Ten things I don’t want to hear at Cannes Lions 2010.

It’s the end of the second day at the Cannes Lions 2009. The evening rains have done their bit to contribute to a festival that is already proving to be quite damp in other respects.

Attendance seems to be thin. (Some are saying it’s down by 40%, but the festival organizers obviously won’t confirm or comment on it.) The quality of entries leave a lot to be desired. And the speakers, in a variety of different accents, seem to be parrotting the same platitudes we’ve been hearing for the last several years. So here, in no particular order are some things I wouldn’t want to pay 2,600 Euros to sit through next year.

1.    ”It’s not about advertising, it’s about engagement.”
2.    ”Print’s days are numbered.”
3.    ”You don’t want to advertise, you want to have a conversation.”
4.    ”It’s about having a great narrative, a great story.”
5.    ”Advertising is no longer a one-way process. The consumer can now talk back to you.”
6.    ”You have to let go when it comes to the controls for your brand online. Consumers will take it anyway.”
7.    ”Online banner and display advertising is a broken model.”
8.    ”The next big breakthrough will be centered around mobile devices.”
9.    ”Social media is not a fad, it’s here to stay.”
10.    ”Consumers are ’always on’.”

Asif Ansari is partner and creative director at The Duffy Agency. He loves writing, technology and beer.

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Cannes do.

The world economy’s in a death spiral, cutbacks are sweeping the entire business world, the advertising industry in particular seems to be struggling to find its way forward. There’s never been a better time to make the annual pilgrimage to Cannes for the Cannes Lions 2009.

 

Few organizations are immune to the excruciating sting of the recession. But we don’t see battening down the hatches and waiting for the storm to pass as the ideal solution. We’d rather ride out the squall in an attempt to stay abreast of what’s happening out there. We strongly feel that staying focused and motivated, and finding inspiration is priceless when you’re in the business of ideas. And finding the best ideas possible for our clients is vital, because they won’t put down their marketing dollars for anything less.

Cannes also provides us the opportunity to meet and interact with some of the industry’s finest creative minds. And we’re always ready to consider hires, especially if we come across creative talent that fits our international advertising profile.

Like last year, this year too we’re particularly interested in the ways like-minded agencies are using social media to create affording marketing solutions for clients. We’ve got a few success stories of our own to share over a beer or two if you’re interested in hearing them. To get in touch with us in Cannes, sign up at our Facebook events page. And follow our Twitter stream here for daily updates on what’s on during the day and where the happening parties are at night. See you at the Palais.

Asif Ansari is partner and creative director at The Duffy Agency. He loves writing, technology and beer.

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The Common Denominator

Where’s My Jet Pack has a great picture that nails the current state of social media. People spend hours and hours trying to figure out the best way to crack the “social media nut” in order to get more followers, sell more products or become more popular. No matter how clever we think we are, witty we try to be, or intelligent we try to make our communications, it’s usually the off comment about having breakfast that gets the most attention.

Why is that?

It goes back to being relatable.  You can blog/tweet/comment about the best ways to use Twitter or how to get 5,000 followers on Facebook and that will get quick attention but if you can’t follow it up with meaningful discussion in a relatable way, it will be pointless. 

People want to be distracted and it doesn’t take much to push someone in the direction you want. Mention breakfast and post a photo to go with it and people can immediately relate. We all know what breakfast is and most people start their day with it. Add a photo and now you’ve got a visual device that allows people to provide even greater feedback.

A couple of days ago, I posted the following on my Facebook status, “Stefan is happy it’s today.” Basically I’m saying I’m happy it is a day. The phrase has no meaning. Normally, I get no comments on my status updates, but I received three comments on this.  Why? Because people could relate to it being a happy day and they were having one or something special was happening to them that day. It struck a note with my followers and they were able to place their own meaning on it.

When using social media it’s important to keep the message simple and relatable. When companies enter social media, they should first figure out how they are going to communicate with their audience. Will it be at a highly technical or at a more simple level? Will it just be a broadcasting tool or will you talk with the people that start to follow or friend your brand?

Before starting any social media campaign should know three things.

• Know what your message is.
• Know who your audience is.
• Know what you want to achieve.

The great thing about social media is you can have several conversations in different places on different levels. Some people want to talk about the technical aspects of a product, others want want to share their experience with a brand or product and some just want to talk about what they had for breakfast. You can talk with developers on a technical level in one place; have an everyday conversation in another and a broadcast message area in a third place.  It’s about knowing how to talk to your target market and understanding the needs of the environment in which you’re communicating.

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Stefan Halley is the Digital Project Leader for The Duffy Agency. He love to talk about social media and won't shut up about Twitter.

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Advertising on the Edge

In case you missed it, the world economy is in the toilet. Companies are laying off people and cutting budgets. The good news is now is the time to embrace social media and online advertising. The Economist has created an exceptional slide show that explains why companies shouldn’t quit advertising in an economic crisis but shift the way the market their message.

Ads on Edge

View more presentations from Geert Desager. (tags: branding recession)

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The Future Is Free

According to Chris Anderson, Editor-in-Chief of Wired Magazine and author of The Long Tail, the future is free, or as Chris calls it “Freeconomics.” It’s no longer about charging for a service but giving the base away and charging for the upgrades and extras. In other words, “giveaway the abundance, sell the scarcity.”

At the Media Evolution in Malmö, Sweden yesterday, Chris spent almost an hour giving us what amounts to basically an outline to his new book, “Free, or How I Stopped Worrying and Learned to Love $0.00.” While not groundbreaking, Chris gave an interesting lecture that had some comments that appeared to be a rude wake up for the panel that followed.

Today’s generation expects everything to be free. From games to music to movies, the expectation is it’s out there for the taking and you shouldn’t have to pay for it. That is in direct contrast to older generations where you expect to pay for everything.  The balance falls in-between.  You can see this happening with everything from video games to music sites. You give away the base service and then charge for the add-on or unique version. With Second Life, you get the basic online interaction but if you want house, that’s going to cost you. Spotify allows you to listen to free music all day, but if you want to avoid commercials, that’s going to require a credit card.

Chris has taken this model and applied it to his new book. You can get the mp3, pdf or any other online version for free, but it will cost you $24.95 to buy the hardback version. This is a great model for him because it is a quick and easy way to disseminate his ideas. His publisher thinks it is a horrible concept. Since they are in the market to sell books, just giving it away is not what they want to see.

Publishers of content (music, literature, movies, etc) are not prepared to handle the freeconomy. After Chris’ lecture, there was a panel filled with publishers and it was obvious they weren’t thrilled with Chris’ message. As more and more newspapers and magazines fail, it’s hard to compete with free online news and information. The solution is to build a following with free and then convert them to offline clients with good content. It’s not an easy sell to publishers but you either embrace the future or you fall by the side for those who can.

Overall, I would call the Media Evolution a positive experience. The panel at the end was well organized and it was interesting to hear the concerns of the panelists. Chris is a talented speaker and was able to hold the huge crowd’s attention. In the future, I would like to see it expand to a full day’s conference with a keynote speaker at the end. There are enough people in the Nordic region to fill six hours. For the price, hearing two and half hours worth of material seems a little steep. Sure there were other events (live singer and an after party) but they felt more like padding and didn’t add any real value.  Also, how do you not have free wi-fi at an event that talks about the value of free?

I hope they have more Media Evolutions. It was a good start and I met some interesting people. If you want to see Chris’s lecture and hear the panel, Media Evolutions has the entire event up to view.

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Stefan Halley is the Digital Project Leader for The Duffy Agency. He love to talk about social media and won't shut up about Twitter.

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Best and Worst of Super Bowl 2009 Ads

This year’s Super Bowl didn’t disappoint.  It was an intense showdown between the Cardinals and the Steelers.  The other half of the viewing experience is that multimillion dollar ads that companies create.  These are the best and worst of this year’s Super Bowl Ads. What are your favorites? What should have been on added?

Cutest – E-Trade – Baby Broken Wings

Well It Starts Good… Sobe – Lizard Swan Lake

Most Unexpected – Cash4Gold.com – McHammer & Ed McMahon

Funniest – Doritos – Crystal Ball/Snow Globe

Weirdest – Cheetos  - Spoiled Girl

Best Product Re-Positioning – Pepsi Max – I’m Good

Sentimental Favorite – Gatorade -  Talking Heads/Tiger

Evil Aliens Are Taking Over – Hulu.com – Alec Baldwin

Worst – GoDaddy.com – Enhanced Hearing

MVP – Bridgestone – Potatoheads & Hot Item

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Can Social Media Save Advertising?

You’ve created your Twitter account, made your Facebook and MySpace profile, uploaded your pictures to Flickr and stumble your way through StumbleUpon, shared your bookmarks on Del.i.cious, so now what?  The internet is abuzz with hype about social media and web 2.0 apps.  If you were to believe the conversations online, if you’re not online in at least five different places, then you don’t exist. 

The experts are right in some regards. While the amount of people online with active profiles is steadily rising.  Facebook reports to have 150 million active users (they count an active user as someone that has logged in within the past 90 days).  That’s a lot of people and it’s just one networking service. Now that the economy is in the toilet in most of the world, media evangelist are heralding the social media revolution and how it will save advertising.  While social media makes huge strides every year, we’re still a 2-5 years before it hits the mainstream. 

Sure the motrin moms were able to get Johnson & Johnson to take down an ad but we’re talking about a few hundred people raising a stink.  Hardly mainstream and if social media pundits didn’t raise awareness of it, it’s doubtful, Johnson & Johnson would have even known about furor. 

Social media is still in the honeymoon phase.  Large corporations are finally pulling their heads out of their shells and taking a look at corporate blogging, social networking pages and online viral marketing.  The companies that get on board now are the ones that will benefit most. In the past, it’s been about controlling the message. In the next four years, the way corporations interact with people will change because the message delivery system and feedback methods will change.  Any new advertising campaign should have some element of social media to support it. 

Social media advertising isn’t work like online advertising.  It’s not banner ads or pop ups or commercials that play in little boxes.  It’s about creating dynamic participation on both the company and the consumers part.  Kraft Foods has done an excellent job with this.  They already had a Facebook recipe application, which hardly anyone was using (152 monthly active users).  Instead of just being another app that clutters up your Facebook account, Kraft is giving six meals to families in need for every person that adds the application.  In a few weeks they have added more than 37,000 users, which equals 1.7 million meals. 

Kraft doesn’t show their products or advertise mac & cheese with this app.  It’s about creating good will for a mega corporation and making people feel good about their brand.  The positive aspects should generate more sales down the road for them and make people hold the company in a better light.

This is just one example of a large corporation reaching out to consumers in a way that makes their users want to support them. More brands have failed at social marketing than succeeded because they failed to realized that you have to give consumers a reason to care. Advertising is advertising no matter what the medium.  If you don't engage the audience, they won't bother looking at you twice.  It doesn't matter if you're doing a YouTube viral video or Facebook app, becoming part of the conversation and engaging people, instead of waiting for them to come to you, will pay off.

What other companies are using social media to successfully reach their market?

Stefan Halley is the Digital Project Leader for The Duffy Agency. He love to talk about social media and won't shut up about Twitter.

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