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A World of Ads – Interview with Julian Boulding

From: milan, italy to cannes, france

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The video records Cannes’ transformation during the days of the advertising festival, which witnesses the city turning from a quiet – or almost so – town of the South of France, typically provençal, into a destination for business and public relations, where market and advertising make you forget about its original nature. So the local market of antiques and the port make room for the Croisette and the Palais, hosting for a week film shows, press campaigns, interactive projects and everything dealing with communication. The parties on the hills just outside Cannes or taking place in luxurious hotels provide the event with a special setting, so much so that many advertising agents decide not to enter the Palais (won’t the ticket be too expensive?), doing only PR, jumping from one party to the other, until getting to the Martinez very late at night. Having reached its 55th edition, Cannes’s hosted a pretty chaotic festival, which has seen for the first time two absolute winners: Halo 3, a work that’s raised various controversies because of its warmongering character, and Cadbury, a commercial based on a concept that goes beyond the promotion of the product, back to a form of entertainment similar to the carosello. Gaia Danieli, Alessandro Spreafico

Original Briefing

How does a creative industry create new networking models?

What about ads? We zap through them on the TV, take a glance of the big ones covering the city walls when we stop at a red light, we passively learn to ignore them while surfing the internet. But we also sing their jingles under the shower, email our friends the funniest ones, learn their codes, question their morality. Matching very strict rules with ground-breaking (or very updated) creative standards, advertising makes a 30 second short a product in itself. Spots and campaigns squeeze pop culture together, gathering in esteemed directors, sport icons and divas in the same business, and are celebrated by part-fair, part-gala events like the Cannes Lions festival, where the creative guild gives away awards and creates new networking connections. To get people interested in things, advertisers have been crashing one media barrier after another and, being money the most effective medium – and more transnational than ideas – some smart creative entrepreneurs have been able to create interesting business models to work by. Julian Boulding, founder of thenetworkone Management Ltd., prefers networking to absorbing: instead of pumping companies inside a growing multinational corporate colossus, he works with independent, owner-run agencies from all over the world. This way, small companies get to network and work with big clients in an almost direct way, and the costs go down without hurting the business. For Boulding, occasions like the Cannes Lions are not just for getting drunk under the moonlight, but also a chance to dig through the most interesting emerging international companies.

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