6NEWSYoung Media Lions tasked tosave forests and change livesIN A “slightly unorthodox”departure, the 23 teams in theYoung Lions Media Competitionwere briefed on Sundaynot by the client — whichremained on its front line inthe Brazilian rainforest — butby Philippa White, founder andmanaging director of The InternationalExchange (TIE), whopresented the brief on behalfof Iracambi.TIE, which works with some30 NGOs and social enterprises,selected Iracambi as idealfor the Cannes contest. TheBrazilian non-profit organisationcampaigns to save theAtlantic rainforest, whichWhite pointed out is older andmore bio-diverse than its Amazoniancounterpart. While 20%of the Amazonian rainforesthas been destroyed, 93% ofthe Atlantic rainforest has nowbeen lost. For 11 years Iracambihas sought to persuade farmersand landowners to preservePhilippa White: Atlantic rainforest at riskwhat is left and repair the damage.“But the standard of livingis getting more expensivein Brazil, so farmers have toplant more coffee and sugarcane, raise more cattle and sellland to mining companies,”White said. To counter this,she pointed out that trees plantedaround water sources notonly increase the supply of theprecious liquid but also purifyit. “New York does not haveany water-purification plantsbecause farmers in the Catskillmountains have planted treesaround the water sources,” sheadded.The task for the Young Creativesis to recruit corporatesponsors to Iracambi’s targetof raising $2m, providingsecure funding for its work incontinuing the restoration ofwooded areas, campaigningto persuade farmers to managetheir environmentalresources and ensuring farmersreceive fair compensationfor their conservation work.White said that corporate targetscould include companiesthat have interests in Iracambi’swork, such as the coffeechain Starbucks, Coca-Cola —with its reliance on large quantitiesof good-quality water —and timber firms.The only mandatory inclusionsin the brief are the Iracambilogo and its motto: SavingForests, Changing Lives.^YOUNG FinnishLions Saana Klemola(left) and JenniKomulainen hardat work in the YoungLions PrintcompetitionWunderman shares planfor world dominationWUNDERMANunveiled 20 rulesfor global brands at its workshopyesterday, entitled How To DominateThe World. It also gave delegatesa free copy of its book,which expands on the 20 rules.The workshop was given bySimon Silvester, executive planningdirector of WundermanEMEA, and Jason Burby, chiefstrategy and insights officer ofWunderman subsidiary Zaaz.Observing that seven out of eightpeople live in emerging markets,Burby said: “Think mobile.Instead of needing to shop forperishable goods, many peopleare now using mobiles — makinga difference at the lowest economiclevels.” Rule 19 urges delegatesto think about origins.“Every country is a silo that doesn’tsee outside its own culture,”Silvester said. “But there are similaritiesbetween people in differentcountries and what’s goingon in terms of consumerism.”Jason Burby (left) and Simon SilvesterThe book contains some surprisingstatistics for those whothink the West will continue todominate the industry. Wundermanfound that, in many westerncountries, marketers focuson ‘retention’ (keeping customers)rather than ‘trial’ (recruitingnew ones), because the averageage of adults is 40-plus. Butwith the average age of the entirepopulation under 28, global marketersare prioritising trial as themajor strategy. ^The start of a smarter era?CHEIL Worldwide and its principalclient Samsung are joiningforces at tomorrow’s seminarWill Smart TV Make YourYour Life Smarter? to discuss theopportunities and challengesthat smart TV is expected to bringto marketing, advertising andbranding.The session will look at how smartTV could change advertising inthe future, according to JasonChoi, Cheil Worldwide’s directorof global cross-over group,digital marketing. JeremyKaiman, Samsung Electronics’director of sales and marketing,visual display department, willalso talk about the features thatCheil Worldwide’s Jason ChoiSamsung is building into its smartTVs that will affect marketingand advertising. Choi said: “Aswe get more and more appsdesigned for smart TV, there willbe a lot more opportunity for integration.”As an example, overlayingcontextual advertisingon top of a programme or film,could create, in effect, advertisingon demand. ^TUESDAY, JUNE 21,2011
NEWS 7Creative Academy opensfor business withJim Stengel as deanCANNES continues to be fertileground for nurturing thenext generation of industryleaders with the launch thisyear of the Cannes CreativeAcademy For Young Marketers.The week-long academy issponsored by direct and interactiveagency Wunderman.The programme of intensivelearning is targeting marketersand brand managers aged 30and under. Jim Stengel, formerglobal marketing officerfor Procter & Gamble, and nowpresident and CEO of thinktankand consultancy The JimStengel Company, has beenappointed dean.Among areas the academy isfocusing on are foundationand elements of great brandwork, agency managementand relationships, innovationin customer engagement, andmeasurement. Stengel said:“I think the leadership of agenciesis in a pretty poor stateand you don’t get magic unlessyou have two organisations— the client and the agency— that trust each other, havegreat chemistry and are clearon what they expect.” Theacademy is partnering withUCLA Anderson School ofManagement. The curriculumhas attracted several topspeakers, among them TaxiCEO Rob Guenette. Stengelexplained: “The people in thisseminar already have importantjobs and are seen as futureleaders of their companies.That’s why they have beenchosen.”Daniel Morel, CEO of Wunderman,said the insight andexperience of Stengel, whooversaw P&G’s $8bn advertisingbudget, was one of thefactors that led Wundermanto sponsor the academy.Course tutor Suzanne Tosoliniis an independent consultantfocused on consumer-drivenbrand positioning. She hasworked in the advertisingindustry for some 20 years,including 18 with P&G.Among the tasks she has takenon is to help pull insightsfrom students.“They’ll be sitting through alot of the seminars and workshopsand talks, and we’d likethem not only to rememberwhat they’ve seen and heard,but to actively reflect on howit applies to their specificwork.” ^Suzanne Tosolini: seeking students’ insightsJim Stengel: agency leadership “is in a pretty poor state”WHAT IS AN ELECTRONAUT? THURSDAY, JUNE 23, 2011 | 5:30 – 6:15 PM TUESDAY, JUNE 21,2011
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