Cannes Lions 2010

As some of you may or may not know, the 57th Cannes Lions International Advertising Festival just passed at the end of June at the Palais des Festivals. The Cannes Lions Festival is one of the most prestigious advertising awards held in Cannes, France annually, with over 20 000 pieces of creative advertising entered from all over the world, and judged by a jury of 250 split into judging different categories.

Below are just some of the Grand Prix winners in the many different categories. I won't put a description since I think it might ruin the effect, but I'm sure that (like me) you'll be mightily impressed!

Film Lions:

The Man Your Man Could Smell Like; Old Spice

Cyber Lions:

This was shared by Volkswagen's Fun Theory and Nike Livestrong Foundation's Chalkbot. Go here and here for links to the sites!

Grand Prix for Good:

Choose a Different Ending; the Metropolitan Police

(I actually tried this one out a few days ago, and it totally reminded me of a virtual version of those child books that I used to read when I was a child, when I could pick my different endings and flip to the different pages at the back of the book. My, I think I just dated myself there...)

For the full list (and the shortlist) of the winners of the 2010 Cannes Lions, go here. Enjoy!

For the Inner Fanboys

So lately I’ve gotten into this sudden craze of listening to classic Disney songs (Hakuna Matata, Colours of the Wind, Be Our Guest etc) and I was just lamenting on the decreasing quality of Disney movies and songs these days in comparison to those when I was a kid.

However, one of the better ones (in my humble opinion) to have been produced recently was the Princess and the Frog, which I loved and (I thought) was a great tribute to the good ol’ days. Imagine my surprise to run across an article later that talks of Disney’s newer animation, Tangled, formerly known as Rapunzel, and how Princess and the Frog helped the studio decide on the name change.

Now how does a 2D old school movie have anything to do with the 3D counterpart? Well, turns out that though PatF was a great movie, it didn’t gross in as much as the executives thought it would in the box office. And they think they know why: not as many boys saw it due to the word “princess” in the title.

Hence this time, the great Disney has learned its lesson. The studio has renamed the upcoming movie from girly “Rapunzel” to a bit more ambiguous “Tangled”. Not the mention that there will be more of a bad-boy image thrown in for our prince (who actually is a bandit), and a bit of a backbone for our golden princess. Oh, and the film will revolve more around the male character as well. All this so as to draw in more of the younger boys to watch, who also make up roughly half of Disney’s potential audience for their family films.

According to the president of the Pixar and Disney Animation Studios, Ed Catmull, “some people might assume it’s a fairy tale for girls when it’s not. We make movies to be appreciated and loved by everybody.” As well, the studio hopes that the bad-boy character can help them reach the broadest possible audience for the film.

And of course, with changes such as this one, there are bound to be some related to it. Floyd Norman, a retired Disney and Pixar animator who worked on films such as “Mulan” and “Monsters Inc.” considers the name change to be "beyond stupid" and created a cartoon in response to the name change.

So, what do YOU think about this? Yay or nay to the change?

World Cup Fever

This might be a bit late seeing as the 2010 FIFA World Cup has already started oh, I don’t know, two weeks ago. But I figured hey, better late than never! As an old teacher of mine once said, if not on time, then at least in time.

Anyway, as we all know, the World Cup draws in millions of viewers from all over the world. And with that comes an onslaught of marketing campaigns from a lot of big named companies.

Take Nike, for example. Their “Write the Future” campaign apparently linked Nike to the tournament twice as much as their biggest competitor and official World Cup partner, Adidas. Which, might I add, “had the highest levels of tournament mentions of all of the official brands.” (Of course, this only applies to the English language World Cup related messages in the different social medias on the net.) In other words, seems like Nike has kicked Adidas' butts in terms of marketing of the World Cup.

Funny thing is, Nike’s not even an official partner of the World Cup.

Here’s their campaign video that, last I checked, garnered over 17 million viewers on YouTube. (And with good reason, have you seen the cast?!?)

PS. Here's the article that can explain a bit more about the campaign ambush--and a few other brands (official sponsors, or not) that are also worth mentioning in terms of World Cup marketing.

PPS. Who are you rootin' for?

"Brave, Young Architects of Change"

Newly branded Wind Mobile, has stirred up excitement and curiosity for cell phone users in the marketplace. What started off as an online soapbox site where consumers came together to discuss their rants and thoughts about cell phone service providers in Canada, has now formed into a new brand, a new company and a new hope for cell phone users all round.

Let’s face it, we have all had our many complaints and upsets about Canadian cell phone providers that the topic itself has taken up much debate from various angles. Everything from inefficient service to expensive cell phone plans has materialized into a prevalent threat in Canada’s technology landscape.

If the average cell phone consumer is unhappy with paying too much and not getting the service he or she needs from current providers, there’s really no sustainable future in site for the likes of companies like Bell and Rogers.

So will Wind Mobile be the solution to the tainted cell phone market in Canada?

At this point, I personally believe it definitely has the potential to change the current system in a way that will satisfy Canadian cell phone consumers through simply giving them what they deserve.

Valuing consumer preferences and providing them with the best cell phone plans possible requires listening, adapting and engaging the consumer on how they, the consumer want their plans set up. This with a little bit of business control from the service provider’s end, can create much success for Wind Mobile, both reputation wise and revenue wise.

In fact, much of their branding and marketing campaigns already focuses on the consumer, which was created through the interactions and engagements of what consumers have expressed online about cell phone service.

Just as their powerful commercials present the “consumer as the hero”, who knows maybe Wind Mobile will be the answer to several Canadians’ hopes, and be the next best cell phone provider in this country. I think it’s about time consumers finally get their bang for their buck and deserve decent cell phone plans and suitable rates.

-Nikita

Tis the Perfect Holiday iPhone App !

As every holiday season kicks off with the excitement of Christmas shopping and party planning, what better way is there to connect consumers with the retail world, than to provide them with yet another iPhone app?

That’s right, Toronto Eaton Centre has recently launched an interactive Apple iPhone application that allows “mall shoppers to access store promotions with just one touch.” This unique app can be downloaded right from the Apple App Store and also gives users the ability to locate mall services such as ATMs and washrooms. Along with that, it gives them a way to navigate through the Store Directory right from their phones.

Brian O’Hoski, Property Retail Manager for Toronto Eaton Centre supported the app idea by saying that since “...2.5 million iPhone users in Canada already live in the GTA, it’s as simple as reaching into their pockets and stay directly connected to the latest store promotions from over 230 stores and services at the Eaton Centre.”

As shoppers are becoming more time-starved, apps like these cater to their lifestyle because consumers don’t have as much time anymore to research and shop before buying gifts. In fact, the common trend is that they can’t find the time to window-shop first, and then come back to close the final gift purchases.

By delivering quick and accurate news feeds to their phones, makes the holiday season a whole lot stress-free and simple. In a time where the world is fully wired, saving "time" for consumers is probably the best gift you can offer during the busy holiday season!

For more information regarding this app click here:
http://smr.newswire.ca/en/toronto-eaton-centre/toronto-eaton-centre-launches-iphone-application-ahead

-Nikita

Is Kraft's bid not sweet enough for Cadbury?

It may come as news to some of you chocolate lovers that British based “Cadbury PLC” is currently being bid at, by American company Kraft Foods Inc.

In September 2009, the initial bid by Kraft was rejected by Cadbury. Recently though, on November 9th Kraft once again released another bid for the popular chocolate business, with an offer of US$16.4 billion.

Todd Stitzer, Cadbury chief executive indicates that they turned down the offer because “a link-up with Kraft made no strategic sense.” He also believes that Cadbury on its own “has a strong future as an independent candy maker."

Perhaps Kraft’s valuation of the company is in fact low, making Cadbury worth a lot more than they think it is. Cadbury is known as the world’s second largest chocolate confectionary business, while Kraft is No.5 within the same category.

Although the result of acquisitions may limit costs and decrease competition in the marketplace, the effects on either company will require a long transition process. At this point, it seems like Kraft is the one that needs the acquisition to go through more so, than Cadbury.

The truth of the matter remains, that the bidding process has become an increasingly hostile and tense situation for the bidder. Cadbury is not willing to be bought out at such a low price, while Kraft is finding difficulty increasing their bid, due to their own internal financial challenges.

By February 2010, Kraft will have its final chance to make a new bid for Cadbury -- and that is when we’ll see if one of the world’s most popular and much-loved chocolate brands will be like so many other businesses that go down in the history of mergers and acquisitions. In my personal opinion, I agree with Stitzer's view and greatly value the Cadbury brand as an empire on its own -- I also think it has the potential to continue its independent stream of success.

Any thoughts or predictions on how this will play out?


-Nikita

TED: Technology, Entertainment, Design

These days the amount of literature and words that I read on the internet is beyond me. I like to think of all the blogs I read, as my everyday dosage of inspiration. Being in marketing, constantly deciphering the news of the business world is a basic for us to take on -and doing so helps us jive out our inspiration and triggers our inner thought-seeking selves.

So where does one get inspiration from? Having the cyber world as the epicentre for communication of all kinds has people expressing themselves through literature and text of all types. Online forums, communities and blogs have all created an intimate connection with someone out there. One blogger’s words are another’s source of inspiration!

Within the experiences, comments and stories that everyday people out there share, we find an indescribable connection with the online world, and that is where the real inspiration for creative and strategic thinkers lies. Being able to exchange thoughts and give in your two cents about a stimulating topic brings a whole new meaning to the word collaboration.

One organizational forum that has done a magnificent job at emerging is TED, otherwise acronym-ed as Technology, Entertainment, Design. Indicated in its tag line “ideas worth spreading,” this website holds a series of virtual video presentations performed by prolific speakers (authors, directors, CEOs, worldly icons etc).

I currently finished reading the book “Eat, Pray, Love” and I just so happened to find the author Elizabeth Gilbert online doing a TED presentation.

Watching her speak brought the idea of relate-ability to whole a new level. As I had already established that “writer to reader” connection with her, I began to relate to her in more ways upon watching her on TED. Visually seeing her present and remembering all the takeaways from the book really helped solidify her not only as a writer, but a genuine person whose writing I connected with. She was personable throughout her presentation, which left me inspired and wanting to learn more about her.

Gilbert’s book kept me gripped all throughout and her presentation absorbed me in even more. Similarly in marketing, adding that personal, real and authentic touch to our ideas and processes will leave consumers actually wanting to learn more about a brand or a product, in turn strengthening the “marketer to consumer” connection.

Now I know it’s easy to see digital media footage on anyone these days, but the “TED talks” are definitely worth watching. So I encourage you to spend some time on TED.com and see what’s out there to discover. In an age where online media and the “blogosphere” are turning a high point, organizations like TED are valuable and insightful for us business folk.

-Nikita