Creativity. Storytelling. Emotion. – Cannes Lions 2012 bring em all

Inspiring Creativity is at the heart of Cannes Lions. The Festival is where creative professionals come to debate, learn and be inspired; where the greatest industry honours are bestowed; where those pushing creative communications forward are celebrated. The most awaited festival starts now; it will dash from 17 June to 23 June 2012 in Cannes, France.

This time the festival calls some big names that one should look out for. Speakers include President Clinton, Arianna Huffington, Michael Patrick King, Dan Wieden, Peter Roth, Alain de Botton, Omar Epps, and many more.

The festival showcases a totally new content stream for 2012; six daily sessions, each lasting 60 minutes, feature presentation and discussion on a particular theme, giving everybody attending the unique chance to interact with speakers and be involved with the content while discovering more about the topics that are affecting the creative communication industries.

This time India has attained four shortlists in the Promo and Activation category at the Cannes Lions Festival of Creativity 2012.

JWT Mumbai for The Times of India, Kerala in publications and media; DDB Mudra Mumbai for Sanctuary magazine in the best use of guerrilla marketing in a promotional campaign; Leo Burnett Mumbai for Door Step School in the category of charities and Percept H for Percept in the public health and safety, public awareness messages category, are in the race to win a supreme metal, reports ET.

There is an increase in total number of entries with 2674 entries from 71 countries competing in this competition, as compared to 2125 entries in 2011. However the Indian entries have seen a dip from 89 categories last year to 85 this year.

ET further reports that “India is being represented on the jury by Pratap Bose, COO of the DDB Mudra group. Whether India is able to convert any of these shortlists into wins remains to be seen. This is in addition to the eight shortlisted entries in Direct Lions and one in PR for HP from The Practice Porter Novelli.”

The Promo & Activation Lions will be announced today at the Grand Auditorium, Palais des Festivals.

Battling with few great PR initiatives in the world this time around and the first time ever a PR agency, The Practice has made it to the shortlist of PR Lions category.

The PR agency's work on HP is the sole nomination from India in the PR Lions category this year.

Till now only advertising agencies have entered and won in this category. This is the first time that an Indian public relation agency has been nominated in this category. This Bangalore based agency has won a nomination for its work on HP Home Printing Device.

The PR agency organised workshops and a contest with children to nurture creative writing talent in them. It used this platform to showcase the HP Printer brand as well. The idea was to ignite positive conversations around brand HP. The creative writings were published in a book and the sales proceeds from the book were donated to underprivileged children. The activity has now been adopted by HP in other countries as well.

There has been an increase of 5 entries as compared to last year in this category. Last year there were 14 entries.

With delegates all over the world getting geared up for a world class satin touch, the content as promised certainly stole the show and the first day of the festival saw some great thought leaders delivering a marvelous substance.

In the world of "big" data, broadcasters, publishers and marketers alike are using powerful tools such as "infographics" and other forms of data visualisation to make sense of the noise. Both consumers and marketers can extract meaning and insight much more easily when the visualisations become almost art forms in themselves. When the data itself is a "live feed", even more value can be communicated, whether that's a live map of the spread of the London Riots or a Superbowl Twitter feed that offers a dynamic 'publishing portal' for brands.

ZenithOptimedia, a leading proponent of 'Live ROI', brought to the stage key thinkers and practitioners in this important space in a session called LIVE INFORMATION IS BEAUTIFUL

Award-winning journalist Simon Rogers, author of Facts are Sacred and editor of the Guardian's Datablog talked about how major publishers are using infographics to explain live news in powerful new ways. Serial data entrepreneur Stephen Messer, Co-founder of Collectivei, and a member of the Council For Accountable Advertising, explained how to visualise big data to improve marketing performance.

After showcasing their work, they joined a panel hosted by Steve King, Global CEO of ZenithOptimedia, to discuss the accelerating need for visualising insights not just data, and how this can help marketers to improve their performance in real time.

Creativity. Storytelling. Emotion. These elements have long served as the fundamentals for the marketing and advertising industry.

But as the digital revolution has marched on, the creative industry finds itself striving to strike a new balance. While new technology and devices have brought new ways for marketers to connect with their audiences, it has also brought something else: big data. With this data, marketers can learn more about their audiences – their demographics, their preferences, where and how best to reach them – than ever before. Throwing light on the issue was ADOBE and glass casing that IS DATA KILLING CREATIVITY?

The rise of a new science, known as Marketing Analytics, in an industry rooted in artistic heritage has yielded a treasure trove of information. But how much audience data is too much? And are creatives – especially those who are relying less on the story board and more on the dashboard – at risk of overanalyzing at the expense of storytelling?

The panel comprising of Ann Lewnes, Senior Vice-President of Global Marketing Adobe (as moderator), Jim Stengel, Former Global Marketing Officer, Procter & Gamble; Author; President, CEO The Jim Stengel Company, Jon Vein, Co-founder, CEO MarketShare, Linus Karlsson, Chief Creative Officer of Global Brands and Chairman McCann New York and London explored how data and creativity are both competing and coexisting in advertising and marketing today. An esteemed panel of experts from across the advertising and marketing spectrum debated such topics as:

Ways creativity and storytelling are changing in an increasingly data driven world

How data-led technology has influenced advertising’s ability to be impactful – for better or worse

How brands and agencies can best capture the hearts and minds of an audience whose natural impulse is now to interact and participate

Another session by GLOBE AND MAIL talked about TURNING A FIGHTER INTO A BRAND

Canadian athlete Georges St-Pierre is more than mixed martial arts UFC champ; he’s a celebrity whose brand transcends his sport.

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. As such, superstar athlete GSP has much in common with many consumer brands today, which strive to transcend their categories and product attributes to create deeper relationships and instill loyalty.

Since people and products behave very similarly in social media as they position themselves to win followers, it’s a very personal space for brands to play in. Because it’s a 24/7 real-time proposition, it’s also a very dynamic and challenging space to manage. But nowhere is the comfort level with ceding control for digital brand management more critical than when it’s your own personal identity on the line. So, join GSP and the Montreal-based Sid Lee team to learn how to build and maintain a social persona with maximum impact (and minimal damage). The Canadian-based global agency has devised a system for planning and curating brand profiles that transforms PR into a new always-on publishing model.

And GSP himself taught how to develop an authentic brand voice that transcends platforms and truly resonates with fans.

The first day concluded with ADOBE’s HAPPY HOUR AT THE CANNES CONNECT BAR

For the first time, Cannes Lions organised evening networking events in the new Connect Bar, providing an opportunity for attendees from across the globe to meet up, network and relax in an informal setting.

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