Cannes' Entertainment Lions President Vandeven on the Oddities of Oz
As VML's global CCO, Debbi Vandeven is well placed to embrace the shifting parameters of a category that seems to be broadening its reach and redefining itself as it goes along. It’s all about becoming part of popular culture.
Headquarted in Kansas City, land of the tornados, VML can’t escape being associated with iconic movie, The Wizard of Oz. People constantly ask native Kansas resident and the agency’s global chief creative officer Debbi Vandeven about the film, so she’s learnt to embrace its core lessons, citing the attributes sought by the Scarecrow, the Tin Man, the Lion and Dorothy – knowledge, having a heart, courage and determination respectively – as characteristics all creatives should aspire to cultivate.
We sit down to discuss her role as this year’s jury president of the Entertainment Lions, an appointment she’s taken on with zest and excitement. Vandeven believes that The Wizard of Oz is the sort of work that fits within the Entertainment category. The film pioneered the use of Technicolour in 1939, pushing the boundaries of film more towards popular culture. “It was like the first experience in Entertainment,” she says. “Moving away from black and white film and into colour.” No wonder the film serves as a constant reminder for the agency to think outside the box.
“Entertainment gives you the platform to tell a much deeper, emotional story.”
Nuggets of wisdom
The job of the Entertainment Lions jury president is not an easy one. Not only has the category changed as recently as two years ago – moving away from Branded Content & Entertainment to just Entertainment – but people’s understanding of what this category now encapsulates has shifted too. Gone are the brand sponsorships, the pieces of content with awkward and unrelated brand ties. And in its place, brands are seeking to become more authentic and creative; striving to become part of culture and connect with targeted consumers. “I believe the category is getting bigger every single year,” says Vandeven. “Entertainment gives you the platform to tell a much deeper, emotional story. I’m also seeing brands in the entertainment industry wanting to become part of culture and drive the culture around things.” She thinks the sports, gaming and music sectors in particular will continue to flourish thanks to investments in technology and their loyal fanbase. “If you’re already a sports enthusiast, no matter which kind of sport you’re talking about, you’re already in the mode of entertainment and so brands can [easily] capture your attention in that same space,” she says. “We’re always pushing our clients to take that step further; not just to advertise the brand but to actually become part of that culture for the people.”
VML has made no secret of its ability to transform a brand into a trending topic. Since winning the account for burger joint Wendy’s back in 2012, VML has created outstanding work for the brand and generated lots of public interest in it. Last year’s campaign #NuggsForCarter ended up setting the record for most retweeted tweet ever, even beating chat show host Ellen DeGeneres’ celebrity-packed Oscars selfie. By playfully engaging in a Twitter conversation with real-life consumer 17-year-old Carter Wilkerson, VML secured organic coverage for the brand. It all began when Wilkerson asked Wendy’s how many retweets it would take for him to win a year’s supply of free nuggets and their reply “18 million” transformed the challenge into a viral phenomenon. Wilkerson enlisted the help of brands, such as Microsoft and Google, and stars, including Breaking Bad actor Aaron Paul, who supported his efforts, resulting in him receiving over 3.42 million retweets (see original tweet below)… and a year’s stash of nuggs, despite not quite hitting his target.
HELP ME PLEASE. A MAN NEEDS HIS NUGGS pic.twitter.com/4SrfHmEMo3
— Carter Wilkerson (@carterjwm) April 6, 2017
Working out if one’s standing on the right platform
Campaigns in the category often live outside traditional formats such as radio or TV. But Vandeven assures me that format is not an essential part of a campaign’s success in Entertainment. It’s brand relevancy she seeks. “We’re looking for work that makes sense for that brand to do,” she says. Questions she’s asking her jurors to consider include: “Why is a brand doing this work? And what’s their message?” Vandeven anticipates many entries will adopt technology, like AR and VR, despite last year’s, more traditional, 15-minute film for Santander, Beyond Money, winning the Grand Prix. But again, it’s about working out “whether the brand is actually using the technology platform in the right way.” Vandeven believes that the Entertainment category should encourage creatives to flex their imaginations, experiment beyond the constraints of a traditional spot and enjoy the freedom of being true storytellers.
Above: Last year's Entertainment Lions Grand Prix winner - Santander, Beyond Money
VML prides itself on an ideas-focused, fluid set up, with a team of in-house specialists and technicians that enable it to adapt to briefs in a flexible way. It’s an approach that seems to be paying off – it won Entertainment Agency of the year in the Cannes Global Creativity Report 2017, scoring 27 Lions, six of which were in Entertainment.
Vandeven knows she can’t fully prepare for what’s to come when she’s locked away in the Cannes jury cave, but she’s spoken with former president PJ Pereira for advice on marshalling the troops. His tip? “To get other people to talk”, so she’s excited about meeting and hearing from her fellow jurors. “The team is going to have to dedicate a lot of their work and personal time to making sure that we know the work well enough to discuss it in Cannes,” she says.
Cannes cave confessions
Vandeven is inspired by Pereira’s presidency last year and the fact that he recruited his jurors to each write a chapter about the Entertainment Lion based on their experiences in the room. The chapters have been collated into a book The Art of Branded Entertainment due to launch this year in Cannes.
For Vandeven, that is what Cannes is all about: inspiration and education. The festival offers a chance for the creative industry to connect and share lessons learnt from their year; to catch up with the global team and hear from new talents entering the industry. While some are questioning how this year’s Cannes will pan out with Publicis’ hiatus and Martin Sorrell’s departure, VML is optimistic that it will be a good festival. In fact, they are optimistic in general, despite the upheavels that the industry is facing. “I think agencies that are really adapting to the change will be strong in the future; but agencies who are a little too set in their ways won’t be,” says Vandeven. But as VML has proven, if they can face tumultuous tornados, they can weather the many changes that are being inflicted upon the industry and continue the evolution of Entertainment.
WHAT INSPIRES: DEBBI VANDEVEN
What’s your favourite ever ad?
It isn’t easy to pick just one, but the Coca-Cola Life ad from Santo (below) a few years ago always comes to mind. The ad captured early parenthood perfectly. It makes you laugh and cry at the same time.
What product could you not live without?
I drink bottles of Propel Water every day. Even when I travel I take the drink packets with me. Lucky for me, it is one of VML’s clients, too!
What are your thoughts on social media?
It’s addictive and people share too much. But it is great for sending and getting news and information fast. I love finding new products through social media, too. Social is an amazing way for brands to reach the right people if they do it in the right way.

How do you relieve stress during a shoot?
I run every day if I can.
What’s the last film you watched and was it any good?
Ready Player One was the last film I saw – and it had a great 80s soundtrack – but 20 minutes into it, the theatre had an issue and we couldn’t finish the film. I still haven’t found my way back to the theatre to finish watching.
What’s your favourite piece of tech?
My Apple Watch is easily my favourite piece of tech because I run. But even better, I can find my iPhone with it. And I lose my phone all the time.
What film do you think everyone should have seen?

28 Days Later – everyone needs to be ready for the zombie apocalypse.
What fictitious character do you most relate to?
Well it may be obvious to say Dorothy from The Wizard of Oz, but I relate to her spirit and believe in never giving up on ideas or goals you set for yourself.
If you weren’t doing the job you do now, what would you like to be?
A pilot. I spend so much time flying that I have become fond of the idea of being the pilot. I guess I would rather be the one in charge when it comes to most things in my life.
Tell us one thing about yourself that most people won’t know…
I have seen almost every military movie or show that’s been made. My father was a marine, and he’s such a strong influence in my life that I have tremendous respect for those who are willing to protect and serve others.