Best of Cannes – Day 5

Manning Gottlieb OMD

As the sun sets on Cannes Lions 2018 over 16,000 people move from the Palais to the airport, heading home after a week of inspiration, networking and celebration of creativity. For OMD this has been a week centered on delivering better, more relevant experiences and content, to our clients and OMDers around the world. In our last Best Of mailer, we have curated content from our time here at Cannes Lions and our in-market activations. From our London and Singapore offices we unlock the potential of AI by mastering the balance of data and empathy. Back in Cannes, OMD UAE’s Karan Kukreja continues the conversation stressing the need to measure for impact not re(a)wards by being people first and focusing on technology as the means not the end. This topic was also front of mind when chatting with Oath. Led by OMD USA’s Doug Rozen, we discuss the powerful combination of art and science in advertising and how innovation and technology is affecting the relationship between brands and consumers. With over 50 pieces of content from 20 markets, there is plenty more to explore on cannes.omd.com. Signing off from the Cote d’Azur – see you in 2019!

OMD EMEA’s Guy Marks talks to PepsiCo Beverages’s Head of Marketing and Innovation for Western Europe, Mark Kirkham, about what Cannes means to brands and the evolving definition of purpose driven marketing.

OMD EMEA’s Chelsea Horncastle explores how we have unlocked the potential of AI in London this week, while OMD Singapore’s Harpreet Kaur looks into how we are striving to master the balance of data and empathy.

OMD USA’s Doug Rozen talks to our friends at Oath about the powerful combination of art and science in advertising and how innovation and technology is affecting the relationship between brands and consumers.

“All companies will become technology companies.” OMD Australia’s Peita Pacey recaps on yesterday’s Cannes Lions festival and how we should be keeping up with the speed of culture through smart data.

As the 65th Cannes Lions Festival of Creativity draws to a close, we finish the week winning 1 Gold and 2 Bronze in the Media Lions category. Huge congratulations go to OMD USA for a Gold Lion for ‘Intel Re-imagines the 2018 Pyeongchang Olympics’. Intel is a leader in emerging technologies from Data Centers and Artificial Intelligence to Virtual Reality, yet still viewed by consumers as a PC-centric company. To shift consumer perceptions to Intel being a global leader in technology, the Olympics was identified as the perfect, large-scale platform through which to do this. By re-imagining how consumers experience the Olympic games, a campaign built around four pillars showcased key Intel technologies in action: drones, VR, 5G and eSports. Not only did Intel shift perceptions, they also earned 32% of all Olympic social engagement in relation to Olympic top sponsors – more than double the SOV of any other sponsor.

OMD USA also picked up a Bronze for an Apple campaign which highlighted and educated smartphone owners about one of the most compelling and differentiating features of the iPhone7 Plus – portrait mode. The other Bronze was awarded to OMD Dominican Republic for a campaign on behalf of UNICEF, bringing the practice of child marriage to light to demand action in terms of a change in the law from the government.

For the last three years, the coveted Media Network of the Year accolade has been an Omnicom one, with OMD picking up the award last year and PHD the previous two. This year, it was awarded to Mediacom and this was largely on the strength of their Tesco Grand Prix win. Cannes Lions rolled out a new points system this year that gives the Grand Prix 30 points vs. 10 points in previous years, giving them a total of 51.5 points vs. our 31 points. We are extremely proud to place second in the category and the work that was shortlisted, and those that converted throughout the week.