Cannes Talks 2015 Reflections / Marilyn Monroe as the new Consumer
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REFLECTIONS ON CANNES TALKS 2015 15.09.2015 GÖZDE ATTİLA
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Transcript of Cannes Talks 2015 Reflections / Marilyn Monroe as the new Consumer
REFLECTIONS ON CANNES TALKS
2015
15.09.2015 GÖZDE ATTİLA
Yes, this is love!
Make me fall in love!
Everybody wants her!
Everybody is after her.
But she doesn’t give a damn!
She just does what she wants.
And if you get her attention for some seconds…
That just, very nice!
Rules for Love It’s all about me. Touch my soul. Surprise me. Let me taste it. Tell me a story. Come where I am. No ads, please. Don’t waste my time. My friends should like you.
It’s all about me, me, me! Glorification of true self and potential
‘We have reached the end of the advertising agency. It is the era of the consumer empowerment.’
Lou Paskalis / Senior Vice President; Enterprise Media Executive at Bank of America
It’s all about me,me, me!
Glorification of true self and potential
Consumer is to be glorified for who she is. For her unique soul, her original contirbution.
Don’t change people. Change the way people see themselves.
Durk Denher, Tom of Finland Foundation
The Backup Memory, Duyan Eller, Like A Girl, I will what I want
It’s all about me,me, me!
Glorification of true self and potential
We are defined by what makes us different. Nir Wegrzyn, BrandOpus
It’s all about me,me, me!
Glorification of true self and potential Not ashamed, but proud of being different.
It’s all about me,me, me!
Glorification of true self and potential Marketing and personal development areas usually overlap. A journey to your true self is a popular concept.
Touch my soul Emotion is the king
If you ask people what they think, they will tell you what they think they think.
Dr. Itiel Dror, Universtiy College London
Touch my soul
Emotion is the king
"Nobody makes rational brand decisions:
we just think we do.” Dr Itiel Dror - Cognitive Neuroscience, University of London
Nobody knows what the f*uck they are doing. Lou Paskalis, The age of un-marketing
Touch my soul
Emotion is the king
In a so fastly changing world, trusting your gut feeling is a must, both for marketers and consumers. That’s why you have to feed it very well.
People don’t care unless you add an emotional value.
Alex Pallete, Picnic
Great brands understand that adding value is the best way
to get consumers to reach for them on the shelves. Ram Krishnan, Frito-Lay
Touch my soul
Emotion is the king
Surprise me! Take risks for creavitivty
40% of what I’ve done was a mistake. Now I call it R&D.
Jamie Oliver
Surprise me!
Take risks
Creativity is about doing the unusual and unexpected.
Marilyn Manson, Musician
Surprise me!
Take risks
If no one hates it, no one really loves it.
Jessica Walsh, Partner at Sagmeister & Walsh
Let me taste it The power of experience
‘We have to engage people with their hearts.’
We have to inspire them to take action.
Keith Weed / Unilever CMO
Let me taste it
The power of experience
One experience that you have affects you emotionally is more powerful than hearing something 100 times.
Dr. Itiel Dror, University College, London
Let me taste it
The power of experience
Why would they join? 1) Find real solutions to real problems (Volvo life paint)
2) Create stories they would love to join
Let me taste it
The power of experience
Tell me a story The power of experience
Tell a story. The unmistakable brands tell a story and they inspire people to
take action. Mark Tuttsel
Tell me a story
The power of experience
Come where I am. Digital loyalty
Our goal as marketers should be to get people exactly what they want, when they want it.
Will Sansom / Contagious Communications
Digital has changed our industry completely. If you don’t change, you are out of the picture.
Maurice Levy, Publicis Groupe
Come where I am
Digital loyalty
Pinterest is a wonderful platform for insights. Lou Paskalis, SVP, Enterprise Marketing & Media, America
Come where I am
Digital loyalty
Come where I am
Digital loyalty
No ads, please. Pure content
No ads, please.
Don’t write content for ads. Brand the good content.
No ads please
Pure content
No ads, please.
Don’t write content for ads. Brand the good content.
No ads please
Pure content
As more of our attention is sucked into mobile screens, crafting wholly new forms of media engagement is no longer a fringe activity. It’s every marketer’s job. That’s why innovation took center stage in Cannes this year. Forbes
Innovation + Invention
Don’t waste my time I have to go now.
Don’t waste my time
I have to go now
Our attention span in 2012 was 12 seconds; today it's 8..
For context, the attention span of a goldfish is 9 seconds.
Microsoft study
It’s not ‘what’s your creative idea?’ anymore. It’s:
What’s your creative idea in 8 seconds?
Keith Weeds / Unilever CMO
Don’t waste my time
I have to go now
David Shing
My friends should like you We move together.
David Shing
And it works both ways.
Finally, about being a woman…
We need to move on from a woman thing to a people thing. Suzanne Powers, Global CSO, McCann "Cultural changes not structural changes are key to giving women the opportunities they deserve.” Wendy Clarke - President, Sparkling Brands & Strategic Marketing, Coca-Cola North America
Don’t waste my time
I have to go now
So, will you stuck with my brand, Marilyn?
Hmm.. A last advice for us?
