2013cannes lionsrecap

day 18

change the

worldLarge brands have both the opportunity and the responsibility to bring about positive change in the world. Have the courage to challenge the status quo. As Coca-Cola showed us, what unites us is much greater than that which divides us. They’re not the only ones eager to change the world through marketing. Bill and Melinda Gates Foundation announced the 2013 Cannes Chimera Challenge: bring the number of people living in extreme poverty down as close to zero as possible.

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“you gotta wade through a lot of sh*t to get to the diamond.”- Jack BlackSince time is the new currency of the web, we have to spend viewers’ time wisely. When Jack Black is watching on a small screen, he says he’s done after 30 seconds. In fact, he opined that “The smaller the screen is, the smaller my attention span is.” Given that, a new layer of mediation is emerging to help people wade through the ocean of content. The marriage of content and technology is exciting, said Nick D’Aloisio, Founder of Summly, in part because of how it enhances our ability to curate and personalize. And along with that comes the imperative for textual summarization, since many people are consuming content exclusively on phones.

2013can n es lion s

daily recap

From shops to

showroomsWe know of a group of digitally savvy women leading the way in how digital devices are being used for digital browsing and digital buying. They’re called Digital Divas, and they’re already transforming the way online shopping takes place in leading-edge markets like China, remaking the retail store from a point of sale into a point of experience. They’re online black-belts, buying everything from haircare to hotel rooms using nothing but broadband and Taobao.

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2013can n es lion s

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the new

80/20 ruleMindshare and McLaren teamed up to proffer the new 80/20 rule: 80% science and 20% magic. But is science just code for big, faceless data? With 6.5 billion bytes of data running though the car, it might seem that way. But not for McLaren. For them, science is the underpinning that allows the magic to flourish. “Data,” as John Allert of McLaren said, “needs to be agile, organic, and people friendly.” And at the human scale. Agility, McLaren’s Rob Davis reminds us, is key. If you don’t adapt, he maintained, “you’ll fail.” But is failure such a bad thing? Jennifer Frommer of Universal Music doesn’t think so. She said that at her organization they embrace failure and, “Fail everyday.”

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2013can n es lion s

daily recap