DailyLions2012-1.pdf

TODAY’S SEMINARS
LIONS 2012
DAILY NEWS
PUBLISHED BY BOUTIQUE EDITIONS - WWW.LIONSDAILYNEWS.COM SUNDAY, JUNE 17, 2012
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
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
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
In the world of “big” data, broadcasters,
publishers and marketers
are using powerful tools such as
“infographics” and other forms of
data visualisation to make sense
of the noise
14.30 TEXTAPPEAL:
CULTURE SHOCKS: PORN,
YOUTH AND BRANDS
When we discuss the impact of
technology on human behaviour,
we never discuss the biggest
impact of them all: today the mass
consumption of online sexual stimulae
has provoked fundamental
changes in the behaviours and perceptions
of youth around the world
15.30 GLOBE AND MAIL:
GSP@CANNES - TURNING A
FIGHTER INTO A BRAND
Canadian athlete Georges St-
Pierre is also a brand. Social media
plays a key role in building, shaping
and maintaining this status,
with every action an opportunity
to be leveraged for building fans
and garnering likes
16.30 THENETWORKONE:
THE INDEPENDENT AGENCY
SHOWCASE
Julian Boulding, founder of thenetworkone
and publisher of The
World’s leading Independent
Agencies, introduces the annual
Cannes Lions Independent Agency
Showcase. The seminar features
inspiring work and challenging
views from some of the leading
independent agencies in the world
today.
17.30 PARTY:
TECHNOLOGY. STORY. MARKET.
The human brain recognises the
world primarily through the use of
story. Let us consider for a
moment respected brands such as
Nike, Sony, and Coca-Cola: behind
a good brand, there is always a
great story
ALL SEMINARS ARE IN THE DEBUSSY
UNLESS INDICATED
Ronaldo
Lions welcomes top names
as Festival numbers boom
AGAINST a background of
entries into the Cannes Lions
competitions climbing nearly
20% year-on-year across
the Festival's 15 different categories,
this year’s seminar
speakers again include globally
famous names, major
clients, industry legends and
frontline thinkers.
The Festival welcomes more
than 11,000 registered delegates
who will enjoy 54 seminars
across seven days.
Highlights include the
appearance of gymnast Nadia
Comaneci on Monday at the
Visa/TBWA Right Approach,
Right Message, Right Time
debate. Comaneci will discuss
Visa’s engagement with
the Olympics with TBWA/
Chiat/Day’s Patrick O’Neill,
Timo Lumme of ICO Televi-
TOM ESLINGER, digital creative
director of Saatchi & Saatchi
Worldwide, and inaugural
Mobile Lions Jury President,
is “delighted” by the agency
response to the launching of
a new category that he was
instrumental in putting
together.
“Last year I suggested to Festival
chairman Terry Savage
and CEO Phil Thomas that
President Clinton Debbie Harry Dan Wieden
sion & Marketing Services,
and Visa’s Antonio Lucio. Also
on Monday Arianna Huffington
and Roy Sekoff, Huffington
Post's founding editor
share insights into the
seismic shift from presentation
to participation.
Actor Omar Epps, who plays
Dr Eric Foreman in global TV
hit House, joins SapientNitro
on Monday to explore how
celebrities leverage cuttingedge
marketing techniques
and lead in the adoption of
new platforms such as Pinterest,
Instagram or Beeyoo.
On Wednesday at The
Guardian session Redrawing
Boundaries: Pushing The
Limits Of Creativity, prizewinning
architect Zaha Hadid
discusses her work and the
challenges facing architec-
ture and urbanism.
Another Wednesday highlight
sees actor/director Forest
Whitaker debating the
democratisation of content
with David Alberts of crowdsourcing
agency MOFILM,
and Brian Message, co-manager
of Radiohead.
Also on Wednesday, producer/DJ/musician
Mark Ronson
joins GreenLight’s Nick
Davidge and Tom Pettus of
Innocean in RE:GENERA-
TION Music Project: The Evolution
of Brands and Artists
in the Creative Process, to
discuss how to appeal to the
creative class by challenging
DJs and producers to generate
new content, while
opening up the process to
cameras and collaboration.
On Thursday TURN TO PAGE 4 f
Mobile competition grows fast
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
INSIDE BOX
‘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
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
instead of disrupting consumers.”
According to Savar, the world is a
very different place than it was just
a few years ago. “We've witnessed
a dramatic shift across media,
entertainment, advertising,
marketing and technology,” he said.
“A shift that has given audiences
complete control of what
experiences, programmes and
brands they invite into their lives,
and I am so proud to have been a
part of this shift. Our mission is to
turn brands into publishers.”But the
shift is not finished yet. “We have
merely scratched the surface — as
media and technology continue to
converge we will see more changes,
new opportunities and additional
challenges. This is why the
establishment of the Branded
Content and Entertainment category
at Cannes is so meaningful. It
solidifies the need for our industry
to embrace and reward new ways of
thinking, creating and delivering
brand messages.”
FESTIVAL NEWS P1 -5 DIRECT SHORTLIST P6 PROMO & ACTIVATION SHORTLIST P10
FEATURE: MOBILE P16 FEATURE:BRANDED CONTENT P19