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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 FILM IN SCOTLAND for a free location-finding service, award-winning production companies, experienced crew, an abundance of facilities, and a supportive, film-friendly government and infrastructure... FRIDAY, JUNE 24,2011 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.” ^ www.creativescotland.com/filming E: locations@creativescotland.com T: +44 (0) 141 302 1723/24/35
Meet Maurice Levy Today sees two Publicis seminars at the Festival, the second of which has CEO Maurice Levy speaking with Nestlé’s CEO Paul Bulcke. Levy spoke to Phil Sommerich ahead of the event Publicis Groupe recently recorded revenue growth rates in excess of those shown by any other major network. To what do you attribute this? We were very pleased to see that not only did we weather the crisis better than any of our competitors (in fact we are getting out of the crisis with a much stronger position than in 2007), but our strategy is paying handsomely. We are growing faster thanks to three criteria: our strong, unique leadership in digital; our incredible talent pool; and great new business performance. Do you believe we are on an upward trajectory after the Patti Smith, 2007 © Edward Mapplethorpe recent economic turbulence? This crisis is not comparable to any other we had in modern times. After the financial crisis, followed by the economic crisis (the most serious since 1929), we had to face the long list of consequences: people laid off, losing their jobs, their houses, their dignity, recession and more recently recovery punctuated by the bad news of sovereign debts. Yes, we are on the upturn but it is fragile one, and everyday news can put a stop to the growth in the western world. Emerging markets are doing well but they also have their own issues to deal with: growing inequality, poverty ... As I'm an optimist, I’m sure that even if we are on a roller-coaster, the trend is up. Publicis has recently made acquisitions in the US and China. How do you see the group’s international profile developing? The motto at Publicis is ‘Viva la Difference’. I like diversity, I think it is a formidable, enthusiastic representation of the planet we live in and as a French poet said, "de l'uniformité naît l'ennui" (boredom is born out of uniformity). I like the idea that we are diverse, human, different, modern, and that we are at the avant-garde of the advertising agencies group. We will continue on those strengths, which are in line with the evolution of the world. N Have there been any trends or issues emerging at the Festival that have attracted your interest? Digital creativity is a concern. NEWS 7 It is becoming too serious; it must be lighter, more spontaneous. There has been much discussion of the impact of social networking and consumer involvement in creativity. What are your views? We are at the beginning of a new phenomenon, which will dramatically change society and, by the same token, our world. Either we lead the change or we'll be out. Publicis will lead the change. Your predecessor, the founder of Publicis, stayed in post until he was 80. Do you intend to do the same? Marcel Bleustein-Blanchet was CEO for 60 years! I wondered if I could match or surpass him and I came to the conclusion that despite the progress of medical research it would be impossible. More seriously, I don't want to stay one year too many. I prefer people saying: “too bad he already left” rather than “it was about time”. ^ Tim Mellors talks to Patti Smith: 5th Grey Cannes Music Legends Seminar 1:45 Debussy Theatre Friday 24th June FRIDAY, JUNE 24,2011
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