Sameer Desai speaks about Cannes at the RAMA meet

Pune – The next Madison Avenue

A lengthy journey

With Great Ideas!

That can be shortened

How does one inspire great ideas?

A melting pot of global creativity

So, why Cannes?

Because, Cannes is about nurturing ideas through

Networking with clients and other agencies in an informal setting

Seeing trends, having fun and driving thought leadership.

Developing ideas with clients and other agencies

Recognizing and rewarding great work

Keep this in mind though, Cannes is not an international ‘Goafest’

Cannes is in the south of France

Monaco, Monte Carlo and French Riveria

The Yachts

The Beach and the Bikini

And of course, Formula 1

It’s all here!

A month after the famous Cannes Film Festival

Over 12,000 professionals from over 100 countries descend on Cannes

For a week full of branding, advertising, innovation, PR, packaging, technology, digital, learning and interaction

So, who are these professionals?

Just advertising people?

No. They are a diverse lot. Technology professionals, creative, account planners, film

fraternity, animators, client side - marketing and brand professionals, media

professionals etc.

Celebrities of the creative world are also in attendance

David Droga

Piyush Pandey

Prasoon Joshi

Sir John Hegarty

Bob Greenberg

Remember the recession of 2008?

It changed Cannes too!

During and after the recession, Cannes realized that they need to do something to keep themselves relevant and also help the industry

They realized that businesses needed CREATIVITY and not just ADVERTISING. This would help them be differentiated in the market place

In a decision to celebrate all types of creative work, Cannes moved from being the "International Advertising Festival" to the "International Festival of

Creativity".

Cannes also introduced the Titanium Integrated Awards. Rather it rewards the impact that an integrated campaign has had on results.

Cannes has also introduced the Cannes Innovation awards. Recognizing ‘Innovative' product design and development that help clients

win in the market place.

7 days and Cannes. The Paradox of choice

A typical day at Cannes

The day starts with getting up at 7am and reaching the venue by 9am

9:00am to 6:30pm – Knowledge Sessions (Includes workshop, debates, Q&A)

7:00pm to 10:00pm – Awards

When Awards are not on the agenda,Explore Cannes

Entrance

Street Shows

Street Shows

Parking near the Beach

Hotel

Fashion

Locals

Creations

Dine and Wine

Design

Entertainment

Idea

Local Bus

Tram Network

Quaint street side café

Cannes is where one realizes that technology is no longer an option. But a critical part that we all need to embrace.

Where Copy + Art teams need to be replaced with Creative + Technology teams.

In all this, one thing about our business hasn’t changed

Here are a few award winning case studies at Cannes this year

• Toshiba, Intel / The Beauty Inside, winner of Grand Prix in Film, Cyber and

Branded Content Grand Prix

• Metro Trains Melbourne / Dumb Ways to Die, winner of Grand Prix in Direct, PR,

Film, and Integrated

• Dove / Real Beauty Sketches, winner of Grand Prix in Titanium

• Heineken / Legendary Journeys, winner of Grand Prix in Creative Effectiveness

• Oreo / Daily Twist, winner of Grand Prix in Cyber and Gold in PR

• Barbarian Group / Cinder, winner of Grand Prix in Innovation

• Samsung Life Insurance / Bridge of Life, winner in Titanium, Gold in Promo +

Activation

• SPCA, MINI / Driving Dogs, contender for Grand Prix for Good, winner of Bronze

in PR, shortlisted in Titanium, Branded Content, Cyber, and Outdoor

• Channel 4 / Meet the Superhumans, winner of Grand Prix in Film Craft and Gold

in Film

• Dela / Why Wait Until It’s Too Late, winner of Grand Prix in Media

These are not Advertisements. They are Ideas!

So what does it take to go to Cannes?

• Register at www.canneslions.com/login/registration.cfm• Once you have paid and registered, they will give you a registration form.• Along with the registration form apply to French Embassy for a visa.• Costs involved:

Cost per head:

Description Amount

Cannes registration Fees £ 2600

Visa Fee £ 100

Air Travel £ 800

Lodging/ Boarding 7 days £ 500

Total Cost per head £ 4000

I believe not going to Cannes in not an option

The industry does too!

“Cannes keeps people motivated and hopeful, gives them something to look forward to. Why not?”

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“Smart marketers care about award shows because creativity is good business. In fact, it is an under-appreciated and stealthy competitive advantage.

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Debbie Heick Franchi

Executive Producer at Aggressive

Colin Drummond,Strategic Head,

Ogilvy & Mather in LA

“Cannes is important for all the obvious reasons of increasing visibility, for the power of creativity, inspiring creative's, creating a platform for debating with clients etc.

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“Cannes Lions is about the osmosis; it’s the conversations, it’s the exposure to work, the workshops, the lectures. More than anything else, it’s about the melting pot of professional and

creative cultures that makes Cannes lions what it is.”

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Peter John Mahrenholz,

Chief Strategy Officer,

Jung Von Matt

Anant Rangaswami,

An Author and

A Leading Industry Journalist

Let’s take the flight that will make Pune the next Madison Avenue