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.
"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
"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