Paul Yole in Cannes – Day Two

The Brand Agency, Perth’s Head of Strategy Paul Yole presents his take from the Cannes Lions 2011 so far…

DAY TWO Not sure what the highlight was today (Paul, derrr….. meeting Robert Redford!). Malcolm Gladwell was good, talking about how much being first is overrated, but I think the session I got most out of (part from the one in which I fell asleep) was draftfcb and Jonah Lehrer on ‘The Science of Creativity’.

Lehrer talked about the importance of getting a certain part of the brain to work when we are solving problems so that we can have a “moment of insight”.

Lehrer also gave a great insight into collaborative creativity, based upon an extensive study of Broadway musicals. The most successful shows always had a balance of old teams and new people who could bring a fresh perspective.

Finally, he gave a great tip for brainstorming. In an experiment the group that was told to criticise each others’ ideas was 7 times more effective than the one that was told the usual tired rule that “any idea is a good idea”.

Now, my brain hurts. Time for the Aussie drinks reception, which is sponsored by CB and Curious Film. Lots of catching up to do.