Within my nine many years of attending Cannes Lions - the worldwide festival of creativeness that can take devote France - I've met many amazing people and observed a few of the world’s most creative marketing. However this year, I saw a brand new degree of creativeness emerge. Not since there were more célébrité attending or better parties across the Croisette. It had been the way the convergence of effective ideas, media, and technology still offer more creative methods for marketers to interact their clients.
In situation you missed the insights appearing out of Cannes this season, @salesforce Twitter covered all of the action in tangible-time. Listed here are my three greatest training learned (plus videos of my personal favorite sessions) at Cannes:
1. The brand new pressure in brand building: making use of your clients and community
In the intersection of creativeness, data, and technologies are a completely different method to consider brand building. This is exactly what our President and Chief Strategy Officer Alex Dayon discussed with WPP Chief Technology Officer Stephan Pretorius in an intimate session at WPP Beach. “We’re not just all linked to brands, we’re linked to one another,” stated Dayon. Pretorius emphasized that “open businesses” that empower people, distribute innovation, and enable communities in to the brand grow faster and more powerful.
2. The shifting role of marketer: mixing data, insights, and creativeness
I'd the pleasure of speaking at Google’s Beach House using their Md Nick Hall and Dentsu Aegis Chief Technology Officer Dominic Shine about how exactly the function from the marketer is altering. Data science and analytics can't stay outside of creative, so marketers have to reframe the way they consider their partners. “As an internet marketer, you have to own your computer data, own your insights,” stated Hall. This advised me of methods Hamburger King performed their “Whopper Detour” campaign, which required home a Cannes Mobile Grand Prix award a week ago.
As explained Advertising Age, the company “rebooted the Hamburger King application to geofence all 14,000 Burger king locations within the U.S. When Hamburger King application users came within 600 ft of the Burger king, it offered them a Whopper for any cent, as long as they visited the rival restaurant to try and order it there first.” It’s an excellent illustration of data and analytics driving creativeness.
Obviously, AI and machine learning were built with a devote the conversation too. On a single hands, it’s non-stop hyped, but alternatively, it’s here now and being offer use by marketers they are driving real results. This is actually the same subject I lately explored with Tom Puthiyamadam, PWC’s Digital Services Leader for that Wall Street Journal.
3. The brand new storytelling: inclusion and equality
Inclusion and equality were in the forefront only at that year’s Cannes Lions, for a good reason. Inside a session located by Female Quotient, our Senior V . P . of Trailblazer and Customer Marketing Cristina Johnson became a member of LinkedIn Mind of worldwide Go-to-Market Reem Abeidoh to go over how marketers will easily notice more inclusive tales.
“In media, [being inclusive] was the best factor to complete also it was great for business,” Johnson stated. “When I moved into technology, I recognized that it's imperative, it's mission crucial that we solve this problem.” Some brands happen to be there. Nike’s “Dream Crazy” campaign required home an Outside Grand Prix award at Cannes for his or her instance of how athletes, including Colin Kaepernick, have defied expectations to attain their dreams. John Patroulis, among the Cannes idol judges, known as the ad “one of the very most legendary images in advertising during the last many years.”
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