Cheil’s Chief Creative Officer On How To Create Seamless Marketing [Cannes]

Lars Bastholm discusses how to create campaigns that straddle all channels and whether this year will be year for mobile at Cannes.

Award-winning creative Lars Bastholm was announced as CCO for Cheil USA in late 2011. He continues to use the creative insights gleaned from his rich career while working in stride with Cheil Worldwide, the Korean based global marketing and communications company. Leading up to the company’s participation in this year’s Cannes Lion Festival, PSFK spoke with Lars Bastholm to give us his thoughts on staying seamless over diverse channels and what it means to find your “wow” moment.

Lars, You’re back at Cannes. How do you think the industry has changed over the last 12 months?

There seems to be more optimism, finally, after a couple of subdued years at Cannes. I’m hoping to see more robust mobile ideas this year. Everyone keeps saying that this is the year of mobile (I believe this has been the case since 2007), but, who knows, maybe it finally is? I’ve seen great craft in the award shows leading up to Cannes, but not a lot of breakthrough thinking that made me sit up and go, “wow.” But Cannes always has some surprises up its sleeve, so I’m sure I will get my “wow” moment.

Is there a particular piece of work your agency has produced that reflects how Cheil is evolving?

Cheil is a creative network, and we are passionate about ideas that move seamlessly across channels to help brands add value to people’s lives. Value can be realized a number of ways, but I prefer to make things that delight and entertain people. A couple weeks ago Cheil USA launched a fun online spot globally with Samsung Wireless, featuring David Beckham celebrating the spirit of the Olympics using the Samsung GALAXY Note. We only had two hours with David Beckham and I think we came up with a solution that made everyone involved look good and that consumers liked worldwide – it has over 3.5 million views on YouTube so far. And of course, last year at Cannes, Cheil Worldwide took the Media Grand Prix for the Tesco HomePlus Subway Virtual Store campaign, which was definitely one of those “wow” moments and is an example of the agency’s creative juice.

See the video below:

As a company with strong roots in Asia, how is your expansion going in new markets like South America?

Cheil Worldwide is a global ad agency network of 3,000 people, in 49 offices across 27 countries, so we are already established throughout the BRIC markets. More than expansion, Cheil is focused on building highly competitive local ad agencies. We’re approaching the business worldwide with the energy of a start-up, and the mindset of “Tuhon,” a Korean notion that translates to a relentless drive to succeed. “Tuhon” is behind Cheil’s 40-years-and-counting of experience transforming Samsung from a local brand into a global force.

What talk are you most looking forward to this year atCannes?

I’m looking forward to seeing if K-Pop can conquerCannes in its bid to take over the world. On Monday, June 18th at 17:30, K-Pop icons 2NE1 will perform during Cheil Worldwide’s seminar on what marketers can learn from the digital, social and cultural factors fueling the Korean Wave. And as the complete film geek that I am, I’m very much looking forward to seeing Sir Ridley Scott on stage. But a large part of every Cannes festival is also connecting with friends and colleagues, old and new, and learning what challenges they are facing and how they are making progress with their agencies. I always leave refreshed of mind and exhausted of body!

 Thanks Lars! 

Be sure to catch SJ Kimm, Regional President of Cheil Wordlwide in South-East Asia, and the K-Pop sensation 2NE1 at their presentation:

Cheil Worldwide: Korean Wave Through Digital Wave

Cannes Lions International Festival of Creativity

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