Cannes Lions Young Account Planners Academy - The Day in Quotes - Day 1 (June 15th 2014) Including quotes from: James Hurman, Teresa Alpert, Leigh Reyes, Hakuhodo, and Gareth Kay. Compiled by Amr Sallam (@amrsalt).

1. THE DAY IN QUOTES
DAY 1 June 15th

3. James
HurmanFounder& Principle,PreviouslyUnavailable
THE CASE FOR CREATIVITY: WHY IT’S IMPORTANT TO WORK TOWARDS GrEAT CREATIVE

4. - James Hurman
“IF YOU ARE NOT MAKING A GREAT
CONTRIBUTION, YOU ARE IN THE WAY.”

5. “THE ABILITY TO JUMP IN AND ASK
QUESTIONS IS ESSENTIAL.
THE BEST PLANNERS ASK THE DUMBEST
QUESTIONS.”
- James Hurman

6. “MAKING WORK AS CREATIVE AS POSSIBLE
IS IMPERATIVE TO MAKING WORK THAT IS
EFFECTIVE.”
- James Hurman

7. “CREATIVITY =
ORIGINALITY + ENGAGEMENT + CRAFT EXCELLENCE.”
- James Hurman

8. TERESA
ALPERTDIRECTOR,CRIMEA RIVER LTD.
EMPATHY RULES: OPENING HEARTS, MINDS, AND MARKETS

9. “Empathy is:
Being Aware of,
being sensitive to,
experiencing the feelings of,
experiencing the thoughts of,
– ANOTHER PERSON.”
- Teresa Alpert

10. “WIND PEOPLE UP, AND LET THEM TALK
FREELY. DON’T GUIDE THE DISCUSSION.”
- Teresa Alpert

11. “Find out WHAT REALLY KEEPS PEOPLE UP
AT NIGHT. FIND A NOVEL WAY TO EMPATHIZE
WITH PEOPLE IN THEIR ENVIRONMENT.”
- Teresa Alpert

12. LEIGH
REYESPRESIDENT/CCO,LOWE PHILIPPINES
DO WHAT YOU HATE

13. “AS PLANNERS, WE ARE THINKERS MORE
THAN DOERS. WE NEED TO ‘MAKE’ MORE.”
- Leigh Reyes

14. “ASK ‘WHAT IF’.
A PLANNER’S KEY WEAPON IS CURIOSITY.”
- Leigh Reyes

15. “…BUT WE MUST ALSO ASK ‘HOW’ & THINK
OF THE PHYSICAL DETAILS.
THINK OF EVERYTHING AS A TOOL TO
UNPACK PROBLEMS.”
- Leigh Reyes

16. “LEARN NEW TOOLS. MAKE NEW THINGS.”
- Leigh Reyes

17. “HAVE A WORKING KNOWLEDGE OF
WHAT IS POSSIBLE.”
- Leigh Reyes

18. “MAKE EXPERIMENTATION & FAILURE
A GOOD THING.”
Flearn(v). to learn by failing.
- Leigh Reyes

19. “BRANDS ARE LOOKING FOR A PURPOSE, &
PEOPLE IN AGENCIES ARE LOOKING TO ADD
MEANING TO THEIR LIVES.
This is an opportunity for social
business.”
- Leigh Reyes

20. MORIHIKO HASEBE
ECD, HAKUHODOINC. CO-CEO/ECD,HAKUHODOKETTLE INC.
AGENCY MODEL:2024
KENTARO KIMURA

21. “The Future of Agency…
…Expertise = HYBRID EXPERTISE.
…ORGANIZATION = UNITED VENTURES.
…MISSION = LIFE DESIGN.”
- Hakuhodo

22. HYBRID EXPERTISE IS COMBINING THE
CREATIVE & INSIGHT EXPERTISE OF
AGENCIES WITH EXTERNAL EXPERTISE, TO
DEVELOP ‘MARKET DESIGN’ SKILLS & MOVE
THEM FROM JUST ADVERTISING TO NEW &
BETTER TANGIBLE IDEAS.

23. united ventures: HAKUHODO HAS A
VENTURE FUND FOR STAFF - ENCOURAGING
THEM TO LAUNCH STARTUPS.
HAKUHODO KETTLE IS THE CREATIVE HUB, &
12 STARTUPS HAVE BEEN FUNDED BY THE
AGENCY.

24. LIFE DESIGN: WHEN AGENCIES BECOME
MORE THAN ADVERTISERS & BECOME A
POWERFUL TOOL IN MAKING A POSITIVE
IMPACT ON PEOPLE’S LIVES.

25. GARETH
KAYFOUNDINGPARTNER,ZEUS JONES SAN FRANCISCO
THOUGHTS OF A RECOVERINGADVERTISING PLANNER

26. “THE BEST PRACTITIONERS OF ADVERTISING
HAVE A HEALTHY DISREGARD FOR
ADVERTISING.”
- Gareth Kay

27. “MAKE HACKS, NOT ADS.
A HACK IS THE MOST INGENIOUS &
EFFECTIVE SOLUTION TO A PROBLEM.”
- Gareth Kay

28. “BE OBSESSED WITH THE OUTCOME WE
CREATE, NOT THE OUTPUT WE MAKE.”
- Gareth Kay

29. “ASK BETTER QUESTIONS TO GET BETTER
ANSWERS.”
- Gareth Kay

30. “EXPERIMENT.
MISTAKES ARE AN INEVITABLE PART ON THE
ROAD TO GREATNESS.”
- Gareth Kay

31. “CUT BACK.
RESTRICTION IS MORE POWERFUL THAN
PROLIFERATION.
Great Strategy is about sacrifice.”
- Gareth Kay

32. “BUILD FROM SCRATCH.
RECONCIEVE PRODUCTS IN THE CONTEXT OF
‘NOW’, NOT THE CONTEXT IN WHICH THEY
WERE CREATED.”
- Gareth Kay

33. “BE HUMAN FRIENDLY.
RATHER THAN HUMAN LIKE.”
- Gareth Kay

34. “DON’T MASQUERADE BRANDS AS PEOPLE.
FIGURE OUT HOW TO MAKE BRANDS
APPEALING & USEFUL TO PEOPLE, NOT
POORLY REFLECTIVE OF HUMAN TRAITS.”
- Gareth Kay

35. “PUT PEOPLE FIRST.
HAVE A CULTURAL MISSION, NOT JUST A
COMMERCIAL PROPOSITION.
PEOPLE ARE PEOPLE, NOT JUST
CONSUMERS.”
- Gareth Kay

36. “BE CURIOUS.
REPLACE FEAR OF THE UNKNOWN WITH
CURIOUSITY.”
- Gareth Kay

37. “HAVE A HEALTHY APERTURE.
PLAY OUT OF POSITION.
GO OUT THERE AND DO THINGS!”
- Gareth Kay

38. “BE INTERESTING.
STICK TO WHAT YOU BELIEVE IS RIGHT.
BE BRUTALLY HONEST.
INVOLVE THEM EARLY IN THE PROCESS.
GIVE THEM SOMETHING INTERESTING EVERY
DAY.” - Gareth Kay
IN THE RELATIONSHIP WITH CREATIVES:

40. Thank you!
@amrsalt @amrsalt
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