86343601-F551-413A-A2C5-4C91B1960AAF Created with sketchtool. D1681562-9B56-4AA3-A659-E4329F356674 Created with sketchtool. 934F8DA0-9E27-42BD-8CE3-D245838B7017 Created with sketchtool. ABBF01E5-99A9-4F8E-A5B6-D8D0DFCAA1DF Created with sketchtool. 52B86ADF-15D7-4BEB-87CA-3619D1900DF7 Created with sketchtool. 7589DD6C-9BE1-49A5-8D68-4F50FBA8B794 Created with sketchtool. close button Created with Sketch. 6BB0D236-0C4D-43DD-9499-76C2156B2D45 Created with sketchtool. 14E4A84F-4D0B-4D5F-B884-907C3F4246BE Created with sketchtool. 2C0B0BEE-6DF1-41ED-96BE-B08D012E4E7E Created with sketchtool. 0C8DBC52-E08E-4F0A-AE54-AE9BB73113CC Created with sketchtool. instagram Created with Sketch. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. C9FD7B3E-0845-41B2-ACCB-6714158590FB Created with sketchtool. 9390E317-BF7B-47ED-B954-052183D5FB1C Created with sketchtool. 33AF606F-4AB8-48BF-88F5-131EAFCB6433 Created with sketchtool. 8318C22D-D94B-44A9-AB45-C1392FAA4A70 Created with sketchtool. 61A8DE16-3685-4C96-8420-67656881EA29 Created with sketchtool. D1CB3555-9A1D-4970-80EF-E3ABD5BACF7D Created with sketchtool. F80B5C4D-057D-4477-AF86-E46BC62AC7A4 Created with sketchtool. Search icon Created with Sketch. A3C99BA3-E981-44D5-BCA9-B1C8A5D09E36 Created with sketchtool. BC8D40A0-6611-4C38-8AD4-8E2D17FA6DC3 Created with sketchtool.
INTERNATIONAL FESTIVAL OF CREATIVITY | 17-24 JUNE 2017

Big brands and small agencies

"I would rather have a root canal than listen to your proprietory reseach report for an hour, and if it was so proprietory, why am I getting it for free?"

Big brands and small agencies: they're like blue whales and hummingbirds. At Cannes Lions a few years ago, Mondelez CMO Dana Anderson shares advice on how to deal with the different mindsets of the big client brand and the small creative agency. These two animals speak very different languages, but watching this talk means you won't misread any signals in future. Filmed back in 2014, this advice is still as relevant as ever for clients and agencies alike.

created on Wednesday 15 Mar 2017

"Let's talk about what we both do, clients and agencies in our most natural state... When we're nervous, and we're not sure what do we do? You sell, we bureaucrat." 
Dana Anderson

(Blue whales and hummingbirds: visualisation produced exclusively for Cannes Lions by Scriberia.)

There is an inherent power in the tension of big and small. It can spark a different way to solve a problem and turn strange bedfellows into category innovators. The time is right for big brands and nimble, independent agencies and technology companies to combine forces. AOR-driven relationships are on the wane, giving way to new, unexpected collaborative partnerships.

Dana Anderson, Mondelez International Senior VP, Marketing Strategy and Communications, gives major marketers and indie shops tips on how to make the right match and work together smartly.

"We have 300 brands, and people write all the time saying, "Tell me, what's keeping you up at night?". You, is what's keeping me up at night!"
Dana Anderson
See more talks on the Cannes Lions Archive

CANNES LIONS SPEAKERS ARE BEST SEEN LIVE. USE OUR PASS PICKER TO FIND THE BEST FESTIVAL EXPERIENCE FOR YOU

'Blue whales and hummingbirds' was a talk delivered by Dana Anderson at Cannes Lions 2014. Speakers for this year's Festival have already been announced. Visualisations for this article were provided by our friends at Scriberia

Talks from previous editions of the Festival can be found on the Cannes Lions Archive. 

Recommended stories

Find your perfect Cannes Lions pass

Whatever you're looking to get out of Cannes Lions, there's a Festival pass just for you. Visit the Pass Picker to find your ideal Cannes Lions Festival experience.

Lions Innovation

Lions Innovation examines how data and technology can act as catalysts and enablers for creativity. It is where start-ups with revolutionary ideas meet major technology providers with game-changing products.

Lions Entertainment

Hear diverse perspectives on the direction of the industry, get to grips with the latest trends and see the world's best examples of branded entertainment.

Lions Health

Bringing together professionals from across healthcare and pharma communications, Lions Health seeks to challenge norms and motivate change in these highly innovative yet fiercely regulated industries.