Think back three decades. Who envisaged that mobile devices would become the portals for our lives? Or think back to 2007. Did you imagine that Twitter would become the force it is today? Probably not. That is because our thinking is so often tethered to the past rather than to the future. At PHD, we believe that looking into the future can jolt us into thinking differently about today. We need to escape the tendency to interpret new technology with the tools that already exist. So, we are asking marketers to come on a mind trip. We want you to gaze a few decades into the future and consider what the world will look like in 40 or 50 years’ time. This will hopefully help you make sense of the new developments that are happening here and now. The Cannes Lions International Festival of Creativity is an ideal forum to set about changing people’s mindsets. At this year’s festival, PHD organised a conference session featuring US futurologist, philosopher and TV personality Jason Silva. In “Mind trip: A complete reboot of the way we see the world,” he pushed the boundaries of our imaginations on how the world will change. Exploring areas such as nanotechnology, biotechnology and extended consciousness, Jason gave us a fresh perspective on how the world could evolve and ultimately opened our minds up to the possibilities the future may bring. To further enhance the mind trip, we decided to partner with the 2014 Cannes Lions smartphone app and create some content within it that would give an intensified blast of future thinking. We asked some of the world’s foremost figures in advertising and marketing to curate their own Cannes Lions conference programme. They identified sessions that were future-looking, creatively-inspiring and likely to give people fuel for cutting-edge thinking about our current state of play. These sessions were blogged live at the conference and we have knitted an edited selection of these summaries together into this booklet. We hope that sharing these snapshots will help you tether your thinking to the future so you can re-interpret what is happening in the present. Mike Cooper | CEO, PHD WORLDWIDE 3 Our need to grapple with the implications of a world sustained by increasingly powerful technologies is witnessed on a daily basis, both in our personal and business lives. Consider the words of X Prize founder Peter Diamandis who reminds us in his TED talk that more change has occurred in the last 100 years than in the last million. Or the words of Ray Kurzweil, described as “the ultimate thinking machine,” who tells us that the supercomputer in your pocket (you call it a smartphone) is a million times smaller, a million times cheaper, and a thousand times more powerful than what used to be a 60 million dollar supercomputer that was half a building in size 40 years ago. What happens in 25 years where those continuing exponential advancements become blood-cell sized devices interfacing with our neurons further extending our intelligence? Or when the full flourishing of biotechnology turns biology into our new canvas that can be upgraded the way you upgrade your smartphone today? Imagine downloading a new wetware patch to “fix” an illness, or programming your genes to radically extend your lifespan. ABOUT JASON Jason Silva is the But this is nothing new. We’ve been transcending our limits and redefining who we are since the advent host of TV show Brain of stone tools and the emergence of language. Games, National Geographic Channel’s mind-blowing Emmy- Technology is how we impregnate the world with mind, it is how we extend the reach of our nominated series consciousness, how we extend our agency, it is Crowley’s “magic,” defined as “Willed Intent.” about the mind’s inner workings. Television personality, futurologist As maverick thinker, inventor, and futurist Kurzweil tells us, from the very moment early humans picked and philosopher, Silva up a stick and used it to reach a fruit on a tree, we have been using technology to extend our reach. has been described as “part Timothy Leary, part Ray Kurzweil, and The cognitive philosophers Andy Clark and David Chalmers have written about the need to make a part Neo from ‘The cognitive leap, to transcend our skin-bag bias, and realize that technology is our second skin, our Matrix.’” exoskeleton: “iPhone therefore I am,” one might say. An active and prolific global speaker, Jason Technology is the embodiment of human imagination, it is the manifestation of our mental models. It is has spoken at the our extended self, our silicon nervous system. Cannes Lions Festival of Creativity, TEDGlobal and Google’s We subvert our limitations with our engineering prowess. Zeitgeist Conference. He has delivered We literally think up new possibilities into existence and our creative solution to how we actually keynote speeches at transform and transcend our limitations manifests itself in our engineering, our science, our space international events for Microsoft, IBM, Adobe, stations and cities, jetliners and iPhones. Oracle, Electronic Arts, PEPSICO, Intel and Considering the next 40 years of exponential advancements is indeed a mind trip…but one that opens many more. He hosts a YouTube channel called up boundless possibilities and the doors to more creative thinking. Shots of Awe where he lays out his stunning Enjoy the journey! vision of the future. Jason Silva | TECHNO-PHILOSOPHER, FUTURIST, FILMMAKER AND TV PERSONALITY 5 THE SELECTION PANEL The leaders who handpicked Mind Trip seminars from Cannes Lions 09 PHD // MIND TRIP: A COMPLETE REBOOT OF THE WAY WE SEE THE WORLD PHD and Jason Silva take Cannes on a Mind Trip 21 TWITTER // #LIVE STORYTELLING Live storytelling – The hashtag revolution that is transforming marketing 23 GOOGLE // THE DIGITAL FUTURE Inside the Googleplex – how Google engineers create the breakthroughs of the future 25 YOUTUBE // THE ART OF STORYTELLING ON YOU TUBE Dreamworks king Katzenberg says advertisers must become story-tellers on YouTube 27 FACEBOOK // FACEBOOK: MAKING MARKETING PERSONAL AGAIN Facebook’s Sheryl Sandberg talks mobile, personalised marketing & the importance of ad agencies 29 ADOBE // THE NEW CREATIVES Creatives need to think like marketers, behave like entertainers and move like tech start-ups 31 TIME WARNER // THE POWER OF STORY Armando Iannucci and other storytellers speak out on the importance of narrative 33 CANNES LIONS // BRAZIL’S GOLDEN AGE IS JUST AROUND THE CORNER Brazil: A creative powerhouse emerges 35 VISA // SPORTS AS A SOURCE FOR GLOBAL CREATIVE INSPIRATION Brands go for Gold with the World Cup and Olympics 37 BBDO // NICE IS THE NEW BLACK Why “nice” advertising is a hit with the public 39 OGILVY & MATHER // COSMIC QUANDARIES AND CREATIVITY Pluto killer shares words of wisdom on the secrets of creativity and scientific advancement 41 GOLIN // RELEVANCE AND THE HOFF The Hoff shows that brand relevancy is key to global marketing 43 CP&B // THE CREATIVE REALITY CHECK Creative maverick Chuck Porter talks Paddy Power, Lionel Messi and the downside of big data 45 BRAVE // THE SIN CITY CHRONICLES: HOW VEGAS CAN INSPIRE BRANDS Las Vegas marketing magic: What brands can learn from the neon metropolis 47 7 THE LEADERS WHO HANDPICKED MIND TRIP SEMINARS FROM CANNES LIONS We asked some of the world’s foremost figures in advertising and marketing to curate their own conference programme at Cannes. They chose sessions TOP ROW from the Cannes Lions Mike Cooper Festival which they Worldwide CEO, PHD felt would improve our Carolyn Everson grasp on the issues Vice President, affecting brands. They Global Marketing identified sessions that Solutions, Facebook were future-looking, Rob Schwartz, creatively-inspiring and Global Creative likely to give people President, TBWA Worldwide fuel for cutting-edge thinking about our MIDDLE ROW current state of play. Paul Kemp-Robertson Editorial Director and Co-founder, Contagious Rahul Welde Vice President – Media Unilever BOTTOM ROW John Hegarty Creative founder of BBH David Lubars Chief Creative Officer, BBDO Worldwide and Chairman, BBDO North America Mark Holden Worldwide Strategy & Planning Director for PHD 9 Mike Cooper Carolyn Everson WORLDWIDE CEO, PHD VICE PRESIDENT, GLOBAL MARKETING SOLUTIONS, FACEBOOK ABOUT Mike Cooper became CEO of PHD Worldwide ABOUT in 2007, responsible for growing the Omnicom Carolyn Everson is the Vice President of Global owned network, which today has over 80 offices Marketing Solutions at Facebook, where she leads in 66 countries. Under Mike’s leadership, PHD Facebook’s relationships with its top marketers was awarded Adweek’s ‘Global Media Agency and agencies across the globe. Carolyn oversees of the Year’ in 2012 and in 2013 was Campaign’s a team of regional leaders, and the teams focused ‘Network of the Year’ runner-up as well as ‘Global on global partnerships, global agencies and Media Agency of the Year’ at the Cristal Awards. Facebook’s Creative Shop. Mike started working in advertising at Saatchi Prior to Facebook, Carolyn was the Corporate & Saatchi in London in 1984 before being Vice President of Microsoft’s Global Advertising transferred to Hong Kong in 1989 to work as a Sales and Trade Marketing Teams. Carolyn also media director there. In 1991 he was appointed spent seven years at MTV Networks. Her last role CEO for Saatchi in Hong Kong and in 1993 was was as Chief Operating Officer and Executive Vice put in charge of North Asia. He then moved to President of U.S. Ad Sales for MTV Networks. CNBC Asia in 1995, in charge of sales, distribution and marketing before joining Omnicom as CEO for Carolyn has been named a Woman to Watch OMD Asia Pacific in 1997. and Fortune included her on the 40 under 40 list two years in a row.