Congrats to all this year’s winners at the Cannes Lions Festival of Creativity!
New for 2012 is the mobile category in which DGC client Goodby, Silverstein & Partners won a gold for the Chevy Game Time app. More details on the work can be found here.
In the following video, Todd Grantham, managing director of GSP Detroit, discusses the importance of mobile marketing when trying to connect with a young audience.
Cannes is also excellent inspiration for people working with global brands, for people from all over the world walk up and down La Croisette throughout the week. With so many languages spoken here, one is easily reminded how big the world is, yet so small at the same time.
One such global operation is Commonwealth, created by GSP and McCann Erickson Worldwide to serve the Chevy brand internationally. As Adweek reported in March: “GS&P has been since 2010 the lead creative agency on Chevrolet in the U.S.—the brand’s largest market— and is behind the “Chevy Runs Deep” strategy. McCann Worldwide has overseen the brand in many global markets including Mexico, Canada, Brazil, India, Japan, China and Latin America (Brazil and China are just behind the U.S. as Chevy’s largest markets).”
The best work at Cannes celebrates human truths and connects with people in a meaningful way, says Todd, and that’s what the Commonwealth team is trying to do for Chevy. Likewise, the festival provides the opportunity to get together with the broader Commonwealth team so they can plot their course. For more about Cannes and Commonwealth, listen to Todd here:
Day #3 got off to an early start (after a not so early night!) as we headed to see Goodby’s own Allison Kent-Smith, Director of Digital Development and resident educational evangelist for her panel, The New Black? How Digital Ed Is Everything. She was joined by Glenn Cole of 72andSunny, Matthew Brimer of the General Assembly and Giselle Schmitz of Facebook to discuss the importance of education in the advertising and marketing industries. Moderated by Lori Kent, the panelist shared their perspectives on the need to increase education and digital training as the industry evolves.
Matthew Brimer stated the importance of having a well-rounded skill set, pointing out the internet isn’t new and it’s surprising more people aren’t more familiar with using it effectively. Comparing the internet to a much older invention—electricity—he stated, “imagine if you had an electricity department at your company. Or said, I’m going to start a company, and we’re going to use electricity.” The internet has become almost as commonplace place as electricity, and there is a clear value in teaching your employees how to master it.
Digital education doesn’t just increase the employee’s value; it also benefits the company or agency as a whole. Implementing program that ups the level of talent within an agency allows it to better serve their clients. Goodby’s Ed Program (developed by Allison) takes it a step further by offering courses outside the agency to clients making them a more valuable partner and resource, which in turn can lead of business growth and positive PR—and who doesn’t like positive PR?
For more from Allison, you can check out her Fast Company article: We’re All Technologists Now: 6 Steps To Retraining And Reinventing Your Creative Talent.
We caught up with Allison and moderator Lori Kent after the panel for a few more insights on the importance of Digital Ed, which you can view here as well: