Cannes Lions CEO on the power of creativity, the creator economy and making connections - Simon Cook

[@nileshparashar6566]

I have a question out of curiosity: Why doesn't this channel have more views? I ask because your content is genuinely engaging. You feature different leaders of the industry, which is rare in other podcasts. The thumbnails and titles are also well done. So what could be the reason? Has the team ever looked into it or is the primary goal of this podcast not necessarily to maximize views? In my opinion, this channel deserves at least 20-30k subscribers with a strong average view count per video.

[@uncensoredcmo]

Thank you and I wish I knew the answer! KZbin gets a tiny fraction of views compared to the downloads on podcast platforms. I would guess that people prefer the audio to consume when they are doing other tasks (running, gym, commuting etc) The average person listens to 80% of a podcast but only watches about 20% of the video so there is a marked difference in attention too. I wonder whether KZbin should be short form summaries of the podcast rather than the entire episode? Would love to know if you have any ideas? 20-30k subscribers would be a great achievement!! I guess the other element is that I haven’t done paid promotion so perhaps the channel is limited for that reason?

[@beardedskyrim8652]

One question for the double Lion award winner: Did you compose the soundtrack, and how did you influence the film craft? The current malaise in the advertising industry, rendering it an uninspiring and monotonous field for creatives, can be attributed to the overwhelming influence of System1 and the Ehrenberg-Bass Institute with their "statistical data and testing." Once a bastion of creativity where artistic minds held sway, the industry has devolved into a "scientifically" driven arena dominated by consultants and analysts-individuals who have never crafted an advertisement themselves yet make a living by scrutinizing ads. This, I find, to be a rather peculiar career choice. In my view, they are draining the vitality from what was once a vibrant and dynamic sector. If one's true aspiration is to be a scientist, the advertising industry seems a rather lowly pursuit, and their presence does more harm than good. Cheers.

[@uncensoredcmo]

I helped write the strategy, I approved the brief, I signed off the idea, I sat in the editing room reviewing the sound track and different edits of the film, I paid for the production, I paid for the usage rights, I applauded the team when the work was done, I paid for the media in the highest profile sporting event of the year, I paid for the social media to ensure it got seen. I may not have written the music but I made sure the ad got made and was totally authentic to the vision of the creative team! I been banned the CEO from seeing the ad before it went on air to protect the craft. Without that there is no Lion. Out of interest have you working with System1?. The reason I work for the company is that is does the opposite of what you said. We ensure that the great artistic work you refer to actually gets made by providing the evidence of its impact on the audience. We measure emotional responses rather than rational ones. You can be the best creative on the planet but if you can’t convince the client to buy the idea it’s all wasted. System1 makes that possible. Having been a client most of my career System1 has been game changing in helping a very scientific set of stakeholders to embrace the power of art.

[@beardedskyrim8652]

​@@uncensoredcmo I'm a client and a creative, and we did use System 1. I just think the constant analysis and data-driven approach to ads is really boring for creatives. On LinkedIn, when the talk is about advertising, it's all about consultants and analysts, while the creatives are silent. There is a crisis happening now, where no creative person wants to work in advertising, and you are not helping. System 1 is the total opposite to creativity, and I hope you well paid leeches on our craft will understand how you destroyed the core of our industry.

[@uncensoredcmo]

@@beardedskyrim8652 I am sorry this is utter nonsense. We are not leeching off the creative we are helping ensure effective creative gets signed off. I can promise you that more businesses are signing up to great creative work because of what we do. The role of advertising is to deliver a commercial outcome and whilst I am not the one making the ad I am involved in every stage of development and accountable for the final outcome. You should spend some time with a customer and find out what it’s like because if you did you would realise that system1 is on your side. By the way we are smart enough to know that’s it’s a guide to help develop creative work and sell it on and not an absolute. In terms of the pod Anselmo Ramos from GUT or Nils Leonard from Uncommon are two of the best ECD’s in the world and have been on the podcast. Both sides are two of the best I have done. I honestly don’t get why you think I am not on the side of the creative.

[@beardedskyrim8652]

@@uncensoredcmo Yes, you are right. But do you know what motivates creatives to contribute and work hard? It's the opportunity to create something new and never seen before. Testing an idea is at the bottom of their priority list and is generally unpopular among creatives. As a result, the advertising industry is no longer a popular place to work, except for consultants and analysts.

[@uncensoredcmo]

@@beardedskyrim8652 selling in something new is hard for conservative clients and our testing will make it happen! I am not just saying this, I have used System1 to convince clients to get behind bold new ideas.