How many from your company travelled with you?
Sympatico/MSN had two people from Canada. However, MSN had a massive presence with over 400 customers and staff from around the globe. This was the first year MSN Canada participated and also the first year that we had Australia, China, India, Korea, Mexico and Taiwan. What an amazing global event.
What’s the best thing about the event?
A toss-up between the inspiration generated from seeing great creative, and the benefits of networking with amazing people.
What’s the worst?
Seeing the sun come up while you’re still at the Gutter Bar, and the subsequent stumble home. But hey, it’s only midnight in Toronto, so you somehow manage to justify it in your head.
How important is being there?
No question, it was a highlight of my 15+ years in advertising, so I’d say pretty damn important. It inspires, it’s a great opportunity to catch up with folks in the biz, and it’s a great way to meet new people and (hopefully) develop new business.
Which was the best session?
Saatchi/P&G’s ‘Shifting Media & Creative Into High Gear’ demonstrated the value of not having siloed media and creative teams. The suggestion that marketers and agencies consider sharing the economic risk and rewards with the campaigns they develop was thought-provoking as well. This session caused me to think about how dramatic the changes are that are underway in our industry, and to get excited about the future.
How many sessions did you attend in total? Honestly.
Since my boss will read this, I’ll answer with: ‘I did not attend as many sessions as I should have, but more than he did.’
Will what you’ve seen have an impact on your own marketing?
I really, really hope so, especially in the online space. It has to! Canadians consume about 15% of their media time online, but the online ad market is only around 4% of total ad budgets. We need more innovation and creativity online. It has the audience. Do you have the creativity to capture their attention and to get recognized at Cannes to boot?
Overall impressions?
Overwhelming. Outstanding. Inspirational.
