Young Lions Academies will nurture industry’s new wave
Four Young Lions Academies — The Roger Hatchuel Academy, the Creative Academy, the Marketers Academy and the Media Academy — aim to turn rising industry talent into the next generation of creative superstars. Under the umbrella of the Cannes Lions School, sponsored by Deloitte, the Academies mix classroom sessions, inspirational speakers, hands-on learning and coaching from industry legends to deliver “five years’ learning in five days”, in the words of Leo Burnett Worldwide’s Mark Tutssel.
This year, The Roger Hatchuel Academy, which helps 40 students every year take their first steps into advertising, is focusing on the importance of diversity and inclusion in creating campaigns that “speak to people all around the world, with different backgrounds, languages and points of view,” said Lorraine Twohill, chief marketing officer of Google, which funds 10 of the students.
“Our industry claims to value diversity and diverse thinking — now it’s time to reflect it with actions,” added co-dean Maksimilian Kallhed, who founded The Pop Up Agency with fellow dean Abraham Abbi Asefaw. Speakers include Paralympic swimmer Ellie Cole, actress and producer Omotola Jalade-Ekeinde and musician, rapper and actor Wyclef Jean.
The Creative Academy, sponsored by Emerson Collective, aims to inspire personal creativity by exposing young minds to world-renowned CEOs, chief creative officers, executive creative directors, artists, authors, directors and journalists. “This Academy is a once-in-a-lifetime experience,” said course dean Bob Isherwood, adding that no other event offers the opportunity “to be part of a small group, in a small space with some of the biggest creative talent in the world”. This year, those creative superstars include ACNE’s Mary Lee Copeland, S4’s Sir Martin Sorrell, Ogilvy’s Rory Sutherland and ‘digital prophet’ David Shing.
The Marketers Academy, led by Jim Stengel and Suzanne Tosolini, seeks to inspire and empower “daring brand disruptors”. Helping them in this mission are some of the most respected names in the business, including Burger King’s Fernando Machado, Lego Group’s Julia Goldin and McCann’s Rob Reilly. Sponsored by Dentsu Aegis Network, the 2019 Marketers Academy consists of six modules, ranging from best practice in client-agency relationships to the modern brand and the creative use of media.
Finally, the Media Academy, sponsored by The TradeDesk, is for action-oriented professionals looking to arm themselves with the tools and knowledge to create cut-through media campaigns. Curated by course leaders Jane Melvin and Charles Courtier, the Academy offers a week of exposure to senior executives, along with mind-opening seminars on subjects ranging from the application of data and innovation to understanding the new media landscape. This year’s speakers include the New York Times’ Amber Guild, The TradeDesk’s Susan Vobejda and Publicis Media’s Steve King.