www.lionsdailynews.com friday, june 24 , 2011

LIONS 2011
DAILY NEWS
PUBLISHED BY BOUTIQUE EDITIONS - WWW.LIONSDAILYNEWS.COM FRIDAY, JUNE 24, 2011
TODAY’S
SEMINARS
09.30 FORD PRESENTS:
WHEN TO LET GO OF THE BRAND
A look at the client’s role as creative
coach in the new people-powered reality
10.30 PUBLICIS & CONTAGIOUS
PRESENT: THE FIVE PER CENT CLUB:
RISK AND REWARD AS CHANGE
CONTINUES
Learn about the brands and agencies
that are diverting energy and resources
into uncovering new opportunities and
collaborative cultures
11.30 UNILEVER PRESENTS:
NEW BUSINESS MODELS FOR
A NEW ERA OF MARKETING
Paul Polman and Keith Weed tackle
the big issues: Asia’s rapid development,
the growing power of the consumer
and the urgent need for more sustainable
consumption
12.30 THE CANNES DEBATE
Sir Martin Sorrell talks to James
Murdoch and Jeffrey Katzenberg
13.45 GREY PRESENTS:
5TH GREY MUSIC LEGENDS SEMINAR
Patti Smith talks to Tim Mellors
14.45 PUBLICIS GROUPE
PRESENTS: MAURICE LEVY TALKS
TO THE NESTLE CEO
Nestle’s Paul Bulcke shares his views on
the future direction of communications
15.45 BBH PRESENTS:
GROWTH NEEDS SPACE
Sir John Hegarty examines the
change in approach needed to generate
and accelerate brand growth
16.45 AKQA FUTURE LIONS AWARDS
Meet the industry’s next
generation of creative stars
ALL SEMINARS ARE IN THE
DEBUSSY UNLESS INDICATED
Hegarty tells marketers
how to raise their game
IN TODAY’s world, brands must
grow not by 3%-5%, but by 8%-
10%, according to Sir John
Hegarty, founder and worldwide
creative director of BBH
— and this is pressurising marketers
to rethink their tried-andtrusted
strategies in order to
generate exponential rather than
incremental growth. Speaking
ahead of his seminar this afternoon,
Growth Needs Space,
Hegarty said: “Brands have to
develop new kinds of thinking
to grow into the space that’s
going to give them 8%-10%
growth. You could say this is a
creative issue. It’s not. It’s a business
requirement. And if marketing
doesn’t step up to the
plate, it will find itself in serious
trouble, because it has to
provide the strategies that can
deliver this growth.” A brand
that has got it right, Hegarty
said, is Apple: “Why has Apple
overtaken Nokia? It’s because
they have created a different
DAVID Ogilvy believed that
advertising was a force for the
good, said Tham Khai Meng,
Ogilvy & Mather’s worldwide
creative director and chairman,
worldwide creative council,
explaining why the agency decided
to launch the Ogilvy & Inspire
lecture series. “David Ogilvy was
a brilliant and inspired educator
and a thought leader,” Khai
Sir John Hegarty
kind of product. They have
grown their devices into a different
kind of space.” Hegarty
— a man accustomed to getting
it right himself — will be presented
with the inaugural Lion
Of St Mark award at tomorrow’s
Awards Ceremony, in recognition
of his outstanding contribution
to advertising. It is the
said at yesterday’s Ogilvy & Mather
seminar. “But most importantly,
for him, advertising was
about much more than selling
products. He believed that it
could make the world a better
place.” Speaker Sir Ken Robinson
shares that belief, and has
been a tireless campaigner for
better education models that
will unleash the creativity in people,
rather then crushing it —
as is the case with the linear,
industrial model upon which
most teaching methods are
based. “The world is changing
rapidly and profoundly, and creativity
is both responsible for
that and the only answer to it,”
Robinson said. “David Ogilvy
is a great example of the importance
of creativity and also why
creativity marks us out as being
latest honour in a long list of
professional, academic and state
accolades but, he said, no less
pleasing for that. “And to be the
initial person winning the award
is an added honour.” As to the
piece of work of which Hegarty
is the most proud, the BBH
chief passes over the obvious
suspects — Nick Kamen in Levis;
Voorsprung Durch Technik for
Audi — in favour of a campaign
for the UK crisp brand Phileas
Fogg.
“They were made in a place
called Consett in County
Durham,” he said. “We actually
admitted to that and had an
end line which was: Made In
Medomsley Road, Consett, Co
Durham. And when United Biscuits
bought Phileas Fogg, they
had to keep the factory open to
go on using the advertising. So
our advertising kept that factory
open and those people
employed. I’m very proud of
that.” ^
Creativity to the rescue
Sir Ken Robinson
INSIDE BOX
human.” Robinson also
explained why every individual’s
life is, in fact, full of creativity:
“We create our lives in
a way that no other living thing
on the planet does. But that same
creativity has led us to a precipice,
because the nature of the times
in which we live is totally without
precedent. So much has happened
in the decade since I wrote
a book called Out Of Our Minds,
that when I was asked to refresh
it, I ended up re-writing it —
because 10 years ago there were
no social networks, Google was
a novelty and few people had
cell phones.” He added: “Digital
technology is as big a factor
in transforming the world as
were the jet engine, the internal-combustion
engine and the
printing press.” ^
FILM BREACHES
THE 30-SECOND
BARRIER
FOR THE first time in its
history, film has been unshackled
from its 30-second
confines, said Film jury president
Tony Granger, global
chief creative officer of Y&R.
“The good news is that the
story is no longer tied to a
30-second time frame,”
Granger added. “The bad
news is that it’s just as painful
to sit through a bad fiveminute
film as it is to sit
through a bad 30-second
film.” Just because a film can
be longer, it doesn’t mean
that it should be, he cautioned.
Granger has asked his 21 jurors
“to look for a film that
delivers a truth about a product
or brand in an unexpected
way”. Observing that his jury
members are senior people
from across the globe, so do
not require detailed instructions,
he added: “I’ve taken
the opportunity to remind
them to be fair and that their
names will be attached to
the outcome.”
On the whole, Granger said,
“something that is well produced
just leaps out at you.
You know in five seconds if
it’s going to be good or not.”^
Tony Granger
FESTIVAL NEWS P1-13 FILM SHORTLIST P16 CREATIVE EFFECTIVENESS SHORTLIST P31TITANIUM AND INTEGRATED SHORTLIST P31 FOCUS ON LATIN AMERICA P38
FOCUS ON MEXICO P47 FOCUS ON SOUTHERN EUROPE P48 PORTUGAL P55 FILM COMMISSIONS P56 FOCUS ON CENTRAL & EASTERN EUROPE P65