Sean Combs on authenticity at Cannes Lions
By Theresa Howard
CANNES, France – In an industry wrought with image creation, the message at Cannes this year is to be authentic and honest.
From celebrities to top creatives, that’s the sentiment echoed as part of the 60th Annual Cannes Lions International Festival of Creativity, where more than 11,000 industry folks are here to win awards, hear ideas and be inspired.
Comedian and late night talk show host Conan O’Brien, known for his quick wit and innovative approach to brand and product integration, says the best partnership he can have with a brand is one in which he can do his own thing and be true to his sense of humor.
“Be authentic,” he said. “If it’s good for us it’s going to be better for you.” O’Brien says that when a brand partner or company becomes too prescriptive in how their product should be represented, the program fails because it’s not true. “Younger people today are hyper aware of phonies.”
Nick Law, global chief creative officer, R/GA, says that even when developing new technology for a brand, the technology must allow for consumer sharing and utility in order to help tell a more authentic brand message.
“What’s important is creating an experience for the consumer and from that, genuine stories will emerge,” he says about the creation of Nike Fuel Band, which took two years and a team of 100 to make. The product won the coveted Titanium Grand Prix at last year’s Cannes.
Music mogul Sean Combs, who has a fashion line, fragrance line, endorsement deal with Ciroc and a TV network dedicated to all things music due this fall, says that although his philosophy is to be disruptive marketers must also “be authentic and tell the truth.” He says that for Revolt TV he’ll do his best to make sure that any ads are relevant to his audience. “Our commercials will really speak to the content. AMC does a really good job at that.”