DailyLions2012-1.pdf

LIONS 2012
DAILYNEWS
11.30 GOVIRAL:
ENGAGING GENERATION SOCIAL
The next mass medium could be
called social mixed media. It consists
of all previous media in one,
mixed in new and increasingly
amazing ways. While the big
TODAY’S SEMINARS
PUBLISHED BY BOUTIQUE EDITIONS - WWW.LIONSDAILYNEWS.COM SUNDAY, JUNE 17, 2012
screen might still be in the living
room, under the surface social
media is boiling and it is the GenY
digital natives who are driving
change
12.30 CHINA ADVERTISING
ASSOCIATION PRESENTS
GROUPM & RENREN:
NAVIGATING THE BIGGEST
LAND-GRAB IN ADVERTISING Ronaldo
HISTORY
With over half a billion internet
users and nearly 400 million going
online with their phones, China is
poised to become a vast social
and mobile market
13.30 ZENITHOPTIMEDIA:
LIVE INFORMATION
IS BEAUTIFUL
AGAINST a background of
In the world of “big” data, broad- entries into the Cannes Lions
casters, publishers and marketers
competitions climbing near-
are using powerful tools such as
“infographics” and other forms of ly 20% year-on-year across
data visualisation to make sense the Festival's 15 different cat-
of the noise
egories, this year’s seminar
14.30 TEXTAPPEAL:
speakers again include glob-
CULTURE SHOCKS: PORN, ally famous names, major
YOUTH AND BRANDS
When we discuss the impact of clients, industry legends and
technology on human behaviour, frontline thinkers.
we never discuss the biggest The Festival welcomes more
impact of them all: today the mass than 11,000 registered del-
consumption of online sexual stimulae
has provoked fundamental egates who will enjoy 54 sem-
changes in the behaviours and perinars across seven days.
ceptions of youth around the world Highlights include the
15.30 GLOBE AND MAIL: appearance of gymnast Nadia
GSP@CANNES - TURNING A Comaneci on Monday at the
FIGHTER INTO A BRAND
Canadian athlete Georges St-
Visa/TBWA Right Approach,
Pierre is also a brand. Social media Right Message, Right Time
plays a key role in building, shap- debate. Comaneci will dising
and maintaining this status, cuss Visa’s engagement with
with every action an opportunity
to be leveraged for building fans
the Olympics with TBWA/
and garnering likes
Chiat/Day’s Patrick O’Neill,
Timo Lumme of ICO Televi-
16.30 THENETWORKONE:
THE INDEPENDENT AGENCY
SHOWCASE
Julian Boulding, founder of thenetworkone
and publisher of The
World’s leading Independent
Agencies, introduces the annual TOM ESLINGER, digital creative
Cannes Lions Independent Agency director of Saatchi & Saatchi
Showcase. The seminar features Worldwide, and inaugural
inspiring work and challenging
views from some of the leading Mobile Lions Jury President,
independent agencies in the world is “delighted” by the agency
today.
response to the launching of
17.30 PARTY:
a new category that he was
TECHNOLOGY. STORY. MARKET. instrumental in putting
The human brain recognises the
together.
world primarily through the use of
story. Let us consider for a “Last year I suggested to Fes-
moment respected brands such as tival chairman Terry Savage
Nike, Sony, and Coca-Cola: behind and CEO Phil Thomas that
a good brand, there is always a
great story
ALL SEMINARS ARE IN THE DEBUSSY
UNLESS INDICATED
‘PROUD MOMENT’
FOR AVI SAVAR
AVI SAVAR, founder and CCO of Big
Fuel and the president of the
inaugural Branded Content &
Entertainment Lion category, said
that the introduction of this new
award is a milestone for the
advertising industry. “This is a
proud and humbling moment for
me,” he added. “In 2004 I began a
President Clinton Debbie Harry Dan Wieden
journey based on the belief that
marketers can effectively use
content, rather than advertising, to
drive their business mandates
forward. It’s a model that leads with
people stories, rather than product
stories, to engage audiences
sion & Marketing Services, ture and urbanism.
instead of disrupting consumers.”
and Visa’s Antonio Lucio. Also Another Wednesday highlight According to Savar, the world is a
on Monday Arianna Huffin- sees actor/director Forest very different place than it was just
gton and Roy Sekoff, Huff- Whitaker debating the a few years ago. “We've witnessed
ington Post's founding edi- democratisation of content a dramatic shift across media,
tor share insights into the with David Alberts of crowd- entertainment, advertising,
seismic shift from presentasourcing agency MOFILM, marketing and technology,” he said.
tion to participation. and Brian Message, co-man- “A shift that has given audiences
Actor Omar Epps, who plays ager of Radiohead.
complete control of what
Dr Eric Foreman in global TV Also on Wednesday, produc- experiences, programmes and
hit House, joins SapientNier/DJ/musician Mark Ron- brands they invite into their lives,
tro on Monday to explore how son joins GreenLight’s Nick and I am so proud to have been a
celebrities leverage cutting- Davidge and Tom Pettus of part of this shift. Our mission is to
edge marketing techniques Innocean in RE:GENERA- turn brands into publishers.”But the
and lead in the adoption of TION Music Project: The Evo- shift is not finished yet. “We have
new platforms such as Pinlution of Brands and Artists merely scratched the surface — as
terest, Instagram or Beeyoo. in the Creative Process, to media and technology continue to
On Wednesday at The discuss how to appeal to the converge we will see more changes,
Guardian session Redrawing creative class by challeng- new opportunities and additional
Boundaries: Pushing The ing DJs and producers to gen- challenges. This is why the
Limits Of Creativity, prizeerate new content, while establishment of the Branded
winning architect Zaha Hadid opening up the process to Content and Entertainment category
discusses her work and the cameras and collaboration. at Cannes is so meaningful. It
challenges facing architec- On Thursday TURN TO PAGE 4 f solidifies the need for our industry
to embrace and reward new ways of
thinking, creating and delivering
brand messages.”
there should be a Mobile category,
and two months later
I was working with them to
formulate the sub-categories,”
Eslinger said.
“There had been growing
pockets of mobile campaigns
across lots of categories, and
now we have 950 entries in
the first year — which is more
than any of us expected.” One
Tom Eslinger thorny aspect of TURN TO PAGE 4 Avi Savar
f
FESTIVAL NEWS P1 -5 DIRECT SHORTLIST P6 PROMO & ACTIVATION SHORTLIST P10
INSIDE BOX FEATURE: MOBILE P16 FEATURE:BRANDED CONTENT P19
Lions welcomes top names
as Festival numbers boom
Mobile competition grows fast
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