Insights from Cannes Lions Health Festival 2018

Tom Richards

Cannes Lions is one of the most coveted and respected creative festivals in the world. The trophies are recognised globally as the ultimate achievement in creativity and winning at the Cannes Lions Health Festival puts us among the world’s elite. Below we hear from Tom Richards,
Chief Creative Officer of the Havas Lynx Group, the agency named as this year’s Cannes Lions Healthcare Agency of the Year.

To have seven shortlisted entries was incredible. To win two silvers and a bronze was amazing. To win Healthcare Agency of the Year is outstanding and exceeded all of our expectations. However, never ones to rest on our laurels, we came home not only armed with a new set of trophies for our cabinet, but also energised from being exposed to so much life-changing and inspirational work. In this article, I share some of the key learnings and trends with supporting case studies from the remarkable Cannes Lions Health Festival 2018.

Learning 1: Empathy

This is the new insight. It goes beyond profiles and stats. It’s about understanding your audience on a deeper level. Knowing what moves them, what drives them, what makes them feel.

Case Study: Ouchie 

Agency: Havas Lynx

Client: Chugai/Roche

Award: Silver Lion

When we think of arthritis we think of the old and frail. But Systemic Juvenile Idiopathic Arthritis (sJIA) actually affects a significant number of children. The painful flare-ups can leave them feeling extremely ill. Research showed they were too embarrassed to tell their teacher or carer that they felt unwell, describing how their condition left them feeling isolated from their classmates. The solution was simple: a patient support pack aimed specifically at children with sJIA, and a two-tone wristband to help them discreetly communicate how they’re feeling.

Learning 2: Craft

Take a great idea and make it absolutely shine. Beauty and impact in equal measure. Craft is often undervalued in the world of pharma, but when used appropriately it elevates the idea and execution to a space that cannot be ignored.

Case study: The AttackAgency: Havas Lynx

Client: AstraZeneca

Award: Silver Lion

Not your typical HCP film. Shot in 1:235 cinema formatting, with a tense and atmospheric style, it follows an elderly man who talks about an attack he had in the sea. He describes the impact – the pain, the chaos and the suffering – and we experience the attack with him through Jaws-style shots. The film ends with a big reveal: this wasn’t a shark attack, but a heart attack.

Trend 1: Problem Solving

Zone in on the core issue and find the best way to solve it. The end result should change perceptions or behaviours – or even laws. What’s great
about these ideas is that it doesn’t have to be a campaign, or even an ad, that answers the problem.

Case Study: Blink to Speak

Agency: TBWA/India

Client: Asha Ek Hope Foundation and NeuroGen

Brain & Spine Institute

Award: Grand Prix/Gold Lion/Silver Lion

Creating an affordable way to help patients speak.

The challenge for hospitals treating patients with ALS,
MNDS or spinal cord injuries is that current solutions are ultra hi-tech and extremely expensive, making them inaccessible. The solution: a new language based solely on blinking. Knowing that this is often the one movement that patients still have control over, Blink to Speak offered a

very simple way for patients to tell a doctor if they were uncomfortable, if they needed entertainment or if they needed to go home.

Trend 2: Technology

This isn’t just technology for the sake of it. It’s not about being showy or shiny – it’s about making life better. The below is a great example of tech that fits the problem at hand and integrates seamlessly into the context.


Case Study: Dot Mini

Agency: Serviceplan

Client: Becks DOT Inc

Award: Gold Lion

Because of the difficulty in translation and printing, only 3% of all text is available in braille. So they created an AI that could translate texts into braille – much faster than a human. They built it into a single device that could convert the texts into braille, using plastic ‘dots’ that move up and down with each sentence. The Dot Mini has access to hundreds of thousands of texts, and as the AI gets smarter, that number will only increase. Couple that with audio integration and you’ve got an absolute game changer.

Trend 3: Humour

I’m happy to see that pharma is finally taking steps into this territory. There’s still work to do as there’s seemingly a perception that most patients or doctors don’t have a sense of humour – but used appropriately, a bit of comedy can completely transform a healthcare campaign.

Case Study: No Needles

Agency: McCann Birmingham

Client: Dexcom

Award: Gold Lion

A radio campaign promoted a device that allows diabetes patients to monitor their blood sugar levels without needles.
And they made it funny. Very funny. The idea is that the world is already full of pricks – so, as a diabetic, the last thing you want is another one in your finger. The wryly-observed scripts give some examples of the sorts of pricks we encounter on a day-to-day basis. It’s an unexpected place to use humour – and that’s what makes it so good.

Find out more insights from the Cannes Lions Healthcare Agency of the Year at www.havaslynx.com

Tom Richards is Chief Creative Officer at the Havas Lynx Group

[“Source-pmlive”]

How IIMs are using CAT 2018 to take in more non-engineers

IIMs want students to come from diverse academic backgrounds and therefore IIM professors are trying to redesign questions for its MBA entrance exam CAT.  Photo: HT

IIMs want students to come from diverse academic backgrounds and therefore IIM professors are trying to redesign questions for its MBA entrance exam CAT. Photo: HT

New Delhi: As their classrooms continue to be dominated by men and engineers, the Indian Institutes of Management (IIMs) are trying to add diversity, which will ultimately show up in corporate boardrooms over the next few years. At the centre of this strategy is IIM’s Common Admission Test (CAT 2018), which will see a change in the type of questions being asked.

Although the IIMs have decided not to change the broad pattern in this year’s CAT examination, yet questions will be framed in a manner to create a level field for students from all streams, including arts and commerce.

IIM officials say they do not want the CAT pattern to be biased towards engineering students as there is a need for academic diversity in India’s top B-schools.

What kind of questions should you expect in the CAT

CAT 2018 convener and IIM Calcutta professor Sumanta Basu told Livemint that there was no significant change in the broad pattern of the CAT exam. The IIMs are continuing with the same set of three sections:

Section I: Verbal ability and reading comprehension

Section II: Data interpretation and logical reasoning

Section III: Quantitative ability

But within these sections, there is a change. “We may focus on questions that test candidates on fundamentals,” Basu said. “Our effort will primarily involve framing the correct types of questions instead of changing the pattern altogether,” he added.

The CAT exam does not have a syllabus. Only mocks tests, to be posted soon on the CAT website, can help you understand the pattern of questions. In the three-hour-long computer-based exam, candidates get 60 minutes each for the three sections.

According to analysis of previous CAT exams by coaching centres, the focus has been more on testing reasoning and analytical ability than grammar and vocabulary. This could be a reason why engineers have the upper hand in the CAT.

How are engineers filling up IIMs in large numbers

If you walk into a typical classroom in any of the 20 IIMs in India, chances are high you will encounter students who have already completed their engineering courses. Even popular author Chetan Bhagat first studied in IIT Delhi and then joined IIM Ahmedabad before working as an investment banker at Goldman Sachs.

IIM Calcutta, ranked consistently among the top management colleges in India, has an overwhelming number of 88% students coming in from an engineering background. The figures may be better in some other IIMs, like the one in Ahmedabad (68%), but the IIMs remain a bastion of engineering graduates.

Engineers dominate list of top scorers in the CAT exams. In 2017, there were only three non-engineers who scored 100 percentile.

What are the other changes in IIM selection process

Over the last few years, the IIMs have been making concentrated efforts to have more academic diversity, not just through the CAT but via other aspects of the selection process.

IIM Calcutta, for example, allots only 15 points out of 50 to the CAT score the while personal interview (PI) and a written ability test (WAT) together receive almost double the weight (24+5). Therefore, a candidate who can write well on a given topic has a higher chance of getting through IIM Calcutta than someone who is good in analysis but has poor writing and communication skills.

IIM Bangalore, on the other hand, wants you to be at your best in PI. The weightage is 30 for PI and 25 for CAT.

If you are applying to IIM Ahmedabad then a science student has to score at least 55% in class XII exams to get 1 point in the preliminary screening process while a commerce student needs only 50% and arts 45%.

How are IIMs giving importance to gender diversity

Besides skewed towards engineers, classrooms at IIMs are also skewed against the fairer sex. IIMs, both old and new ones, are walking the extra mile to ensure that women representation.

The admission of girls in IIMs during the last three years has shown an increasing trend with the total women admitted going up from 881 in 2015-17 to 1211 in 2017-19, according to the union ministry of human resource development. IIM Ahmedabad’s flagship PGP course saw 28% women students in 2017, as compared to 14% women in 2015.

IIM Rohtak has been the most successful so far in gender diversity with a ratio of over 50% going in favour of women.

[“Source-livemint”]

CAT examination 2018: IIMs announce registration dates, full schedule and venues

A file photo of CAT aspirants waiting outside an examination centre in Navi Mumbai. Photo: Mint

A file photo of CAT aspirants waiting outside an examination centre in Navi Mumbai. Photo: Mint

The Indian Institutes of Management (IIMs) on Saturday announced the schedule, dates and venues where the Common Admission Test 2018 (CAT 2018) for entry into India’s top business management schools will be held. CAT is not only the entrance examination for all IIMs for their MBA programs but is also accepted for admission into several other top B-schools in India. The 2018 CAT examination will be held across 147 cities on November 25. This year IIM, Calcutta, is coordinating the exam.

Here is all you need to know about CAT Examination 2018:

1. CAT 2018 will be conducted on 25 November in two sessions. CAT examination centres will be spread all over the country in 147 cities.

2. Registration for CAT 2018 will be open from 8 August to 19 September. CAT application form can be filled in online mode only and the examination is also conducted online.

3. CAT candidates will be given the option to select 4 test cities in the order of preference. Cities and centres will be assigned to the candidates only after the last date for CAT 2018 registration and hence candidates need not rush to block slots and cities in the initial days of registration.

4. IIMs will try their best to assign candidates to their first preferred city. In case it is not possible, they will be assigned a city following their given order of preference. In the rare case that a candidate is not allotted any of the preferred cities, he/she will be allotted an alternate city. However, candidates will not be able to select which of the two sessions they want to appear at because it will be assigned randomly.

5. Candidates must pay the registration fee through online payment modes only, which will include credit cards, debit cards and net banking.

6. After submission of the CAT application form, candidates will be permitted to download their examination admit card from 24th October onwards, till the date of test.

7. The duration of the test will be 180 minutes. There will be three sections. The first one will be on verbal ability and reading comprehension. Second section is on data interpretation and logical reasoning while the third section is on quantitative ability.

8. Candidates will be allotted exactly 60 minutes for answering questions in each section and they will not be allowed to switch from one section to another while answering questions in a section. Some questions in each section may not be of multiple-choice type. Instead, direct answers will have to be typed on the screen. The tutorials will clearly explain this. Also, IIMs will allow use of basic on-screen calculator for computation during the CAT examination.

9. Tutorial to understand the format of the CAT exam will be available on the CAT website from 17 October. Candidates are advised to work on the tutorials available on the CAT website well in advance.

10. The CAT website contains a section on Frequently Asked Questions (FAQ) that addresses some of the commonly asked queries regarding CAT 2018. Candidates may also contact the CAT helpdesk at 1800-2663-549 or cathelpdes[email protected] CAT results are likely to be out only in January.

[“Source-livemint”]

Continuous Testing Insights from 2018 DevTest Research

Continuous Testing Insights

The year is far from over, but there already several interesting DevTest surveys worth your attention. These studies don’t just quantify the obvious; they actually report some unexpected findings regarding how far and how fast we’re advancing, and offer some very specific advice on what’s needed to improve.

We strongly recommend that you spend some time reading all three of these surveys in their entirety. However, in case you’re short on time (or impatient … or both), we wanted to highlight the findings that are most pertinent for readers practicing or researching Continuous Testing.

 

Sauce Labs – Testing Trends for 2018: A Survey of Development and Testing Professionals

 

[Read the complete report]

 

2018 marks the fourth annual “Testing Trends” report, which is based on a global survey of more than 1,000 technology professionals responsible for developing and testing web and mobile applications.

 

Key findings in terms of testing include:

 

  • 87 percent report that management supports test automation initiatives.
  • 45 percent expect to increase spending on test automation in 2018 (55 percent at large companies).
  • The number of respondents with high levels of test automation dropped to 28 percent in 2018 from 32 percent in 2017 .
  • The release cadence is actually slowing, with hourly deployments dropping to 5 percent from 14 percent and daily deployments dropping to 27 percent from 34 percent.

 

In other words, everyone recognizes the value of test automation and most companies are willing to invest in it. However, test automation rates are actually decreasing, while Agile and DevOps adoption are steadily increasing. In the 2017 report, test automation rates increased slightly, and delivery speed also increased slightly. The 2018 reported a similar correlation: Test automation rates decreased, and the release cadence slowed down.

 

GitLab – 2018 Global Developer Report

 

[Read the complete report]

 

This expansive survey polled 5,296 software professionals from around the world. The majority of respondents were software developers or engineers who worked for small- to medium-sized businesses (SMB) in the hardware, services and SaaS industries.

 

Testing wasn’t a common topic in this development-focused research, but it did earn a prominent spot in the report. Testing was the No. 1 response to the question, “Where in the development process do you encounter the most delays?” A dubious honor—but not a surprising one. Last year’s DevOps Review polled an entirely different audience and came up with the exact same finding.

 

VersionOne – 12th Annual State of Agile Report

 

[Read the complete report]

 

The 12th edition of the world’s longest-running Agile study found that while 97 percent of the 1,492 respondents’ organizations are practicing Agile, 84 percent report that their Agile adoption is not yet mature.

 

Respondents feel strongly that two testing-related items would help them increase process maturity across both Agile and DevOps:

 

  • 83 percent want end-to-end traceability from business initiative through development, test and deployment.
  • 82 percent want better identification and measurement of risk prior to deployment.

 

Respondents also reported a relatively high level of adoption of development testing and “shift left” testing techniques. Adoption levels were reported at:

 

  • Unit testing – 75 percent.
  • Coding standards – 64 percent.
  • Pair programming – 36 percent.
  • TDD – 35 percent.
  • BDD – 17 percent.

 

Testers might also be interested in the survey’s feedback on Agile management tools. Usage rates were reported at:

 

  • Atlassian Jira – 58 percent.
  • VersionOne – 20 percent.
  • Microsoft TFS – 21 percent.
  • HP (now Micro Focus) Quality Center / ALM – 14 percent.

 

The most highly recommended tools were VersionOne, Jira and CA Agile Central. HP Agile Manager, Hansoft and HP Quality Center /ALM were the least likely to be recommended.

[“Source-devops”]