Direct Report from Cannes

Why P&G goes to Ad Festivals?

Keeps us In Touch
With our agencies With the changing, global consumer With best-in-class work

Fuels marketing innovation

Brings best ideas and practices into the company One-of-a-kind training opportunity Strengthens our commitment to creativity Inspires us to challenge paradigms, avoid complacency

Get us the best global creative talent

Pampers Ad before Best Creatives

Pampers Ad WITH Best Creatives

Pampers Ad WITH Best Creatives

(Silver Lion - First ever P&G Film Cannes Lion)

Cannes 2006 Where will the Best Ideas come from?

Cannes 2006 Where will the Best Ideas come from?

2006 Cannes Film Grand Prix

AGP WOWs from Cannes

Idea is THE key for success Immigrant vs. Natives in Digital World The power is in Consumers hands Entertain, not interrupt Advertising industry is not at rest

Idea is THE key for success

Enduring campaign starts with strong strategic idea Could be executed in many ways over time Starts and goes well beyond 30 second copy Enables holistic programs to be bigger, each contact point deepening the communication Note: TV centric ideas will not win in the new world

Ideas are THE key for success

LYNX UNILEVER AUSTRALIA

(Media Grand Prix, Direct Gold, Promo Lion)

Ideas are THE key for success

(TV, PR, Ambient Media, Internet, Promotion)

Ideas are THE key for success

ARGENTINA ZOO

Ideas are THE key for success

(TV, PR, Ambient Media, Internet, )

Ideas are THE key for success

CANAL +

Ideas are THE key for success

(Gold Lion Publications & Media)

Immigrant vs. Natives in Digital World

Younger than 25 are Digital world Natives (DWN) Older than 25 are immigrants in Digital World DWN suffers CPA (Constant Partial Attention)
@ the same time: Has TV on Is navigating the internet Is writing e-mail Is playing Wi-Fi Video games etc

will learn the language, but always with an accent!!

Need to think beyond 30 to hold DWN attention

Immigrant vs. Natives in Digital World

Think beyond 30 to hold DWN attention (Silver Lion - Best use of Media)

Immigrant vs. Natives in Digital World

Think beyond 30 to hold DWN attention (Gold Lion - Best use of Ambient Media)

The power is in Consumers hands

CY 06 consumers loaded to Internet more content than last 10 years of advertising Letting consumers play with your Brand is a risk not letting them is much worth Must use & foster this to build stronger Brands by generating newer, fresher consumer contact If you do it right, gets viral and its like magic

Letting consumers drive

Getting Viral (Is it real? Thats the point that drove this to more than 50MM contacts with 0 GRPs on TV!!!)

Letting consumers drive

Getting Viral (84% Awareness in UK with 3 weeks open TV!!!)

Entertain, not interrupt

Entertaining is the way to pass through the clutter Simplicity & Universal human truths
What is in it for the consumer?

Music is clearly an essential piece of an entertaining and effective spot Music is the last thing we think/discuss (base case by end of PPMs) we have an issue

Entertain, not interrupt

(Gold Lion Direct & Silver Lion Film)

Leverage Music

(Gold Lion Film)

Leverage Music

(Bronze Lion Film No Gold nor Silver in category)

Advertising industry is not at rest

Today too many stops to get what we need
Roster agency, PR agency, BTL agency, in-store agency, promotion agency,.

Need to simplify transaction for the idea to be the center Push your agencies to deliver better and more holistic ideas vs. current TV centric model. We have the right to ask for best teams and we have Jim Stengel support for that: There must be, and is, life beyond the 30 ad (Speech to American Association of Ad Agencies)

Nike Global Brand Management VP

EXCERCISE

REDEFINING INDUSTRY LEADERSHIP

As the contact landscape continues to evolve, the need to master future possibilities and advance our ideas, innovations and capabilities is more essential than ever.

WE MUST CONSTANTLY:

-Raise the bar -Question status quo -Re-think our approach and our model to elevate the quality of our work.

Leveraging on Pillars of Fueling Brand Power:

- Consumer Insights - Contact Innovation - Value creation

Rennetta McCann (CEO Startcom mediaVest Group)

FUELING BRAND POWER

Exercise:

- Groups of 3 people to jury the SMG Fuel Award - Award Top 3 categories (including rationale): - Grand Prix - Gold - Silver Based on Pillars of Fueling Brand Power: - Consumer Insights - Contact Innovation - Value creation

FUELING BRAND POWER

Lynx Shoes:

FUELING BRAND POWER

Date Star:

FUELING BRAND POWER

Lego Star Wars:

FUELING BRAND POWER

Barclays trust Fund:

FUELING BRAND POWER

P&G Always:

FUELING BRAND POWER

Results:

Top 3 categories (including rationale): - Grand Prix Date Star - Gold Lynx Shoes - Silver Barclays Trust Fund Drivers for winning : - Delivery of Brand Power Pillars - Simple to understand by consumers - Easy to remember by consumers => Media in the Center of Communication Process

Not everything was work in Cannes !!