Articles categorized under Cannes

Day 2 at Cannes Lions – What inspires creativity?

On day 1 in Cannes, France we focused on marketers and asked if everyday consumers trust them. Day 2 was all about the creatives. We took the camera crew around the festival and asked people – with a focus on the Young Lions – what gets their creative juices flowing? Where do the ideas come from? Do the tools they use to make their creations actually help the ideation process? See what they had to say.

You can see the creative fingerprints of other creatives in this dynamic infographic. Soon you’ll be able to add your own take on the questions, and the infographic will update in real time (!) — keep an eye on this space for more details.

Day 1 at Cannes Lions – “You can’t trust Marketers.”

photoToday’s digital marketing innovations give marketers a newfound credibility. However, our recent search showed that marketers may still be missing the mark, as consumers still believe marketing is ineffective and view the marketing profession as one of the least valuable professions to society. We as marketers still have a lot of work to do to help dispel some of these common myths, and today’s panel at Cannes Lions, “You Can’t Trust Marketers,” aimed to do just that.

Moderated by Adobe CMO Ann Lewnes, with Tina Brown, Lisa Donohue, and Steven Althaus, the speakers discussed and debated the changing landscape of digital marketing and how it impacts what marketers can, and should, do better. They discussed a variety of topics including brand authenticity, user generated content, integrating marketing across functions, and proving the ROI of marketing investments.

After the panel, we got a chance to talk to festival attendees for their take: do they trust marketers? The results were interesting and entertaining, check out the highlights reel below.

What to Expect from us this week at Cannes Lions

photoWe’ve arrived here in sunny Cannes for another year at the Cannes Lions Advertising Festival. This year marks a special milestone, as it’s the 60th anniversary of the festival. We have a lot to look forward to this week, and hope that you’ll join us!

First, we’ll be hosting our seminar tomorrow, “You can’t trust marketers.” Now, more than ever before, advertisers can prove the ROI of their efforts thanks to today’s innovations technology, thereby giving marketers a whole new level of credibility. The conversation will feature renowned panelists, including our CMO Ann Lewnes, CEO of Starcom USA, Lisa Donohue, Director of Brand Management at BMW, Steven F. Althaus, and Editor in Chief at The Newsweek Daily Beast Company, Tina Brown.

Similar to years past, we’ll be sponsoring both the Creative Effectiveness Lions and Young Lions awards. The Creative Effectiveness awards honors creativity that has shown measurable impact on a business through consumer behavior, brand equity, sales, and profit.

Through our sponsorship of the Young Lions, we are proud to support the next generation creative talent, who come together to compete in one of six competitions throughout the week. Cyber, Film, Media, Print, Design, and Young Marketers. Each team has to respond to a client brief and deliver finished creative within 24 hours (48 hours for Film).

Speaking of awards, we’re also partnering with AdWeek this year to host an experience that aims to predict the award winners. The site will go live tomorrow morning, and we’ll send out the link once it’s live. There, you’ll get a chance to vote for your favorite nominees as well, so that we can hear from all of you following the festival from home.

To end our week at Cannes, our VP of EMEA Marketing, Mark Phibbs, will join Razorfish and Converge on a panel to discuss the blurring lines between creativity, technology, and media on Wednesday, June 19th at 3 p.m.

Follow us @Adobe for the latest from the festival, and for those of you are here, we hope to get a chance to meet you!

Are Marketers Missing the Mark?

Today we unveiled new global research that suggests marketing is still falling short in connecting with consumers online.  Click Here: The State of Online Advertising polled consumers and marketers in seven countries across the United States, Asia-Pacific and Europe.

Among the top findings:

  • A significant portion of consumers and marketers feel online advertising is still not effective (consumers 32%; marketers 21%). Marketers in the U.S. and Europe were the most dismissive of online advertising.
  • Consumer and marketing respondents globally believe that banner ads do not work (49% consumers; 36% marketers).
  • Traditional media such as print and TV received higher scores for credibility and effectiveness among consumers and marketers in all regions.
  • One-third of respondents agreed it is valuable when a website makes personalized product and service recommendations. More specifically, respondents said they were comfortable with targeted advertising based on their behaviors (U.S.74%; Asia-Pacific 63%; Europe 71%).
  • The marketing profession was consistently ranked as one of the least valuable to society, although it’s viewed most positively by consumers (24%) and marketers (47%) in Asia-Pacific.

You can read the study online, and also check out our animated infographic below, highlighting a handful of top insights from the research.

To paraphrase global co-leader of McKinsey & Company’s Digital Marketing and Sales Practice David C. Edelman, the “era of creativity” in online marketing is only beginning. We just have to be smart about how we use it. We hope this research helps fuel some great discussions among marketers who want to make it better.

You Can’t Trust Marketers. Or can you? Find out at Cannes Lions 2013

You Can't Trust MarketersIt’s hard to believe that another year has gone by and we’ll be back again on the sunny beaches of Cannes for the 60th Cannes Lions Advertising Festival.

We’re kicking off the week on Monday, June 17th at 10 a.m. with a panel, “You Can’t Trust Marketers.” Did you know that 80% of CEOs say they can’t trust marketers? It’s time to prove them wrong. Today’s digital marketing solutions are renewing the credibility of marketers, and putting the advertising world in a position to prove its business impact like never before.

Come hear the best minds in the industry, including our own CMO Ann Lewnes, Lisa Donohue, CEO of Starcom USA, Dr. Steven F. Althaus, Director Brand Management, BMW, and Tina Brown, Editor in Chief, The Newsweek Daily Beast Company, discuss marketing’s changing landscape. Will you be joining us?

For those of you who will be following the festival from home, follow us on Twitter: @Adobe. We’ll also be blogging highlights and capturing videos throughout the week here and on our Cannes site so check back for more.

Young Lions from Australia on Creativity, Then and Now

We are back from Cannes Lions and continuing to sit down with this year’s Young Lions Competition winners to get their thoughts on Creativity, Then and Now. Next up, we spoke with Sirisha Pulapaka and Helen Luong from Australia, Silver medalists in the Young Marketers category. See what they had to say below.

Have you always been compelled to create? Was the instinct there from a young age or did this happen later in life?

We believe creativity is in our genes and we continue to develop and nurture it through our experience and learning’s. Creativity needs to be harnessed by developing talent and skill, which are two very different things as creativity is a potential in all human beings. Sirisha said that in her childhood, analysing and rating ads during commercial breaks was a treasured pastime. She says “It’s all about keeping the inner child alive. We ‘ve continued to train our talent by gaining industry exposure and improving our skills by learning from those that have gotten it right through sheer hard work.”

What are your thoughts about how the creative process has changed in the past 50 years? What do you think are the differences between Then (such as the 1960’s, “Mad Men” style) and Now?

The digital revolution has drastically shaped the marketing and advertising space over the last few decades. In an amazing talk at Cannes; VP, Johnson and Johnson, Kimberley Kadlec introduced 4 new P’s to the marketing mix to include digital; purpose, presence, proximity and partnership. The 1960’s approach was more about connecting emotionally with the customer and influencing their thought process. Advertising today has taken a dramatic shift, focusing more on consumers as individuals with purchasing power. Marketing mediums have changed with the shifts in consumer behaviour and the technological evolution, defining marketing strategies today.

What are your thoughts on how creativity and marketing data have to work together? Page views, clicks, and other metrics are a big part of the creative world – not just “why” but “how” ads are created today. Do “Mad Men” need to become more like “Math Men?”

Creativity is the dark knight of marketing data; it’s that hidden saviour that finds a way for raw numbers and insights to become something that deserves the 1000 likes or tweet mentions. It’s no longer about the top ranking search results. To become successful marketers, you need to engage the community. People of today want to be a part of the conversation, be it around a brand, not for profit or a subject of interest. They want to see how they are benefitted, can be interactive or know how their contribution has helped achieve results. It’s the marketing strategy that ties creative and data together, finding solutions to a math problem using a new creative canvas. 

A Q&A with Young Lions 2012 on Creativity, Then and Now

Although we’ve been back from the Cannes Lions Advertising festival for a few weeks now, the conversation
continues. I reached out to the talented winners of the Young Lions competition to learn about their creative inspiration and how they think creativity has changed today.

We’ll be sharing thoughts from this year’s winners throughout the next few weeks. First up – Laura Robinson and Rosie Duncan from the United Kingdom!

1. Have you always been compelled to create? Was the instinct there from a young age or did this happen later in life?

LauraI’ve always had an artistic flair from a young age. Creativity and art is a passion for me and I always find myself having brain waves, normally when I least expect them. I could be on the treadmill at the gym or listening to someone presenting and then all of a sudden an idea will come into my head and I’ll become fixated on it. I get bored really easily so when I was young I would always fill my time making things from designing clothes to decorating cakes – I guess I always like to be busy and even though now I have a career in media I will always be thinking of business opportunities and ideas for starting my own business.

RosieCreation for me is about the satisfaction of the end result. It’s about seeing your idea turn into a tangible object that you can share, be proud of or (often) laugh at. The ideas that come to fruition over the course of your life reflect your growing up and life stages – whether it be from a fashion you were wearing to a song that you wrote which is reminiscent of a particular moment. Creativity is a release, whether it be writing, singing, painting or capturing the moment, and has been an essential reason to the sanity of my life so far.

2. What are your thoughts about how the creative process has changed in the past 50 years? What do you think are the differences between Then (such as the 1960’s, “Mad Men” style) and Now?

Laura & Rosie- Now it feels like there is a lot more background research and proving why we are proposing certain ideas to reach our target audience. There is a lot of data and in-depth reasoning behind an idea. Now we live in a world fuelled by instant gratification and technology which changes faster than we can keep up with. It’s a challenging time to work in advertising but also an extremely vibrant and inspirational time. We have so much choice from what devices we use to what media channels we can reach our audience on. Cross-media and multi-platform brand solutions are a standard now and every agency claims to be a fully integrated communications agency. Yes there are specialist departments but it is far more integral now to work much closely together.

3. What are your thoughts on how creativity and marketing data have to work together? Page views, clicks, and other metrics are a big part of the creative world – not just “why” but “how” ads are created today. Do “Mad Men” need to become more like “Math Men”?

Laura & Rosie – There’s no reason why data can’t be creative. In Cannes we saw an inspirational talk from Twitter CEO Dick Costolo who showed us a visual map of the global tweets which were sent during the England vs France Euro match and it was an extremely visual representation of some standard numerical stats. Data can be used to create ads and ads can be used to collect data but what may be interesting is visualizing that data in an ad format. People like to see that they are a part of something, have their voice heard and their contribution accounted for. It makes them feel part of what’s going on.

A Conversation with the Youngest Application Developer in Europe

Me, Jordan, and my colleague Scott

Me, Jordan, and my colleague Scott

During my trip to Cannes Lions last month, I was fortunate to meet with many Adobe fans and customers who stopped by our tent to take a picture with the Adobe  Ampersand. Perhaps my favorite encounter of the week was with 12-year old Jordan Casey. Jordan is the youngest application developer in Europe. He was a speaker at the Cannes Lions Advertising Festival. And, if you’ve had the chance to play Alien Ball vs Humans or its sequel, Alien Ball vs Humans 2: Holiday, you’ve experienced a Casey-developed app. I was awed by Jordan – his talent, drive, and humility at such a young age is truly inspiring. I wanted to share Jordan’s story with all of you, so we interviewed him on our Digital Media blog. Check it out – you will be inspired!

You can check out Alien Ball vs. Humans in action below, and get in touch with Casey Games on Twitter @Casey Games.

Highlights from Cannes Lions 2012

It’s hard to believe that our trip to Cannes Lions 2012 is coming to a close. This week has certainly been a memorable one, and we owe it to all of the attendees we got a chance to connect with throughout the week.

Adobe team at Cannes Lions

Adobe team at Cannes Lions

All week, we had a tent on the Parvais, where attendees stopped by and took fun photos with the Adobe Ampersand and a backdrop of Cannes, Then and Now. You can flip through some of them in our album here. Attendees got a chance to see real-time social conversations and data on our digital billboards, while sharing their thoughts on creativity Then and Now in our daily polls.

We kicked off the week with our panel, “Is data killing creativity?” Moderated by our SVP of Global Marketing, Ann Lewnes, she and fellow panelists Jon VeinJim Stengel, and Linus Karlsson, debated the subject of data’s impact on creativity today. Watch highlights of the conversation here.

We were excited to sponsor the Young Lions, MOFILM, and Creative Effectiveness awards again this year. The contestants never cease to amaze us with the work they create. We got a chance to catch some of them on camera throughout the week and get their thoughts on which era of creativity they prefer, Then or Now.

Throughout the week, we displayed results from our State of Create global benchmark study that we released back in April, including a few new points on Millennials’ views. Watch the animated infographic to find out some interesting statistics about the state of creativity today. What inspires you to create? Tell us with hashtag #CreateNow.

Our Siberia artists captured digital illustrations from the sights and conversations of the festival. Below is their last illustration. You can see all of them on Facebook.

Catch highlights from our favorite moments this year in the video below and in our Facebook album.

With that, we’re signing off from Cannes Lions 2012. Until next year…au revoir!

Conversations from Cannes Lions – Day 3

On day 3 at Cannes Lions, we got a chance to speak with with talented creative professionals from across the world, including the youngest application developer in Europe!

During the day, we got a chance to catch up with the Young Lions winners from last year’s Cyber category, Alex Newman and Patrice Pollack. Alex and Patrice shared how their lives changed dramatically after their win; within two weeks, they had new job offers in New York City and were planning their move from their hometown in Canada.

The Adobe team with Jordan at our tent.

The Adobe team with Jordan at our tent.

We were also lucky to meet Jordan Casey, who is 12 years old and the youngest application developer in Europe. Jordan taught himself how to code at 9 years old and has his own company called Casey Games. He truly amazed us – watch his interview in the video below.

Next, we made our way over to the MOFILM awards reception. We’re always inspired by the amazing submissions we receive each time we sponsor MOFILM, and this year was no different. Congratulations to the winners, Jon Doss and Austin Albany. Check out their winning piece here.

We also got to congratulate the winners of the Creative Effectiveness Lionscompetition, another category we are sponsoring this year. The Creative Effectiveness category honors creativity that shows a measurable and proven impact. Congratulations to the winner, Duval Guillaume Modem, Antwerp.

Our Then and Now polls are still going strong, and we’re loving your responses. When we asked you guys what your competitive edge was, data or creativity, 51% of you said creativity while 49% of you said data. That was a close one. However, with yesterday’s question on preference between dress shoes and Converse, 67% of you preferred Converse while only 33% of you preferred dress shoes. Converse is a clear winner!

Our scriberia artists are continuing to illustrate the sights of the festival. The illustration below is their latest, a depiction of the Croisette.

Be sure to cast your vote in today’s question, “How do you prefer to capture ideas, on a notebook or a tablet?” Tweet us with #ThenAndNow, and festival attendees, come by our tent to get a prize and make yourself eligible to win one of four Creative Cloud annual memberships that are up for grabs.

Video highlights from yesterday below – enjoy!

About this blog

Adobe

Welcome to Adobe Featured Blogs, a one-stop information and conversation destination for virtually anyone interested in what's going on at Adobe. Here you'll find the latest company and product news from Adobe's multiple lines of business. We value your perspective and encourage comments that are on-topic and add value but that do not spam, denigrate or offend. Read more