Face to Face with... Frederic Levron

Frederic Levron, head of digital & branded entertainment content at Ogilvy & Mather Paris, is a veteran of Cannes and usually comes back, like the rest of us, full of inspired ideas and motivation. This year was no different and here he offers a final portion of insight and personal wisdom on why the festival is so important for the creative industry.

Why is the Cannes International Festival of Creativity so important?

Because each time I come back, I'm super pissed off about the fantastic work I saw there! That feeling is fucking great for your motivation to become the best creative in the word! It brings my hungriness back instantly.

Does winning a Lion at the festival have a noticeable impact on your business?

In the last three client briefs we’ve worked on, it was mentioned in the KPI of the campaign: "win a Cannes Lion…" At Ogilvy & Mather Paris we are taking care of iconic brands like Louis Vuitton, Perrier, Coke Zero and Dove. To stay iconic they need to lead the game, to push the boundaries beyond. Cannes Lions is about awarding those agencies who innovate and who set up the new standard of communication. If I were a CMO, I’d ask for all of this from my agency.

What have the best seminars been in recent years?

Seminars that talk about the way to change our creative product. Gatorade Replay, IBM Watson, Twelpforce Best Buy, all those fantastic initiatives are about entertainment, utility and social engagement. The question isn’t; “how do you come up with the best 30 seconds ever?” anymore, but rather; "how do we make sure our ideas are media neutral ideas, rich enough to find specific expression on all those new communication levers?"

What’s your fondest memory of Cannes?

The problem at Cannes is you never remember the day before, so speaking about something that happened years ago is impossible.

What should every Cannes virgin do during the week?

Firstly, go to every awards ceremony! PR, Activation, Media, Titanium, those categories dramatically changed the quality of their entries thanks to the rise of digital and brand entertainment. Then go to the Baoli, the best club in Cannes +33 4 93 43 03 43. Make sure you bring your EVP though, you don't want to be the one hit with the expensive bill!

What’s the right balance between work and play?

The balance that allows you to answer your question number four.

What would make the perfect day at Cannes?

Receiving a phone call from Cannes Lions saying "you should buy a tie for tonight you're going to need it on stage."

Where’s best to host a get together?

It’s not about hosting a villa but renting a boat! It’s cheaper, much more fun, plus people can't leave the party.

Complete the following sentence: If this was my last time at Cannes, I would…

Streak on stage during the Grand Prix award just to be sure no matter what, I'm in that picture!

What’s your best tip for people recovering this week?

Go see your CFO and try to get him to pay for your expenses. Super efficient!