Everything that matters in the advertising business begins and ends with two things: people and behaviour. Wildfire brands understand this better than any, and are themselves built and defined by the people who buy them – people with the imagination, tools and enthusiasm to share their feelings and opinions about their favourite products with their peers.

Wildfire brands were created for, and thrive within today's 'People Era' – an era when marketers have to be more human in their behaviour, insight and voice than ever before.

With this in mind, at the Cannes 2008 Wildfire seminar, we will explore some of the 21st century's most successful brands, as well as new forms of advertising that feel more like real life than marketing. The panel will talk to people from all over the world about what they expect in return from the brands they invest their valuable time and money in, and show what turns a buyer of a brand into an advocate.

Wildfire 2008 looks at the business of advertising through a distinctly human lens. To that end, we have been out and about on the Cannes croisette capturing on film real people, and their very real behaviour.....