Blog Archives

Cannes Lions 2015: Surviving a Zombie Attack

This post is written by Sara Ajemian, Senior Account Director, who is on the ground at Cannes Lions Festival of Creativity.

Day one of the Cannes Lions festival got underway in earnest on Sunday, June 21, and one of the morning sessions had an apocalyptic flavor as WPP’s MediaCom hosted a presentation titled “How to Survive a Zombie Attack and Harness Cultural Trends to Grow Brands.”

Dave Alpert, executive producer of AMC’s The Walking Dead,” Josh Sapan, president and CEO of AMC Networks, Inc., and Steven Yeun, an actor on the show, were all on hand to discuss the art of their particular type of storytelling and give a small preview of next season.

MediaCom’s global strategy officer Jon Gittings shared how his agency categorizes storylines–hierarchy, individuality, masculinity/femininity, uncertainty, pragmatism and indulgence—and how different countries’ audiences respond to them. Gittings said, for example, that when episodes are indexed against global viewership, North America shows a high preference for individuality and indulgence while Spain, Turkey and Brazil showed a higher preference for storylines that had a strong element of uncertainty.

On day two, our DGC team was on the ground early supporting client-press meetings followed by more programming.

We stopped in to see Metallica drummer Lars Ulrich and Citi’s Jennifer Breithaupt, SVP, Global Head of Entertainment Marketing, discuss “Music & Branding Moving at the Speed of Culture.” Billboard reporter Andrew Hampp moderated the session, which focused on the evolution of brand/artist partnerships.

For Metallica, corporate partnerships are all about balance, according to Ulrich, and if a company has credibility in its industry and offers a creative outlet for the brand, it’s a win-win for all involved.

If panelists had one major caution, it was this:  Don’t make the partnership a one-off. Invest the time to figure out how to amplify and give it legs to extend the life cycle. Otherwise, you’ll be yesterday’s news before it’s tomorrow.

We’ll be continuing to share updates from Cannes, so be sure to stay tuned here to the Hit Board, as well as following us on Twitter, Instagram, and Facebook.

Truth and Privacy in Advertising – Is it ‘Mission: Impossible?’

Image

As the advertising world continues to collide with the digital age, issues of consumer privacy and truthfulness in marketing are at the forefront of everyone’s minds. These were the topics addressed in an Advertising Week event Thursday evening hosted by MediaCom, Davis & Gilbert LLP, and Idevoita at the Liberty Theater in New York.

Following an introduction by MediaCom U.S. CEO Sasha Savic, Jonathan Salem Baskin – who co-authored the newly-published Tell The Truth with MediaCom’s own Sue Unerman – shared his views on the relationship between transparency, purchaser data, and the emergence of “brand truth” as a basis for effective customer relationships. He discussed why it is so important for brands to be honest and forthcoming with consumers, especially in today’s world where brands don’t only talk TO consumers, but also WITH them via social channels. The consumer has more power now than ever before, and advertisers can use this as an asset when they correctly – and honestly – engage with the buying public.

Also part of the presentation was a conversation between Ronald Urbach, Chairman of the law firm Davis & Gilbert, and FTC Commissioner Julie Brill. They addressed a wide range of topics critical to the advertising industry, from privacy to data collection and security, citing specific examples and particular responsibilities of the government agency.

The packed theater was addressed by the real life Frank Abagnale, who was famously portrayed by Leonardo DiCaprio in the big screen classic “Catch Me If You Can.” Abignale told his life story from teenage runaway turned identity thief to convicted criminal and FBI informant and academy instructor.

Following the event was a cocktail reception at Lucille’s (inside B.B. King’s Blues Club) sponsored by MediaCom and Evidon.

What do you think are the biggest issues regarding privacy and advertising? What brands do you think “tell the truth” the best? Or the worst? Share your thoughts below.

%d bloggers like this: