Tag Archives for Cannes Festival 2011
Caught in Cannes – Special Edition by JWT
„Social Media is not the idea“
Keith Reinhard is Chairman Emeritus at DDB Worldwide and he is also known as „The Last Mad Man“. When he first came to Cannes back in the late 70ies the world of advertising was still clear. The categories were TV and Press. Today there are thirteen categories and the digital channels are undermining the traditional media. But despite all those changes one thing remains the same: “The emphasis of idea. The idea is always first”, Reinhard states in his interview with Till Hohmann, Chief Creative Officer at JWT, who talks to two of the big names of the advertising industry in his video blog “Caught in Cannes”.
Hermann Vaske, a legendary advertising and movie director is also left rather cold by the hype of the several new digital possibilities. Storytelling follows the same criteria since the days of the cave man. The idea is crucial. In the past people sat around the fire, today they click YouTube. “It’s dangerous, that many youngsters jump on technology and think gimmicks are the idea. But gimmicks are only gimmicks.” Therefore the creative offspring should choose carefully which companies and agencies they want to join. “They should focus on ideas, not on digital. The focus on digital is last century”, Reinhard says. An advice that Hermann Vaske shares: “Ideas and content must be first. Social Media is not the idea.”
Watch the interview special on our JWT Germany YouTube Channel
Continue Reading →Caught in Cannes by JWT on the 24th of June, 2011
“You need to understand social media and fish where the fish are.” David Eastman, Worlwide Director of Digital at JWT points out in the interview with Till Hohman where brands have to improve. “For traditional advertising it’s getting harder and harder to come up with an unique idea”. But just making prize draws on Facebook is also not enough to create a long lasting relationship with consumers. Also for the social media channel, ideas have to be unique and outstanding. If not, consumers just ignore them.
In the second part of the interview, filmmaker Amr Salama explains how powerful social media can be. During the revolution in Egypt he reported in his blog about the situation in Egypt. In his interview he talks about how important it is to sometimes also make dangerous decisions. “You are shocked by decisions you or others make. But in these moments you are another person, the energy of the people drives you.” For Amr Salama there is also something brands can learn out of this: “Brands should no longer ask: How can I sell more? They should ask: How can I respect consumers more so that I can sell more.”
Respecting consumers also means to talk their language. Ricardo Cardenas works for ORCI in Los Angeles. There, he creates campaigns for the Spanish speaking citizens of America. A growing market: Today more than 55 million Hispanics live in the USA.
Enjoy watching the full interview on our JWT Germany YouTube Channel
Continue Reading →Caught in Cannes by JWT on 21st of June, 2011
Till Hohmann, Chief Creative Officer of JWT Germany, in cooperation with W&V Online, reports daily from the international advertising festival in his “Caught in Cannes” video series, sharing impressions and meeting industry colleagues.
Caught in Cannes Day 2 on YouTube
With Bob Garfield from “Advertising Age” he talks about the hard times printed media is going through and the new relationship between brands and consumers, who don’t need this kind of mediator any more. A thesis by Garfield: “The intensive dialogue with selected consumers, micro media, can be more inefficient than using mass media, but at the same time can create longer lasting and stronger connections to the brand. And this is better than a one night stand”. Till Hohmann also talks to Nicolai Stahl and Lotte Jakobsen from Danish agency Hjaltelin Stahl & Co, about the pleasure and the pain of creativity and why it’s better to work for a privately owned agency (“Disney World”) than for a network (“Evil Empire”), and why in Cannes there shouldn’t be a difference between traditional and new media. Patrick Tom from TBWA Vietnam talks about the fast growing Vietnamese market.
Caught in Cannes by JWT on the 20th of June, 2011
Till Hohmann, Chief Creative Officer of JWT Germany, in cooperation with W&V Online, reports daily from the international advertising festival in his “Caught in Cannes” video series, sharing impressions and meeting industry colleagues.
With Michael Conrad, President of the Berlin School of Creative Leadership, he talks about the meaning of digital thinking in the creative world. Gian Martinez, Head of Creative Excellence Group of Coca-Cola Brazil and participant in the Creative Leaders program in Cannes, explains why his company is not outsourcing creative leadership and also, what this model means for agencies.
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