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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


'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. 

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