 – 12:45 TIME WARNER INC 12:00 – 13:00 Mark Tutssel 12:30 – 13:00 JUNG VON MATT 12:30 – 13:30 GYRO 13:00 – 13:30 RPA 13:00 – 13:45 GREY

F W F T S T F T S W F S M F W F S

13:00 – 13:45 MICROSOFT 14:00 – 14:30 ROCKET FUEL 14:00 – 14:45 FACEBOOK

S T S

14:00 – 14:45 S MCCANN WORLDGROUP & THE PALEY CENTER FOR MEDIA 14:00 – 14:45 MONDELEZ 14:00 – 15:00 ACACIA17 14:30 – 15:00 ADKNOWLEDGE 14:45 – 15:30 THENETWORKONE 15:00 – 15:30 INTEGRAL AD SCIENCE 15:00 – 15:45 THE GUARDIAN 15:00 – 15:45 R/GA 15:30 – 16:30 TUMBLR 15:45 – 16:30 PARTY 16:00 – 16:45 AKQA 16:00 – 17:00 Ben Silberman 16:30 – 17:15 FORSMAN & BODENFORS 17:00 – 17:45 JURY INSIGHTS: MOBILE 17:00 – 18:00 GYRO

F W T F T S S W F S M F S W

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CONTENT PROGRAMME

The Schedule

THURSDAY 19 june 09:30 – 10:30 ESPM-BRAZIL 09:45 – 10:30 CENTRAL SAINT MARTINS 10:00 – 10:30 JWT BRAZIL 10:00 – 11:15 SAATCHI & SAATCHI 10:00 – 10:30 UNRULY 10:30 – 11:00 ALCHEMISTS 10:30 – 11:00 NOVA AWARDS 10:30 – 11:00 TUBEMOGUL 11:00 – 11:30 BRIGHTROLL 11:00 – 12:00 SWIM 11:15 – 11:45 LEO BURNETT TAILOR MADE 11:30 – 12:00 IAB 11:45 – 12:15 TATIL DESIGN DE IDEIAS 12:00 – 12:30 PULSE FILMS 12:00 – 12:45 UNILEVER 12:00 – 13:00 Kathryn Parsons 12:30 – 13:00 MONDELEZ INTERNATIONAL 12:30 – 13:30 THE TALENT BUSINESS

W F B S T B F T T W B F B F S M B W

13:00 – 13:30 PONTOMOBI 13:00 – 13:45 PYTKA 13:00 – 13:30 JACK MORTON 13:30 – 14:00 TALENTHOUSE 13:45 – 14:15 FILM BRAZIL 14:00 – 14:30 UNRULY 14:00 – 14:45 OGILVY & MATHER 14:00 – 15:00 ESPM-BRAZIL 14:15 – 14:45 MMA BRAZIL 14:30 – 15:00 IT’S NICE THAT 14:30 – 15:00 TUBEMOGUL 15:00 – 15:30 PUBLICIS 15:00 – 15:30 BRIGHTROLL 15:00 – 15:45 DENTSU 15:00 – 15:45 SUPERHEROES 15:30 – 16:00 THENETWORKONE 15:30 – 16:30 SWIM 16:00 – 16:45 BBDO

B S F F B T S W B

16:00 – 17:00 Peggy Conlon 16:15 – 16:45 CP+B 16:15 – 16:45 CREATIVE SOCIAL 16:45 – 17:15 PEREIRA & O’DELL 16:45 – 17:30 MICROSOFT 17:00 – 17:45 MCGARRYBOWEN 17:00 – 18:00 THE TALENT BUSINESS 17:15 – 17:45 DM9 DDB 18:00 – 18:45 JURY INSIGHTS: CYBER

F T B T

Locations S

GRAND AUDI F B W

DEBUSSY AUDI A ESTEREL WORKSHOP ROOM YOUNG LIONS ZONE

M B F B F S W B S

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CONTENT PROGRAMME

The Schedule

FRIDAY 20 june 09:30 – 10:00 UNIVERSAL MUSIC 10:00 – 10:30 PIXXERS 10:00 – 10:45 W+K 10:00 – 10:45 THE MARTIN AGENCY 10:30 – 11:00 POKEWARE 11:00 – 11:45 LOWE CAMPBELL EWALD 11:00 – 12:00 SOMMER+SOMMER 11:15 – 11:45 SYNKIO 11:45 – 12:15 MOXIE 12:00 – 13:00 THE CANNES DEBATE 12:00 – 13:00 DAVID Guerrero 12:30 – 13:30 EBUZZING 12:45 – 13:15 FRUKT 13:15 - 14:00 PROCTER & GAMBLE

SATURDAY 21 june F T S F T S W F F S M W F S

13:15 – 14:00 VISION ARTISTS 14:00 – 14:30 PIXXERS 14:00 – 15:00 SOMMER+SOMMER 14:15 – 15:00 PUBLICIS 14:30 – 15:00 MIRRIAD 14:30 – 15:00 POKEWARE 15:00 – 15:45 W COMMUNICATIONS 15:00 – 16:00 Ron Newlan 15:15 – 16:00 MCDONALD’S 15:30 – 16:30 EBUZZING 16:15 – 16:45 SONY MUSIC 16:15 – 17:00 SIR JOHN HEGARTY AND DAVID DROGA 16:45 – 17:30 LEO BURNETT

F T W S F T F M S W F S F

11:00 – 11:30 CONTAGIOUS 11:30 – 12:00 INTEL 12:15 – 12:45 AUDIO NETWORK 12:45 – 13:15 ADWEEK 13:25 – 13:30 VIROOL 13:30 – 14:00 MDC 14:00 – 14:30 VCCP PARTNERSHIP 14:30 –15:00 DIGITASLBI 15:15 –16:00 (RED)

I I I I I I I I S

CONTENT PROGRAMME

Sunday 15 June In addition to the main content programme: THE FORUM

Today’s theme: Creative Talent

FORUM

C R E AT I V E TA L E N T

Creativity is a talent business. To succeed, organisations must find, develop and retain the most creative people. The businesses that actively search for bright thinkers with an array of skills, backgrounds and perspectives are the ones that succeed. Where do you find true talent? How do you keep it? What are the structures that allow creativity to flourish? This Forum answers these questions and more. Moderator: Sasha Martens, Sasha the Mensch

18:00 – 18:10

Welcome to all Young Lions & Students

VENUE GRAND AUDI

The Cannes Lions Festival is big. Seven days packed with seminars, workshops, discussions, classes, awards and the occasional party. There’s so much to see, learn and experience, and so many people to meet, it can be difficult to know where to start. This exclusive welcome session for Young Lions and students will help you get the most out of your Cannes Lions experience, with a special appearance from a Cannes Lions legend.

SEE THE WORK Today’s screenings

•

Film Lions

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CONTENT PROGRAMME

Sunday 15 June

09:30 – 09:45

CREATIVE TALENT: MODERATOR’S INTRODUCTION

VENUE AUDI A

An introduction to the day’s Forum theme with moderator Sasha Martens.

MODERATOR SASHA MARTENS Advertising Creative Recruiter Sasha the Mensch

09:45 – 10:30 VENUE AUDI A SPEAKERS BEN BILBOUL Group CEO Karmarama

CHARLES DAY Founder The Lookinglass

THE LOOKINGLASS: WHY SOME COMPANIES ARE WINNING THE TALENT WARS

Today, the most successful companies don’t just attract the best talent, they’re also best at unlocking talent. In their work across the creative industries, The Lookinglass has identified the practices used by those companies that consistently win the Talent Wars. Charles Day will discuss how these practices apply to your business, and will explode some myths about how to attract and retain the best talent, including why a company’s culture is not the Holy Grail. Charles is joined by representatives of leading creative organisations to explore how they bring these principles to life every day and have built an organisation that attracts talent gravitationally.

R. MARTINI

CEO Flag, The Creative Disruption Network

This session is followed by a 15 minute Q&A with the Forum speakers from this session.

10.00 – 10.45

GOLIN: RELEVANCE & THE HOFF

VENUE GRAND AUDI

Creativity is effective in today’s world if you can master the concept of relevance. With millions of messages and images competing for our attention, we have become experts at screening out what is irrelevant to us. Why do some ideas penetrate? Why do some brands and celebrities endure the fickleness of time Golin will conduct a pioneering, live experiment on stage with legendary icon, David Hasselhoff. With our command of the science of relevance and the power of social media, Cannes Lions attendees will be invited to create and share Hoff-based content around the world. Can we build his brand in real time? Have we trended? What are the funniest posts and retweets? What is the impact of the campaign so far and, most importantly, who in the audience has won a trip to see The Hoff? Delegates will leave with practical ideas on how to apply relevance to any creative campaign and several “Were you there?” moments for the Croisette. If you’ve ever wanted to drive Knight Rider’s car or wear a red Baywatch jacket, this seminar is for you.

SPEAKERS CAROLINE DETTMAN Chief Creative and Community Officer Golin

DAVID HASSELHOFF Actor, Celebrity, Musician

MATT NEALE

President, International Golin

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CONTENT PROGRAMME

Sunday 15 June

11:00 – 11:30 VENUE AUDI A SPEAKERS CHARNELLE ANDERSON VP Brand Marketing A+E Networks

BECCA SARAGA

EVP Global Strategy & Engagement Addiction

A+E NETWORKS: CREATIVITY FROM THE INSIDE OUT

This session examines the approach to fostering a culture of creativity in a highly pressured, fast-moving organisation. The speakers explore the importance of adhering to a set of principles and practices for managing creative talent in order to build a sustainable creative environment. Topics include the celebration of risk taking, how to ensure creativity is central to every decision from the outset of any project and the imperative that creativity is a driving force throughout an organisation, not just in the creative department. A+E Networks is a multi-billion dollar global media entertainment company well known for the creativity of its content. Its networks and branded programming reach more than 300 million households in 150 countries. A+E’s portfolio of networks includes the genre-busting History network and the record-breaking A&E network. A+E’s internal agency, 360 Creative, is responsible for a significant proportion of the organisation’s marketing communications, from advertising and internal communications through to events.

11:00 – 11:45

LATINWORKS: LEARN FROM THE WORST: THE ROLE MISTAKES PLAY IN BUILDING A CREATIVE CAREER

VENUE GRAND AUDI

At festivals we celebrate the best advertising in the world, but even the best creatives have done really bad work that has never been shown. Whether it’s the result of risk-taking or mere miscalculation, the fact is that our biggest creative flops have the seed of greatness gone wrong. During this seminar, some of the most awarded creatives in the world will share, for the first time, their worst work and what they have learned along the way.

SPEAKERS SERGIO ALCOCER

President, Chief Creative Officer LatinWorks

FELIX DEL VALLE

Creative General Manager Contrapunto

GUGA KETZER

Partner, Chief Creative Officer Loducca

NICOLÁS PIMENTEL

Innovation Director +CASTRO Buenos Aires

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CONTENT PROGRAMME

Sunday 15 June

11:00 – 12:00

VENUE WORKSHOP ROOM SPEAKERS STEVE KELLER CEO iV2

ULI REESE President iV2

IV2 SOUND BRANDING: LISTEN UP: HOW TO CREATE AN AUDIO BRAND

Marketers often overlook and undervalue the power of sound in their quest to develop distinct, memorable brand identities. In today’s media-rich environment, where audio-enabled touchpoints are increasingly available, the strategic use of sound plays a key role in brand differentiation, recognisability, preference, emotional connection and purchase intent. We’ll explore the discipline of audio branding, opening your ears to how brands can harness the power of sound to engage consumers, establish identity, and maximise ROI. Through discussion and hands-on (or, even better, ‘ears-on’) exercises, participants will: • Develop an understanding of audio branding as a process: from strategy and creation to testing and management • Use audio audits to uncover sonic strengths, weaknesses, opportunities, and threats • Evaluate audio moods based on specific brand profiles • Construct a brand centric music brief • Learn to identify the audio ROI ‘sweet spot’: engagement, identity, and monetisation This session is repeated at 14:00.

11:30 – 12:15

VENUE AUDI A SPEAKER MIKAEL AHLSTRÖM Board Member, Collaborator Hyper Island

HYPER ISLAND: SKATE TO WHERE THE PUCK IS HEADING – TOMORROW’S NEED OF CREATIVE THINKING

Hockey great Wayne Gretzky famously said the secret to his success is that “I skate to where the puck is going to be, not where it has been.” And that’s exactly the advice the creative industry needs in order to thrive in the future. As both a digital school and an executive training consultancy, Hyper Island is in a unique position to have witnessed firsthand what it takes to nurture and develop young talent as they enter the industry – as well as how to inspire confidence and clarity in executives faced with disruptive change. Hyper Island invites you to an inspirational session where it will present ideas on how to become a front seat driver in the creative industry. Micke Ahlström will present the latest research, ‘Tomorrow’s Most Wanted’, showing what talent the creative industry will need three to five years from today. This session is followed by a 15 minute Q&A with the Forum speakers from A+E Networks and Hyper Island.

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CONTENT PROGRAMME

Sunday 15 June

12:00 – 12:45

TWITTER: #LIVE STORYTELLING

VENUE GRAND AUDI

Today, the creative process is becoming faster, more flexible and more open. It’s a feedback loop, where the audience has a seat at the writers’ table. It’s an opportunity to create not just with words and pixels, but also with people, ideas and opinions. And it’s all happening live. Twitter is seeing this creative and cultural shift from the front-lines, working with partners across TV, film, news, music, new media and, most importantly, brands and creatives. The live storytelling movement is perhaps the greatest shift in our industry today and this seminar looks to shine a light on the incredible work, emerging process and creative people behind it today. In this seminar, Joel Lunenfeld leads a conversation about how this new form of storytelling and creativity is actually being executed. The talk will include a select group of influencers in this space, across a variety of disciplines, with supporting footage and case studies that reveal the insiders’ view.

SPEAKERS LESLIE BERLAND

SVP, Digital Partnerships and Development American Express

JOEL LUNENFELD

VP of Global Brand Strategy Twitter

IGNACIO OREAMUNO President Art Director’s Club

SIR PATRICK STEWART Film, Television and Stage Actor

12:30 – 13:30 VENUE WORKSHOP ROOM SPEAKER STEVEN OVERMAN Founder, CEO Match & Candle

Logos may be used black on yellow or white reversed out of black. These are to show options only - do not use as squared up logos.

For more formats please contact Leslie@steptoandson.co.uk

MATCH & CANDLE: BOOM TIME – HOW TO INNOVATE FOR EXPLOSIVE GROWTH

Ignore the pundits. Advertising is not dying. It’s about to be reborn, and about to explode into a new era of growth. The Advertising Renaissance has begun. Are you and your agency prepared for it? No longer will advertising be an interruption, an expensive distraction competing for our attention. Instead, it will be the core stimulus for human dialogue and brand engagement, and a celebration of our shared and individual needs. Instead of replacing fact with ‘message’, advertising is set to become a proclamation of what is authentically ‘true’ about a product, a service, and especially, a brand. This interactive workshop will be fast-paced and inspiring, showing participants how to re-imagine their own careers, the application of their talents to emerging client challenges, and redesign the very form and structure of their agencies themselves. Attendees will: • Redesign core roles and key competencies enabling their agencies and careers to sustainably grow • Imagine and describe a transformative innovation program that will drive client success • Invent at least one new tool for creative innovation that they can start using immediately This session is repeated at 15:30.

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CONTENT PROGRAMME

Sunday 15 June

12:45 – 13:15

VENUE AUDI A SPEAKER NIR WEGRZYN CEO BrandOpus

BRANDOPUS: ARIADNE’S THREAD: HOW TO EXPLORE MULTIPLE CREATIVE AVENUES

In Greek mythology, Theseus used Ariadne’s thread to slay the Minotaur and crack the labyrinth. Instead of considering that only one route might lead to freedom, Theseus was able to explore all possible routes as many times as he liked, knowing the thread would always lead back to the start. Think pluralistically. Don’t be singular. Instead, explore all avenues, nurturing multiple ideas simultaneously, rather than using a process of elimination to find the ‘right idea’. Ideas are autonomous. Ideas can’t be forced – the onus on us, as creatives, should not be to ‘create’ them. The focus should be on getting better at spotting and running with them. Ideas need entertainment, not to be put in the inquisition chair. Paranoia or a zealous drive to find the ‘right’ idea will kill great ideas. Imagine, don’t dig. Often, clients think creativity is a process of discovery, of digging until we find the right answer. The possibilities are endless: like Theseus, the only way of finding truly creative solutions is to acknowledge and harness this.

13:00 – 13:45

VISA: SPORTS AS A SOURCE FOR GLOBAL CREATIVE INSPIRATION

VENUE GRAND AUDI

What is it about sports that gets marketers’ creative juices flowing? And how does advertising in big events like the Olympic Games and World Cup differ?

SPEAKERS MARCEL DESAILLY

World Cup Footballer

MARCELLO SERPA Chairman, Chief Creative Officer AlmapBBDO

DAVID WISE Freestyle Skier

KEVIN BURKE

Chief Marketing Officer Visa Inc.

Marcello Serpa, Chairman and Chief Creative Officer, Almap BBDO in Brazil (host country for this year’s FIFA World Cup) leads a spirited discussion that examines why marketers use sports as a business-building creative platform. Marcello is joined by Kevin Burke, CMO at Visa Inc., to talk specifically about why and how Visa has used sports to build business and launch its new global ‘Everywhere you want to be’ platform. Rounding out this discussion are appearances by US Gold Medalist Freestyle Skier David Wise and World Cup footballer Marcel Desailly, who share their own personal stories of sports and how partnering with global brands like Visa has inspired them to achieve their own ‘everywhere’.

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CONTENT PROGRAMME

Sunday 15 June

13:15 – 14:00 VENUE AUDI A

SPEAKER ADAM FERRIER

CSO, Consumer Psychologist cummins&partners

CUMMINSROSS: STOP CREATING CRAP CREATIVES

If you could start afresh and train a creative to know everything they need to know to create great communications, how much copywriting and art direction would you teach them? As communications has completely changed from a passive to an interactive landscape, has our training of creatives changed along with it? To create ideas that get people involved, or ideas that ebb and flow through culture, is difficult. There is more clutter to cut through and less resources to do it with. We’ll need to get better at our jobs and rely less on clever penmanship, and more on the emerging disciplines such as behavioural sciences (how to change behaviour), technology and data. So how then do we inject this kind of thinking into the creative department? Although ‘making it up as we go along’ has been a good strategy up until now, it’s doubtful if it will be good enough moving forwards. Imagine if you could start from scratch and re-train our creatives – what would you do? This session is followed by a 15 minute Q&A with the Forum speakers from BrandOpus and CumminsRoss.

14:00 – 14:45

VENUE GRAND AUDI SPEAKERS KEN HERTZ

Entertainment Attorney, Marketing Strategist Hertz Lichtenstein & Young LLP and memBrain

DAVID BERKOWITZ Chief Marketing Officer MRY

JEZ FRAMPTON

Group Chief Executive Interbrand

DOMINIC SANDIFER

President, Founding Partner GreenLight Media, & Marketing, LLC

memBRAIN: LEVERAGING THE POWER OF CELEBRITY TO REACH THE “SKIP GENERATION” & LEAP OVER THE COMPETITION

Brands regularly leverage celebrities and entertainment content as a way to create an emotional connection with a more engaged consumer. Content integrations, branded content, commercial tie-ins, or whatever is the jargon du jour, consistently achieve better results for savvy marketers attempting to capture the attention, interest and affection of the ‘skip generation’ and their ever-enhanced ability to avoid, evade and disregard traditional advertising. For new ventures, the ability to rapidly burst into the market and grab widespread consumer attention, often with very limited marketing budgets, is vital. In this seminar, we will discuss best practices for new ventures and emerging brands to leverage established brands, celebrities and entertainment content marketing to quickly gain ground and mindshare.

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CONTENT PROGRAMME

Sunday 15 June

14:00 – 15:00

IV2 SOUND BRANDING: LISTEN UP: HOW TO CREATE AN AUDIO BRAND

VENUE WORKSHOP ROOM

See page 70 for the full synopsis and speaker details.

14:30 – 15:00

DEUTSCH: CULTURE CURATION

VENUE AUDI A

#DCulture: Deutsch examines a Darwinian Culture that Stabs, Strangles and Strokes

SPEAKERS KERRY KEENAN

BRENT VARTAN

New York agency Deutsch is known for its results-driven creativity and unconventional hiring process to build teams that deliver. Chief Creative Officer Kerry Keenan and Chief Strategy Officer Brent Vartan reveal insights on how to push people to outperform themselves – and stimulate the best ideas from your talent – amidst an environment rich with ambition. They reveal how to foster collaboration while continuing to be gatekeepers of a unique office culture that makes it one of the most diverse, integrated and sought-after places to work. The team takes the audience through their tools, techniques and imperfect science to show how to build a culture adaptive to change and create a talent pool that doesn’t just survive, but thrives.

15:00 – 15:45

CAMPAIGN ASIA: THE RISE OF CREATIVITY IN INDIA

Partner, Chief Creative Officer Deutsch NY

Partner, Chief Strategy Officer Deutsch NY

VENUE GRAND AUDI SPEAKERS PIYUSH PANDEY

Executive Chairman & Creative Director, South Asia Ogilvy & Mather

PRASOON PANDEY Film Director Corcoise Films

ATIFA HARGRAVE-SILK Brand Director Campaign Asia

India is not a country, it’s a continent. As you move from north to south in India, everything changes – food, clothing, language, weather and even the look of people, from Aryan to Dravidian. There are five languages spoken by over 70 million people (greater than the population of UK), and 11 by over 30 million (more than the population of Australia). Within an overall Indian culture, there are many subcultures. The biggest film star in the north, Amitabh Bachchan, finds limited traction in south India, which has a population of 250 million with four different languages! Advertising creativity has to manage this diversity when it tells its brand stories. Many local and global brands have successfully managed this. Creativity in India is about using emotions and visual stories and getting deep into local culture to make strong consumer connections. What the west can imbibe from India is how to manage diversity and the importance of understanding local culture to win consumers.

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CONTENT PROGRAMME

Sunday 15 June

15:00 – 15:45

HOLLER: PLANNING TO STAND UP

VENUE AUDI A

Why are all planners at Holler sent on intensive stand-up comedy workshops, and asked to perform at comedy clubs? Ever wondered what the best creative planners and the best stand-up comedians have in common? James Kirkham and Jonathan Fraser explore and prove the similarities between the art of planning and stand-up comedy. Split across the three core areas of creative planning: uncovering insights, crafting those insights to meet a brief, and the delivery of your thinking to clients. More importantly than just proving it, they want to give a glimpse of what planners can learn from stand-up comedians, and vice-versa (in case Chris Rock is looking for a career change). The session demonstrates the importance to creativity of unlocking the inner comedian, with the aim of creating a Secret Society of Stand-ups within advertising. Expect live interaction, stand-up technique spotting, call backs and alerting the crowd to look out for either planning or comedy origins. Very participatory and hopefully genuinely hilarious.

SPEAKERS JONATHAN FRASER Global Head of Strategy & Ideas Holler

JAMES KIRKHAM

Global Head of Social & Mobile Leo Burnett

This session is followed by a 15 minute Q&A session with Forum speakers from Deutsch and Holler. 15:30 – 16:30

MATCH & CANDLE: BOOM TIME – HOW TO INNOVATE FOR EXPLOSIVE GROWTH

VENUE WORKSHOP ROOM

See page 71 for the full synopsis and speaker details.

16:00 – 16:45

HAKUHODO: AGENCY MODEL 2024

Logos may be used black on yellow or white reversed out of black. These are to show options only - do not use as squared up logos.

For more formats please contact Leslie@steptoandson.co.uk

VENUE GRAND AUDI SPEAKERS MORIHIKO HASEBE

Executive Creative Director Hakuhodo Inc

KENTARO KIMURA Co-CEO, Executive Creative Director Hakuhodo Kettle Inc

In the last decade, the domains we work in have changed dramatically. But this change will be nothing compared to the transformation to come in the next ten years. What will the ad industry look like in 2024? Some agencies could be set to go the way of the dinosaurs. Others might completely reincarnate to different life forms. Japan’s large agencies are busily undertaking unique new challenges to survive the massive changes in the media, technology and business environments today. Join Hakuhodo in exploring the future of the advertising agency as we lift the veil on these initiatives.

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CONTENT PROGRAMME

Sunday 15 June

16:15 – 16:45

SASHA THE MENSCH: NAVIGATING CREATIVE CAREER CHOICES

VENUE AUDI A

Creative Recruiter Sasha Martens, President of Sasha the Mensch, Inc., will be joined by top talent management and career development professionals including Zach Canfield of Goodby, Silverstein & Partners, Britt Hayes of JWT New York, Angie Wojak of the School of Visual Arts, and Reinier Steures, founder of Café de Zaak. Collectively, they have nurtured, trained, hired and moved hundreds of creatives and creative leaders in the fields of advertising and design at all levels.

SPEAKERS SASHA MARTENS

Advertising Creative Recruiter Sasha the Mensch Inc.

ZACH CANFIELD Director of Talent Goodby Silverstein

BRITT HAYES

Director of Creative Mangement JWT

ANGIE WOJAK

Director of Career Development School of Visual Arts

REINIER STEURES Founder Café de Zaak

They will bring their perspectives to topics including preparing for a career in the advertising world, skill development, hiring in creative, navigating job changes and the movement of talent internationally.

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CONTENT PROGRAMME

Sunday 15 June

16:45 – 17:30 VENUE AUDI A SPEAKERS COLLYN AHART

Founder, Director Collyn Ahart Strategy CEO, Founder Bowndling Adventurewear

LAURA JORDAN BAMBACH Co-founder SheSays Creative Partner Mr President

KAT GORDON

Founder Maternal Instinct, The 3% Conference

SHESAYS: WHY 80% OF YOUR ADVERTISING BUDGET IS CURRENTLY BEING WASTED

The call for more more female creative directors is not just about fairness, equality and diversity (although these are very valid reasons). It is fundamentally good business. Women are driving the economy by bringing in more than half the income in 55% of US households and dominating social networks. Women account for upwards of 80% of all purchases in every consumer category, are early adopters of tech and drivers of social media, and will control two-thirds of the US wealth in less than a decade. Yet when asked if they think advertisers understand them, 90% say no. The ad world is slowly waking up to the fact that ‘business as usual’ will put us out of business, but with only 3% of CDs being female in agencies today we’re killing this epic opportunity to be a hero for our clients. Join SheSays for a panel discussion with its co-founder and inspirational speakers who are driving change in the industry. This session will be followed by a Q&A session with the Forum speakers. The Forum moderator, Sasha Martens, will then share his thoughts on the day’s sessions.

RUSS LIDSTONE CEO Havas Worldwide

SHE SAYS 17:00 – 17:45

BIG SPACESHIP: KILL THE CREATIVE DEPARTMENT

VENUE GRAND AUDI

Steve Jobs famously said “creativity is just connecting things.” In Where Good Ideas Come From, Steven Johnson identifies seven patterns of innovation that depend on creating opportunities for the collision of perspectives and ideas. By building on those, you have a framework for discussing how creativity needs to work inside organisations in an age of smarter clients looking for better partners, not just new ideas. Michael Lebowitz will discuss breaking down silos and leveraging every available skill to make creativity everyone’s responsibility and create more value, faster. A pioneer of Digital DUMBO, Lebowitz has shunned the ‘creative department’ since he set up shop in 2000. In fact, he doesn’t allow the word in anyone’s title. Hear Lebowitz draw from his own experience putting creativity at the center of his company culture and discuss how emerging and longstanding businesses can harness its power to innovate inside and out. Your brand is the sum of its interactions. Creativity is what makes them work together.

SPEAKER MICHAEL LEBOWITZ CEO, Founder Big Spaceship

CONTENT PROGRAMME

Monday 16 June In addition to the main content programme: THE FORUM

Today’s theme: Creativity in a Multi-Screen World

FORUM CREATIVITY IN A MULTY-SCREEN WORLD

Creativity in the multi-screen age has to be an athlete: supple, strong and focused. There is not a single digital creative discipline that has not been affected by the new age of second, third and fourth personal screens. With speakers representing a broad range of creative, media and production disciplines, this programme is essential for anyone attempting to tell stories or deliver creative work to an audience in the digital space. Moderator: Claudia Malley, National Geographic

SEE THE WORK

CREATIVITY IN A MULTY-SCREEN WORLD

Shortlist exhibitions opening today

• • • • • • • • •

Creative Effectiveness Lions Direct Lions Innovation Lions Media Lions Mobile Lions Outdoor Lions PR Lions Promo & Activation Lions Press Lions

Today’s screenings

• •

Branded Content & Entertainment Lions Film Lions

Awards Ceremony

See all the winners from the Creative Effectiveness, Direct, PR and Promo & Activation Lions revealed on stage, plus the winners of the Young Lions PR Competition.

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CONTENT PROGRAMME

Monday 16 June

09:30 – 10:00

SPOTIFY: MUSIC FOR MILLENNIALS

VENUE AUDI A

Millennials are the highly-connected super generation that marketers want to get in front of, but are in a constant state of adaption in their approach to remain relevant amongst these consumers’ multiple screen distractions. Join Spotify in uncovering how it has continued to evolve its mobile-first approach, which allows advertisers to creatively connect and engage with millennials throughout their day, wherever they are, alongside one of their highest passion points – music.

SPEAKERS JEFF LEVICK

Chief Business Officer Spotify

PAGE THOMPSON

CEO Omnicom Media Group North America

09:30 – 10:30

VENUE WORKSHOP ROOM SPEAKERS ROMAIN BORREL Human Cannonball Cirkus

MARKO KLIJN Ringmaster Cirkus

CIRKUS: DIY WORKSHOP: BE THE ANIMATION DIRECTOR!

Cirkus showcases the production processes, the man hours and the budget required for the creation of a high-end, 3D-animated spot. They will demonstrate how animation is a fantastic solution for clients who are venturing beyond the classic TVC model and searching for unique IP as a vehicle to activate their brand. If you’re an Account Manager, Client, Planner, Creative, or just looking for new content to create authentic brand stories, and think animation is just too complex, think again! It’s fun and can be cost effectively created in a short time frame. The look, feel, flexibility and universal appeal of animation tick all marketing boxes for agency and client alike.

CHRISTIAN GREET Juggler Cirkus

You will be put into teams and presented with a budget, time-line and assets to build your own 3D storyboard. Discover how much animation can be bought for your creative concept using the supplied characters and environments available, and just how long (or short!) the production time-line will be. The team that creates the best spot within the given time-frame and budget wins the much coveted Cirkus ‘Do It Not The Same’ animation trophy. Come along, be the Animation Director, and learn how much money and time is required to create your own unique and exciting animated content! This session is repeated at 14:00.

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CONTENT PROGRAMME

Monday 16 June

10:00 – 10:30

SAY MEDIA: MOBILE IS KILLING MEDIA – AND HERE’S WHAT WE NEED TO DO ABOUT IT

VENUE AUDI A

Digital publishing is headed off a cliff if we don’t get back behind the wheel. There’s a five-fold gap between mobile revenue and desktop revenue for the same page. In other words, for every page viewed on a mobile device, publishers currently see only 20% of the revenue they’d receive from a desktop visit. What makes that gap even starker is how quickly it’s happening. By the second half of next year, Say Media predicts more than half of all time spent with online content will happen on a mobile device. On the industry’s current course, that’s a recipe for disaster… That said, mobile also represents a massive opportunity for content creators and marketers alike. Engagement is higher. You can access content on the go. And as a platform, it lends itself to social discovery more than desktop content.

SPEAKER MATT SANCHEZ CEO, Co-founder Say Media

Say Media CEO Matt Sanchez lays out the challenges - and the exciting new creative strategies that are improving engagement and harnessing the power of mobile for advertisers and publishers. This session is followed by a 15 minute Q&A with the Forum speakers from Spotify and Say Media.

10:00 – 10:30

VENUE YOUNG LIONS ZONE SPEAKER CHRIS CUNNINGHAM CEO Appssavvy

APPSSAVVY: MOBILE ADVERTISING IS NOT DIFFICULT

Audiences are shifting their media consumption and attention to mobile faster than anyone can keep up. Advertisers are chasing their consumers and throwing everything they have to try and get in front of them. Join Appssavvy and talk about a simple approach to engaging audiences on mobile devices. It’s actually not all that complicated, we just need to take a deep breath, drink a beer and think about how simple mobile advertising can be. This session is repeated at 14:00.

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CONTENT PROGRAMME

Monday 16 June

10:00 – 10:45

VENUE GRAND AUDI SPEAKERS ANDRÉ BORSCHBERG Founder, Co-pilot Solar Impulse

CHRISTOPHER NURKO Global Chairman FutureBrand

BERTRAND PICCARD Founder, Co-pilot Solar Impulse

10:30 – 11:00

VENUE YOUNG LIONS ZONE SPEAKER ALEX TERPSTRA CEO Civolution

FUTUREBRAND: HOW CREATIVITY CAN CREATE A BETTER FUTURE!

Solar Impulse is the first ever solar-powered plane capable of flying day and night with unlimited endurance. It is part of a revolutionary movement that combines science, technology and creativity to evoke the timeless spirit of adventure and shows that we can achieve anything with ambition and imagination. Motivated by a higher purpose to change the current paradigm of energy, innovation and technology, two pilot-pioneers – Bertrand Piccard and Andre Borschberg – joined forces to design, engineer, fund, build and fly a solar-powered plane from scratch. People said it could not be done, but through their determination and vision, Solar Impulse proved that no challenge or obstacle is too great when the power of creativity is unleashed. As a result, they created a plane that carries a powerful message, not just passengers. Interviewed by Christopher Nurko of FutureBrand, the pilots will describe their inspirational journey over ten years, which led them to challenge all our assumptions about the potential for manned solar-powered flight and clean technologies.

CIVOLUTION: TAKING RTB A STEP FURTHER: REACHING AUDIENCES WITH REAL-TIME MOBILE VIDEO THROUGH SYNCED ADS

Advertisers have adopted Real-time bidding (RTB) over the past couple of years as it provides real-time feedback on the consumer’s browsing habits, enabling increased personalisation of the ad playing. However, RTB is still limited to the traditional web due to the lack of – or difficulty enabling – cookies on mobile devices. Mobile advertising has historically been risky for brands and agencies due to the seemingly intrusiveness of the ads. In addition to the perception of mobile advertising, the large adoption of RTB by both publishers and brands has transformed the ad landscape by enabling full personalisation of the adverts playing online. Synched advertising, which relies on a link between the TV and the mobile screen, enables brands and agencies to leverage the viewer’s TV consumption habits to ensure they reach the right audience with the most relevant advert. This session will provide guidance for brands and agencies looking for increased ROI of their mobile video creative, whether as part of a social advertising mix or a complete media buying plan. This session is repeated at 14:30.

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CONTENT PROGRAMME

Monday 16 June

11:00 – 11:30

VENUE AUDI A SPEAKERS JESSICA BENNETT Journalist, Editor Lean In

PAM GROSSMAN

Director, Visual Trends Getty Images

GETTY IMAGES & LEAN IN: THE NEW VISUAL LANGUAGE: WOMEN, BRANDS AND CLOSING THE GENDER GAP

Pictures are the language of our generation – a powerful cultural force in an age where advertising and social media has saturated us with visuals. But what message do our images send? Visual media often portrays women as sexualised, sidelined or in supporting roles, and research shows that the more media a girl consumes the less options she believes she has in life. Fortunately, this is changing. On social media, where females are the majority of users, young women are using the language of images – from memes to GIFs to the rise of the #uglyselfie – to shift perceptions about gender and power. Through visual language, YOU have the power to effect change, too. Join image anthropologist Pam Grossman and award-winning journalist Jessica Bennett to examine the changing relationship we have with images – and how we can all use our creativity to shape the future.

11:00 – 11:30

SHARETHROUGH: DEMYSTIFYING MOBILE NATIVE ADVERTISING

VENUE YOUNG LIONS ZONE

In early 2012, Dan Greenberg wrote the first ever series of articles on a new term – ‘native advertising.’ In less than two years the term has exploded in use, especially in relation to mobile advertising. Recently, Dan co-chaired the IAB Native Ad Taskforce, which published an overview of the space that formally recognised a selection of emerging native ad formats. Dan will provide the definitive overview of how the native advertising category has evolved and the key creative and technological trends in mobile.

SPEAKER DAN GREENBERG CEO Sharethrough

Some of the core subjects that will be explored include: What types of ads are being promoted through mobile native ads? What is driving the best performance? What is a native mobile exchange and how is it different from display or pre-roll ad exchanges? How are native ads effecting mobile monetisation for publishers? This session is repeated at 15:00.

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CONTENT PROGRAMME

Monday 16 June

11:00 – 11:45

ADOBE: THE NEW CREATIVES

VENUE GRAND AUDI

Creativity is exploding. With the proliferation of technology and new media, creativity is no longer the domain of a select few. Today, more people have access to creative tools and avenues for expressing themselves to more people than ever before. The opportunity and rewards of creativity have never been brighter. But while this digital explosion has put creative possibility and capability in the hands of more people and in more places, it’s brought tremendous upheaval to creative professionals, agencies, and the work they do. Today’s creative professionals must re-invent themselves. Art directors can no longer be ‘just’ art directors and designers can no longer be ‘just’ designers. Today’s new creatives are asked to work across an ever-changing landscape of media, technology and disciplines to create ideas wherever consumers can and want to experience them. Come meet The New Creatives, the innovators pushing the boundaries of our craft.

SPEAKERS YVES BEHAR Founder, CEO fuseproject

SCOTT BELSKY

Vice-President of Products-Community, Head of Behance Behance

PJ PEREIRA

Co-founder, Chief Creative Officer Pereira & O’Dell

11:00 – 12:00

VENUE WORKSHOP ROOM SPEAKERS TED PERSSON

Chief Creative Director Great Works /The North Alliance

TYLER CROWLEY

Angel Investor, Founder of the Launch Festival The North Alliance

NORTH ALLIANCE: HOW TO BRING YOUR OTHER IDEAS TO REALITY: A START UP SCHOOL FOR ADVERTISING PEOPLE

We all run around with ideas in our back pockets. But we rarely have time, the know-how or the contacts (or guts) to realise them. Whether you have an idea, or just a hunch, this workshop will help you get going. With handson coaching by Tyler Crowley and Ted Persson, start-up pros and partners of The North Alliance, Scandinavia’s leading communications and technology group, you will leave with insights on how to get going and how to pitch to investors. If your idea is good, you can win micro-funding of €10,000 in hours from one of NOA’s companies. After a short introduction you will have 30 minutes to come up with an idea for a product, app or service, and will get hands-on advice on how to sell your idea. After the 30 minutes, you will pitch your idea and get live feedback. This session is repeated at 15:30.

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CONTENT PROGRAMME

Monday 16 June

11:30 – 12:00 VENUE AUDI A SPEAKER GREG STUART

CEO Mobile Marketing Association (MMA)

JOHN COSTELLO

President of Global Marketing and Innovation Dunkin Brands, Inc

12:00 – 12:45

VENUE GRAND AUDI SPEAKERS JOANNA COLES Editor-in-Chief Cosmopolitan

SARAH JESSICA PARKER Producer, Actress

MMA: IS MOBILE THE FIRST AND ULTIMATE STORYTELLING SCREEN?

If storytelling is the most powerful way to put ideas into the world today, then mobile is its most powerful delivery method. While mobile may be the smallest screen, it has become the primary screen for many consumers. As a result, mobile can provide the ultimate stage for storytelling moving marketers closer to their consumers and inviting them to live within the brand story on a daily basis. In this discussion, moderated by Greg Stuart, CEO of the MMA, you’ll hear marketing innovator John Costello, President of Global Marketing and Innovation at Dunkin Brands share his thoughts on the transition of mobile from the third to the first screen and how this shift has changed the marketers’ playbook to think beyond brand as a product, and embrace a lifestyle mentality that embodies and inspires consumer self-expression. This session is followed by a 15 minute Q&A with the Forum speakers from Getty Images and MMA.

COSMOPOLITAN: FASHION, SEX, CELEBRITY & CHARACTER: A CANDID CONVERSATION WITH SARAH JESSICA PARKER & JOANNA COLES

Millions of young women now have the opportunity to have it all – but they struggle to balance work, love, relationships, sex, children, money and power. Actor Sarah Jessica Parker and Cosmopolitan editor Joanna Coles understand the complexity of being a modern young woman today. They will discuss why their work – from starring on Sex & the City to running the world’s largest magazine brand – resonates. Join these two powerhouse women as they talk about power, the impact of celebrity, embracing the chaos of life and what it means to be and stay ‘in fashion’.

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CONTENT PROGRAMME

Monday 16 June

12:00 – 12:45

SAWA: THE CINEMA MEDIUM - THE PORTAL TO THE FUTURE

VENUE ESTEREL

‘Back to the Future’ will be the official theme for this year’s SAWA seminar, as the famous movie trilogy approaches its major milestone when Marty McFly and Doc Brown travel from the year 1985 to 2015 in Back to the Future II.

SPEAKERS ADAM CAMPBELL Vice President of

Commercial Partnerships, North America Yummi Media Group

BLACKETT DITCHBURN Head of Planning and Knowledge Digital Cinema Media

ROB GALLUZZO

Managing Director Finch Company Australia

GUY HAWLEY

Senior Director, Cinema Sales and Services, EMEA Dolby Laboratories

CLIFF MARKS

President Of Sales And Marketing National Cinema Media (NCM) USA

TONY MOULSDALE

Head Of Programming GroupM Entertainment UK

JULIAN PINN

Managing Director Julian Pinn LTD

AJ SIMPSON

Chief Executive Officer Yummi Media Group

CHERYL WANNELL General Manager SAWA

MODERATOR PATRICK VON SYCHOWSKI

Co-founder, Co-editor Celluloid Junkie

At a time when engagement with the customer is paramount, the captive cinema audience can now be inspired, enthralled and participate in a way that even Doc Brown would love. 2015 is predicted to be one of the biggest years in cinema, with international blockbusters lined up to attract millions of cinema-goers to the big screen and set to deliver record box office numbers. Cinema has been showcasing the future use of technology in movies since film first arrived. In that tradition SAWA will run a 45-minute innovation showcase connecting the past, the present and the future of products and brands, proving that cinema truly is “the portal to the future”. It will highlight new and innovative ways the integration of technologies can connect advertisers and brands with rich entertainment content in 2015. Travel through the portal to the 5th floor Estérel Theatre at noon on Monday 16 June 2014 – and you will truly feel that like you have been ‘Back to the Future’. Supporters: Yummi Media Group (cinime app) National Cinema Media, USA Finch Digital Cinema Media, UK Werbe Weischer Group, Germany Dolby Laboratories Barco Neolab, Norway Bug, Norway

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CONTENT PROGRAMME

Monday 16 June

12:00 – 13:00

KEITH REINHARD: Why Passion?

VENUE YOUNG LIONS ZONE

Chairman, CEO DDB Worldwide

According to Keith Reinhard, Chairman Emeritus of DDB Worldwide, the recipe for creative achievement has three ingredients: Talent, which God gives you, either a little or a lot. According to Keith there is nothing you can do about the size of your gift. Skill, which he says you can do a lot about, through learning, training and practice. And passion, which Keith believes can trump the other two. He agrees with the German philosopher who said “Nothing great in the world has ever been accomplished without passion” and, in his master class, Keith will show why this is true. His presentation includes stories from his own career as he rose from a cub copywriter to creative leader, Co-founder of Omnicom and Chairman, CEO of DDB Worldwide, one of the world’s most awarded advertising agency networks.

12:30 – 13:00

SONY: MORE THAN JUST A MOBILE

VENUE AUDI A

Mobile devices can not only connect their users, distribute content and deliver experiences – the future of mobile is an entertainment hub, uniting the worlds of gaming, music, live events and social media. As wireless capacities increase, the potential of mobile is only limited by the quality of the content and the context in which it is served. There’s no reason why content for handheld devices shouldn’t be as good – if not better – than traditional broadcast media. Could device manufacturers be the media owners of the future, and just how innovative can you be with mobile-only content? With case study examples featuring Michael Jackson, Rita Ora and Kasabian who found new audiences through Sony Xperia Access, Matt Beavis, Sony Mobile, Crystina Cinti, Sony Music and Mark Walsh of Citizen Relations will show just what the handheld screen is capable of.

SPEAKER KEITH REINHARD

SPEAKERS MATT BEAVIS

Head of PR, Sponsorship and Social Media Sony Mobile NW Europe

CRYSTINA CINTI

Director of Partnerships Sony Music

MARK WALSH

Head of Consumer Tech Citizen Relations

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CONTENT PROGRAMME

Monday 16 June

12:30 – 13:30 VENUE WORKSHOP ROOM SPEAKERS CHIP WALKER

Director of Brand Planning & Innovation Young & Rubicam Group

Y&R BRANDS: BEYOND ECO-BABBLE: HOW TO CHANGE THE CONVERSATION ABOUT SOCIAL GOOD

Does it ever seem like we’ve been having the same conversation about social responsibility, sustainability and ‘social good’ for years and years? It seems we’ve been talking to the same target audiences about the same things and recommending the same strategies for decades. It’s time for a different conversation about social good and this hands-on, strategic planning workshop will show you how. Attendees will be given a proprietary brief and work in groups to develop fresh ideas and purpose pathways for a major global brand.

TRISH WHEATON

Global Managing Partner Young & Rubicam Group

They will learn:

• • •

How to look at the target audience differently based on new global research that identifies a bigger, broader, better audience for social impact messages. This target – ‘Generation World’ – has different attitudes and expectations about brands. How to reframe the strategic conversation. We’ll share a different way of landing on a strategy that lets you ask better questions, so you get to better answers. How to execute differently. We’ll share best practices and cases from companies and brands that have successfully changed the conversation.

This session is repeated at 17:00. 13:00 – 13:30

DRIVE: DRIVING FUTURE TECHNOLOGY

VENUE AUDI A

Technology is rapidly changing the world we live in, affecting our experiences, interactions, expectations and the way brands engage consumers. Immersing the consumer within the DNA of a brand by engaging as many human senses as possible is becoming the go to strategy for experiential activations. Drive discusses three examples of where technology is forcing the advertising industry to adapt. Drive explores the future of projection mapping, taking it beyond spectacle to permanent installation, showcasing how architects and building developers are now designing buildings with projection mapping in mind. Drive explores the potential of Virtual Reality headsets like Oculus Rift and takes you on a tour of its lab and the role it plays in crafting out the future of experiential, using a myriad of technologies to overwhelm the senses and catapult experiences into a new dawn of entertainment.

SPEAKER BEN FENDER

Founder, CEO Drive Productions

This session is followed by a 15 minute Q&A with the Forum speakers from Sony and Drive.

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CONTENT PROGRAMME

Monday 16 June

13:00 – 13:45

VENUE GRAND AUDI SPEAKER TIM WEBBER

Creative Director Framestore

FCB & FRAMESTORE: DEFYING GRAVITY: ACHIEVING THE IMPOSSIBLE

Imagination is the only restriction to innovation. Whether harnessing humidity to create drinking water for UTEC or teaching dogs to drive for Mini, FCB (Foote Cone and Belding) knows the power of imagination has the potential to set ideas free. Thus, FCB is proud to partner with Framestore – technological masters who make the impossible possible – to reveal a fascinating, behind-the-scenes look at the magic of cinema’s biggest blockbusters. Oscar and BAFTA award-winning Tim Webber will take centre stage to unveil the ingenious creative thinking and problemsolving techniques behind Hollywood’s most ambitious ideas. Tim’s credits include epics like Avatar, Harry Potter and The Dark Knight and cinematic sensation Gravity. His innovative solutions have been widely recognised as game-changers. Collaborating with Gravity writer/director Alfonso Cuarón to translate his story from script to screen has raised the bar in VFX and opened new possibilities that inspire the industry to tell new stories. Don’t miss this fascinating presentation and be inspired to make brands think bigger.

13:00 – 13:45

PINTEREST: THE MAGIC OF DISCOVERY

VENUE DEBUSSY

Discovery is the act of finding something unexpectedly. You can discover all kinds of things in the real world, but it’s hard to recreate that same magical experience online. Ben Silbermann will discuss how people, not algorithms, are putting the magic into digital discovery, and the creative opportunities this represents for brands.

SPEAKER BEN SILBERMANN Co-founder, CEO Pinterest

14:00 – 14:30 VENUE AUDI A SPEAKERS DAREN POOLE

Global Brand Director, Creative Development Millward Brown

DUNCAN SOUTHGATE Global Brand Director, Digital Millward Brown

MILLWARD BROWN: FROM 60 SECONDS TO 6 SECONDS AND 6 MINUTES

With the growth of multiple screens, the 30” and 60” are increasingly only part of a brand’s video arsenal. Vine has popularised the microvideo format. At the other end of the scale, the most popular ads on YouTube average two minutes and one in eight are over five minutes. While there is general acceptance that you don’t just modify your TV content for digital use, there’s less consensus on what you do. This session showcases research on the most viewed YouTube ads that unlock the elements of success in film longer than 60 seconds. It shows that while more time can allow for stronger engagement, it can also be a liability, particularly if the brand’s role disappoints the viewer. At the other end of the scale, the session shows, for the first time, research on microvideo that demonstrates how the format can best be used to ensure sharing but also to benefit the brand.

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CONTENT PROGRAMME

Monday 16 June

14:00 – 14:30 VENUE YOUNG LIONS ZONE

14:00 – 14:45

VENUE GRAND AUDI SPEAKERS ASH BENDELOW Managing Director Brave

DYNAMO Magician

14:00 – 14:45

VENUE DEBUSSY SPEAKERS ANDY LIPPMAN Associate Director MIT Media Lab

NIGEL MORRIS

CEO, Americas and EMEA Dentsu Aegis Network

Appssavvy: MOBILE ADVERTISING IS NOT DIFFICULT

See page 83 for the full synopsis and speaker details.

BRAVE: THE SIN CITY CHRONICLES – HOW VEGAS CAN INSPIRE BRANDS (WITH DYNAMO)

Vegas is a Disneyland for adults. Sin City – a uniquely magnetic, insane neon metropolis occupying just 6.5km in the Nevada desert – generates $7 billion dollars annually, the same GDP as Zimbabwe. But for all its Cirque De Soleil, Celine Dion, showgirls and slots, it has become an unrecognised, untapped epicentre of creativity and marketing excellence. Brave shines a sequin-clad light on what brands can learn from the ‘Big 4’: the casino groups that converge experience, innovation, divine data and magic – to compete and extract just enough dollars to keep a smile on the face of the 40 million annual visitors who remain eager to return. How can the industry apply this sophisticated thinking outside the Vegas bubble? And, as the city of sin lures with its own brand of glitz, glamour and celebrity, Brave’s own show boasts global megastar magician Dynamo, whose uniquely mesmerising illusions will give the Vegasinspired talk a spectacularly dramatic resonance.

DENTSU AEGIS NETWORK: PROTOTYPING THE FUTURE – BRINGING INNOVATION PRINCIPLES TO MARKETING

Converging technologies, the increasing speed of innovation and the expectance of social media have prompted a ‘now’ society and heightened the accepted pace of change. While the innovation world sits in the driving seat of inspiration and operates at real-time speed, the marketing world traditionally operates in a more protracted manner. Today, we reach the intersection of both worlds. The seminar explains how the marketing industry can use the models and frameworks from the innovation sector to implement fast prototyping, testing and scaling. This is aimed at marketers who want to learn fast, fail fast and win in an increasingly real-time industry. MIT Media Lab’s Andy Lippman showcases key practises that brands need to change in their businesses and share the vision he’s building for the future of media.

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CONTENT PROGRAMME

Monday 16 June

14:00 – 15:00 VENUE WORKSHOP ROOM

14:30 – 15:00 VENUE AUDI A SPEAKERS ROB BARNES

Creative Director The Project Factory

DAVID VARELA Writer

JENNIFER WILSON

Group Executive Director The Project Factory

CIRKUS: DIY WORKSHOP: BE THE ANIMATION DIRECTOR!

See page 82 for the full synopsis and speaker details.

THE PROJECT FACTORY: THE EXTENDED STORY (COMPANION)

Sherlock: The Network broke new ground in storytelling when it was released earlier this year. A chart-topping app that combines broadcastquality video, story and gameplay, it has been both a commercial and critical success. Starring Benedict Cumberbatch and Martin Freeman and expanding the story-world of the TV series, Sherlock: The Network shows that a stand-alone interactive product can reap tangible rewards in its own right. Rather than just putting TV on another screen, interactive storytellers need to extend the story-world as a consistent but different experience on digital devices. Critical to creating companion apps/sites/destinations is maintaining the integrity of the story-world while delivering appropriate interactive experiences that work for the audience. Choosing the story lines, the games, the level of interactivity and the rewards for the audience are key to planning this; managing hackers, controlling IP and being responsive to a real-time audience are also part of delivering on the promise. This session will look at the design and development of Sherlock: The Network, and how it was received by an incredibly demanding audience. This session is followed by a 15 minute Q&A with the Forum speakers from Millward Brown and Project Factory.

14:30 – 15:00

VENUE YOUNG LIONS ZONE

CIVOLUTION: TAKING RTB A STEP FURTHER: REACHING AUDIENCES WITH REAL-TIME MOBILE VIDEO THROUGH SYNCED ADS See page 84 for the full synopsis and speaker details.

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CONTENT PROGRAMME

Monday 16 June

15:00 – 15:30 VENUE YOUNG LIONS ZONE

15:00 – 15:45

SHARETHROUGH: DEMYSTIFYING MOBILE NATIVE ADVERTISING

See page 85 for the full synopsis and speaker details.

SAPIENTNITRO: MEET THE DISRUPTORS: SPIKE JONZE AND GASTON LEGORBURU ON BUILDING WORLDS WITH TECHNOLOGY AND STORY

GASTON LEGORBURU

We live in an ‘always-on’ connected world, driven by constantly evolving technologies. With rapid technological progress, where change is the only constant, the way we ‘tell’ stories – historically using words and images – must change, too. At the intersection of technology and story lies a new opportunity for businesses to re-imagine the way we communicate with consumers – to build worlds, not ads. Technology not only acts as the equipment to build these worlds, but now forms a part of the narrative itself. SapientNitro brings creative disruptor and recent Oscar recipient Spike Jonze (Best Original Screenplay for Her) to explore our relationship with technology today, how it is evolving, and what this means for humanity. The seminar will present a vision for the next generation of successful brands – brands who will transform from telling stories with words and images to create worlds in which consumers can immerse themselves. This technological tapestry of rich experiences is only the beginning, as the disruptors continue to push the boundaries of what is possible.

15:00 – 15:45

CHEIL WORLDWIDE: LIFE SHARE: THE NEW NORMAL FOR BRANDS

VENUE DEBUSSY

Always on, 24/7… whatever term you use, the age of the agile consumer is here. A consumer that continues to expect meaning in their relationships with brands but demands that those relationships now work in a different way. Cheil’s Daniele Fiandaca and Samsung Electronics YH Lee team up to explain how the rise of the agile consumer is forcing brands to find new ways of becoming part of consumers’ lives (life share) and how technology is enabling this.

VENUE GRAND AUDI SPEAKERS SPIKE JONZE

Director, Producer, Screenwriter, Actor

Worldwide Chief Creative Officer SapientNitro

SPEAKERS DANIELE FIANDACA Head of Innovation Cheil Worldwide

YOUNGHEE LEE

EVP Global Marketing Mobile Communications Business Samsung Electronics

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CONTENT PROGRAMME

Monday 16 June

15:30 – 16:00

MOTHER: TRUTH & LIES ON THE SOCIAL WEB

VENUE AUDI A

Andrew Deitchman will be joined onstage by Yaniv (Nev) Schulman – creator and star of the 2010 documentary Catfish and its subsequent show on MTV, which has become a global phenomenon among the millennial set and is currently #1 on the network. Andrew and Nev will explore truth and lies on the social web created by brands and people and its effect on their audience. With the growing number of digital mediums for brands to speak with/at potential consumers, the appetite for authenticity and lack of BS is at an alltime high, particularly among the elusive millennials. But what is the checks and balances system monitoring the messages that get put out there on both ends? Who is ‘regulating’ it or does it even matter? As Catfish continually points out, social media is a landscape prime for falsification by users. Brands are just as guilty of this as well. Are we ultimately doomed when we speak and sell to one another and exist on this ‘fake’ medium? Is it possible to find a way everyone can communicate and benefit in an honest way?

SPEAKERS ANDREW DEITCHMAN

CEO, Co-founder Mother New York

YANIV SCHULMAN TV and Film Producer

R V E T BÆ S

15:30 – 16:30

NORTH ALLIANCE: HOW TO BRING YOUR OTHER IDEAS TO REALITY: A START UP SCHOOL FOR ADVERTISING PEOPLE

VENUE WORKSHOP ROOM

See page 86 for the full synopsis and speaker details.

16:00 – 16:30

KIIP: THE AGE OF EMOTION IN MOBILE

VENUE AUDI A

With the potential to reach and excite millions of people, why are advertisers today abandoning any semblance of creativity and opting for predictable, uninteresting and intrusive banner ads? Frustration is high among brands and fatigue even higher among consumers as mobile has fast become a modern wasteland for advertising. In this seminar, executives from Kiip and IPG will discuss the results of a comprehensive IPG Media Lab study with the potential to reverse the tide in the mobile advertising industry. Measuring physiological responses among participants by using facial coding and biometric data, the study scientifically reveals how serendipitous, rewards-based advertising is delivering happiness by generating emotion and excitement amongst consumers while creating stronger KPI returns for brands. Attendees will discover how an emotion-based approach leads to effective engagement and learn which types of ads consumers view most favorably. By not settling for the status quo and injecting creativity into their mobile strategy, marketers can finally activate the tremendous potential housed within the most personal devices we’ve ever owned.

SPEAKERS CHAD STOLLER Managing Partner IPG Media Lab

BRIAN WONG CEO, Co-founder Kiip

This session is followed by a 15 minute Q&A with the Forum speakers from Mother and Kiip.

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CONTENT PROGRAMME

Monday 16 June

16:00 – 17:00 VENUE YOUNG LIONS ZONE SPEAKER RICHARD EDELMAN President, CEO Edelman

16:00 – 16:45 VENUE DEBUSSY SPEAKERS JORDAN BITTERMAN

Chief Strategy Officer Mindshare North America

JONAH PERETTI Co-founder, CEO Buzzfeed

MODERATOR RUTH MORTIMER Editor Marketing Week

Richard Edelman: Why you can’t be CEO from behind a desk

In 1997, Richard Edelman was entrusted with the sole global leadership of Edelman by his greatest role model and mentor, his dad. A company that now has a 62 year heritage of client service, and is the world’s largest independent PR agency. There is a special responsibility for anyone leading a family company; technology changes, the market changes, competitor sets and industry as well, but values do not. For Richard – family, community, decency, honesty, loyalty and hard work will always remain the most important values that are the essential force for business to succeed. He believes that business must show up differently, with an entrepreneurial spirit and integrity. From account executive to president and global CEO, Richard has accumulated a number of leadership lessons: “you cannot do the CEO job from behind the desk,” and in this master class he will discuss the significance of leading from the front. As his dad taught him, “everyone is an account executive” strategy must reflect reality and intelligence can only be gathered from experience. He will talk about the importance of remaining humble, having a sense of humour, admitting when you are wrong and having the same ambition and hunger at 60 as he had in his 20s.

MINDSHARE: MEME TOO. HOW BRANDS CAN SUCCESSFULLY RIDE THE ZEITGEIST

The zeitgeist; viral; plain old ‘cool’. Call it what you like but, for brands, finding a way to connect with consumers around global ‘moments’ means global success. However, it has always been unpredictable – until now. Now we are beginning to plan zeitgeist; to scale viral and to invest in driving ‘cool’. Hear how adaptive brands can identify the moment, create the content, optimise their efforts and invest to drive success in a modern digital eco-system of continuing feedback loops fed by data – all the while remaining within a heartbeat of the cultural zeitgeist. What are the impacts for the creative department in this brave new world? And how does it change our view of ‘creative’?

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CONTENT PROGRAMME

Monday 16 June

17:00 – 17:45

VENUE DEBUSSY SPEAKER CHUCK PORTER

Chief Strategist MDC Partners Chairman Crispin Porter + Bogusky

17:00 – 17:45 VENUE AUDI A SPEAKERS LYNSEY ADDARIO

Photographer National Geographic

AARON HUEY

Photographer National Geographic

CARSTEN PETER

Photographer National Geographic

17:00 – 18:00

VENUE WORKSHOP ROOM

CP+B: THE CREATIVE REALITY CHECK: A BRIEF MESSAGE ON BEHALF OF THE SEVEN BILLION PEOPLE WHO AREN’T AT CANNES LIONS

“We’re becoming a world over-saturated with marketing and most of it is irrelevant or annoying. The big data and analytics you’re depending on are pretty likely to give you the exact wrong answers. And most of the brands out there could disappear tomorrow and no one would notice. That’s the world today. And if you’re going to conquer it, you’re going to need some new rules.” Join creative legend Chuck Porter as he shares new ideas about keeping your head above water in the overwhelming flood of marketing. Join in the discussion by emailing your questions and comments prior to the seminar to: AskChuck@cpbgroup.com.

NATIONAL GEOGRAPHIC: #change: The Power of Photography

Photography has the power to undo your assumptions and alter your perspective; to inspire, shock, and yes, change the world. National Geographic is renowned for its photography and now, with 4.8 million Instagram followers (the #1 brand on the platform), the power of photography extends across more and more screens. Still, even in a world saturated with content, a strong, single image has enormous impact. To wit, National Geographic’s recent “The Price of Precious” photography series almost single-handedly compelled Intel to change its policies this January and become the first company to ban conflict minerals. In #change: The Power of Photography, National Geographic will explore the nature of creativity and power of visual storytelling to transform hearts and minds. Our leading photojournalists from around the world will take you behind the scenes to discuss their work, their creative process, and the nature of storytelling under risky conditions.

Y&R BRANDS: BEYOND ECO-BABBLE: HOW TO CHANGE THE CONVERSATION ABOUT SOCIAL GOOD See page 92 for the full synopsis and speaker details.

CONTENT PROGRAMME

Tuesday 17 June In addition to the main content programme: THE FORUM

FORUM

DATA, INSIGHT, STRATEGY & CREATIVITY

Today’s theme: Data, Insight, Strategy & Creativity The importance of data, analytics, strategy, planning and insight has become centre-stage for creative and marketers alike. Can the new world of data really be harnessed to enable great ideas? How do researchers, planners and data analysts need to work with the creatives, to provide tools for producing even greater work – and are the creatives even interested? This Forum stream examines the myths and realities of whether data can really create an idea. Moderator: Richard Peters and John Ridpath, Decoded

INSIGHTS WITH THE JURY DATA, INSIGHT, STRATEGY & CREATIVITY

Promo & Activation Insider insights from the Jury and Jury President on this year’s entries.

SEE THE WORK

Innovation Lions Shortlist Presentations Get an inside view of the Cannes Lions judging process as the people behind the work shortlisted for the Innovation Lions present their ideas to the jury, live at the Festival. Shortlist exhibitions opening today • Cyber Lions • Design Lions • Product Design Lions • Radio Lions Winners revealed today • Creative Effectiveness Lions • Direct Lions • PR Lions • Promo & Activation Lions Today’s screenings • Film Craft Lions • Titanium and Integrated Lions

Awards Ceremony

See all the winners from the Media, Mobile and Outdoor Lions Awards revealed on stage, plus Media Person of the Year, Media Network of the Year, the finalists of the Cannes Chimera Award and the winners of the Young Lions Media Competition.

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CONTENT PROGRAMME

Tuesday 17 June

09:30 – 09:45

DATA, INSIGHT, STRATEGY & CREATIVITY: MODERATOR’S INTRODUCTION

VENUE AUDI A

An introduction to the day’s Forum theme with moderators Richard Peters and John Ridpath from Decoded.

MODERATORS JOHN RIDPATH Head of Product Decoded

RICHARD PETERS Co-CEO Decoded

09:30 – 10:30 VENUE WORKSHOP ROOM SPEAKER RALPH VAN DIJK

Founder Eardrum & Earcasting

EARDRUM: HOW TO AVOID DEATH BY VOICE OVER

If you’ve ever had an ad killed by a voice over, don’t get mad. Get even. Whether it’s a pithy five-word end line or a beautifully crafted 60-second monologue, the right voices won’t just make your script audible; they’ll bring your words to life. And with more and more audio touch points, a distinctive and recognisable brand-voice is a real asset. In this interactive session, attendees learn how to avoid casting clichés and get practical voice-directing tips. Plus you’ll discover the true value of celebrity endorsements, as well as the pros and cons of street casting. Join Ralph van Dijk as he shares his tips from the past 25 years of casting and directing weird and wonderful voices for award-winning TV and radio campaigns around the world. Attendees will: Write a voice-casting brief; define the most effective adjectives to describe the desired performance; and direct a live actor, performing their chosen script. This session is repeated at 14:00.

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CONTENT PROGRAMME

Tuesday 17 June

09:45 – 10:30

EXPONENTIAL: DATA’S HUMAN NATURE

VENUE AUDI A

Data is the fuel for a new age of artificially intelligent systems, but don’t let that put you off. When measuring humans, the data almost becomes human itself. All the inconsistencies and idiosyncrasies that make people unique are readily captured but can only be understood with a human mind. Bryan Melmed will explain how people act differently when being observed, how subtle differences in context change meaning, and how this new generation of data forces us to treat people as people. In illustrating why data is only human, he will help you understand why it is such a powerful yet misunderstood tool for better marketing.

SPEAKER BRYAN MELMED

Senior Director of Insights Exponential

exponential

Advertising Intelligence

10:00 – 10:30 VENUE YOUNG LIONS ZONE SPEAKER SHAFQAT ISLA CEO, Co-founder NewsCred

This session is followed by a 15 minute Q&A with the Forum speakers.

NEWSCRED: DISRUPTING MARKETING TECHNOLOGY

Captivating today’s media-savvy, ad-evading audiences requires far more than clever copy and bold creative. Content marketing (now a $44billion industry) is a top priority for marketers, who all strive to engage their consumers. How can brands and agencies keep up with the rapidly growing need for high-quality content that is both relevant and personalised, and more importantly, maximise its reach and impact all in one place? NewsCred will address the imperative transformation of marketing departments into well-oiled newsrooms of their own, and show how marketers are taking control of their content through revolutionary marketing platforms. This session is repeated at 14:00.

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CONTENT PROGRAMME

Tuesday 17 June

10:00 – 10:45 VENUE GRAND AUDI SPEAKERS LAURA DESMOND

CEO Starcom MediaVest Group

BRUNO GIUSSANI European Director TED

IMOGEN HEAP Recording Artist

BEAU LOTTO

Professor of Neuroscience University College London Founder, Lotto Lab CEO, Traces

10:30 – 11:00

VENUE YOUNG LIONS ZONE SPEAKER PIETER MEES CEO Zentrick

SMG: SMG PRESENTS TED@CANNES 2014: BEAUTIFUL MINDS

Understanding how we perceive others and the world is key to effective communication and building genuine lasting connections. For brands, a deep appreciation of how the brain makes sense of itself, others and the space in-between is central to establishing relationships and engaging with their audiences. In recent years, neuroscience has generated remarkable new insights into human perception and behaviour, and these findings are starting to impact the fields of design, media and beyond. At the same time, technology and art are increasingly overlapping to create new kinds of spatial and emotional experiences. Through the voices of a maverick neuroscientist and an experimental artist, these intersections will be at the centre of the special TED@ Cannes session, brought to the stage by TED and SMG. Featuring Beau Lotto, Neuroscientist and Imogen Heap, Recording Artist. Hosted by Laura Desmond, CEO, Starcom MediaVest Group and Bruno Giussani, European Director, TED.

ZENTRICK: THE FUTURE OF INTERACTIVE VIDEO, WITHOUT THE HEADACHES

The video and advertising industries are experiencing unprecedented growth and innovation. Screens are getting smaller, and the average person now carries multiple devices. Content consumption growth is exponential and is becoming localised, personal and real-time. All of this brings about a vast amount of opportunity for brands, marketers and advertisers – but today’s fragmented ecosystem also brings hugely complex challenges. How do you navigate this landscape and smoothly transition from being an interruption to being a positive and native experience that adds value? Videos tell creative stories and deliver awareness. Buttons put dollars into shopping carts. Big data brings real time optimisation and personalisation. Let’s discuss how we can simply merge all of these layers into a unified experience, and let the technology do its job as an enabler that allows creative people to get back to doing what they do best. Join us for an exploration on the current hot trends within interactive video and how to prepare for the future. This session is repeated at 14:30.

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CONTENT PROGRAMME

Tuesday 17 June

11:00 – 11:30

MCCP : PLANNING FOR THE DEATH OF PLANNING, AS WE KNOW IT

Managing Director, Founder MCCP

Planning is under siege as channels are more fragmented. Clients are more demanding in a world where consumer demand is scarce. Planning for ideas, for creativity and planning for insight is relevant but within a traditional agency or network is lost and its real currency is undervalued. Planning, if redefined, can help clients save their brands and help agencies win clients. But it needs an overhaul, to survive. MCCP, the planning agency founded by Kay McCarthy, can prove that planning can be reinvented to both save brands and be a profitable, credible force and a truly creative business. Winning clients such as Heineken, Kepak, Tourism Ireland, Smurfit Kappa in markets from Mexico to China, MCCP brings a new force in planning to work with agencies and clients, and make planning a creative process that generates business ideas which result in even better creative and impactful results.

11:00 – 11:30

ADAPTLY: THE SCIENCE OF SOCIAL MEDIA ADVERTISING: A RESEARCH BRIEF

VENUE AUDI A SPEAKER KAY MCCARTHY

VENUE YOUNG LIONS ZONE SPEAKERS SEAN O’NEAL President Adaptly

NIKHIL SETHI

CEO, Co-founder Adaptly

The industry challenge: Delivering impactful advertising across social networks requires a unique approach, and very little has been published about effective strategies that can feed back into broader media decisions. How impactful is sequencing creatives into a story versus exposing consumers to the overall message? Even if advertisers have the best creative, how can they leverage the unique characteristics of social media to drive business objectives? The insight: During this exclusive presentation, we will reveal for the first time globally the results of an Adaptly research study to help advertisers continuously improve their creative diagnostics, optimal frequency and sequencing within Facebook. We will explore the topic of optimal frequency while in flight – a common question of every media buyer. This study will also experimentally demonstrate the value of rotating creatives versus sequencing creatives, and will reveal best practices for driving core business objectives through social media advertising. This session is repeated at 15:00.

11:00 – 11:45 VENUE Grand Audi SPEAKER NIKESH ARORA

Chief Business Officer Google

GOOGLE: A HEALTHY DISREGARD FOR THE IMPOSSIBLE

In today’s world, everything is connected to everything else and exponential technology is the new normal. We now live in a world of infinite choice, where anyone can make something that everyone can see instantly. This evolution marks profound changes in the way people create, communicate, grow, live, and dream – changes that play to the strengths of the creative industries. How do we rethink the way billions of people interact with the web, and how brands must solve for tomorrow’s consumers today?

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CONTENT PROGRAMME

Tuesday 17 June

11:00 – 12:00 VENUE WORKSHOP ROOM SPEAKERS JERRY WIND

Lauder Professor, Professor of Marketing The Wharton School

CATHARINE HAYS

Executive Director Future of Advertising Programme

THE WHARTON SCHOOL: HOW TO IGNITE CREATIVITY IN YOUR ENTIRE ORGANISATION

Consumers and clients today expect a seamless experience through all touchpoints, and even the most creative advertising will not be able to deliver the desired objectives if the rest of the organisation and its supporting network are not aligned. Success in today’s rapidly evolving business environment requires that every function in the organisation must challenge the conventional way of doing things, not just the ‘creatives’. This session will provide guidelines for how to challenge our mental models of creativity and ignite the creativity of ALL functions and individuals in the organisation, turning them into change agents. With small group assignments we will identify and challenge the most stubborn and persistent mental models of creativity. We will design experiments that will overcome our aversion to risk by delivering understanding about what works and what doesn’t. And we will practice applying the WFoA RAVES standard of effective advertising through all touchpoints. By the end of the session, participants will have a set of tools for taking on risks and reimagining what’s possible. This session will be repeated at 15:30.

11:30 – 12:15 VENUE AUDI A SPEAKERS CHRIS BAYLIS

Executive Creative Director iris

BEN ESSEN

Head of Planning iris

IRIS WORLDWIDE: LIFESTYLE HACKING: THE QUESTION IS THE ANSWER

The answer used to be simple. It looked like a TV spot, a print ad or a promotion. The role for insight was also simple. To ensure that the answer worked. But for modern participation brands the answer could be anything. It might resemble a shift in culture, a new service or a product innovation. And if you’re going to hack into a consumer’s life and offer a meaningful solution, you need to be clear about where the gaps are. So how do you find the gaps? How can data be used to find the next white space opportunity when our lives are already overloaded with brands? The new wave of data insights, from the quantified self to predictive analytics, shouldn’t simply help refine creative solutions. They should be used to identify the start-points that enable true creative leaps. In this session Ben Essen and Chris Baylis explain why, in an age where the answer could be anything, it’s the questions you ask that are what’s important. This session is followed by a 15 minute Q&A with the Forum speakers from MCCP and iris Worldwide.

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CONTENT PROGRAMME

Tuesday 17 June

12:00 - 13:00

VENUE YOUNG LIONS ZONE SPEAKER JONATHAN KLEIN Chief Executive Officer Getty Images

Jonathan Klein - Why I fell in love with pictures: How images can move the world

The ideas and emotions that images convey really matter to people, especially given the fact that imagery has become the language of our time. As Co-founder and CEO of Getty Images, I have witnessed the evolution of the creation, distribution and use of content across all areas of media and advertising, and I’ve seen firsthand what a photo can do to inspire action and positive change. In this talk, I will describe my journey of building Getty Images and falling in love with pictures, share some photos which have shaped my life, and explain why we are so moved by what we see.

12:00 – 12:45

YAHOO!: ON USERS, BRANDS AND CREATIVITY

VENUE Grand Audi

As technology has evolved, so have our digital daily habits. For users, this has meant serendipity, convenience and simplicity. For brands, this has created new and interesting ways to engage audiences. And for both, this evolution has set a new standard for creativity and storytelling. Join Marissa Mayer for a conversation about users, brands and creativity in a digital age.

SPEAKER MARISSA MAYER President, CEO Yahoo!

12:00 – 12:45

VENUE DEBUSSY SPEAKERS MARK ADAMS Founder, CEO the Audience

DAVID ALBERTS

Chief Creative Officer MOFILM

JAMAL EDWARDS Founder, CEO SBTV

MOFILM: IF YOUR AD AGENCY DOESN’T HAVE THE ANSWER, ARE YOU ASKING THE RIGHT QUESTION?

You know that your TV ad spend isn’t as effective as it was, and that just putting your TV spot on YouTube and hoping it will go ‘viral’ doesn’t cut it either, but what can you do to make sure your marketing spend is effective, engaging and impactful? You know you need more content, better content, different content and to change your standard distribution strategy. You can no longer rely on consumers seeking you out, you have to find them and give them what they want. Three intrepid and successful pioneers in online content creation and distribution delve into how to create a successful creative content distribution model, the importance of social influence, what role celebrity endorsement and co-creation can play in amplification, and why curation can be just as important as creativity. Leaving you better armed to ask the right questions when you plan and execute your next campaign.

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CONTENT PROGRAMME

Tuesday 17 June

12:30 – 13:30 VENUE WORKSHOP ROOM SPEAKER PATRICK COLLISTER Editor Directory

DIRECTORY: BRANDED CONTENT TO BLOW YOUR MIND

Branded content is, when you get it right, one of the most powerful advertising techniques in the world. Get it wrong, and you’ve got an expensive failure on your hands. That X-factor ingredient that elevates branded content into an advertising art-form is engagement. This workshop will teach you about the 7 ‘E’s of Engagement. You will learn how to keep it real, how to respond to friend (and foe!) and, more importantly, how to re-think the creative brief. Since the days before the original Mad Men, we’ve been chasing those magic 30 seconds of engagement, but this is the workshop where everything changes. Discover how you can achieve 30 minutes, or even 3 hours, of audience engagement with the right approach to branded content. Working to a live brief for a NFP organisation, you will be tutored by Patrick Collister, editor of Directory magazine and archive and Creative Director of The Zoo at Google NACE. It will be exhilarating, exhausting but enlightening - and even entertaining. This session will be repeated at 17:00.

12:45 – 13:15

SENSE WORLDWIDE: KEEP STRATEGY WEIRD

VENUE AUDI A

“When the going gets weird, the weird turn pro” - Hunter S Thompson. Great strategies have often seemed eccentric. In the Burmese Campaign of World War II, General Slim started all his assaults with an insistence that all Allied troops be issued with a pair of fresh socks, to be put on just before the attack. The greatest investor in modern history, Warren Buffett, deliberately does the opposite to the rest of the market. Has herd mentality destroyed the possibility for eccentric strategy in large corporates? Is it only start-ups keeping Weird Strategy alive? Sense Worldwide thinks not, and would like to celebrate the weirdness in the strategies of some of the most valuable companies on earth. Learn why consumers are buying weird; where to look for weird strategies; how to sell a weird strategy (dress like an accountant); the difference between weird and stupid; and how to measure the unmeasurable. Sense Worldwide will also share their experiences in implementing weird strategies for clients like Nike, PepsiCo, Samsung and Converse.

SPEAKER BRIAN MILLAR

Head of Strategy Sense Worldwide

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CONTENT PROGRAMME

Tuesday 17 June

13:00 – 13:45

TRANSLATION: TECHNOLOGY, CULTURE, AND CONSUMER ADOPTION: LEARNING TO READ THE CULTURAL LANDSCAPE

STEVE STOUTE

Digital technology has only recently advanced to the point of widespread consumer adoption, becoming as universal as the printed word in just a matter of decades. As a result, we have entered an age in which technological progress and cultural evolution are inextricably linked. The digital platforms we engage with are not chosen on merit alone, but also on the rate of cultural adoption. How then can marketers learn to decipher cultural cues – identifying where in the digital landscape their target consumers can be found, and where those consumers are going next? Marketing executive Steve Stoute and venture capitalist Ben Horowitz join forces for a wide-ranging discussion of consumer adoption and the complex network of value systems that drive it. Together, using insights from their professional careers as well as their respective books (Stoute’s The Tanning of America and Horowitz’s The Hard Thing About Hard Things: Building a Business When There Are No Easy Answers), they offer best practices into the art of reading the cultural landscape.

13:00 – 13:45

EFFECTIVEBRANDS: HOW DO CANNES LIONS WINNERS WORK DIFFERENTLY TO DRIVE GROWTH?

VENUE Grand Audi SPEAKERS BEN HOROWITZ

Co-founder, Partner Andreessen Horowitz

Founder, CEO Translation

VENUE DEBUSSY SPEAKERS MARC DE SWAAN AARONS Founder EffectiveBrands

BRAD JAKEMAN

President PepsiCo Global Beverage Group

Why did Nike, Dove and Pepsi win Cannes Lions so convincingly in 2012/2013? What was different about their consumer insights, brand purpose and consumer engagement programs that led to competitive success? And how did the central and local marketers inside these global companies work differently with one another, as well as with their agency partners to book such impressive gains? Marc de Swaan Aarons presents an analysis and summary of interviews with Nike and Dove Lion-winners of recent years and leverages the findings of both the Marketing2020 and Agency2020 programs to help brand and agency leaders better understand what it takes to win in global marketing. Brad Jakeman gives an update on PepsiCo’s ongoing marketing transformation and sets out how Pepsi is working differently internally as well as with its creative partners to drive winning marketing programs. In a closing discussion, Marc and Brad will discuss key personal lessons that every marketer and agency leaders can apply for growth.

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CONTENT PROGRAMME

Tuesday 17 June

13:15 – 14:00 VENUE AUDI A SPEAKERS PATTY GOLDMAN

Vice President, Director of Research The Ad Council

MICHAEL SMITH, PhD MBA

Director, Industry Relations Nielsen Neuro

14:00 – 14:30 VENUE YOUNG LIONS ZONE

14:00 – 14:45 VENUE Grand Audi SPEAKERS MAUREEN DOWD

Op Ed, Pulitzer Prize winner The New York Times

REBECCA EATON Executive Producer Downton Abbey MASTERPIECE

NIELSEN: THE BRAINS BEHIND BETTER ADS: ELEVATING CREATIVE WITH CONSUMER NEUROSCIENCE

Great creative is about making connections. Today, advances in neuroscience have revealed that our brains connect to creative in a matter of milliseconds, influencing behaviour before we even realise it. By applying neuroscience to marketing, we can now capture and decode these critical moments. See for yourself during a live demo of Nielsen’s new Fourier One headset, and watch real-time brain response in action. Dr. Michael Smith and Patty Goldman will then reveal the role of consumer neuroscience in driving killer creative for the Ad Council, where the bottom line is about creating connections that effect positive social change. This session is followed by a 15 minute Q&A with the Forum speakers from Sense Worldwide and Nielsen.

NEWSCRED: DISRUPTING MARKETING TECHNOLOGY

See page 103 for the full synopsis and speaker details.

THE NEW YORK TIMES: STORYTELLING WITH STORY CREATORS

Rebecca Eaton, Executive Producer, Masterpiece the lauded PBS series that brought Sherlock, Downton Abbey and Mr Selfridge to US audiences. Maureen Dowd, New York Times Op-Ed columnist, Pulitzer Prize winner for distinguished commentary. One produces award-winning Masterpiece television dramas; the other writes news opinion columns. Each leverages the tools of their trades and the ideas behind real-world issues to convey complex plot lines and portray passionate characters that propel their rich, compelling story lines, real, historical and fictional. These master storytellers and creators will share their insights about telling stories – in fact and fiction. Hear why storytelling still has such power to move people and worlds in an age of lightning-speed, digital communication.

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CONTENT PROGRAMME

Tuesday 17 June

14:00 – 14:45

CALVIN KLEIN: GLOBAL BRAND, DIGITAL AGE THE FOUR ENDURING TRUTHS OF #CALVINKLEIN

Chief Creative Officer Calvin Klein

Before there was MTV or the world’s first mobile phone, there was Calvin Klein. The brand’s controversial 1981 TV ad starring Brooke Shields simultaneously received rave reviews and outraged critics. It catapulted fashion advertising into the mainstream, elevated the status and accessibility of fashion, and marked the Calvin Klein brand as a marketing icon. Today, Calvin Klein maintains the ability to provoke conversation and create brand advocates across every medium. Melisa Goldie shares the four truths that, over time, have continued to guide and solidify the creative evolution of one of the world’s most powerful brands. She also reveals what a nearly naked man in Times Square taught her about consumer engagement.

14:00 – 15:00

EARDRUM: HOW TO AVOID DEATH BY VOICE OVER

VENUE DEBUSSY SPEAKER MELISA GOLDIE

VENUE WORKSHOP ROOM

14:30 – 15:00

VENUE AUDI A SPEAKERS ADAM FULFORD Strategy & Planning Director Rufus Leonard

NEIL SVENSEN

Chief Executive Officer, Executive Creative Director Rufus Leonard

See page 102 for the full synopsis and speaker details.

RUFUS LEONARD: THE IMPORTANCE OF INSIGHT AND VISION WHEN DESIGNING THE FUTURE

“If you can dream it you can do it” said Walt Disney. Today, design plays a key role at all levels of a company to create, inspire and deliver transformational visions. From Pepsi to Coca Cola, Tumblr to AirBnB, and Burberry to NYC design, visions have transformed the brands, experiences and lives of millions over the last five years. The most effective of these create a clear link to a simple consumer or user truth derived from data and insight work. Rufus Leonard presents its approach to generating simple, inspiring visions with the power to align organisations acting as a beacon for development and transformation at every level. Through examples of its work and the work of others, Rufus Leonard shows that there is a simple recipe for success in drawing a clear, powerful line from insight to a vision for the future and an expression of that vision. It sets up key principles for success such as ambition, relevance, and reduction to ensure that the vision is both simple enough to adopt and effective enough to succeed.

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CONTENT PROGRAMME

Tuesday 17 June

14:30 – 15:00 VENUE YOUNG LIONS ZONE

15:00 – 15:30 VENUE YOUNG LIONS ZONE

15:00 – 15:45

VENUE Grand Audi SPEAKER WENDY CLARK

President, Sparkling and Strategic Marketing Coca-Cola North America

ZENTRICK: THE FUTURE OF INTERACTIVE VIDEO, WITHOUT THE HEADACHES

See page 104 for the full synopsis and speaker details.

ADAPTLY: THE SCIENCE OF SOCIAL MEDIA ADVERTISING: A RESEARCH BRIEF

See page 105 for the full synopsis and speaker details.

THE COCA-COLA COMPANY: WINNING IN REAL TIME

What does it take to implement creativity in the new world? What does the new creative organisation look like – inside and out? From a traditional marketing structure to a newsroom approach, The Coca-Cola Company is employing technology and diverse capabilities to change the professional make-up of the organisation. Conversation analysts and producers work seamlessly with marketers and planners to create a globally wired and networked organisation that can react, respond and win in real-time. Wendy Clark demonstrates how Coca-Cola is managing the real-time fusion of creativity, strategy and resonance to deliver results. Linking live to the company’s activation of FIFA World Cup 2014, the seminar demonstrates the power of winning in real time and the implications for brands, partners and agencies. Coca-Cola showcases the company’s ‘Global Hub’ network through a live demonstration. Linking Hub contacts from Brazil and Asia, we will listen, analyse and engage in conversations as they happen, live during the tournament games.

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CONTENT PROGRAMME

Tuesday 17 June

15:00 – 15:45 VENUE DEBUSSY SPEAKERS MARK HOLDEN

Worldwide Strategy and Planning Director PHD Worldwide

JASON SILVA

Futurist, Technophilosopher, Filmmaker, TV Personality

15:00 – 15:45 VENUE AUDI A SPEAKERS LUUK DERKSEN Product Developer Decoded

KATHRYN PARSONS Co-CEO Decoded

PHD: MIND TRIP - A COMPLETE REBOOT OF THE WAY WE SEE THE WORLD

Jason Silva, futurist, techno-philosopher, filmmaker and TV personality is going to push the boundaries of your imagination on how the future of the world is going to change – changes that will open up boundless possibilities. He will explore areas such as nanotechnology, biotechnology and extended consciousness. The seminar won’t just offer a fresh perspective on things; it will provide a complete paradigm reboot to shake up your mind-set and ultimately open the doors to more creative thinking. Introduced by Mark Holden, the session looks at how the world will evolve in a way that will make the seemingly inconceivable today, a potential reality in the future. Prepare to be invigorated.

DECODED: HOW DECODED PREDICTED THE WINNERS OF CANNES LIONS 2014

Decoded has got its hand on a mass of Cannes data – everything from social data and search sentiment to previous winners and creative directors. Using a process of scrubbing, analysis and visualisation, it’s hoping to predict the winners of Cannes Lions this year. In this panel discussion, Decoded talks through the process of how it was done, and reveals how accurate the results were! This session is followed by a 15 minute Q&A with the Forum speakers from Rufus Leonard and Decoded.

OLIVER REES

Head of Communications Decoded

15:30 – 16:30 VENUE WORKSHOP ROOM

THE WHARTON SCHOOL: HOW TO IGNITE CREATIVITY IN YOUR ENTIRE ORGANISATION See page 106 for the full synopsis and speaker details.

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CONTENT PROGRAMME

Tuesday 17 June

16:00 – 17:00 VENUE YOUNG LIONS ZONE SPEAKER LAURA JORDAN Bambach Creative Partner Mr President

16:00 – 16:45

VENUE DEBUSSY SPEAKERS KASSEM “KASSEMG” GHARAIBEH Co-founding Talent Maker Studios

ERIN MCPHERSON Chief Content Officer Maker Studios

MARK WAUGH

Global Chief Content Officer Newcast

16:15 – 16:45 VENUE AUDI A SPEAKERS Liang Zeng Vice President Baidu

Christine Xu

Vice President, Chief Marketing Officer McDonald’s China

Zhou Xun Actress

Laura Jordan Bambach – Why Advertising Isn’t A Dirty Word

We work in one of the most creative, vibrant industries. Experts in a fundamental human need, communication. We work hard to bring the world more than just products. Our innovations can inspire the world. But it only takes one trip to YouTube to see that we’re not exactly class favourite in 2014. Books have been written about our evils and blogs set up to deride what it is that we do. Our industry is abused by everyone from taxi drivers to school children. Our name is mud. So how did advertising become such a dirty word? Who’s already woken up to a different way of doing things, to transform our industry into something better, and what can we do to change things too?

ZENITHOPTIMEDIA: THE REVOLUTION WILL NOT BE TELEVISED - HOW YOUTUBE STARS ARE TRANSFORMING ENTERTAINMENT AND BRAND MARKETING

Online video creators such as KassemG and PewdiePie are the biggest stars that many in the advertising industry have never heard of. Their huge global ‘millennial’ following comes from the popularity of their irreverent take on popular culture. But these creators don’t see online as a stepping-stone to TV, it’s their natural home, enabling them to interact with their fans. Brands have an opportunity to engage these huge fanbases – helping to create content and becoming part of the entertainment – but only if they behave in an ‘authentic’ way. In this seminar, KassemG gives his irreverent take on the advertising industry, which we will film for his YouTube channel. Maker Studios and Newcast – ZenithOptimedia’s global branded content network – explain how marketers can embrace the exciting world of online video.

BAIDU: Women in China: The New Digital Generation

Women are one of the most important forces driving economic activities. Their lifestyles as well as their changes in attitudes towards spending have multidimensional impacts on marketing. Baidu will use big data analytics to discern and follow in mobile environment the changes in lifestyles, emotional status and spending attitudes of Chinese women. Baidu will lead this discussion on the interaction between branding and the emerging online generation of Chinese women.

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CONTENT PROGRAMME

Tuesday 17 June

16:45 – 17:30 VENUE AUDI A SPEAKERS JAMES BRITTON Managing Partner Stink

CAMERON TEMPLE Creative Director Stink

STINK DIGITAL: IMPROVING USER EXPERIENCE WITH SMART USE OF DATA

Lions-winning agency Stinkdigital explores the theme of enhancing experiences with smart use of data, and contemplates a world where data is continuing to become more pervasive in our everyday lives. You’ve probably had your fill of ‘big data’, but what about ‘small data’, and its implications on how we consume content. This session will also examine the idea of personalised experiences drawing insights from user data – defining personas for users based on social activity, and look at the security issues around creating such personalised online profiles. This session features opinion and insight based on case studies good and bad from a multi award-winning digital and data specialist. This session will be followed by a 15 minute Q&A with the Forum speakers from Baidu and Stink.

17:00 – 17:45

INSIGHTS WITH THE JURY: PROMO & ACTIVATION

VENUE DEBUSSY

Ever wondered what goes on in the jury room? Cannes Lions’ new Insights with the Jury seminars provide an opportunity to delve deeper and get a unique understanding of how the jury came to its final decisions on this year’s Lion-worthy work. Find out which entries stood out and why. What key themes came out of the judging sessions and what are the trends that will influence the direction of our industry? This is a unique opportunity to put your questions to the Promo & Activation Jury, and Jury President Susan Credle, and discover how you might be able to take home a Lion next year.

SPEAKER SUSAN CREDLE

Chief Creative Officer Leo Burnett

MODERATOR ANGEL GUERRERO Editor-in-Chief adobo magazine

17:00 – 18:00 VENUE WORKSHOP ROOM

DIRECTORY: BRANDED CONTENT TO BLOW YOUR MIND See page 108 for the full synopsis and speaker details.

CONTENT PROGRAMME

Wednesday 18 June In addition to the main content programme: THE FORUM

Today’s theme: Independent Agency Day

FORUM INDEPENDENT AGENCY DAY

The independent agency landscape all over the world is buzzing with fresh creative energy. Featuring a cast of Lions-winning agencies, joined by some new shops that are attracting attention, Independent Agency Day will be a global tour of independent spirit and creativity. Learn from those who made the leap into starting their own agency, and hear from clients who embrace the unique attitude and personality that only independent agencies can offer. Moderator: Dana Anderson, Mondeléz

INSIGHTS WITH THE JURY

INDEPENDENT AGENCY DAY

Mobile Insider insights from the Jury and Jury President on this year’s entries.

SEE THE WORK

• • •

Media Lions Mobile Lions Outdoor Lions

Today’s screenings

• • •

Branded Content & Entertainment Lions Film Lions Film Craft Lions

Awards Ceremony

See all the winners from the Cyber, Design, Product Design, Press and Radio Lions Awards, plus the Young Lions Cyber, Print and Design Competitions, revealed live on stage.

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CONTENT PROGRAMME

Wednesday 18 June

09:30 – 10:00

BROTHERS & SISTERS: THE MANIFESTO PROJECT

VENUE AUDI A

What do a new generation of brand owners have in common with art movements like the Romantics, the Beats and Punk? They are all marketcreating storytellers who want to flood the world with new ideas; they tap into the aspirations of new cultural groups, harness new media behaviours and rally their followers behind radical manifestos. A manifesto wraps strategy and plans up in a romantic cause. It captures the imagination of customers, partners and staff. It provides everyone with something to believe in. The world is changing. The unstoppable march of the global corporation ground to a halt after the Credit Crunch. Big business was demonised. The new brand owners reflect new values and beliefs. This session is based on original interviews with people behind brands like Vice, Brew Dog, Hiut Denim and blu. They are just a few of the manifesto brands and The Manifesto Project is charting this new movement.

SPEAKER PHIL TEER

Strategy Director, Partner Brothers and Sisters

09:30 – 10:30

VENUE WORKSHOP ROOM SPEAKERS SIMON WELLS

Consultant to the US & UK Governments Acacia17

MARK FALLON

Strategic Consultant on International Security Matters ClubFed

MAGGIE KELLEHER Co-director Acacia17

ACACIA17: HOW TO GET GOOD AT CREATIVE COMMUNICATION: MARKETING AND TERRORISM

This unique workshop shows that the creative communication skills used in extreme situations can assist all professional communicators. It includes presentations, exercises and coaching by experienced professionals who have between them 60 years’ experience of dealing with extreme life threatening situations, including communicating with ‘terrorists’. The presentations will outline a framework of how to be creative in preparing, engaging and developing relationships with challenging people in challenging situations, and each will be followed by an exercise to practice the skills. Engage – First impressions why do they count, and what can you do to improve the impression you give. Develop relationships – Making sense of a person’s viewpoint through listening skills and the ability to assess what is important to the person. On conclusion participants should understand how to be prepared for undertaking their role in any form of communication. This can range from ‘selling’ an idea and improving pitching technique, to understanding how different communication methods can impact professional relationships. This session is repeated at 14:00.

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CONTENT PROGRAMME

Wednesday 18 June

10:00 – 10:30 VENUE AUDI A SPEAKERS ARI KUSCHNIR

CEO, Co-founder, Executive Producer m ss ng p eces

KATE OPPENHEIM

Partner, Executive Producer m ss ng p eces

M SS NG P ECES: ON BRAND AND INTERACTIVE CONTENT

From pushing the boundaries of interactive video to create a groundbreaking music video and the recent Pepsi soccer interactive spot, to creating and releasing daily content with the Red Bull Music Academy, integrated production company m ss ng p eces has always been inspired by new advances in technology that challenge and enable them to be better storytellers. This session is followed by a 15 minute Q&A with the Forum speakers from Brothers and Sisters and M ss ng P eces.

10:00 – 10:30

ROCKET FUEL: BIG DATA IN ADVERTISING: BIG PROMISE OR BIG HEADACHE?

VENUE YOUNG LIONS ZONE

Data-driven media buying has big potential – especially for advertisers hoping to mine consumer preferences to reach one-to-one, real-time marketing nirvana. But big data advertising methods also create big headaches, especially for brands and agencies looking to create brand impact through creative campaigns. So-called programmatic ad-buying technologies have proven useful for conversion lift in direct response advertising, but can you “automate” creativity and branding? As programmatic platforms automatically sift through millions of potential ad placements out of tens of billions of opportunities every day, media buyers are still struggling to understand which ad impressions will generate the highest returns – and most measurable brand engagement – at any given second. Hear how the most sophisticated advertisers, including BMW, Birds Eye, Lufthansa, and Choice Hotels are using artificial intelligence to automate and optimise web, mobile, and social campaigns at scale. Find out how agencies are using programmatic platforms to complete TV buys that complement digital buys to drive optimal brand recall. Debate how big data will impact the ad industry, and whether there will still be a place for human creativity in a machine-driven world.

SPEAKER RICHARD FRANKEL President Rocket Fuel

This session is repeated at 14:00.

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CONTENT PROGRAMME

Wednesday 18 June

10:00 – 10:45

VENUE Grand Audi SPEAKERS JEFFREY KATZENBERG CEO DreamWorks Animation

EDDY MORETTI

Chief Creative Officer Vice Media Worldwide

YOUTUBE: THE ART OF STORYTELLING ON YOUTUBE, WITH DREAMWORKS ANIMATION AND VICE MEDIA

What does it take to make engaging and enduring content on YouTube? Join YouTube in conversation with two of the biggest names in content production and hear how YouTube has helped them build communities of passionate and engaged fans. Including inspirational examples from DreamWorks Animation and Vice Media, the discussion will explore the art of digital storytelling, and what we can all learn about engaging with consumers in a more meaningful way by building great content on YouTube.

JACOB SOBOROFF Host YouTube Nation

10:30 – 11:00

VENUE YOUNG LIONS ZONE SPEAKER BEN LEGG

CEO Adknowledge

ADKNOWLEDGE: SUMO: PRACTICAL WAYS TO IMPROVE YOUR CROSS-CHANNEL DIGITAL MARKETING

You’ve spent weeks – months, perhaps – listening to all the ways you can improve your multichannel digital marketing strategy. Now what? Ben Legg, self-proclaimed ROI junkie, explains how the savviest brands deploy messages across channels and platforms – and the steps you can take today to improve your company’s approach, especially on mobile. Ben, the former COO of Google Europe, will offer best practices on segmenting your data, understanding your audience, creating engaging messaging and optimising for efficiency. As the UK and the rest of the world rush to mobile, you’ll have deeper insight into its measurability and profitability. This session is repeated at 14:30.

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CONTENT PROGRAMME

Wednesday 18 June

11:00 – 11:30

VENUE AUDI A SPEAKERS SCOT KEITH

Founder, Managing Director One Twenty Three West

ROB SWEETMAN

Founder, Creative Director One Twenty Three West

11:00 – 11:30 VENUE YOUNG LIONS ZONE SPEAKER SCOTT KNOLL

CEO, President Integral Ad Science

ONE TWENTY THREE WEST: FROM A GARAGE TO CANNES IN ONE YEAR

123w from Vancouver was asked to submit its company story because of its uniqueness. It won a Lion last year right after opening the 123w.ca website. 123w started out of a garage, purposely positioning itself completely differently than the competitors in Canada. The focus was low overhead and high talent. The company works like the movie business where there is a core group and the best talent is brought in for each project. It’s working. 123w expanded and are creating world-class work in a working linen factory that looks like the meth lab off of Breaking Bad. Already up to 14 clients, including 7-Eleven and Mercedes-Benz, in less than a year 123w has won a Cannes Lion, many other awards and are about to launch a brewpub. There are currently 30 people working there. Join 123w and share in this unique and inspiring story that proves you can do things differently – and build a great company.

INTEGRAL AD SCIENCE: “Bot Attack”: A Wake-Up Call for the Industry

Global digital advertising budgets are growing non-stop year over year, but they’re getting the wrong kind of attention – from fraudsters who know how to take advantage of advertising budgets. With an estimated 15% of ads affected by digital fraud, the industry is now scrambling to confront ad fraud head on. Scott Knoll‘s TechTalk will feature an eye opening presentation from the Data Science team on digital ad fraud, covering the nuts and bolts including a deep dive into how digital fraud is committed, the reasons it happens, and who the winners and losers are. Scott will also educate on measures the industry is taking to combat the problem. This session is repeated at 15:00.

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CONTENT PROGRAMME

Wednesday 18 June

11:00 – 11:45

VENUE Grand Audi SPEAKERS JARED LETO

Musician, Director, Producer, Businessman and Artist

BENJAMIN PALMER Co-founder, Chairman The Barbarian Group

11:00 – 12:00

VENUE WORKSHOP ROOM SPEAKER DANIELLE STRLE

Director of Culture & Trends Tumblr

CLEAR CHANNEL MEDIA AND ENTERTAINMENT: A CONVERSATION WITH JARED LETO AND BENJAMIN PALMER

Clear Channel Media and Entertainment brings to the stage two of the world’s most creative forces. Noted musician and Oscar-winning actor Jared Leto joins Barbarian Group Co-founder and Chairman Benjamin Palmer to discuss creative thinking and craft in music; technology’s role in distributing art and ideas in new ways across multiple platforms; and Jared’s ongoing creative evolution as an artist and performer. The conversation will also explore Jared’s multidisciplinary upbringing and how it continues to enable the rapid creative shift vital to innovation.

TUMBLR: HOW TO BECOME A VISUAL STORYTELLER

As consumers spend more time with visually-led platforms like Instagram, Tumblr and Pinterest, bolstering one’s brand visual communication toolkit is essential to participating fully in the modern media paradigm. Brands attempt to thrive on specific platforms where images rule, often finding that traditional approaches fall short. How do they develop efficiencies to keep these issues at bay? This workshop offers cheats, tips and tricks for better visual storytelling within image based social platforms and beyond-without excessive overhead. Practical • “Use what you have”, a review of brands repurposing owned assets such as archival images to create new formats more disposed to social pass-along, like gifs, multiframe images, and image sets. • Attendees identify five sources from their own asset libraries that would be ideal in a new format, using their fellow (out-of-category) marketers’ fresh eyes as a trusted, but honest sounding board. • “Ask and you shall receive” kicks off with inspiration from brands building their capacity for visual storytelling in creative ways. Varied tactics such as submission blogs, creative aggregators like poptent, or commissioning content from media partners all provide inspiration for the next group exercise... This session is repeated at 15:30.

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CONTENT PROGRAMME

Wednesday 18 June

11:30 – 12:00 VENUE AUDI A SPEAKER MARK GREEN

CEO, Co-founder The Monkeys

THE MONKEYS: INDEPENDENCE IS GOOD FOR EVERYBODY

Independence is good for creativity. Independence is good for encouraging experimentation. Independence is good for clients who need new options. Independence is good for competition as it keeps everyone on their toes. Independence is good for entrepreneurs, after all our industry needs more of them. Independence is good for our industry. The Monkeys have been called an ad agency, a collective, a branded content company, the business model of the future and a bunch of bloody dreamers. Truth is, they’re a bit of each. Learn why they think independence is good for everybody. This session will be followed by a 15 minute Q&A with the Forum speakers from One Twenty Three West and The Monkeys.

12:00 – 12:45

TIME WARNER: THE POWER OF STORY

VENUE Grand Audi

Join Time Warner Inc. Chairman and CEO Jeff Bewkes as he welcomes award-winning series creators David Benioff and D.B. Weiss of HBO’s Game of Thrones and Armando Iannucci of HBO’s Veep to the main stage at Cannes Lions. These creative visionaries will sit with journalist Frank Rich to discuss pushing the boundaries in drama and comedy as well as share perspectives on what it takes to create, write and sustain a hit show across multiple platforms.

SPEAKERS JEFF BEWKES

Chairman, CEO Time Warner Inc.

DAVID BENIOFF and D.B. WEISS

Series Creators HBO’s Game Of Thrones

ARMANDO IANNUCCI Creator HBO’s Veep

MODERATOR FRANK RICH

Executive Producer HBO’s Veep Writer-at-Large New York Magazine

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CONTENT PROGRAMME

Wednesday 18 June

12:00 – 13:00

Mark Tutssel - Why Borderless Creativity is the Future of Communications

VENUE YOUNG LIONS ZONE

It’s no secret that our industry is in a constant battle for people’s attention. We’ve long discovered that brands are no longer competing with each other, but with anyone who has the means to create content. As more and more people get in the content game, understanding what makes people tick becomes overwhelmingly more important. In his lecture, Mark Tutssel will share the four principles of ‘Borderless Creativity’ and their critical role in creating game-changing, globally celebrated work.

SPEAKER MARK TUTSSEL

Chief Creative Officer, Worldwide Leo Burnett

12:30 – 13:00 VENUE AUDI A SPEAKER THIMOTEUS WAGNER

Executive Creative Director Jung von Matt

12:30 – 13:30

VENUE WORKSHOP ROOM SPEAKERS AURO TRINI CASTELLI Head of Strategy gyro

KEITH LOELL

Executive Creative Director gyro

JUNG VON MATT: CREATIVITY NEEDS CREATIVITY (TO SURVIVE)

There is one thing that’s clear to everyone: creativity is the key to good campaigns. Jung von Matt also uses creativity to enter people’s heads with outstanding ideas. Coming up with an idea is one side of the story. Protecting it is the other. It’s a hard challenge for a creative. Travelling on a journey packed with haters, technical problems, small budgets and disbelievers, the creative has to stick to one’s ‘creativity’ to bring the idea to life. Looking behind the curtains, take a peek at how Jung von Matt is protecting its creativity.

GYRO: FROM RELIGION TO MARKETING: HOW TO MASTER THE ART OF CREATING ICONIC BRANDS

Wonder why the topics of religion and marketing often become part of the same conversation whenever highly successful brands or best communication practices become part of it? And why comparing Jesus Christ to a bottle of Coke or a can of Marmite may not be so much of a heresy, after all? The session will bring to life the very origins of iconic marketing and demonstrate how iconic brands go beyond marketing culture, or following culture, to shaping culture. With a variety of examples ranging from marketing to art, from design to architecture, participants will explore the symbols, words and rituals that make iconic brands relevant not only within their own category, but humanly relevant. After being exposed to the six key principles behind the creation of successful iconic brands, the attendees will be divided into two groups and given a chance to iconise and evangelise two of the most recognisable ‘brands’ on La Croisette – institutions that are a familiar part of their Cannes Lions experience. This session is repeated at 17:00.

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CONTENT PROGRAMME

Wednesday 18 June

13:00 – 13:30

VENUE AUDI A SPEAKER TIM LEAKE

Director of Growth & Innovation RPA

RPA:The Naked Truth: An unadulterated look at the client / agency relationship and what it means for creativity

Come hear what agency and brand leaders are willing to say once they’re granted anonymity. RPA, in partnership with USATODAY, will expose the results of their survey of brand and agency leaders, and shine a bright light on issues that affect everything we do, but go largely undiscussed. Then, we’ll reveal some insights on what we, as an industry, can do about it. Do you want a happy, productive agency/client relationship? Or one filled with frustration, tension and wasted hours? Which do you think will result in more creative bravery – the heart of what we celebrate at Cannes? It’s time to sacrifice some industry sacred cows, and encourage the global advertising community to get naked. #getnakedatcannes This session is followed by a 15 minute Q&A with the Forum speakers from Jung von Matt and RPA.

13:00 – 13:45

GREY: 8TH ANNUAL GREY MUSIC SEMINAR

VENUE Grand Audi

Courtney Love is bringing her own brand of rock to Cannes for the first time ever, in what promises to be an intimate, raw and provocative talk. A true creative force, Courtney refused to let her troubled early life, drug addiction and Kurt Cobain’s suicide define her. Instead she became a three-time Grammy nominated, multi-platinum selling rock star with her band Hole, and a Golden Globe nominated actress. How does she keep overcoming adversity and continuously reinvent herself? When the words and music won’t come, how does she get the creativity flowing? Behind closed doors, how does she deal with failure? What does she have nightmares about? Come find out what drives the confrontational and unmistakable talents of this rock icon.

SPEAKERS COURTNEY LOVE American SingerSongwriter, Musician and Actress

TOR MYHREN

President, Worldwide CCO Grey New York

13:00 – 13:45

MICROSOFT: MAKE THE MOST OF EVERY MOMENT

VENUE DEBUSSY

Join Dan Lin, film and television producer and everyday Microsoft technology user, for a discussion on how technology and the creative process are evolving together. Dan will share how technology can help reach audiences in unique ways and make the creative process easier. From his experience producing blockbuster hits like The Lego Movie and Sherlock Holmes Dan will share how technology can inspire creativity, brands can be integrated into films in exceptional ways, and how creating a space for fearless creativity is the key to great storytelling.

SPEAKERS DAN LIN

Producer, CEO Lin Pictures

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CONTENT PROGRAMME

Wednesday 18 June

14:00 – 14:30 VENUE YOUNG LIONS ZONE

14:00 – 14:45 VENUE Grand Audi SPEAKER SHERYL SANDBERG Chief Operating Officer Facebook

ROCKET FUEL: BIG DATA IN ADVERTISING: BIG PROMISE OR BIG HEADACHE?

See page 119 for the full synopsis and speaker details.

FACEBOOK: MAKING MARKETING PERSONAL AGAIN

It used to be all business was personal, but mass media changed that and ushered in the era of brands. Today, technology is shifting consumer expectations and brands face a more complex media landscape than ever before. With the advent of mobile, brands are now able to be with us all the time, everywhere we go and this creates an opportunity to make marketing personal again. Join Sheryl Sandberg for a discussion about technology, personalisation and media.

MODERATOR Abbey Klaassen

Associate Publisher, Editorial and Audience Advertising Age

14:00 – 14:45

VENUE DEBUSSY SPEAKERS GALE ANNE HURD Producer The Walking Dead

STEVEN MOFFAT

Television Writer Sherlock and Doctor Who

GARETH NEAME

Producer and Executive Downton Abbey

SUK PARK

Co-founder, Co-CEO DramaFever

ROB REILLY

Global Creative Chairman McCann Worldgroup

MODERATOR TERESSA IEZZI

Senior Editor Fast Company Editor Fast Company’s Creative Channel, Co.Create

MCCANN WORLDGROUP & THE PALEY CENTER FOR MEDIA: THE TRUTH ABOUT UNIVERSAL STORYTELLING – HOW (AND WHY) CREATIVE IDEAS TRAVEL

Television, film, music and art are flowing around the world in new and surprising cross-border directions. What are the new dynamics of cultural influence today? How and why do some story ideas spread around the world like wildfire, whereas others simply get lost in translation? And what does this all mean for global brands? Modern television reflects this new dynamic. With the rise of digital platforms like Netflix and DramaFever, the world’s largest online video site for distributing internationally televised content, local programs are finding a growing global audience. Downton Abbey and Doctor Who’s popularity is massive, encompassing more than 200 countries. Korean romances have blossomed while The Walking Dead has launched a worldwide zombie invasion. In this session, explore the elements of universal storytelling that underpin an idea with true worldwide reach.

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CONTENT PROGRAMME

Wednesday 18 June

14:00 – 14:45

MONDELEZ: BLUE WHALES AND HUMMINGBIRDS

VENUE AUDI A

There is an inherent power in the tension of big and small. It can spark a different way to solve a problem and turn strange bedfellows into category innovators. The time is right for big brands and nimble, independent agencies and technology companies to combine forces. AOR-driven relationships are on the wane, giving way to new, unexpected collaborative partnerships. Dana Anderson will give major marketers and indie shops tips on how to make the right match and work together smartly.

SPEAKER DANA ANDERSON

Senior Vice President, Marketing Strategy & Communications Mondeléz International

14:00 – 15:00

VENUE WORKSHOP ROOM

14:30 - 15:00

VENUE YOUNG LIONS ZONE

ACACIA17: HOW TO GET GOOD AT CREATIVE COMMUNICATION: MARKETING AND TERRORISM

See page 118 for the full synopsis and speaker details.

ADKNOWLEDGE: SUMO: PRACTICAL WAYS TO IMPROVE YOUR CROSS-CHANNEL DIGITAL MARKETING See page 120 for the full synopsis and speaker details.

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CONTENT PROGRAMME

Wednesday 18 June

14:45 – 15:30 VENUE AUDI A SPEAKERS LEONIDAS ARVANITIS Creative Director The Newtons Laboratory

JULES HALL

Managing Partner The Hallway

NICHOLAS YE

CEO, Founder The Secret Little Agency

MODERATOR JULIAN BOULDING President Thenetworkone

15:00 – 15:30 VENUE YOUNG LIONS ZONE

15:00 – 15:45

VENUE Grand Audi SPEAKERS RALPH FIENNES Actor, Director

ALAN RUSBRIDGER Editor-in-Chief The Guardian

THENETWORKONE: HOW TO START A successful AGENCY

Julian Boulding returns to present the annual Independent Agencies Showcase. Hear how (and why) three inspiring and talented agencies started up, the challenges they faced and what drives them today. Nicholas Ye, Founder of The Secret Little Agency in Singapore, explains how they came from the unknown to become the first Singaporean independent agency in decades to be awarded Creative Agency of the Year in 2013 by Campaign Asia. In the middle of the most serious financial crisis in decades to hit Europe, Leonidas Arvanitis, Founder of The Newtons Laboratory in Greece explains what inspired him and his colleagues to start their own agency and make it the success it is today. From management consultant in the UK to agency owner in Australia, Jules Hall, Founder of The Hallway, explains how he and his partner have built one of Australia’s most successful, internationally recognised, multi-award winning agencies in just a few years. Expect inspirational stories, creative bravery and brilliant work – if you’re starting an agency or, own one already, don’t miss this!

INTEGRAL AD SCIENCE: “Bot Attack”: A Wake-Up Call for the Industry

See page 121 for the full synopsis and speaker details.

THE GUARDIAN: ALAN RUSBRIDGER IN CONVERSATION WITH RALPH FIENNES

The Guardian’s Editor, Alan Rusbridger, is joined on stage by BAFTA-winning and Academy Award-nominated actor and director Ralph Fiennes. The session features a discussion covering the highlights of Ralph’s incredible acting career including roles in Schindler’s List, The English Patient, The Constant Gardener, In Bruges, The Hurt Locker, the Harry Potter series, Skyfall and 2014’s The Grand Budapest Hotel. Ralph discusses the creative challenges he has faced on the other side of the camera including his directorial debut, the contemporary version of Shakespeare’s political thriller Coriolanus, and last year’s critically acclaimed The Invisible Woman, in which he also starred in the leading role of Charles Dickens.

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CONTENT PROGRAMME

Wednesday 18 June

15:00 – 15:45

R/GA: BUILDING A BILLION DOLLAR BRAND

VENUE DEBUSSY

Beats by Dr. Dre was established in 2008 by Dr. Dre and Chairman of Interscope Geffen A&M Records, Jimmy Iovine, with a mission to serve sound as the recording artist intended it to be heard. This uncompromising approach to sound inspired an uncompromising approach to marketing. Beats has masterminded a marketing playbook for this generation and, with its lead creative partner R/GA, creates content and communications at the speed of culture, seeing Beats become the most talked about brand at the Olympics, the VMA’s, the NFL Playoffs and the Super Bowl. We’ve ignited debates. We’ve alerted authorities. We’ve provoked presidents. And we won’t stop. Because what we do is real, relevant, unfiltered and provocative. It’s who we are, what we stand for and how we work. The creation of a culture around sound, defining a real and real-time approach to marketing, backed by an unstoppable product and service ecosystem, has established Beats as one of the world’s iconic brands and #1 in the multi-billion dollar, premium headphone industry.

SPEAKERS BOB GREENBERG

Founder, Chairman, CEO R/GA

OMAR JOHNSON EVP of Global Marketing Beats Electronic

JAMES TEMPLE

VP, Managing Director, Executive Creative Director R/GA London

15:30 – 16:30

VENUE WORKSHOP ROOM

15:45 – 16:30

VENUE AUDI A SPEAKER MASASHI KAWAMURA Creative Director, Founder PARTY

QANTA SHIMIZU

Chief Technology Officer, Founder PARTY

TUMBLR: HOW TO BECOME A VISUAL STORYTELLER

See page 122 for the full synopsis and speaker details.

PARTY: Combining Stories, Technology and Cultures: An Experiment In Different Creativity

PARTY is a creative lab. It experiments in the combination of storytelling and technology to create engaging brand experiences. It has recently opened a New York office, and is starting to utilise the different creative skills, passion, and specialisms of both Japan and the US. It believes that by making things differently, by being ‘different’, it can come up with ‘different’ ideas. Being different can provide a competitive, creative and innovative edge and PARTY would like to share this creative process by revealing how some of its latest projects came to life.

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CONTENT PROGRAMME

Wednesday 18 June

16:00 – 16:45

AKQA: FUTURE LIONS

VENUE Debussy

Bringing those who will navigate the future to the world stage, AKQA proudly presents in partnership with Google, the winning teams of the ninth Future Lions competition. We challenge the rising talent around the world to create an idea that would not have been possible five years ago for a brand of their choosing. There are no rules in terms of media or technology; no restrictions around product or target audience. More daring and ambitious than ever before, today’s generation has reached new heights while inventing ways to connect audiences across the globe. This is your opportunity to witness the winners rise.

SPEAKER REI INAMOTO

Chief Creative Officer, Vice President AKQA

16:00 – 17:00 VENUE YOUNG LIONS ZONE SPEAKER BEN SILBERMANN Co-founder, CEO Pinterest

16:30 – 17:15 VENUE AUDI A SPEAKERS BJÖRN ENGSTRÖM Creative, Senior Partner Forsman & Bodenfors

Ben Silberman: Why Adventure is More Important Than Success.

Ben Silberman, CEO and Co-founder of Pinterest shares the personal story of the development of Pinterest. His love of collecting insects as a child took him on a journey to create a new visual discovery tool for the 21st Century. This talk is followed by a Q&A session moderated by Kara Swisher, editor and tech commentator, Co-executive Editor of Re/code.

FORSMAN & BODENFORS: THE EPIC LECTURE VOLVO TRUCKS LIVE TEST SERIES

Forsman & Bodenfors reveal the secrets behind the Volvo Trucks Live Test Series, why running an agency without creative directors might be a good idea and what these two topics have got to do with each other. With support from the client herself, the Swedish art of ‘consensus’ is in for a treat. Could this boring word actually be the reason why Mr Van Damme was able to perform his epic split? Apart from a pair of legs engineered to defy the laws of physics, of course.

MARTIN RINGQVIST Creative, Senior Partner Forsman & Bodenfors

ANNIKA VIBERUD Director Brand and Marketing Communications Volvo Trucks

This session is followed by a 15 minute Q&A with the Forum speakers from Forsman & Bodenfors.

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CONTENT PROGRAMME

Wednesday 18 June

17:00 – 17:45

INSIGHTS WITH THE JURY: MOBILE

VENUE Debussy

Ever wondered what goes on in the jury room? Cannes Lions’ new Insights with the Jury seminars provide an opportunity to delve deeper and get a unique understanding of how the jury came to its final decisions on this year’s Lion-worthy work. Find out which entries stood out and why. What key themes came out of the judging sessions and what are the trends that will influence the direction of our industry? This is a unique opportunity to put your questions to the Mobile Jury and Jury President Jaime Robinson, and discover how you might be able to take home a Lion next year.

SPEAKER JAIME ROBINSON

Executive Creative Director Pereira & O’Dell

MODERATOR SHERYL DAJIA

Chief Strategy Officer Mobile Marketing Association

17:00 – 18:00 VENUE WORKSHOP ROOM

GYRO: FROM RELIGION TO MARKETING: HOW TO MASTER THE ART OF CREATING ICONIC BRANDS See page 124 for the full synopsis and speaker details.

CONTENT PROGRAMME

Thursday 19 June In addition to the main content programme: BRAZIL DAY

Brazil Day gives delegates from around the world a chance to get right to the heart of Brazil’s creative excellence in one day. This one-off programme of seminars and panel discussions explores the driving forces behind Brazil’s creative achievements and extracts the most important learnings for the rest of the industry. Learn first-hand from the country’s award-winning creative legends as they discuss the sources of their inspiration, and how they put their ideas into action.

THE FORUM

Today’s theme: Art Meets Advertising Remixed

FORUM ART MEETS ADVERTISING REMIXED

ART MEETS ADVERTISING REMIXED

High-brow meets populist? Commercial creativity meets ‘pure’ creativity? Two powerful creative worlds come together in this day, which explores the relationships between art and advertising. Street art, filmmaking and fashion are regular features of advertising creativity, but there is a cross-pollination between trends in the art world and those in advertising that can be an exciting source of creative inspiration for both. Moderators: Jeremy Till, Dean Central Saint Martins and Zoe Lazarus, Creative Director, Nova Awards

INSIGHTS WITH THE JURY

Cyber Insider insights from the Jury and Jury President on this year’s entries.

SEE THE WORK Winners revealed today

• • • • •

Cyber Lions Design Lions Press Lions Product Design Lions Radio Lions

Today’s screenings

• • •

Film Lions Film Craft Lions Titanium and Integrated Lions

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CONTENT PROGRAMME

Thursday 19 June

09:30 – 10:30

VENUE WORKSHOP ROOM SPEAKER RICARDO SAINT-CLAIR Professor at ESPM, Founder, Creative Director Dialogo Design, ESPM-Brazil

ESPM-BRAZIL: How a FabLab can help you create a FabAgency

3D printing and accessible electronics have created a new player: the Maker. After years of alienation of mass production, we face the emergence of people that make innovative stuff with readily available means: from the virtual world of software to the physical world of objects, via DIY technological solutions. The FabLabs are spaces that propose new paradigms to the industry. Collaborative work, open knowledge, fluid communities, resourceful environments, and a lot of fun. What makes FabLabs so successful that could be applied to our creative process? Supported by examples from inventors, designers and artists, the possibilities of combining sensors, led lights, step motors, mobile apps and microcontrollers will be discussed, challenging the groups to hack and create a smart and innovative display for a retail store. Via a brainstorm process, attendees will share their findings with sketches, drawings and diagrams. With a basic introduction to electronics and to the Arduino open-source platform, the workshop aims to demonstrate the simplicity of its use, motivating the curious and eager creative to join the so-called 3rd Industrial Revolution. This session is repeated at 14:00.

09:45 – 10:30

CENTRAL SAINT MARTINS: Restless Futures

VENUE AUDI A

This talk will question where and how artistic endeavour and creativity should operate in a world that is changing faster than ever before. Creativity is still being used to polish the surface of underlying social and economic structures. But as these structures have been found wanting – look to the 2008 crash, environmental collapse, rising social inequality and so on – the question needs to be asked as to whether creativity needs to be turned from gilding rotten apples to reinventing social structures anew. And then to ask where this leaves the creative industries. In our restless futures, art and design, as ways of thinking and doing, will become central to finding new ways of operating.

SPEAKER JEREMY TILL

Dean Central Saint Martins

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CONTENT PROGRAMME

Thursday 19 June

10:00 – 10:30

JWT BRAZIL: THE TWO MAPS OF BRAZIL

VENUE DEBUSSY

In Brazil, there are twice as many homes with a television than basic sanitation. The cosmetics market is almost 20 times larger than the books industry and there are 684 professional football clubs to 197 medical schools. The richest 10% owns more than 40% of national income, making the country the 4th least equal in Latin America. The country has already been called Belindia (Belgium and India) but despite the hailed rise of the middle class in recent years, any stumble in the country’s economic policies and tens of millions of Brazilians will stop buying clothes, travel, cars and computers and return to the daily struggle for survival. There is a Brazil that is only interested in inflating the country’s vainglorious statistics. But it is hidden from institutional radars, forgotten by brands and businesses and misunderstood by the advertising industry. A Brazil that isn’t on Google. At least, it wasn’t…

SPEAKERS EZRA GELD President Jwt Brazil

JOSÉ PEREIRA DE OLIVEIRA JUNIOR

Founder, Coordinator AfroReggae Cultural Group

JWT, AfroReggae and Google have launched ‘Tá no mapa’, the first initiative to digitally map Brazilian favelas, created and coordinated by the communities themselves. Thanks to ‘Tá no mapa’ and AfroReggae’s social technology, millions of Brazilians are coming out of anonymity, awaking to formality, working and forming part of a new, more just and sustainable economy. Brands and agencies need to understand this new long tail, so long shunned in favour of tried and tested formulas and old aspirational logics.

10:00 – 11:15

SAATCHI & SAATCHI: NEW DIRECTORS’ SHOWCASE

VENUE GRAND Audi

The legendary and unmissable Saatchi & Saatchi New Directors’ Showcase celebrates its 24th birthday at Cannes Lions in 2014. Find out who is among the hottest new directing talent in a session that draws a full house every year.

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CONTENT PROGRAMME

Thursday 19 June

10:00 – 10:30

VENUE YOUNG LIONS ZONE SPEAKER SCOTT BUTTON Co-founder, CEO Unruly

UNRULY: GET YOUR VIDEOS WATCHED, TRACKED AND SHARED ACROSS THE OPEN WEB

Video advertising is the fastest growing ad format worldwide with video sharing around the globe growing 50x since 2006. 1 in 5 Unrulies operate in R&D, developing sector-leading innovations to help top brands and their agencies to get their videos watched, tracked and shared across the Open Web. Our unique data set of 430 billion video views and our proprietary technology includes: Unruly ShareRank™, a predictive algorithm which allows advertisers to accurately predict and improve the ‘shareability’ of their content; Unruly Activate™, a cloud-hosted platform for social video distribution and tracking; Unruly Analytics™, a cloud-based dashboard providing real-time competitive benchmarks across 6 billion customisable data points. In this interactive session, participants will get the opportunity to vote for Cannes Lions winner’s ads. Scott Button will be talking about how brands can activate the Open Web using the power of social video. Join Unruly to find out what’s next in the world of social video and how brands can create repeatable social video success. This session is repeated at 14:00.

10:30 – 15:45 11:00 15:00 VENUE DEBUSSY SPEAKER MAURICIO MOTA

Chief Storytelling Officer, Co-founder The Alchemists Entertainment Group

ALCHEMISTS: THE GUARDIAN: BRAZIL’S ALAN GOLDEN RUSBRIDGER AGEIN CONVERSATION IS JUST AROUNDWITH THE CORNER RALPH FIENNES

S B

Known for its amazing creativity across all forms of entertainment and its dominance in the social media space, Brazil is about to implement a plan to become a global hub for the creation of TV formats. Recent changes to the law in Brazil have created an enormous demand for content on the TV networks. Not only is this an opportunity to reach an emerging market with enormous potential, but also to develop quality content with universal stories that, from the start, are designed to roll out across multiple platforms and around the globe. The Alchemists, a franchise content company with offices in Rio de Janeiro, Los Angeles and London, discuss how global brands should be taking advantage of this next wave of content innovation. It’s not going to be coming from the UK, Denmark or Israel – Brazil is where it’s at.

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CONTENT PROGRAMME

Thursday 19 June

10:30 – 11:00

VENUE AUDI A SPEAKER ZOE LAZARUS Creative Director Nova Awards

NOVA AWARDS: Creative Fuel - Art for Advertising 2015 From Cellular Structures to the New Tech Aesthetic

As Creative Director of Lowe and Partners’ Nova Awards in partnership with Central St Martins, Zoe Lazarus is also a leading Cultural Insights and Trends expert. Zoe will reveal the visual and cultural trends currently influencing the future direction of creative culture and are set to impact how Creatives approach their work. ‘Creative Fuel – Art for Advertising 2015’ provides inspiration and creative stimulus for the ‘Creativity Remixed – Where Art Meets advertising’ attendees. Zoe will provide an overview of the freshest, most innovative and influential aesthetic styles being used by leading-edge artists and creatives from around the world. Incorporating examples from art, fashion, architecture, photography, graphic design, film, 3D design areas among others – Zoe helps inform and inspire world class creative ideas. Content will be hot off the press and informed by input from the Lowe Counsel Global Thought Leader Network that includes, Artists, Designers, Creative Directors, DJ’s, Filmmakers, Stylists, Bloggers and Journalists from around the world.

This session is followed by a 15 minute Q&A session with the Forum speakers from Central Saint Martins and Nova.

10:30 – 11:00

VENUE YOUNG LIONS ZONE SPEAKER KEITH EADIE CMO TubeMogul

TUBEMOGUL: SORRY, BUT NO ONE SAW YOUR AD

All your hard work creating that perfect ad? The team pulling late nights and all that coffee? It’s all gone to waste. No one saw it. ComScore found nearly half of all online ads are not viewed by human beings, instead sitting lost below the fold of a web page or behind another open browser tab. It’s time to stand up for the advertisers, it’s time for media buys that matter. In December 2013 Google said it would only charge for ads viewed. During 2013 a group of technology companies including TubeMogul, Nielsen and Blinx pioneered the use of open source software that reveals which videos were actually viewed by human eyes, with shocking results. In the past year, brands and agencies around the world have switched onto the idea that if they’re going to pay a premium for creative, it’s a good idea to know how often their ads met human eyes or if they never had the chance. TubeMogul kicks off the controversial discussion with it’s most recent global research findings. This session repeats at 14:30.

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CONTENT PROGRAMME

Thursday 19 June

11:00 – 11:30

VENUE YOUNG LIONS ZONE

SPEAKER ANDY MITCHELL

Managing Director of Europe BrightRoll

BRIGHTROLL: KNOWLEDGE IS POWER: WHY DATA IS THE MISSING LINK IN THE PROGRAMMATIC VALUE CHAIN

Last year the BrightRoll platform handled 1.5 trillion programmatic video ad transactions, and this year that figure has already been surpassed. With this speed of growth and rising demand for programmatic video in Europe, the company unveiled its Amsterdam-based data centre in April, connecting the BrightRoll platform to 80% of the European population within 50 milliseconds, increasing performance for buyers and sellers of digital video. Furthermore, while other ad tech companies are able to access inventory on the BrightRoll platform, BrightRoll remains the central unified source of that inventory. Why does this matter? Because the more layers there are between the advertiser and the source, the more difficult it is to clearly see and understand consumer behaviour. With the focus currently on the value chain in programmatic, BrightRoll delivers ROI by enabling brand owners to be positioned at the Point of Most Knowledge with the ability to simply track exactly how campaigns are performing. This session repeats at 15:00.

11:00 – 12:00

SWIM: HOW TO PREVENT DEATH BY YES

VENUE WORKSHOP ROOM

Aversion to conflict is often at the root of mediocre work. And it cuts across every level from the new grad to the C-level: we all struggle with saying ‘no’ when “It’s an emergency!”/ “But if we don’t do it we’ll lose the account!” In a business that puts a premium on “yes”, the truth is “no” used wisely is the hallmark of a creative leader. This workshop teaches when and how to say “no” to assure the end goal – great work – won’t be sabotaged by your “yes” to short term fixes. Using group exercises, we’ll reframe conflict as a positive feature of the journey to the most creative solutions, and deliver strategies for effective dialogue when the pressure’s on to do the wrong thing. Teams of five will be given tools and insights to help one person in the group who’s struggling with a real problem that appears to call for a “no”. The team will help identify whether “yes” or “no” is the right response to the problem, and ideas for a better solution than the “yes” that’s the wrong answer. This will illustrate the power of collaboration with others to get to the best response in a high stakes situation, the benefit of not over-thinking, reframe “no” as a positive response that shows leadership, and provide a system to use every time there’s a conflict that’s hard to resolve.

SPEAKERS NANCY VONK

Co-founder, Partner Swim

JANET KESTIN

Co-founder, Partner Swim

This workshop is repeated at 15:30.

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CONTENT PROGRAMME

Thursday 19 June

11:15 – 11:45

VENUE Debussy SPEAKER MARCELLO MAGALHÃES

Associate Vice President for Strategic Planning Leo Burnett Tailor Made

11:30 – 12:00 VENUE AUDI A SPEAKER CHRISTINE C. COOK Head of Advertising Partnerships Flipboard

MODERATOR RANDALL ROTHENBERG President, CEO IAB

LEO BURNETT TAILOR MADE: Boiling Point: Brazil, creativity, consumption and citizenship

Using as a backdrop the very specific and special moment of the country hosting the World Cup and holding presidential elections – all amid a series of demonstrations that have taken to the streets, while mentioning the 40 million Brazilians who have risen from the ranks of the poor and begun to purchase consumer goods, becoming part of the so-called Class C and becoming new players who are changing market trends.

IAB: SMALL SIZE, BIG IMPACT – WHEN BEAUTIFUL CREATIVE MEETS MOBILE SCREENS

Beauty may be in the eye of the beholder, but what happens when the beauty in question is being eyed on a canvas that is only the size of your palm? And what if that beauty is meant not only to entertain, but also engage the viewer with brand messaging? In a session that promises to provide critical insights and inspire the next wave of mobile advertising, Randall Rothenberg questions Christine Cook on how to bring dazzling creative to mobile screens.

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CONTENT PROGRAMME

Thursday 19 June

11:45 – 12:15 VENUE DEBUSSY SPEAKER FRED GELLI

Co-founder, Creative Director tátil design de ideias

TATIL DESIGN DE IDEIAS RIO 2016 - THE MOST COMPLEX VISUAL IDENTITY IN THE WORLD

Across the country, 139 design agencies competed to design the Olympics and Paralympics identities. It was the dream project for every creative professional in Brazil; taking on the world’s most complex visual identity and coming up with brands that represented the marriage of the spirit of Olympics and Paralympics with the spirit of Rio. This is the story Tatil Designing Ideas will tell; the stories behind the singular creative process which created two brands that will touch six billion people this summer. It’s the tale of the first three-dimensional brand identity in the history of the Games; a sculptural idea that has become part of an architecturally beautiful city and, in doing so, integrated with local residents’ daily lives. It’s the story of the first Paralympic multi-sensory brand; an idea that talks to the whole community, allowing them to fully experience and feel the brand. It’s a new way to think about how graphic symbols can be more inclusive.

12:00 – 12:30

PULSE FILMS: FASHION CONTENT REMIXED

VENUE AUDI A

The previously closed world of high fashion has had some of its mystique stripped away thanks to the digital revolution. An industry that used to enjoy an austere, print-based existence has been democratised online. Fashion bloggers like Tavi Gevinson and Susie ‘Style Bubble’ Lau have allowed the masses behind the curtain and now sit alongside Vogue editors and celebrities in the front row of key shows.

SPEAKERS RAPHAËL ELICHA Founder The Kooples

THOMAS BENSKI Founder Pulse Films

Fred&Nick Directors

Retailers like Net-A-Porter have made buying couture (and returning it) as easy as checking email. In response to this opportunity to find new audiences online, fashion houses have acquired new skills alongside the high-end production craft for which they are legendary. Unsurprisingly, some of these have been in the world of digital, like moving images that click through to buying opportunities. But French retailer The Kooples, with its short film Today, Tomorrow and its recently-launched content programme TK Foundry, is also bringing in more traditional narrative and film-making skills to create culturally relevant online content that reaches audiences both inside and outside the fashion world. This session is followed by a 15 minute Q&A with the Forum speakers from the IAB and Pulse Films.

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CONTENT PROGRAMME

Thursday 19 June

12:00 – 12:45

UNILEVER: #BRIGHTFUTURE

VENUE GRAND Audi

Unilever explores how the dramatic changes in its industry are creating more chances to connect with consumers than ever before. However, amidst these opportunities reigns chaos: unmanageable amounts of data, a wild mobile ecosystem, lack of understanding of sustainability, expanding genres of agencies, content created and distributed in multiple forms and confusing jargon in ad exchanges and technology. But it’s this very chaos that makes this a great time to be in marketing. Unilever has an unprecedented opportunity to do a lot more with a lot less. Developing new business models which reflect the transformation of our industry will drive engagement and behaviour change on a whole new scale. As leaders of the industry gather at Cannes Lions, it is not only a privilege but a responsibility to make sure we all act on these challenges with higher levels of innovation and creativity than ever before. Join Keith Weed on the journey to #brightfuture. There has never been a better time.

SPEAKER KEITH WEED

Chief Marketing and Communications Officer Unilever

12:00 – 13:00 VENUE YOUNG LIONS ZONE SPEAKER Kathryn Parsons Co-founder, Co-CEO Decoded

Kathryn Parsons – Why Be A Woman In Tech

Women working in technology are paid less than men, work mainly with men, and are less likely to get promoted when compared to men. So it’s no surprise that in the UK just 17% of tech positions are held by women. These figures would suggest that we are on the brink of a female digital dystopia. But is the problem really that bad? And does it matter? If it does, what can be done to empower women to claim their digital vote?

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CONTENT PROGRAMME

Thursday 19 June

12:30 – 13:00

VENUE DEBUSSY SPEAKERS B. BONIN BOUGH

Vice President of Global Media and Consumer Engagement Mondeléz International

NATACHA VOLPINI

Digital Media Manager, Marketing Strategy & Communications Latin America Mondeléz International

BOB WOLLHEIM

Co-curator Mobile Futures Brazil / Evol8tion Brazil

12:30 – 13:30

VENUE WORKSHOP ROOM SPEAKERS DARYL FIELDING Director of Brand Marketing UK Vodafone

GARY STOLKIN

Global Chairman, CEO The Talent Business

thetalentbusiness.com

MONDELEZ INTERNATIONAL: HOW CAN MARKETERS MAKE SURE THEY’RE APPLYING THE LATEST TECHNOLOGY TO THEIR BRANDS? COLLABORATE WITH THE ENTREPRENEURS WHO ARE BUILDING IT.

Mondelez International launched Mobile Futures Brazil, a program that attracted more than 75 Brazilian mobile start-ups to apply for a chance to work on one of its top brands (Bis, Club Social, Hall, Tang and Trident). Each of the five finalists worked side-by-side with the brand teams to develop ideas that fueled growth for both. This new corporate structure teaches brand managers how to activate a technology-driven idea in real time and scale it globally. Now already up and running in Australia, Brazil and the US, the company is taking the program to China this year. Mondelez International brand teams have embraced this new practice as a way to become more innovative and ‘intrapreneurial’. This session will explore how to build a bridge between brands and start-ups, how brands can adopt a start-up culture (such as failing fast, learning to pivot, and taking risks), and explore the benefits of partnering with venture capitalists, incubators and accelerators. It will also showcase how some of the winning ideas came to life.

THE TALENT BUSINESS: HOW TO MAKE YOUR BRAND A TALENT MAGNET

A client’s reputation in the global agency community directly impacts on their ability to get the best talent working on their business. That was the unequivocal finding when The Talent Business surveyed over 700 agency leaders around the world. So if clients with the best reputation attract the best talent, what can you do about it? Gary Stolkin draws on this bespoke research and his experience of putting together agency leadership teams and running international pitches to provide a strategy for creating a talent magnet brand. Also in attendance, Daryl Fielding will share her perspective. This practical and interactive session will ask delegates to work on a client case study to devise a talent magnet strategy for attracting and inspiring the best talent. It will enable participants from both client and agency organisations to gain a mutual understanding of how they can work together, and be better equipped to attract the best talent. This session is repeated at 17:00.

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CONTENT PROGRAMME

Thursday 19 June

13:00 – 13:30

PONTOMOBI: MOBILE HAS WON

VENUE DEBUSSY

We are living in a market with 2MM+ different apps. Billions of downloads, meaning billions of positive personal experiences every year. A significant part of these individual experiences are based on ‘niche apps’, which are not of general interest but that could still attract a big user basis. Increasingly, the relationship between brands and consumers will be made through these applications (it will be the brand amplification age). This new scenario comes along with major challenges and also opportunities to brands: • How (and maybe why) to build up a relevant application to compete with those millions of already existing apps and games? • If consumers are selecting which applications they download to their phones, creating their ‘personal ecosystem’, is it possible for a brand to be part of this new digital world? • On the other hand, do brands have the opportunity to occupy or partner with many apps and games to reach those users and to be part of their positive daily experiences? We believe that brands are favorably positioned to be an important part of the app stores ecosystem and we’ll provide examples of how they should insert themselves based on this perspective, bringing creative cases of Brazilian campaigns.

SPEAKER LEONARDO XAVIER CEO, Founder Pontomobi

13:00 – 13:45

PYTKA: MORE FUN THAN ANYONE

VENUE GRAND AUDI

Joe Pytka has spent years shooting thousands of spots and films. He helped Pepsi win the Cola Wars., helped Apple become a business computer, put Nike together with the phrase “Just Do It,” helped turn IBM around when everybody thought they were finished and put life back in “We bring good things to life” for GE. He’s shot Woody Allen, Faye Dunaway, Michael Jackson, The Beatles, Michael Jordan, Bugs Bunny, John Lennon, Bo Jackson, Cindy Crawford, Marlon Brando, eskimos in Alaska and the Red Army in Red Square. He directed more Super Bowl spots than any other director in history and is a member of the Clio Hall of Fame, the One Show Hall of Fame, the American Advertising Federation Hall of Fame and the New York Art Director’s Hall of Fame, and the Director’s Guild of America gave him its special Honors Award. Cannes Lions has honoured him as one of the best directors of the first 50 years of the festival. Today, a conversation with Chris Wall about how much fun he’s had along the way.

SPEAKERS JOE PYTKA Film Director PYTKA

CHRIS WALL

Vice Chairman, Creative Ogilvy & Mather

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CONTENT PROGRAMME

Thursday 19 June

13:00 – 13:30

VENUE AUDI A SPEAKERS Leesa Wytock

Head of Digital Jack Morton Worldwide

Jack Morton: INVISIBLE TECHNOLOGY AND THE CREATIVE OPPORTUNITY – THE BRAND EXPERIENCE APPROACH

Technology has changed forever the way people experience brands and it is very easy to buy into the amazing new possibilities that technology can offer. We do this, however, at the risk of using technology for technology’s sake – forgetting that it is a great creative idea, and not great technology, that should be at the heart of every campaign. In fact, the more pervasive technology becomes, the more invisible it should be – adding value without disruption and enabling that ‘great idea’ to connect people with the brand. This Forum will examine the brand experience approach. How putting the user experience first should be applied on a grand scale, both online and off. It will examine the invisible technology trends that can help us move beyond the “like” and the click-thru, engaging people and driving them to take action and be advocates for the long-term. And how using the ‘five brand experience principles’ can help us leverage invisible technology to realise our creative vision.

13:30 – 14:00

TALENTHOUSE: THE NEW PATRONS

VENUE AUDI A

Should brands become the new patrons of the arts? Has there been a shift in perception from artists to embrace brands as facilitators, sponsors and enablers of the creative industries? In a world where content is so freely distributed and millennials don’t expect to pay for it, how can an aspiring artist, designer, musician, photographer or filmmaker hope to make a living? A world without creativity would be impossible to imagine, so could brands fund the free distribution of creative content to the consumer in a way that would benefit artists through sponsorship and brands from the very content that inspires sharing and participation? And if so, does this new model also provide a new native advertising vehicle where brands are woven into content, word-of-mouth, storytelling and social sharing that positions them positively as empowering creativity?

SPEAKERS MAYA BOGLE

Co-founder, Managing Director Talenthouse

CRAIG HEPBURN Global Director, Social & Digital Nokia

CHARLIE PATTERSON Designer HarrimanSteel & Studio Opposite

This session is followed by a 15 minute Q&A with the Forum speakers from Jack Morton and Talenthouse.

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CONTENT PROGRAMME

Thursday 19 June

13:45 – 14:15

FILM BRAZIL: DIRECTORS’ SHOWCASE

VENUE DEBUSSY

One of the key factors that elevates an agency’s idea into a successful campaign is excellence in production. As the need for higher production value increases, the panel will discuss the ‘craft’ skills in advertising production, particularly from the Brazilian market perspective.

SPEAKERS PEDRO BECKER Director Fat Bastards

CARLÃO BUSATO Director Hungry Man

GUGA KETZER

Partner, Chief Creative Officer Loducca

MATEUS DE PAULA SANTOS Co-founder Lobo

14:00 – 14:30 VENUE YOUNG LIONS ZONE

14:00 – 14:45 VENUE Grand Audi SPEAKER NEIL DEGRASSE TYSON

Astrophysicist and Frederick P. Rose Director Hayden Planetarium

introduced by THAM KHAI MENG Worldwide Chief Creative Officer Ogilvy & Mather

UNRULY: GET YOUR VIDEOS WATCHED, TRACKED AND SHARED ACROSS THE OPEN WEB

See page 138 for the full synopsis and speaker details.

OGILVY & MATHER: COSMIC QUANDARIES AND CREATIVITY

The Ogilvy & Inspire lecture series is a showcase for the most inspirational figures and brilliant minds of our age. These lectures help us unravel inspiration and grapple with its unruly impact. What truly creative people have in common is a persistent curiosity that motivates them to explore new ideas. Our fourth Ogilvy & Inspire address will be delivered by American astrophysicist Neil deGrasse Tyson. In his illustrated talk, ‘Cosmic Quandaries and Creativity’, Dr. Tyson will explore the drivers of creative thinking across cultures and across time, with special emphasis on the cosmic discovery and its role in the health and wealth of civilisation. Tweet your questions in advance to #OgilvyCannes.

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CONTENT PROGRAMME

Thursday 19 June

14:00 – 15:00 VENUE WORKSHOP ROOM

14:15 – 14:45

VENUE Debussy SPEAKERS FABIANO DESTRI LOBO Managing Director LATAM Mobile Marketing Association

GUILHERME GOMIDE

Founder, CEO Agencia Casa (JWT Group)

GUILHERME JAHARA

Executive Creative Director Leo Burnett Tailor Made

GREG STUART

CEO Mobile Marketing Association (MMA)

ESPM-BRAZIL: How a FabLab can help you create a FabAgency

See page 136 for the full synopsis and speaker details.

MMA BRAZIL: THE PATH TO A MULTI-SCREEN MARKET IN BRAZIL

The session will point out and discuss key aspects of the Brazilian digital market from a business, media and creative perspective. Panelists will provide insights about the present and future of mobile and digital communications in Brazil and focus on the consumer behavior of an increasingly multi screen marketplace.

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CONTENT PROGRAMME

Thursday 19 June

14:30 – 15:00 VENUE AUDI A SPEAKER ROB ALDERSON Editor-in-Chief It’s Nice That

14:30 – 15:00

VENUE YOUNG LIONS ZONE

15:00 – 15:30

VENUE DEBUSSY SPEAKERS ANTONIO CORREA Art Director Salles Chemistri

KEVIN ZUNG

Executive Creative Director Publicis Brasil

15:00 – 15:30

VENUE YOUNG LIONS ZONE

IT’S NICE THAT: WHEN ART AND ADVERTISING WORK IN HARMONY

From Medici patronage onwards, the relationship between art and money has a long pedigree. But nowadays more and more brands are collaborating with artists and designers in a bid to create work that will engage and excite consumers in a content-saturated world. Using a range of recent examples, London-based publishing platform It’s Nice That will explore what works, what doesn’t and what its readers respond to in this brave new world of branded content. The talk is not intended as a primer for successful campaigns but more a series of reflections on which projects have broken through the noise, impressing and inspiring the creative media along the way.

TUBEMOGUL: SORRY, BUT NO ONE SAW YOUR AD

See page 139 for the full synopsis and speaker details.

PUBLICIS: APPROVING IDEAS IN DIFFICULT MARKETS

Creativity is a cornerstone of the Brazilian outlook. The mix of races and cultures has imbued the Brazilian people with a unique character: optimistic, inventive and happy. The country has come a long way from the days when Brazil was just an exotic holiday destination in the jungles of South America, and it has now involved into a market to be reckoned with on the global stage. As a result, Brazil delivers exciting profit numbers for the multinational businesses that trade there. In this environment of such uncommon prosperity and potential, a new creative imperative has emerged. This isn’t just about the creation of big ideas, but also how to sell them. This new Brazilian approach to creativity could be what the world has been waiting for…

BRIGHTROLL: KNOWLEDGE IS POWER: WHY DATA IS THE MISSING LINK IN THE PROGRAMMATIC VALUE CHAIN See page 140 for the full synopsis and speaker details.

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CONTENT PROGRAMME

Thursday 19 June

15:00 – 15:45

VENUE GRAND AUDI SPEAKERS PROF. JUN REKIMOTO, PHD Deputy Director Sony Computer Science Laboratories Professor University Of Tokyo

YASUHARU SASAKI

Senior Creative Director Dentsu Inc.

15:00 – 15:45

VENUE AUDI A SPEAKERS BENOIT CRÉAC’H Artist Ben & Julia

DENTSU: THE AUGMENTED HUMAN - THE FUSION OF CREATIVE AND TECHNOLOGICAL INNOVATION IN SPORTS

The impact of technology is continuously accelerating and reaching everexpanding aspects of humanity. However, what we are witnessing is in fact just the beginning. In the future, technology will bring new abilities to humans, from communication, productivity to learning. This is the world of the augmented human. A world where technology augments our ability to perceive, interact, and create, not just in the info-sphere, but in physicality. Dentsu looks at how a physical activity like sports will evolve in the era of the augmented human. From the use of motion-sensing to enhance the athletic training experience, to the reenactment of the emotional experience of witnessing a new world record, we will showcase new experiences in both participatory and spectatorship sport. Further, the agency has invited Junichi Rekimoto, Deputy Director of the Sony Computer Science Lab, to talk about his vision of the augmented human and share how his experimental user experience designs have expanded to sports and conduct live demos with athletes.

SUPERHEROES: MAKE INNOVATION FEEL FLUFFY

Technology is improving the world. But will it make our lives more enjoyable? To do so, tech needs to become more humane. But is this something we can really expect from the tech geeks? Or is it the collaboration of artists and advertising that will humanise innovation? Swiss/French artists Ben & Julia and SuperHeroes – the Super Agency – show how bits and bytes and nuts and bolts can be replaced by creativity and feathers.

JULIA GAUDARD Artist Ben & Julia

ROGIER VIJVERBERG Founder SuperHeroes

This session is followed by a 15 minute Q&A with the Forum speakers from It’s Nice That and SuperHeroes.

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CONTENT PROGRAMME

Thursday 19 June

15:30 – 16:00 VENUE DEBUSSY SPEAKERS CHICO BALDINI

Founder, Chief Creative Officer W3haus

JULIAN BOULDING President, Co-founder thenetworkone

THENETWORKONE: SPIRIT OF BRAZILIAN CREATIVITY - INDEPENDENT CREATIVE VOICES

Julian Boulding presents a uniquely Brazilian edition of the famous Independent Agencies Showcase, featuring two of Brazil’s most talented independent agencies. Hear Alexandre Peralta talk about how he left behind creative leadership roles at three of Brazil’s most celebrated and awarded advertising agencies, to develop a distinctive and original culture in his own right. Hear Francisco (Chico) Baldini talk about how he and his partners are turning one of Brazil’s best known digital agencies into a new generation group of businesses with different and complementary digital skills. And expect to see some brilliant and inspiring creative work – from both agencies: a true expression of exciting Brazilian creativity, with a twenty-first century twist.

ALEXANDRE PERALTA CEO, Founder Peralta Sao Paulo

15:30 – 16:30

SWIM: HOW TO PREVENT DEATH BY YES

VENUE WORKSHOP ROOM

See page 140 for the full synopsis and speaker details.

16:00 – 16:45

BBDO: NICE IS THE NEW BLACK

VENUE GRAND AUDI

It’s interesting how a lot of the great work out there right now is void of sarcasm, cynicism or nastiness. It’s pure, straight up, emotional. And highly creative. Is it because the world is presently so bruising that people are seeking out whatever glimmer of hope and goodness they can find? To try to answer this and other questions regarding the ‘new nice’, Beck Bennett, star of the Lion-winning ‘It’s Not Complicated’ AT&T program, will moderate a conversation between David Lubars and Josy Paul. They’ll also discuss how to do nice without being maudlin, overly sentimental or hacky – harder to do than it sounds.

SPEAKERS BECK BENNETT Actor

DAVID LUBARS

Chief Creative Officer BBDO Worldwide Chairman Bbdo North America

JOSY PAUL

Chairman, Chief Creative Officer Bbdo India

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CONTENT PROGRAMME

Thursday 19 June

16:00 – 17:00 VENUE YOUNG LIONS ZONE SPEAKER PEGGY CONLON President, CEO Ad Council

Peggy Conlon - Why Creative Philanthropy Nurtures Your Career and Your Soul

Peggy Conlon strongly believes that purposeful advertising should be part of your life. Drawing upon her 15 years of experience as President and CEO of the Ad Council, Peggy will talk about the power of advertising and communications to create social change, sharing a few key examples where she has a personal connection. Using the story of her career path in the communications industry, beginning at an ad agency, followed by working in public relations, continuing through broadcasting and ultimately finding the Ad Council, Peggy will share tips and guidance, such as the importance of taking risks and following your heart.

16:15 – 16:45

CP+B: COMING TO BRAZIL

VENUE DEBUSSY

The world is changing. And CP+B’s passion for pushing the boundaries, breaking convention and finding new ways to make brands a part of popular culture has just arrived in Brazil. “It’s no secret that Brazil is an emerging economic powerhouse – it’s exciting, sexy and bursting with talent,” said Chuck Porter, Chairman of CP+B. “There are a handful of creative teams in the world who have consistently produced work so brilliant that it explodes in the marketplace and transforms brands. Luckily for us, one of those teams is now called CP+B Brazil.” Andre Kassu and Marcos Medeiros are among the most highly awarded and recognised creative teams in the world. In 2013 alone, they won 16 Lions in Cannes. Together they’ve won an additional 12 Lions, as well as a Grand Prix and, in 2010, Andre Kassu was named Cannes’ most awarded copywriter. How did these award-winning talents come together, what do they see as their future and why Brazil? Join Marcos Medeiros, Andre Kassu and Chuck Porter for a compelling discussion on the power of Brazil.

SPEAKERS ANDRE KASSU Partner, CCO CP+B Brazil

MARCOS MERDEIROS Partner, CCO CP+B Brazil

CHUCK PORTER

Chief Strategist MDC Partners Chairman Crispin Porter + Bogusky

16:15 – 16:45 VENUE AUDI A SPEAKER Mark Chalmers

Creative Director, Curator Creative Social

CREATIVE SOCIAL: Creatives The System Dubbed Vandals

Cash For Your Warhol is the art of Geoff Hargadon. A banker by day and artist by night, Geoff has an acute sense of the market and our commercial world, and through Cash For Your Warhol, Geoff uncovers bizarre and engaging stories of our relationship to art and advertising. All the while through the most famous artist of our time, Mr Andy Warhol, the master of consumerism, and expert in advertising. Cash For Your Warhol in Cannes is one not to miss. Artist Geoff Hargadon will be on stage with creative director and curator, Creative Social’s Mark Chalmers who as director of The Garage, Amsterdam works with some of the greatest names emerging in todays contemporary and urban art including Parra, Faile, Eine and Ludo. Likely the only man to have ever made a logo with Banksy, Mark will share his work with the creatives that system dubbed vandals, that cities now support and museums are making wall space for.

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CONTENT PROGRAMME

Thursday 19 June

16:45 – 17:15 VENUE Debussy SPEAKER PJ PEREIRA

Co-founder, Chief Creative Officer Pereira & O’Dell

16:45 – 17:30 VENUE AUDI A SPEAKERS Matthew Mulder Executive Creative Director Digital Kitchen

Nilesh Ashra

Director of Creative Technology Lodge

Rick Barraza

Design Strategy, Quality Experience & Design Microsoft

PEREIRA & O’DELL: BRAZIL THE CREATIVE INGREDIENT

Last year, Brazilian creatives contributed to six Grands Prix Awards at Cannes Lions. Four of these ideas involved collaboration with creatives from countries other than Brazil. Join former Cannes Lions Cyber Jury President and multiple Grands Prix and Emmy-winner PJ Pereira, a Brazilian living in California and the founder of Pereira & O’Dell. He will lead a discussion on how to add a touch of Brazilian culture to a global team, as well as how to be the international touch for a Brazilian team.

MICROSOFT: HOW WIZARDS ARE CHANGING CULTURE & TURNING TECH INTO ART

Art and commerce have never been the most romantic or easiest of bedfellows. Question is, how does this relationship come alive without either side losing their relevance? Microsoft is in a select group which operates as both a global brand seeking cultural resonance and a tech enablement platform furthering what’s possible. At the same time, modern marketing is embracing a new type of artist. Wizards who can transform emerging technology into amazing experiences that create the magic and moments that matter. Come see how their technologists are working together with the design likes of Wieden+Kennedy, Digital Kitchen, computational photographer James George, data artist Jer Thorp and creative initiatives like IMSQFT (http://1msqft.com/home) to seize this duality and change how we both support and consume creative expressions in the digital age. This session is followed by a 15 minute Q&A with the Forum speakers from Creative Social and Microsoft.

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CONTENT PROGRAMME

Thursday 19 June

17:00 – 17:45

VENUE GRAND AUDI SPEAKERS GORDON BOWEN

Founder, Global Chairman, Chief Creative Officer mcgarrybowen

ROB LOWE Actor

MCGARRYBOWEN: LOWE DOWN ON THE CROISETTE: A CONVERSATION WITH ROB LOWE AND GORDON BOWEN

Known for his iconic film roles in The Outsiders and St. Elmo’s Fire and later on television in The West Wing, Brothers and Sisters and Parks and Recreation, Rob Lowe has become a master storyteller both on and off camera. Lowe has made a career out of pushing himself creatively and, more than three decades into his career, is still very much in his prime. Today, Lowe’s charismatic talent and palpable success have radiated far beyond the realm of television. As one of the most well-known and respected personalities in Hollywood, Rob Lowe is also a producer, director and, most recently, a writer. The Emmy-award winning actor released his second autobiography this year to critical acclaim. In this session, Lowe will share his creative insights, inspirations and passions with mcgarrybowen’s Founder, Chairman, and CCO, Gordon Bowen. Hear Rob Lowe discuss the influence of his kids, the longevity of his career, how he defines success, and more.

17:00 – 18:00

VENUE WORKSHOP ROOM

thetalentbusiness.com

THE TALENT BUSINESS: HOW TO MAKE YOUR BRAND A TALENT MAGNET See page 144 for the full synopsis and speaker details.

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CONTENT PROGRAMME

Thursday 19 June

17:15 – 17:45

VENUE DEBUSSY SPEAKERS LAURA CHIAVONE Strategic Planning Vice President DM9 DDB

MARCELO PASCOA

Branded Entertainment and Content Director DM9 DDB

DM9 DDB: EXPLORING BRAZIL: AN INTERNATIONAL CREATIVE EXPERIMENT

Brazil is a large country, so it is hard to appreciate its spirit just by the things that are seen in television. This is a country with more than 20 states and which features beaches, big cities, small villages, rainforest jungle and large scale industry and agriculture. It is a melting pot of global influences and immigrant ideas: European, Asian, Indigenous and African. Brazilian culture is based on a mixture, a mash-up, an integration of origins. The most visible expressions of Brazilian are carnival, football and music. To understand how Brazilian spirit reflects in the creative work of advertising, nothing is better than to visit the country and experience the culture that is inspiring the world at the moment. In this session, DDB Brazil invited members from different continents in the DDB Network to get to know Brazil. This is the story of their discoveries and creative adventures.

18:00 – 18:45

INSIGHTS WITH THE JURY: CYBER

VENUE GRAND AUDI

Ever wondered what goes on in the jury room? Cannes Lions’ new Insights with the Jury seminars provide an opportunity to delve deeper and get a unique understanding of how the jury came to its final decisions on this year’s Lion-worthy work. Find out which entries stood out and why. What key themes came out of the judging sessions and what are the trends that will influence the direction of our industry? This is a unique opportunity to put your questions to the Cyber Jury and Jury President Susan Bonds, and discover how you might be able to take home a Lion next year.

SPEAKER SUSAN BONDS CEO, Founder 42 Entertainment

MODERATOR ANN-CHRISTINE DIAZ Creativity Editor Advertising Age

CONTENT PROGRAMME

Friday 20 June In addition to the main content programme: THE FORUM

Today’s theme: Industry Spotlight – Music Day

FORUM MUSIC DAY

MUSIC DAY

In an industry as creative as the music business, the role of creativity is complex, exciting, frustrating and loaded with promise. From ad jingles to inspired pop music pairings to the latest in audio branding, music has been a lynchpin of creative media since the dawn of broadcast advertising. Now the advertising industry is returning the favour. Product placement, branded content and new music distribution channels have revitalised an industry that is desperately seeking new sources of creativity and revenue. The relationship between advertising and music has always been a close one, but as both industries continue to change and exchange talent, work, energy and influences, the time has come to examine the new creative partnerships and mechanisms at work. Moderator: Warren Johnson, W Communications

SEE THE WORK Today’s screenings

• • •

Branded Content & Entertainment Lions Film Lions Film Craft Lions

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CONTENT PROGRAMME

Friday 20 June

09:30 – 10:00

VENUE AUDI A SPEAKERS PASCAL BOURGUET

Vice President, Consumer PC & Tablets Business Printing & Personal Systems – Europe, Middle-East & Africa Hewlett-Packard Company

UNIVERSAL MUSIC: WOULD TODAY’S COLA FAN ENGAGE MORE WITH THE STONES OR THE BEATLES ... OR BIEBER?

In a world where 97% of marketers think music can strengthen their brands, are marketers really using music partnerships to their full potential? The landscape has changed and we’re living through the brand shift, where product consumers and music fans can prove equally valuable. In a presentation showing proven affinities between music and brands, Olivier Robert-Murphy discusses what brands and agencies can bring to the music fan conversation, and looks at what you have to give to your consumers, to turn them into fans?

OLIVIER ROBERT-MURPHY Chief of Possibilities, Global Head of New Business Universal Music Group

10:00 – 10:30

VENUE YOUNG LIONS ZONE SPEAKER CHARLIE FRAUSCHER Founder, CEO Pixxers

PIXXERS: CROWDSOURCING & GAMIFICATION 2.0: USER ENGAGEMENT WITH A TWIST?

Crowdsourcing photos has become a big trend in recent years. But what can we do against getting flooded by tons of crap? Motivate users by promising a better ranking? Badges? Money? Nope! What we learned about gamification is that pure game elements are not enough to motivate people. So, together with Ars Electronica Futurelab, we started rethinking the existing modalities to find out what possibly could motivate ‘the crowd’ to give their very best: Showing the world how cool you are? Being a hero for one day? Just a good feeling? During the festival we will try different setups and challenges, testing how Gamification 2.0, along with some fun ‘game based’ photo wishes and challenges, really can intrigue Cannes Lions visitors. Charlie Frauscher will surprise you with the results of our live tests. Join us for brand-new insights about how to make more of crowdsourcing. This session repeats at 14:00.

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CONTENT PROGRAMME

Friday 20 June

10:00 – 10:45

VENUE GRAND AUDI SPEAKERS COLLEEN DECOURCY Global Executive Creative Director Wieden+Kennedy

MARK FITZLOFF Global Executive Creative Director Wieden+Kennedy

DAVE LUHR

President Wieden+Kennedy

MODERATOR WARREN BERGER

Author A More Beautiful Question

W+K: THE CHALLENGES OF BEING INDEPENDENT IN A CONSOLIDATED WORLD

While holding companies and consolidation are the norm in the advertising industry, Wieden+Kennedy has continued to thrive as the largest independent agency in the world. Over the past 32 years it has maintained the core principles of the agency – the work comes first, independence and the people. While it has and never will waiver from these core principles, the dynamic advertising industry constantly challenges the agency. It’s recently appointed global team of Colleen DeCourcy and Mark Fitzloff as global executive creative directors, and Dave Luhr as President, would like to explore a few topics:

• • • •

The challenges of remaining an independent agency and being successful when we are always up against the ‘giants’ of the industry. How can W+K service the world from a micro-network of eight offices (not 200). While clients comes to the agency because they say they want creativity, do they realise what that means? What is it like to follow in the footsteps of Dan Wieden?

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CONTENT PROGRAMME

Friday 20 June

10:00 – 10:45

VENUE AUDI A SPEAKERS JOE ALEXANDER

Chief Creative Officer The Martin Agency

DAVID LEINHEARDT

Principal Duotone Audio Group Ltd.

DAVID MUHLENFELD Creative Director The Martin Agency

THE MARTIN AGENCY: THE RENAISSANCE OF MUSIC IN ADVERTISING: MOVE OVER JINGLES, MAKE ROOM FOR BRAND MELODIES

Since the first radio broadcast, music has been a constant in advertising. But times and tunes have changed and brands are more likely to have a progressive, memorable melody these days than a cheeky jingle. Brands are increasingly using melodies as a thread to tie together multi-national campaigns. Having created music-based campaigns for Oreo and Free Credit Score, The Martin Agency is one of the agencies that is re-defining how music is used, not just as an accompaniment for a concept but rather the core of an entire creative platform – driving content far beyond ads. ‘Dumb Ways to Die’ was one of the most awarded campaigns of 2013 – also based on a catchy melody. But where is this trend going next? How does music help the brand in the digital and social media realm? How does music affect ad recall? Are musicians who lend their talents to advertising sellouts? Or, can great brand melodies help musicians break out? All this and more discussed in this melodic brand session. This session will be followed by a 15 minute Q&A with the Forum speakers from Universal Music and The Martin Agency.

10:30 – 11:00 VENUE YOUNG LIONS ZONE SPEAKER MARYSE LIBURDI CEO Pokeware

POKEWARE: TOMORROW’S TECHNOLOGY – TODAY

The Entertainment, Media and IT community have all converged in the digital age. There are new definitions for behavior, performance analytics, success, creative principles, privacy and government regulations. Everything moves faster than legacy industries can track, competition is fierce and consumers are smarter than ever before. The ‘norms’ and values in digital media have transformed the real estate in this ecosystem. Outlining and examining the goals of tech industry leaders, government participation, the population at large as well as individual creators of ‘everything digital’ will be critical to everyone’s success. Focusing on two pilot markets – Barcelona, Spain and Kansas City, Kansas – we will examine key takeaways from these digital cities. This will provide an opportunity to understand concrete dynamics and contextualise the debate on the complex issues of tomorrow’s technology – today. Through this lens, participants will have an opportunity to build common ground with other stakeholders representing divergent/common interests and to create effective tools to facilitate future best practices.

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CONTENT PROGRAMME

Friday 20 June

11:00 – 11:45

LOWE CAMPBELL EWALD: DETROIT: REBOOT CITY

VENUE GRAND AUDI

The City of Detroit declared bankruptcy in 2013. At that time, Lowe Campbell Ewald pledged to participate in the rejuvenation of Detroit by moving its 500-strong agency to Detroit and began to actively participate in the creative reboot of this iconic city. The 103-year-old agency opened its doors in Detroit in January 2014.

SPEAKERS CARL CRAIG

Detroit DJ, Creative Visionary

MARK SIMON

Chief Creative Officer Lowe Campbell Ewald

JOSE MIGUEL SOKOLOFF

President, Lowe Global Creative Council; Co-chairman, CCO Lowe SSP3 Colombia

11:00 – 12:00

VENUE WORKSHOP ROOM SPEAKER LEONARD SOMMER Chief Creative Officer Sommer+Sommer

The city that brought Motown and Techno to the world is a hive of new creative and technology companies, working alongside world-famous Detroit ‘Motor City’ brands such as General Motors, driven by adversity to a creative reboot that is set to power the city back to greatness. José Miguel Sokoloff knows a thing or two about changing societies using the power of creative thinking. The Cannes Lions Titanium and D&AD Black Pencil winner talks to Detroit legendary DJ and Producer Carl Craig and Mark Simon, Detroit native and Chief Creative Officer of Lowe Campbell Ewald, about the people, passion, ideas and thinking behind the creative industries that are defining the future of Detroit.

SOMMER+SOMMER: CLASSROOM THINKTANK! HOW TO FOSTER CREATIVITY IN 21ST CENTURY EDUCATION?

Our current education system is ill-prepared to educate the next generation of creative leaders. Developing every individual’s creative potential will be one of the crucial value-creating factors for leading economies in the imagination age. Assuming the whole education system will need to make a radical transition in many countries around the world, German creative agency Sommer+Sommer and the Berlin School of Creative Leadership asked more than 100 creatives and futurists in 35 countries to inspire an innovative framework for 21st century schooling. Workshop participants will share their own creativity methods and principles to inspire concrete actions and approaches for the vision of a 21st century schooling framework. The participants will work in small groups on 4 concrete fields of action: Creativity Culture; Organisational Design; Leadership’s Role; and Creativity Methods. This workshop will bring an extraordinary research project to its final. The results of the overall research and this workshop will be shared with leading education experts and published in the book Classroom Thinktank. Come along and help shape the future. For more information about the movement, follow the project at www.facebook.com/ClassroomThinktank. This session is repeated at 14:00.

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CONTENT PROGRAMME

Friday 20 June

11:15 – 11:45

VENUE AUDI A SPEAKERS VINCE LYNCH

Co-founder, COO Synkio

SYNKIO: The 10 Greatest Advertising Music Moments and What It Sounds Like When They Go Wrong

Synkio’s team of music experts have investigated the greatest ever musical moments in advertising and will reveal them live – along with a look at what would happen if the creatives had chosen the wrong music. Compiled in conjunction with leading music and advertising industry experts from the likes of NME, Universal Music and Roc-Nation, we’ll also show what some alternative soundtracks might do to our favourite pieces of advertising. Expect some expert commentary from the Synkio music team.

JOHN MARTIN Co-founder, Chief Experience Officer Synkio

BEN PERREAU

Co-founder, CEO Synkio

11:45 – 12:15

VENUE AUDI A SPEAKERS Anthony Reeves Chief Creative Officer Moxie

Chester See

Artist, YouTube Sensation

MOXIE: Bands, Brands and Fans: How collaboration is driving music creation and brand storytelling

The advertising business is going through a revolution, driven by consumers and their appetite for on-demand content and culture. Supercharged by smartphone adoption, music is at the forefront of this content movement. Smart marketers are now working with the new generation of artists to provide rich music content that drives brand storytelling. In this Forum, specialist digital agency Moxie will explain how tapping into music and other popular culture gives marketers the ability to tell new brand stories and to develop long-lasting relationships with consumers. Music star and YouTube sensation Chester See will then talk about how brand partnerships have been key to his success. He will share with delegates some of the ways he has worked with brands to delight and increase his fan base. The Forum will end with a discussion about how brands and artists can best work together in order to innovate in music content creation and distribution. This session is followed by a 15 minute Q&A with the Forum speakers from Synkio and Moxie.

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CONTENT PROGRAMME

Friday 20 June

12:00 – 13:00 VENUE GRAND AUDI SPEAKERS DICK COSTOLO CEO Twitter

THE CANNES DEBATE: New Platforms, New Engagement- what it means for media, consumers and clients

Sir Martin Sorrell, founder and CEO of WPP, in conversation with two of the global media industry’s most influential leaders: Philippe Dauman, President and CEO of Viacom, and Twitter CEO Dick Costolo. Expect a wide-ranging and provocative discussion covering the biggest issues Twitter and Viacom see in the industry today, the future of their businesses and the increasingly symbiotic relationship between TV and social.

PHILIPPE DAUMAN President, Chief Executive Officer Viacom Inc

SIR MARTIN SORRELL Chief Executive WPP

12:00 – 13:00

VENUE YOUNG LIONS ZONE SPEAKER DAVID GUERRERO Creative Chairman BBDO Guerrero

David Guerrero – Why you have to go through a lot of crap to get to a good idea

Everyone wants a great idea. But as Sturgeon’s Law states, 90% of everything is crap. And that includes advertising. Most of advertising is not bad. It’s just done before. Or not done well. And sometimes should not have been done at all. The good news then is that 10% of everything is not-crap. A fact reflected in the percentage of work that normally makes the Cannes Lions shortlist. So if you want to have more not-crap ideas then have more crap ones. The problem is we tend to actively filter our own ‘crap’ ideas. Writing down only those that seem ‘good’. This leads to expected, comfortable solutions. And this is what tends to make up the warm and steamy 90% of our output. So to help you climb into the magic 10% we have developed the crap ideas generator. This tool helps you come up with lots of new ideas – in a short space of time. Using the pressure of work in the service of better ideas. In this session we will be using examples from art, culture and occasionally advertising. And we will then take a nominated problem and generate 100 ideas as a group with which to solve it. Please come prepared with a problem you would like tackled – or brief you would like to crack. If our principle is correct we will have 10 good ideas – and perhaps one great one.

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CONTENT PROGRAMME

Friday 20 June

12:30 – 13:30 VENUE WORKSHOP ROOM SPEAKER ANDREA FEBBRAIO Co-founder, VP Sales Ebuzzing

EBUZZING: HOW TO CREATE EFFECTIVE VIDEO ADVERTISING ACROSS MULTIPLE PLATFORMS

The days where the 30-second ad spot reigned supreme are over. In a world of differing devices advert length has become fundamental to a campaign’s success. Ebuzzing highlights and teaches the importance of creating bespoke, tailor made content for each device, in order to successfully engage users and deliver excellent results. In this Workshop attendees will be divided into groups and tasked with creating a video advert. Every group will be given the same brief, to create an engaging video about ‘Creativity in Action’ using props and cameras provided. One third will be asked to make a 6 second smartphone video, one third a 30 second TV style spot, and the others to create a 1 minute advert for PC. Judged by our panel of experts, the best 6 second, 30 second and 1 minute videos will be awarded prizes as well as the best overall video. This session is repeated at 15:30.

12:45 – 13:15

FRUKT: DON’T SELL OUT, SELL IN

VENUE AUDI A SPEAKERS

The Mother Monster herself, Lady Gaga made the bold statement “Don’t Sell Out. Sell In” when questioned at SXSW about her acceptance of brand money from Doritos. She claims that it is a necessity in lieu of labels not being able to fund her ‘art’. Needing to get in bed with brands is increasingly part of an artist’s career trajectory, but what constitutes ‘Selling Out’ in today’s evolving music landscape? Is ‘Selling In’ merely about generating cold hard cash for increasingly maligned artists or a genuine move towards credible partnerships with brands as the new patrons of culture and entertainment?

Bob Workman Vice President Brand Partnerships Warner Music

John Rash

Global Music Director Bacardi Global Brands

Arthur Baker

Record Producer, DJ

Peter Bradbury Head of Music Sky Television

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CONTENT PROGRAMME

Friday 20 June

13:15 - 14:00

PROCTER & GAMBLE: THE CREATIVE CANVAS

VENUE GRAND AUDI

As the world’s largest advertiser and maker of everyday household and beauty products, Procter & Gamble relies on the power of creativity to connect with people. In fact, P&G is a decade-long supporter of Cannes Lions and a champion of breakthrough creativity for brands. In 2012, P&G’s Global Brand Building Officer Marc Pritchard offered a view into how P&G sparks creativity to build some of the world’s leading brands. This year, Marc will continue the dialogue with a vision for creativity that brings a brand’s voice to life across all media platforms, to connect and engage with people across the globe. Marc will bring the dialogue to life through current examples and brand case studies.

SPEAKER MARC PRITCHARD Global Brand Building Officer Procter & Gamble

13:15 – 14:00 VENUE AUDI A SPEAKERS Nathan McGough Artist Manager Red Light Management

VISION ARTISTS: Are Artists Managers the New CMO’s?

In the new landscape of artist and brand collaborations, artist managers have emerged as key deal-brokers and gatekeepers to talent, and more important – some would argue – than the major labels when it comes to building successful brand collaboration projects. Featuring case studies, and frank conversation, this panel is a guide to the language and culture that creative agencies need to master to develop the best artist collaborations.

David Bianchi Artist Manager Various Artists Management

This session is followed by a 15 minute Q&A with the Forum speakers from Frukt and Vision Artists.

Ged Malone

Artist Manager Bitter and Twisted Management

MODERATOR Ronnie Traynor Partner Vision Artists

14:00 – 14:30

VENUE YOUNG LIONS ZONE

PIXXERS: CROWDSOURCING & GAMIFICATION 2.0: USER ENGAGEMENT WITH A TWIST? See page 164 for the full synopsis and speaker details.

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CONTENT PROGRAMME

Friday 20 June

14:00 – 15:00

VENUE WORKSHOP ROOM

14:15 – 15:00

VENUE GRAND AUDI

SOMMER+SOMMER: CLASSROOM THINKTANK! HOW TO FOSTER CREATIVITY IN 21ST CENTURY EDUCATION?

See page 167 for the full synopsis and speaker details.

PUBLICIS: THE REAL AWAKENING OF CHINA: CONSUMPTION ECONOMY AND DIGITAL REVOLUTION

MAURICE LÉVY

China’s rise to become the first largest economy is no longer a question of ‘if’, but one of ‘when?’ With more smartphone and internet users than any other country in the world and a booming digital eco-system, China is leading a digital revolution. How ready are you for the awakening of the world’s second largest consumption-driven economy? How do size and scale impact the digital behaviours of an entire population? How will digital advances in China disrupt traditional outlets as services like Tencent’s WeChat (over 355 million MAU) globalise? Joining Maurice Lévy is SY Lau, President of online media group, Tencent, and Senior Executive VP of Tencent Holdings. As the world’s fourth largest internet company, including QQ, WeChat, Tencent Video, Tencent News app and others – Tencent has brought together China’s largest online community to meet the various needs of tomorrow’s Internet users. Join Publicis as it provides insight into the tendencies defining the next generation of digital consumers and the future of digital partnerships in China.

14:30 – 15:00

MIRRIAD: FROM BPM TO CPM

VENUE AUDI A

Music videos still dominate the digital landscape. In 2013, Nielsen data contributors reported over 57.1 billion music video streams out of the 118 billion total streams, up 32% over the previous year. This makes music videos the most effective vehicle for brands to reach the cord-cutters, the millennials, the demographic that’s hardest to engage with conventional brand messaging. Research also found that not only do people notice brands in music videos, but they can contribute to a lift of 8 percentage points, on average, in purchase intent and improved perception. Why do music videos work so well with the skip generation? How do brands and artists take advantage of this enormous reach? What are the pitfalls? In a few year’s time, will artists make more from their video content than their audio? This panel investigates the successes and failures of ad campaigns in video, best and worst practice, and how evolutions in advertising tech are making CPM from BPM easier and more effective than ever before.

SPEAKERS SY LAU President Tencent

Chairman, CEO Publicis Groupe

SPEAKERS JONATHAN CARSON Chief Revenue Officer Vevo

TED MICO COO Mirriad

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CONTENT PROGRAMME

Friday 20 June

14:30 – 15:00

POKEWARE: TOMORROW’S TECHNOLOGY – TODAY

VENUE YOUNG LIONS ZONE

See page 166 for the full synopsis and speaker details.

15:00 – 15:45

W COMMUNICATIONS: THE FUTURE OF MUSIC

VENUE AUDI A

The music industry landscape has radically changed over the past decade, undergoing nothing short of a revolution. It has affected everyone from artists and managers to labels and listeners; and where once talent regarded brands with suspicion, now they are embraced as creative partners. Meanwhile, a climate of collaboration is reaping rich rewards and consumers are engaging with music more deeply than ever. In the face of so much change, this panel will ask: What does the future of the music industry look like? Will our listening habits evolve? How will attitudes to ownership change? What tipping points are on the horizon? And what will they mean for brands, artists and agencies? What will the revenue model of the future look like? Will record labels continue to exist? And are brands the labels of the future?

SPEAKERS Heidi Browning SVP Strategic Solutions Pandora

William Higham Founder Next Big Thing

Will Mills

Vice President Music & Content Shazam

15:00 – 16:00

VENUE YOUNG LIONS ZONE SPEAKER ROB NEWLAN

Head of Creative Solutions Facebook

Ron Newlan - Why me, why now, why here? Why I believe an open world is a better world.

It is a world where one person’s knowledge and experience can reach any mind on the planet. It is a world that can be defined by how it is united and coherent rather than by what divides it and makes it incomprehensible. It’s a world that can end poverty and tyranny, one that is ready to tackle the sorts of problems we’ve only just begun to imagine. Why? Because it is a world that can finally tap into the best of each one of us. In this talk Rob will talk about some of the remarkable, funny and down right bizarre stories that he has seen made possible through the expansion of the internet, how this has has affected advertising, and what possibilities it is opening up.

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PROGRAMME

Friday 20 June

15:15 – 16:00 VENUE GRAND AUDI SPEAKERS JUAN CARLOS ORTIZ President Latin America DDB

ROB SCHWARTZ

Global Creative President TBWA

MCDONALDS: WHAT REALLY IS THE ANTIDOTE TO CLIENT PROMISCUITY?

Clients are in constant search of creative ideas that will connect with people in inventive ways and at increasingly lower costs. It’s in this pursuit that many clients are growing more and more promiscuous – frequently changing agencies or agency assignments in the hopes of finding a better suited partner. Hear how McDonald’s agency partners have kept the romance alive for more than four decades through the irresistible power of creativity. McDonald’s Matt Biespiel will introduce Leo Burnett’s Mark Tutssel, TBWA’s Rob Schwartz, DDB’s Juan Carlos Ortiz and OMD’s Kate Stephenson, who will share the stage for a lively discussion on how to build a lasting relationship.

KATE STEPHENSON

President, Global Account Management OMD

MARK TUTSSEL

Global Chief Creative Officer Leo Burnett

introduced by Matt Biespiel

Global Brand Development McDonald’s Corporation

MODERATOR LAURA PETRECCA

New York City Deputy Bureau Chief, Reporter USA Today

15:30 – 16:30

VENUE WORKSHOP ROOM

EBUZZING: HOW TO CREATE EFFECTIVE VIDEO ADVERTISING ACROSS MULTIPLE PLATFORMS See page 170 for a synopsis of this session.

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CONTENT PROGRAMME

Friday 20 June

16:15 – 16:45

SONY MUSIC: SINGING FROM THE SAME SHEET

VENUE GRAND AUDI

Music is the ideal content to bring together artists, audiences and brands in a multichannel world. Record labels can be viewed as media owners capable of delivering large, engaged audiences direct to brand clients. About five years ago, spurred on by the digitally-driven changes in music consumption that had blown the doors off its traditional business model, Sony Music decided to figure out if there was a better way of doing things – a way that built on the intuition that sits at the heart of a creative business but added some science and rigour to the proceedings. So it looked to the world of agencies for inspiration and ended up building one of its own to serve its labels and artists. This is the story of what happened, and what’s coming next.

SPEAKER FRED BOLZA

VP Strategy Sony Music Entertainment UK Ltd

16:15 – 17:00

VENUE GRAND AUDI SPEAKERS DAVID DROGA

Founder, Creative Chairman Droga5

SIR JOHN HEGARTY Founder, Creative BBH

SIR JOHN HEGARTY AND DAVID DROGA: WHAT’S GREAT, WHAT’S NOT, WHAT’S NEXT? (AND IF YOU ARE NOT PREPARED TO ASK A QUESTION, DON’T COME).

Two of the most inspirational creatives take the stage in a special session to say what they really think about the advertising industry and how it is responding to the many challenges it faces. Sir John Hegarty won the first ever Lion of St. Mark Award in 2011 in tribute to his outstandingly successful creative career. He was a founding shareholder at Saatchi & Saatchi in 1970, founding Creative Director at TBWA London, and with his own name above the door at Bartle Bogle Hegarty has gone on to enjoy over 30 years of success, winning virtually every creative award in the process. David Droga founded Droga5 in New York in 2006 and is not only one of the most awarded individuals in the history of Cannes Lions, he is also the youngest person ever inducted into the New York Art Directors Club Hall of Fame. Previously, he was Worldwide Creative Director of the Publicis Network, Executive Creative Director of Saatchi and Saatchi London and Regional Creative Director of Saatchi Asia. In 2013, Droga5 sold a significant minority stake to William Morris Endeavour in a strategic move to better serve both entities’ clients. In this unique seminar, these two inspirational creative leaders will try to put wrongs to right, dare to say the un-say-able and attempt to nail the real issues facing the industry today. Their work has, and continues to, shape this industry and their unvarnished opinions should make this a rare conversation, not to be missed.

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CONTENT PROGRAMME

Friday 20 June

16:45 – 17:30

VENUE AUDI A SPEAKERS Ne-Yo

Singer, Composer, Producer, Actor, Executive Motown Records

Chris Clark

Director of Music Services Leo Burnett USA

Leo Burnett Presents Wildfire: Is Your Brand Part of Music Culture or Just Borrowing Interest?

Music partnerships have become an ever more integral part of product promotion. But after hip hop, indie rock and EDM, are you brave enough to embrace the next musical movement before it’s mainstream? We’ll explore the balance between creating success for the brand and success for the artist. Will a deeper, growing relationship with an artist help you have a real relationship with your target and their fans? A synch license, tour sponsorship or on-camera commercial appearance are often good business for the advertiser and the artist, but let’s address whether it’s shortsighted to end a relationship between brand and artist there. Join us for a lively debate with some of the top minds in the music + brand world.

Rafael McDonnell Music Partnerships Creative Artists Agency (CAA)

Brad Rains

VP, Brand Partnerships/ Commercial Licensing Atlantic Records

This session is followed by a 15 minute Q&A with the Forum speakers from Sony and Leo Burnett.

CONTENT PROGRAMME

Saturday 21 June In addition to the main content programme: Innovation Day

Innovation Day represents the forefront of technology and creative innovation in the industry. Featuring speakers from a variety of backgrounds, the agenda is bursting with new ideas, inventions and applications fresh from the lab, and is certain to delight and surprise delegates with some jaw-dropping experiences.

(RED): A CONVERSATION WITH BONO AND JONY IVE

Introduced by Anne Finucane, Global Strategy and Marketing Officer, Bank of America.

SEE THE WORK

Today’s screenings

• • •

Film Lions Film Craft Lions Titanium and Integrated Lions

Awards Ceremony

See all the winners of the Branded Content & Entertainment, Film, Film Craft, Innovation, Titanium and Integrated Lions Awards. Plus, Young Lions Film and Marketers Competitions, Cannes LionHeart, Grand Prix for Good, Lion of St. Mark, Creative Marketer of the Year, Agency of the Year, Independent Agency of the Year, Network of the Year, Palme d’Or, Holding Company of the Year, revealed live on stage.

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CONTENT PROGRAMME

Saturday 21 June

11:00 – 11:30 VENUE DEBUSSY SPEAKERS NICK PARISH

Editorial Director, Americas Contagious

WILL SANSOM

Director, Content & Strategy Contagious Insider

CONTAGIOUS: TEACHING NEW TECHNOLOGY OLD TRICKS

Is it just us, or is the gulf between what marketing aspires to be and what it actually is, getting bigger? Our industry’s original innovators knew it was about aligning every discipline in a company so that it could be accurately mapped to the lives of real people. And yet the more nuanced and complex the media landscape has become, the more marketing has been reduced to an apologetic commodity through which brands barter for a share of customers’ attention and wallets, all while we dream of moonshots and silver bullets. Technology felt like it could, indeed should, help address this gulf, but instead it’s distorted reality, creating a near-obsessive belief that shiny new stuff is the answer, when invariably all the shiny new stuff really does is ask more questions of a company and its reason for existing in the world. In this seminar, Contagious explores the theory that true innovation is actually something marketing was born to do. It just forgot how.

11:30 – 12:00

INTEL: MAKE THE FUTURE

VENUE DEBUSSY

The once underground DIY tech movement has emerged as a truly mainstream phenomenon known as the maker culture, with maker sites, publications, fairs and devices. Maker culture passions include electronics, robotics and 3D printing. Kevin Sellers and Genevieve Bell from Intel will explore the maker movement’s role in fostering innovation. They will also discuss the impact the maker culture will have on marketing. As part of their presentation they will demonstrate the Arduino compatible development board Galileo, showcasing some of its amazing possibilities.

SPEAKERS DR. GENEVIEVE BELL Director, User Experience Research Intel

KEVIN SELLERS

Vice President, Creative Services and Digital Marketing at Intel Corporation Intel

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CONTENT PROGRAMME

Saturday 21 June

12:15 – 12:45 VENUE DEBUSSY SPEAKERS NEIL HARBISSON

Human Cyborg, Inventor

PHILIP SHEPPARD TV, Film Composer, Virtuoso Cellist

12:45 – 13:15 VENUE DEBUSSY SPEAKERS WINSTON BINCH

Co-founder Boulder Digital Works at the University of Colorado

JAMES COOPER Editorial Director Adweek

LORI SENECAL

Chairman and CEO Kirshenbaum Bond Senecal + Partners (kbs+)

MICHAEL DUBIN Chief Executive, Co-founder Dollar Shave Club

AUDIO NETWORK: SYNAESTHESIA A CREATIVITY SHOWCASE

Have you ever tasted words or felt the texture of yellow? Is your alphabet rainbow-coloured? What is the smell of ‘pure joy’? Prepare to be challenged about the way you perceive your senses and let us feed your imagination with Synaesthesia – A Creativity Showcase. In this fascinating session, composer Philip Sheppard demonstrates his theory ‘music is liquid architecture’. By using state-of-the-art technology, together with an electric cello, he will spontaneously compose a piece of music with the audience...without them even realising it. In addition, TED speaker and human cyborg Neil Harbisson will talk about seeing in black and white, but hearing in colour. Suffering from achromotospsia (seeing only in black and white) Neil will showcase the unique antenna that he wears which enables him to hear in colour. Don’t miss this session of provocative presentations and performances relating to sound, music and image. You may never think in the same way again.

ADWEEK: REFRAMING MARKETING THROUGH THE LENS OF INVENTION

The desire for true invention is gaining momentum among companies and shareholders, and the most notable CMOs are embracing the trend by reframing their marketing and looking at it through an invention lens. Hear from Adweek’s Jim Cooper as he engages Lori Senecal of invention-focused agency kbs+ and Winston Binch Co-founder of Boulder Digital Works at the University of Colorado to discuss why invention is important and how it is being translated to the advertising and marketing industry.

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CONTENT PROGRAMME

Saturday 21 June

13:25 – 13:30

Virool: Win A Trip To Space

VENUE DEBUSSY

During Innovation Day, delegates will hear about the once in a lifetime chance to win a trip to space. The video advertising platform Virool, will be offering a seat on a Virgin Galactic rocket for a space flight in 2015. Details of the competition and how to enter to win this incredible prize will be exclusively revealed on stage by Virool.

13:30 – 14:00

VENUE DEBUSSY SPEAKERS ERIC HIRSHBERG

President, CEO Activision Publishing

MILES NADAL Chairman, CEO MDC Partners

14:00 – 14:30 VENUE DEBUSSY SPEAKERS MIKE BENNETT

Head of Invention VCCP Partnership

MICHAEL LEE

Executive Planning Director VCCP Partnership

DARREN SAVAGE

Chief Strategy Officer, Invention VCCP Partnership

MDC: CREATIVES IN CHARGE - WHY MORE CREATIVE PEOPLE SHOULD BE RUNNING COMPANIES

MDC Partners Chairman and CEO Miles Nadal interviews Activision Publishing CEO Eric Hirshberg, examining the way in which creativity is being leveraged in the C-suite of today’s most innovative companies. Eric is one of the few people ever to make the leap from agency CEO and CCO to becoming the CEO of a global company of Activision’s scale. Since creatives are largely absent from the C-Suite in corporate America, Advertising Age referred to the move as “The Eric Hirshberg Experiment.” And that Experiment has paid off. After three years of record setting results and several industryfirst creative innovations, Hirshberg is evidence that the application of a creative ethos at the top can drive not only creative excellence, but most importantly, marketplace results. The breaker of entertainment records, the architect of marketing firsts, and the leader of one of the most innovative and successful companies in the world is proving that creativity in leadership is not only powerful, but highly profitable as well.

VCCP PARTNERSHIP: THE (EMOTIONAL) REVOLUTION WILL NOT BE TELEVISED

For decades conventional research to pre-testing creativity has been criticised for its inability to accurately reflect how consumers respond to brand communications in real life. Conventional approaches to research, such as interrogating audiences in a lab, can create false readings. People do not consume media in a Big Brother environment. Daniel Kahneman has significantly advanced our understanding of how people make decisions in their lives through two key neurological systems: System 1 (emotional) and System 2 (rational). No decision can be made without these two systems working together. But most conventional research relies heavily on System 2 thinking. VCCP’s Studio Ex Nihilo are looking at wearable technology that can be used at home, alongside a bespoke methodology, to better understand how decisions are made. See how sound design, context and different types of edit affect perception, interpretation and responses to marketing. VCCP will show how emotional measurement technologies as well as conscious measurements can uncover new ideas and insights into what works creatively, ultimately driving better results for products and advertising.

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CONTENT PROGRAMME

Saturday 21 June

14:30 –15:00 VENUE DEBUSSY SPEAKERS CHRIS CLARKE

Chief Creative Officer, International DigitasLBi

JOHN MCCARUS SVP Social Content DigitasLBi

LORENZO WOOD Global Chief Innovation Officer DigitasLBi

DIGITASLBI: TALES FROM THE ACCIDENT FACTORY

Increasingly, brands are struggling to thrive in a world where their marketing messages no longer stack up next to the latest season of House of Cards or The Walking Dead. Now, brands need to focus on becoming part of culture rather than leaving it stuck in the ad breaks in between. This requires brave new ideas and an experimental approach to content creation. An approach centered on imperfection, iteration and the recognition that failure is a crucial component of success. DigitasLBi is pioneering a new creative process that draws on technology, rapid protoyping and always-on learning to transform the ideation process and create an environment that encourages brands to invest in happy accidents. DigitasLBi’s Chris Clarke, Lorenzo Wood and John McCarus lift the lid on the ‘Accident Factory’ to reveal the ideas that worked... and, more importantly, those that didn’t. Join this seminar and change the way you think about creativity forever.

15:15 –16:00

(RED): A CONVERSATION WITH BONO AND JONY IVE

VENUE DEBUSSY

Introduced by Anne Finucane, Global Strategy and Marketing Officer, Bank of America.