Cannes Lions Festival To Feature StrawberryFrog Global Strategy Leaders Pedersen, Deluca And LeFevre “To Hell With Ads, Spark A Movement”
FROM: THE STREET
NEW YORK, June 3, 2011 — StrawberryFrog’s Global Strategic Leadership will present the seminar “To Hell with Ads, Spark a Movement” at the 58th Cannes Lions International festival June 21, 2011 at 10 am.
Ole Pedersen, Chief Strategy Officer of StrawberryFrog New York, Heather LeFevre, Head of Planning at StrawberryFrog Amsterdam and Patricia Deluca, Head of Planning at StrawberryFrog Sao Paulo, will present the seminar.
It will look at how the advent of social media, the global recession and the introduction of new technologies have radically altered the marketing landscape in favor of cultural movement marketing. The seminar will explore how this new movement marketing model seeks to mobilize a brand’s audience, by crystallizing an idea on the rise in culture, and then via shared brand experiences towards brand goals that benefit the brand, the consumer and society or culture and how this is fundamentally better suited for 2012 than the traditional purely product-driven USP models of the past.
Ole Pedersen, Chief Strategy Officer of StrawberryFrog New York says: "We are thrilled to be leading this important seminar at Cannes Lions this June. We will answer the questions: how do you create a cultural movement for a brand? How is this cultural movement process different from traditional marketing models? How do you know when you’ve created a cultural movement? And, how do you measure success vs. a traditional advertising campaign? The objective of the workshop is to immerse participants in this new process for marketing in a fun, entertaining and stimulating way."
In addition to StrawberryFrog, the Cannes seminar program includes sessions from Patti Smith, Sir Ken Robinson, foursquare Co-founder Dennis Crowley, Nestle CEO Paul Bulcke, Piers Morgan, Arianna Huffington, Malcolm Gladwell and Dr. Edward de Bono.
StrawberryFrog is the world’s first cultural movement agency. In early 2012, the book “Uprising” by Scott Goodson, founder of StrawberryFrog will be published about phenomenon of movement marketing. StrawberryFrog currently is a finalist for seven awards at the upcoming AICP awards to be announced on June 7. StrawberryFrog currently employs over 200 creative spirits in four offices in four countries and partners with companies such as P&G, Pepsico, Pirelli, Emirates Airline and Jim Beam.