CANNES: Lock in

Mon, 28 June 2010 0 Comments

Day 5 - Lock in   

GOOGLE
Finally someone’s answering our burning question. 
 
Q: “What the hell is internet TV going to mean?”
 
A: “Great things”
-          Unbundling audiences
-          Mass targeting (everyone can get a separate ad)
-          Convergence
-          Immediate feedback (and optimisation)
-          It’ll be totally display enabled – Mobile / TV / PC / tablets
-          Ability to target personally and drill down deep into your audience
 
Q: “But what about all that media fragmentation?”
 
A: “Audience fragmentation is an opportunity… Why?
Because it enables Mass targeting – relevancy, context, and focus (micro targeting)”
 
It’s especially relevant for smaller indie brands. Similar to what the internet has done to the music industry… perfect for indie bands but quite challenging for the super groups.

 
Wise words from Spike Jones
His presence onstage was quiet, humble, and very real and aware of himself and his surroundings. We loved him.
 
Spike on technology: 
“All this new technology doesn’t really change what it’s about. It’s still about the idea” 
 
Spike on creative leadership:
“You can tell when something’s been made by one person as opposed to a committee. Like the ‘Old Spice - I’m on a horse’ work - That tone could not be created by a group”
 
Spike on ideas dying by committee:
“Everyday you lose a millimeter, if you let it happen.  Day by day, memo by memo, in every meeting… your whole idea can get corrupted without you noticing”
 
Spike on how to become Spike Jones: 
“All you have as a creative is the power to say no… that’s it” – SJ
 
FACEBOOK
Clearly Mark Zuckerberg is a nuclear weapon in business. Talk about explosive energy, vision, growth strategy, and innovation… so why didn’t we like Zuckerberg’s presentation?
-          He’s not in the moment
-          Speaks with an agenda
-          Uncomfortable in his own skin and with his current position in the world
-          Seems to have low levels of awareness beyond his Facebook kingdom
-          Speaks before he thinks about the question… it’s all on pre roll
-          He was wearing bad sneakers
 
 “Facebook is similar country to country. We are just servicing a human truth” - MZ
 
“Build a company around a product… nothing else” – MZ
 
R/GA
Without a doubt this was one of the highlights of the week. Brilliant company and perfectly presented… inspired!
 
“Creativity is a habit… it’s not what happens in the shower… it’s what you train your brain to do… there is no magic formula” - We totally agree and love how liberating that is for everyone in this business, receptionist to CEO.
 
“Technology is not an idea… it’s the idea!” - We don’t agree but it’s an interesting perspective to ponder.
 
R/GA thoughts on the Apple ipad:
“Apple’s interface is intuitive and it’s ownable. People bought the ipad because they automatically new how they’d use it… functionality needs to be apparent… Apple is all about interface… people do everything by interface these days”
 
R/GA case study:
The Human Race for Nike Plus – the integrated work engaged with 800,000 runners globally and got them to participate in a synchronized global marathon… among other things. Mind blowing ROI.