www.lionsdailynews.com friday, june 24 , 2011

6 NEWS
Kieran Antill explains Gandhi’s language of unity
Leo Burnett spells out
how to communicate
LEO BURNETT’s New York
office is alpha-betting on the
use of language as a creative
way to communicate a brand’s
message.
At The Language Of The 21st
Century session on Wednesday,
the agency analysed case
studies that show how brands
can reach their audience by
Mark Tutssel
using language in original ways.
The mission was summed up
by Mark Tutssel, Leo Burnett
Worldwide’s chief creative officer:
“Today, we’re speaking with
a new type of alphabet. We use
[the alphabet] every day when
we connect with people. But
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are brands keeping up with the
conversation?”
Michael Canning, Leo Burnett
New York’s creative director,
explained how it built World
of EOS, an online portal, for
Canon’s high-end cameras. But
instead of using it to drive sales,
the portal is building a community
of photographers
around the brand.
“It is for photographers to inspire
each other as a community and
to focus on the creativity, not
the technology,” Canning said.
Leo Burnett New York’s chief
creative officer, Jay Benjamin,
then unveiled plans to hold an
exhibition for New York artists.
It will centre on the agency’s
Letterpress Community and the
theme “New York Writes Itself”,
both language-focused initiatives.
Finally, creative director Kieran
Antill illustrated how Leo
Burnett is taking its language
concept to a new level. It is using
the shape of Mahatma Gandhi’s
iconic wire-rimmed glasses
to create new typefaces and
fonts that will to unite the next
generation in India’s different
regions. ^
Award winner Schmidt gives
sunny outlook from Cannes
ERIC Schmidt, executive chairman
of Google, was in typically
ebullient mood in forecasting
a technology-driven future,
when he received the Media
Person Of The Year award on
Wednesday night.
In presenting the award, Phil
Thomas, Festival CEO,
described Google as the most
powerful digital company in
the world, and Schmidt’s
response might have been
summed up as: You ain’t seen
nothing yet.
“When I started working in
advertising, I had no idea it was
so interesting and so important
to people,” said Schmidt, who
soon after saw Google Cre-
ative Lab collect a Cyber Grand
Prix. And, peering into the
future for Google and the creative
industries, he said: “One
of the points I am excited about
is that this is just the beginning
of something extraordinary that
will get much larger.”
Speaking at Google’s seminar
on Internet, Innovation And
Immigration, he underlined that
positivism in offering advice
to creatives: “The best piece of
advice I could give is try to say
‘yes’. We tend to find it easy to
be negative, but ‘yes’ is how your
life evolves.
“As an example, we’re here in
Cannes, one of the most beautiful
places on Earth, but peo-
Eric Schmidt receives the Media Person Of The Year award from Phil Thomas Eric Schmidt
ple are so filled with worry
about their work and their problems.
The shift to the cities is
an example of a trend that sometimes
has negativity attached
to it, but in fact it is something
that is very positive. The cities
are the creative engines of the
world.
“And another positive trend is
the virtual cities that are being
created on the internet. The
internet is also creating a new
demand for transparency in governments
and business and other
areas.
“These are all good trends. The
power of yes is driving a new
dawn, and the internet is a very
big part of that.” ^
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