Cannes Lions answers big questions ahead of LIONS Live

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Updated 21 September 2020

Cannes Lions answers big questions ahead of LIONS Live

Ahead of the return of LIONS Live from Oct 19-23, Cannes Lions partnered with WeTransfer to answer several questions put to its talent back in June 2020. The respondents include Quiet Storm’s Trevor Robinson, BBDO’s Josy Paul, Project Everyone’s Gail Gallie, Isobar’s Jean Lin, Google’s Lorraine Twohill, among others. Here are excerpts from the report:

What is the best form of activism? Can some activism set causes back, rather than bring progress?

Richard Curtis, writer, director, co-founder of Red Nose Day and UN Sustainable Development Goals advocate: All forms of activism play an important role in influencing and creating change. The most important thing is to strategize with everyone in mind. For example, if amazing change was happening at a political level, but nothing at all on a grassroots level, that wouldn’t create the best possible outcome. Activists might be doing their work with the best of intentions, but are not focused on collaboration. This may not necessarily set causes back, but is likely to be less effective and therefore hinder progress.


What will the creative approach look like post COVID-19?

Lorraine Twohill, chief marketing officer, Google: The elements that make really great work have always been the same and that will never change. Great work is great work. That being said, good creative work has always leaned on truth and shared experience and, right now, there is more of that than ever. Although everyone has experienced COVID-19 differently, we are living through a unique shared experience, which gives us more inspiration for powerful storytelling that resonates with people. In addition to that, COVID-19 has introduced so much chaos and new information into our lives, and people’s time is so valuable. I think that will lead to an increased focus on the messages that really matter in creative work. And, ultimately, to more human work.


As the market shifts toward e-commerce, what approach should be taken by the brands to design better consumer experiences in the new normal?

Jean Lin, global executive chairman, Isobar: The trends we’ve seen over the past few years will accelerate: from e-commerce, to Everywhere Commerce, to Total Commerce — every brand moment can become a moment to shop. You need technology to create experiences at scale, but you can’t underestimate how important creativity is in shaping customer experience in commerce. Brands should ask these key questions: How will my commerce offering make people’s lives better and easier — what problem does it solve? What will make my brand memorable and what do I want to be remembered for? What will ensure my product offering and brands resonate so people don’t get bored of my products?

It all comes down to bringing together the point of inspiration with the point of transaction. Use every brand moment as a shopping moment, but unleash creativity to avoid commoditization and mediocrity. Marketing conversations that focus too much on efficiency, and not on values and transformation, will have consequences and brands could suffer as we move to a new normal.

 
How should brands who are worried about putting out fake news navigate deep fakes? How do they do it safely?

Mike McGee, co-founder, Framestore: Advertisers and brands rely on building trust with their consumers and fans. Any mistakes and they are likely to be punished. In our clips, Boris and Donald were designed to be provocative, to start a conversation about their fidelity and likeness. But we didn’t use them to make any political statements, the content was designed to be amusing rather than a hoax.

 
What are you looking for when hiring creative talent? What stands out in a creative portfolio?

Josy Paul, chairman and chief creative officer, BBDO India: The truth is that you hire people, not portfolios. You are looking for difference, you’re looking for diversity. You’re looking for people who can bring you new influences and new backgrounds so that your work can be richer. And often a portfolio may not reflect that, because the portfolio tells you about the past. The person tells you about the future.


Publicis Groupe veteran Kamal Dimachkie leaves as new successor is named

Updated 20 October 2020

Publicis Groupe veteran Kamal Dimachkie leaves as new successor is named

  • Dimachkie’s career spans three decades of leadership and accomplishment in international and regional markets
  • Shoueiry founded the agency’s Social Content Lab and played a key role in cultivating digital design thinking across the region

RIYADH: Publicis Groupe MEA today announced the departure of Kamal Dimachkie, chief operating officer, Publicis Communications, UAE and Lower Gulf. Dimachkie is a senior executive who joined Leo Burnett in February 1985. The company has appointed Samer Shoueiry to assume the role in conjunction with his current responsibilities as chief digital officer, Publicis Communications, Middle East from Dec. 1. Dimachkie’s decision to leave comes after 33 years with the company. He will leave his current position on Dec. 31 and continue to act in a consultative capacity until June 2021 in order to ensure a smooth transition.

Dimachkie’s career spans three decades of leadership and accomplishment in international and regional markets including the US, Lebanon, Saudi Arabia, Bahrain, Kuwait and the UAE.

Raja Trad, executive chairman at Publicis Groupe MEA said: “I respect Kamal’s decision. He has been a friend and a colleague for over three decades, and not just I but the entire Publicis Groupe family will miss him. His tenure at the Groupe has been characterized by a clear commitment to values that are central to our philosophy. Kamal’s adept leadership propelled the agency to new heights — we won more than 250 accolades and added numerous international and local clients to our roster. I want to thank him for his immeasurable contribution to the Groupe and wish him all the best for his professional future.”

Dimachkie added: “Leo Burnett and Publicis Groupe have been my life for the past 33 years, and I am proud to have been a part of a glorious journey during which I have had the opportunity to serve the company in different roles in six countries, to have contributed to numerous clients and raised the bar internally and within the industry. Part of this has been the joy of working with a wonderful team and leadership, whom I have partnered with, learnt from and shall forever call my friends and brothers in arms. I am grateful to have lived the glory days of advertising with one of the best agencies in the world and to have worked with some of the most inspiring and creative people. I look forward to working with Samer on the upcoming transition and wish him success in his new role.”

Shoueiry, who will take on Dimachkie’s role, has over 21 years of experience across business, design and innovation. He has consistently delivered a robust performance in Publicis’ Experience Design and Experience Strategy, founded the agency’s Social Content Lab and played a key role in cultivating digital design thinking across the region.

Commenting on his appointment, Trad said: “Samer has a record of leadership and value creation, deep experience in generating groundbreaking brand experiences, as well as a focus on strategic design, innovation excellence and a strong technological footing. I look forward to continuing to work closely with him to drive our digital transformation in the region and support the spread of innovation through investments in our people, technology, platforms and tools. Together, we will ensure that we continue to move our business forward in the Connected Age through a data-led, digital-first approach.”

Shoueiry further added: “Kamal has built a strong foundation for future growth, including strengthening our team and expanding our scope of work. The current climate has accelerated digital transformation globally, and we are looking at a future where online and offline coexist to augment consumer experience in an interconnected brand universe. E-commerce is a necessity, digital equities are your flagship stores, search and social your new outdoor. With this new beginning, I will focus on further strengthening our creative strategy-to-results development to offer the best consumer-centric experiences and build brand value.”