Yes we Cannes! ( or we coul d: l essons f r om t he Cannes Li ons PR Jur y)
Pascal
Cannes 2013: Celebrating Empowered PR (People Relations). (or: « The Rise of People Relations », said The Holmes Report
http://www.holmesreport.com/opinion-info/13562/Cannes-2013-The-Rise-Of-People-Relation
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So: here is the Grand Prix for the Cannes Lions PR 2013 + Dumb Ways To Die. + http://www.canneslions.com/work/2013/index.cfm
PR don’t belong to PR agencies only. •
I t c oul d be per cei ved as par adoxi c al , i f not pr ovocat i ve, t o cel ebr at e empower ed PR when hal f - a- doz en PR agenci es onl y wer e awar ded PR Li ons by t he PR Jur y at t he 60t h Cannes Li ons Fest i val . – The r emai ni ng 150 awar ds and ment i ons went t o adver t i si ng, di gi t al or medi a agenci es. So PR agenci es made l ess t han 5% of t he awar ds. – Eg: MSLGROUP = onl y one pr oj ect on t he l ong l i st , none on t he shor t l i st and t her ef or e no awar d, vs Publ i ci s Gr oupe: 12 awar ds i n PR…
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As expect ed, I coul d hear some of my col l eagues i n t he i ndust r y ar gui ng t hat , once agai n, our cat egor y had been hi j ac ked.
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I t ’ s not my vi ew. I bel i eve t hat we have what we deser ve. Shoul d we pr esent mor e and bet t er pr oj ect s, we woul d easi l y mak e t he di f f er ence.
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I n Cannes l i ke i n ev er yday busi nes s, our f ut ur e i s i n our hands and nobody el se’ s.
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So l et ’ s c el ebr at e empower ed PR i n Cannes, whoever has l ed t hem!
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And most i mpor t ant l y , l et ’ s do bet t er next year !
The new powers of PR. •
Of cour se t he most awar ded pr oj ect s ar e: – c l ear l y bui l t on a gr eat i dea, gr ounded i n r el ev ant r esear ch and i nsi ght s, – t ur ned i nt o a st r ong st or y, and a wel l t ol d one, – t hus c r eat i ng a st r ong engagement t hr ough an emot i onal c onnec t i on wi t h t he audi enc e.
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What ever t he t opi c, t he sect or , t he cat egor y, t he di sci pl i ne, i t ’ s al l about cr eat i vel y engagi ng wi t h peopl e and communi t i es t hr ough a wel l t ol d st or y, one whi ch mat t er s and moves consci ences and hear t s, somet i mes changes at t i t udes, and even behavi our s.
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But beyond what i s now t he obvi ous, I f el t i mpr essed by what I per sonal l y consi der a genui ne evol ut i on of PR f r om a secondar y di sci pl i ne t o a cent r al pi ece of t he communi cat i ons’ equat i on i n t he Conver sat i on Age.
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I t l ooks l i ke PR have new power s t hese days.
The power of empowering people: •
Par t of our busi ness i s - and wi l l r emai n - t o i nf l uence i nf l uencer s on behal f of our cl i ent s. Si l ent l y, sof t l y, behi nd t he scenes.
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But i n PR l i ke ever ywher e, di si nt er medi at i on i s r api dl y and pr of oundl y changi ng t he r ul es of t he game. Gat ekeeper s and bar r i er s ar e vani shi ng, whi l e peopl e use t he boundl ess power of soci al medi a t o r ai se t hei r voi ce and be hear d by deci si on- maker s, whet her pol i t i ci ans or busi ness execut i ves.
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Sever al case st udi es showed how t he CEO of a company or a gover nment ar e di r ect l y put under peopl e’ s heavy pr essur e and, wi t hi n days, somet i mes hour s, cancel an i ni t i at i ve, abandon a cont r over si al pr oj ect or , on t he cont r ar y, set up a new publ i c pol i cy t o answer ci t i zens’ demands.
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The mor e i t goes, t he mor e t he power of t he many can chal l enge many of t he est abl i shed power s, and Publ i c Af f ai r s become Peopl e’ s Af f ai r s.
The power of empowering people: •
No Means No, Amnes t y I nt er nat i onal Nor way ht t p: / / www. c annes l i ons. com/ wor k/ 2013/ pr / ent r y. cf m?ent r y i d=12665&awar d= 2
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Met r opol e Tweet phony , Met r opol e Or kest , NL ht t p: / / www. c annes l i ons. com/ wor k/ 2013/ pr / ent r y. cf m?ent r y i d=30467&awar d= 2
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Same Sex Mar r i age, Googl e Fr anceht t p : / / www. c annes l i ons . c om/ wor k/ 2013/ pr / ent r y. cf m?ent r yi d=31779&awar d= 2
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Make t he Pol i t i ci ans Wor k, URA. RU Ci t y, Russi a ht t p: / / www. c annes l i ons. com/ wor k/ 2013/ pr / ent r y. cf m?ent r y i d=662&awar d= 2
The power of leveraging innovation: •
Bi g i deas, when i nspi r ed by gr eat i nsi ght s and r esear ch, ar e much mor e power f ul t han déj à- vu copyst r at egy angl es.
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Many of t hem ar e t ech- based, ut i l i zi ng t he unl i mi t ed power of PR’ s f avour i t e bat t l ef i el d: ear ned medi a. – By ampl i f yi ng t he i mmense r esonance of Twi t t er , Facebook and ot her soci al medi a, t hey become massi ve weapons.
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Devel opi ng apps i s al so a mandat or y PR abi l i t y t oday, whet her f or br i ngi ng a power f ul cr owdf undi ng component t o t he campai gn or expl oi t i ng t he gr eat r esour ces of soci al gami ng f or i nst ance.
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Somet i mes, t he i nnovat i on i s mor e modest : j ust an or di nar y obj ect , whi ch f ast l y becomes a st ar , and a must - have.
The power of leveraging innovation: •
My Mat t r ess Savi ngs Bank – DES’ S Mat t r ess Manuf act ur er . ht t p: / / www. cannesl i ons. com/ wor k/ 2013/ pr / ent r y. cf m?ent r yi d=126 2
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Mondel ez I nt er nat i onal , Axe Mor ni ng Af t er Pi l l ow, Puer t o Ri co ht t p: / / www. cannesl i ons. com/ wor k/ 2013/ pr / ent r y. cf m?ent r yi d=264 3
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War bur t ons, Toast i e Kni f e, UK ht t p: / / www. cannesl i ons. com/ wor k/ 2013/ pr / ent r y. cf m?ent r yi d=259 4
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C. S. Hammam- Li f , Mobi l i zi ng t he 12t h Man, Tuni si a Foot bal l Cl ub ht t p: / / www. yout ube. com/ wat ch?v=7I 19UQP26Q
The power of crowdsourcing content: : •
A f ai r amount of t he best pr oj ect s wer e based on peopl e’ s i nsi ght s, i deas and sel f - gener at ed cont ent : wor ds, st or i es, pi ct ur es, vi deos, r eci pes and much mor e.
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I t ’ s a peopl e’ s wor l d, af t er al l . Whet her f ans or j ust engaged f ol ks, peopl e ar e co- gener at i ng t he st or y, spr eadi ng i t wi del y t hr ough t hei r net wor ks. They a r e t he st or y, act ual l y.
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And medi anyt ul t i
a “ Peopl e i nsi de” good st or y, devel oped on soci al a, cr eat es deeper emot i onal connect i ons t han hi ng el se: f i r st l y wi t h many ot her peopl e, and mat el y bet ween peopl e and cor por at i ons or br ands.
The power of crowdsourcing content: •
Samsung We ar e Davi d Bai l ey, UK ht t p: / / www. cannesl i ons. com/ wor k/ 2013/ pr / ent r y. cf m?ent r yi d=261
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I nt el / Toshi ba The Beaut y I nsi de ht t p: / / www. yout ube. com/ wat ch?v=qyMQI MeSCVY
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Vi l l age Voi ce Newspaper , 8 mi l l i on pr ot agoni st s, USA, ht t p: / / www. 8mi l l i onpr ot agoni st s. com/ )
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The Enemi es of Despai r , The Swedi sh Soci al I nsur ance Company) ht t p: / / www. cannesl i ons. com/ wor k/ 2013/ pr / ent r y. cf m?ent r yi d=261 4
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FOLLOW2UNFOLLOW, Puer t o Ri co Gover nment , Cor r ect i onal & Rehabi l i t at i on Depar t ment ht t p : / / www. cannesl i ons. com/ wor k/ 2013/ pr / ent r y. cf m?ent r yi d=25920&a 4
The power of integrating disciplines:
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The use of soci al medi a i s cent r al , massi ve, domi nant , cor ner st one t o most i f not al l gr eat pr oj ect s. I t ’ s not about event ual l y cascadi ng a bi g i dea on soci al medi a, beyond cl assi cal ads or PR t echni ques. I t ’ s al l t he way r ound nowadays: i t ’ s about devel opi ng t he bi g i dea f r om, f or and i n soci al medi a. The l at t er ar e t he message ( an ol d st or y r ei nvent ed, r i ght ?) but f i r st l y t he amni ot i c l i qui d wher e t he i dea i s bor n and r ai sed: t he ver y s o u r c e of t he i dea.
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I n ot her wor ds, t he ecosyst em and t he chr onol ogy ar e ver y di f f er ent f r om what t hey used t o be coupl e of year s ago: now i t ’ s t he onl i ne sour ce f i r st , t hen t he onl i ne f l ow and l ast l y t he del t a: once t he magi c has wor ked, mai nst r eam medi a t hen pi ck up t he bat t en and shar e t he st or y f ur t her .
The power of integrating disciplines:
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( Dove, Real Beaut y Sket ches, USA ht t p: / / www. cannesl i ons. com/ wor k/ 2013/ pr / ent r y. cf m?ent r yi d=265 2
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Toyot a Tundr a Space Shut t l e, USA, ht t p: / / www. cannesl i ons. com/ wor k/ 2013/ pr / ent r y. cf m?ent r yi d=264 2
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Adopt A Por t hol e Pr oj ect , Apol l o Tyr es ht t p: / / www. cannesl i ons. com/ wor k/ 2013/ pr / ent r y. cf m?ent r yi d=126
The power of moving people: •
Event s and exper i ent i al PR wer e k i ng t hi s year .
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The r eal and t he vi r t ual come al ong: t he “ physi c al ” event comes f i r st , br i ngi ng peopl e t oget her , peopl e who ar e emot i onal l y uni t ed by s omet hi ng, somewher e, now. What t hey see, what t hey hear , what t hey f eel i s i mmedi at el y shar ed wi t h t he peopl e ar ound t hem, and wi t h many mor e peopl e ar ound t he gl obe.
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I n many ways, PR cr eat e t he condi t i ons f or a per f ect bal ance bet ween t he power of a l i ve exper i ence her e and now, and i t s soci al ampl i f i cat i on. – Thi s i s r i ch cont ent : t he s t or y you t el l about somet hi ng you j us t ex per i enc ed “ l i v e” i s a good and l i vel y one, enr i ched by i mages , s ounds …and one day s cent s . I t ’ s a power f ul snowbal l ef f ec t . – Thi s i s vi r al cont ent : wi t hi n mi nut es, i t r eaches hundr ed and t hous and of peopl e.
The power of moving people: •
( Tr ee Concer t Ber l i n, Fr i ends of t he Ear t h, Ger many, ht t p: / / www. cannesl i ons. com/ wor k/ 2013/ pr / ent r y. cf m?ent r yi d=125 4
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Fr ee t he For ced, Uni t ed Nat i ons Associ at i on of Ger many ht t p: / / www. cannesl i ons. com/ wor k/ 2013/ pr / ent r y. cf m?ent r yi d=260 4
The power of engaging with the Millenials: •
We al l k now i t ’ s not an eas y game t o pl ay … but i t ’ s a f undament al one. Bey ond bei ng a ni c e c l ai m, t he ar t and s c i enc e of c onv er s at i on i s what mak es t he di f f er enc e when i t c omes t o engagi ng wi t h a gener at i on of s oc i al s av v y , s k i l l ed, s c r ut i ni z i ng and demandi ng y oung peopl e.
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Gr eat ex ampl es of s uc c es s f ul c ampai gns wer e awar ded, i n v ar i ous ar eas : whet her f or r ec r ui t ment , i s s ue management , s af et y i n t r ans por t s , c aus e mar k et i ng, i t mak es no di f f er enc e: i t has t o be s har p, t r ue, c r eat i v e, l ar ger t han l i f e, r el ev ant t o t hei r ex pec t at i ons .
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And meani ngf ul . I t ’ s a pur pos e- l ed wor l d: pr oj ec t s f r om bi g c or por at i ons and br ands bi gger s omet hi ng t han USP or ev en ol d s t y l Res pons i bi l i t y . And we k now t hat , f or t he GenZ, t hi s i s not an opt i on.
mor e and mor e ar e embr ac i ng a e Soc i al GenY and s oon t he
The power of engaging with the Millenials: •
( Hei neken, The Candi dat e, I nt er nat i onal ht t p: / / www. yout ube. com/ wat ch?v=FBNbT- OogN4,
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The Human Yout ube Pl ayer ht t p: / / www. cannesl i ons. com/ wor k/ 2013/ pr / ent r y. cf m?ent r yi d=263 4
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Dumb Ways t o Di e, Met r o Tr ai ns, Aust r al i a ht t p: / / www. yout ube. com/ wat ch?v=FceKl VbL2wY)
The power of creating conversations that matter: •
What ’ s t he st or y? Agai n, what ever t he cont ent , t he t opi c, t he cul t ur e, havi ng a good st or y t o t el l , and t el l i ng i t wel l , i s what makes t he di f f er ence.
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Al l ar eas, cat egor i es, di sci pl i nes, pr act i ces ar e concer ned: consumer goods, t echnol ogy, l ei sur e and t r avel , publ i c af f ai r s, cause campai gns…a st r ong nar r at i ve ar chi t ect ur e i s needed.
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Dumb Ways t o Di e, Met r o Tr ai ns, Aust r al i a ht t p: / / www. cannesl i ons. com/ wor k/ 2013/ i ndex. cf m
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Tundr a Space Shut t l e Toyot a ht t p: / / www. cannesl i ons. com/ wor k/ 2013/ pr / ent r y. cf m?ent r yi d=264 2
Soooo…. •
So what wi l l t he Fes t i val l ook l i ke i n f i v e y ear s f r om now, f or i t s 65t h anni v er sar y?
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Bi g quest i on… Al l f r ont i er s ar e bl ur r i ng t hi s year , not onl y bet ween PR and ot her c ommuni cat i ons ’ di s ci pl i nes , but al s o bet ween PR pr ac t i c es and speci al t i es.
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A new ecos ys t em i s emer gi ng, whi c h wi l l be peopl e and br andcent r i c, not di sci pl i ne- cent r i c.
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Ther e’ s a t r ue need f or r ei nvent i on, her e t oo. As an i ndus t r y, we al so need t o r ai s e our v oi c e, concer ni ng our r emuner at i on model : i t shoul d be based on t he f ai r v al uat i on of i deas, i f not I P, as pai d medi a decl i nes whi l e ear ned medi a r emai ns f r ee.
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The f ut ur e i s br i ght , t he f ut ur e i s PR, but s t i l l uncer t ai n… I t ’ s i n our hands, act ual l y .