Archive for the ‘France’ tag

Kati on the Croisette at Cannes Lion

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It’s taken a whole week to rest my body, mind and spirit after the Cannes Lions International Festival of Creativity. During what turned out to be one of the most inspirational events of my professional career, I forged lifelong friendships with colleagues, was exposed to transformative work from all across the globe and was forced to evaluate my impact on my business and the world at-large.

A jam-packed schedule left little time for notes and barely enough brain space to remember everything; however, here are my key takeaways from my first ever Cannes Lions International Festival of Creativity:

1. Be the change you want to see in the world:

At a time where the world is experiencing unprecedented turmoil, Cannes Lions shined a light on the positive campaigns being used to generate awareness for and combat these social injustices. While the topics ranged from the refugee crisis to voter rights to gender inequality, the campaigns were all grounded in an authentic desire to make a difference.

Many of the sessions at Cannes spoke to corporate responsibility but one breakout, hosted by Edelman, was particularly memorable. In the opening remarks, Mark Renshaw, Edelman’s global chair of its brand practice, talked about how a brand can and should be providing leadership on social issues in a polarizing world. In order to educate brands on how to do so, they first conducted a study about consumers’ expectations in this time of upheaval. Some interesting findings included that 67% of US consumers are buying a brand for the first time based on a shared belief. That’s over 2/3 of consumers! They also found that 65% of consumers are saying that silence is not an option; consumers will stop buying if they don’t understand your brand’s stance. Most surprising to me was that half of consumers believe that brands can do more than governments or other institutions to drive change in the world.

With trust at an all-time low, it is more important than ever for brands to participate in the betterment of our society. Here’s how:

Find your calling – Don’t simply tap into what’s trending, but instead, find a movement that speaks to your mission and brand purpose.

Talk less, act more

Invite Action – If done appropriately, aligning with these missions should also invite consumers to help your brand reach your business goals (buying your product, service, etc.)

2. Show me your friends and I’ll show you your future:

At MKTG, we have always taken great pride in the company we keep, that is, the clients we are lucky enough to work with. As I wandered the Awards Hall in the Palais that displays all short list nominees and the eventual winners, I was excited to see many of our legacy clients up for the coveted Cannes Lions Awards. Proctor & Gamble brands Gillette and Tide walked away with Gold, as did Gatorade and Skittles; and Nike won awards for their Unlimited Stadium and their Unlimited Greatness campaign. These awards are true testaments to the innovative and creative brands we are fortunate enough to work with.

3. Creativity knows no borders:

Walking Le Croisette during the Cannes Lions Festival quickly turns into a life-size version of the guessing game – “What accent is that? What language do you think they’re speaking? I wonder what country they’re representing!”

I consider myself to be a well-traveled and cultured individual, lucky enough to have studied and vacationed abroad for years, but to be immersed in such cultural diversity from a professional perspective was something quite new. I found myself having conversations with everyone I met about their political climate, trending topics or brands, and cultural norms that affect the way people consume or create media. Their answers were as varied as their accents.

At times I was actually uncomfortable to say that I was from the United States, a country with a leader preaching nationalization and religiously bigoted rhetoric. But found solace in the fact that I, as a representative of that same country, was letting them know that not of all us share those ideals.

Let’s be honest, globalization is winning and will continue to lead the way into a greater tomorrow. And as brands begin to capitalize on that intercontinental growth, we as agencies must be ready and able to provide strategies and solutions for a connected world.

I can proudly say that the congregation of Dentsu Aegis employees that were sent to Cannes as part of the Route 500 program, was an accurate representation of the global atmosphere of the entire festival. Employees from Mumbai to Shanghai connected with colleagues from Toronto to Tel Aviv, forging relationships and fostering conversation about the future of the global industry. I am so thankful to be a part of such a progressive organization.

Above all, I was impressed by the cognizant efforts of Cannes Lions to make the festival diverse and inclusive. Instead of simply including sessions about the benefits of a varied workplace or why we should market to women, they practiced what they preached by having equal representation on juries and showcasing speakers of all races, religions and gender. I feel extremely honored to have taken part in such an important week in media/marketing and I’m already planning my return – because there’s no way I’m missing out next year!

 

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Written by Stephanie Rudnick
Stephanie Rudnick

July 5th, 2017 at 1:50 pm

MKTG Welcomes French Sports Marketing Agency Keneo to the Family

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PRESS RELEASE: Dentsu Aegis strengthens sports marketing offering in France with acquisition of Keneo

September 21, 2016: Dentsu Aegis Network today announces the acquisition of Keneo, a leading French sports marketing agency. Keneo will be fully integrated into Dentsu Aegis Network’s lifestyle marketing agency MKTG, further strengthening the brand and the network’s sports consulting and marketing offering.

Founded in 2008 and screen-shot-2016-09-21-at-10-25-34-amheadquartered in Paris, Keneo provides a complete service offering from strategic consulting to execution, both in France and internationally. With a strong team of 30 sports marketing experts, the agency serves a large variety of professional clubs and organising committees, including the French Football Federation, Tokyo 2020, Paris 2024, Paris Saint-Germain and the National Rugby League, among others.

Following the acquisition, Edouard Donnelly, Chairman of Keneo, and Franck Ladouce, CEO of Keneo, will continue to lead their successful team, becoming CEO and Deputy CEO of MKTG France respectively. Both will report to Thierry Jadot, CEO of Dentsu Aegis Network France, Benelux and MENA, and work directly with Charlie Horsey, Global Brand President of MKTG, on integration, collaboration and business development.

Thierry Jadot, CEO of Dentsu Aegis Network France, Benelux and MENA, commented: “Keneo complements and strengthens an area of expertise already present in Dentsu Aegis Network’s DNA. This is a fantastic opportunity to project ourselves with even greater strength and speed into the sports marketing and communication sector with an agency that has become a reference in the field. The addition of Edouard and Franck to the Board of MKTG is an important asset for our network, and together we will be able to deliver a wide range of sport and entertainment campaigns and enable greater collaboration within our regions.”

Charlie Horsey, US CEO and Global Brand President MKTG, said: “Providing innovative, insight-driven sports marketing and consulting services to our clients is a huge priority at MKTG and we are thrilled to welcome the Keneo team in France to the MKTG family. Having the ability to leverage and collaborate with our global network of experts and resources will benefit not only everyone at MKTG, but our clients and our partners across the Dentsu Aegis Network as well. We look forward to working with Edouard and Franck and their entire team to achieve great things across France and around the globe.”

Edouard Donnelly, CEO of MKTG France said: “I am delighted to be joining MKTG and Dentsu Aegis Network. It was an obvious step for us to join an impressive network that shares our values and commitment to being at the forefront of sports marketing and we are delighted to join forces”.

Franck Ladouce, Deputy CEO of MKTG France, added: “We are particularly proud to join a group which is renowned for its innovation and creativity. This partnership represents many new opportunities for our people and our clients, combining the expertise of our teams with the strength and know-how of the group’s international network.”

 

–Contributed by Dentsu Aegis Network and MKTG

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MKTG Paris & French National Lottery Team Up for UEFA EURO 2016

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MKTGPARISEURO

MKTG Paris participated in the creation of the activation program “LA OLA FDJ®”, for the French National Lottery (Francaise des Jeux) during UEFA EURO 2016. MKTG piloted the design and the implementation from the launch event in December 2015 through to this summer’s UEFA EURO 2016 in Paris from June 10-July 10. For the activation program, MKTG imagined, created and animated the “LA OLA FDJ®” sponsored spaces in the official UEFA EURO 2016 fan-zones throughout France: Paris, Saint-Denis, Lyon, Marseille, Lille, Bordeaux, Saint-Etienne and Lens. Within these designated fan-zones, MKTG, with FDJ®, created a device of interactive football animations for spirited participants to enjoy, perfectly in-tune with the festive spirit and digital forward-thinking of UEFA EURO 2016.

provided by MKTG Paris

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Written by Andrea D'Alessandro
Andrea D'Alessandro

July 11th, 2016 at 10:37 am

Introducing the Opel Adam: France

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Opel Adam

In order to modernize Opel’s brand image and position its Adam car as the lifestyle partner of women, MKTG created the 1st claw machine with facial recognition technology! In this machine, “Adam” dolls were used as the prize that consumers attempted to grab!

The state of the art technology used sensors for facial recognition. Depending on which direction you moved your head, the claw would move in the same direction. When you opened your mouth, the claw went down to reach for a doll.

If successful, you had the chance to shop for 30 minutes escorted by a “baggy boy” or “Adam”… who later drove the winner home in an Opel Adam!

The campaign was available in 20 shopping malls across France, during 10 weeks and allowed more than 11,300 women to participate. 2,920 lucky winners were escorted during their 30-minute shopping trip by one of 15 baggy boys while 600 lucky winners were driven home in an Opel Adam.

Take a look below for more photos from our activation!

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Written by Paige McConney
Paige McConney

November 3rd, 2015 at 10:22 am

MKTG INC @ Cannes Lions 2015

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A team from MKTG INC recently traveled to the Cannes Lions International Festival of Creativity. The festival is the annual mecca for the global marketing communications industry, with the most powerful brands, media outlets, agencies of all kinds (advertising, PR, experiential, digital, technology, data, social, mobile, creative, and many many others) – approximately 15,000 people, flocking to Cannes to network, to visit brand experiences, to close major deals, to learn, to meet a lot of people, and in many cases take home some hardware.

Sure, the setting is seriously glorious, but it is honestly a beast of a week. Think Sundance or CES…at the beach…in the South of France, in the summer. You are running, watching a panel on a rooftop in 85 degree heat, then running into a freezing cold conference room and back again, and grabbing food along the way, usually until sundown when things slow up a bit.

Luckily, my friend Julie Thompson, a 16-year Cannes Lions veteran, wrote this hugely insightful article for Adweek, that I used as gospel to make sure I made the most of my four days in Cannes. Even with Julie’s help, I still overbooked myself, but not complaining.

Between the client and press meetings at our home base, the Dentsu Aegis Beach House, panels, Q&As, creative showcases, press sit-downs, more panels from Adweek, Medialink, digiday, LinkedIn and visits to Google Beach, Facebook’s Hacker Square, and my favorite stop, The Girls Lounge, I averaged 22,000 steps a day according to my trusty companion, my FitBit.

Anyway, rather than yarn on, I figured I’d share with you some photos I snapped along the way:

 

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