Valerie Dhotel Frances

🌟 #IpsosCannesLions2024 debrief 🌟 Want to get a preview of the biggest trends shaping our world? 🌎 Ben Page (CEO, Ipsos), Alexandre Guerin (CEO, Ipsos France) and Claire Emes (Chief Client Officer, Global Transformation, Ipsos) presented a sneak peek of the 2024 Ipsos Global Trends report at Cannes Lions last week. Ipsos Global Trends is the largest public survey in Ipsos’ history. This report is crucial for understanding customer and audience decision-making contexts. Watch now!

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Unlock the secrets of e-commerce success in 2024! 📈 Join us on June 26th for an exclusive NielsenIQ webinar where our experts will dive deep into the state of E-commerce in Europe. Hosted by the one and only Guillaume Coudry & Ismail El Ouardirhi! Register now: https://lnkd.in/ev6tqnV2 and gain insights on how to: ✅Boost your performance by understanding key business categories, top brands, and leading retailers. ✅Decode consumer behaviors across different generations and countries to refine your e-commerce strategies. ✅Implement market best practices to ensure a successful H2 2024. #DataForInsights #NIQinsights #DataLovers

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How do you win 52 Lions in 4 years ?   Last week Dove won 13 Lions at Cannes ‘24, amongst which a very ‘special’ Gold Lion in one of the most meaningful categories: ‘Creative Effectiveness’. This result added up to our consistent performance in the previous 3 years, taking Dove to a total of 52 Lions and more than 170 shortlists in the last 4yrs (the post Covid era…). With Unilever named Creative Marketer of the Year for 2024.   During Cannes week, in different speaking opportunities, I was asked how did we manage to maintain such a steady performance. Whilst there are several reasons behind this achievement, I’d like to focus on the three most important ones :   1.     A DEEP BELIEF IN THE POWER OF CREATIVITY We consciously decide to ‘invest’ on creativity, since creativity has the power to build strong emotional connections and help brands stand out and be different, a power that is even more precious in days in which brands’ salience and differentiation is increasingly challenged by drivers such as the fragmentation of media, the explosion of performance marketing and the exponential growth of AI.   2.     STRATEGIC CLARITY Having sharp brand clarity is critical to ‘channel’ creativity in the right direction, building brand relevance, differentiation and memory structures consistently. In my experience not enough time is spent on this by marketers. Some questions are particularly critical. Is the brand so clear that what it stands for can be expressed in 1 or 2 words (in our case ‘’Real Beauty’’) ? Does it have a point view about the world that people really care about and helps guide everything it does ? In our case, this point of view or belief system is our Mission – ‘’to change beauty from a source of anxiety to a source of happiness’’. And finally, is the team clear about the brand boundaries (what the brand does and does not, what it talks about and not….) and the distinctive brand assets, so that they can build the brand consistently and not spread themselves too thin ?   3.     TALENT AND CULTURE Delivering consistently outstanding creativity requires highly experienced talent that is able to combine magic and logic and value strategic rigour as much as ‘crafting’. This combination is not easy to find and such talent needs to be nurtured. It also requires a culture of excellence (we tend to talk internally about ‘Allergy to second best’) as well as true agile mindset. It is not by chance that two of our most famous Grand Prix campaigns were developed in 6 days (‘Courage is beautiful’) and 72hrs (‘#Turnyourback’).   This is our experience but I am sure other people might have other learnings and tips and would be curious to hear…   Last but not least, yet again, a massive thank you all our incredible partners and my team for another outstanding Cannes week.   #LetsChangeBeauty #Dove #CannesLions #RealBeauty #Ogilvy #Edelman

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🌟 #IpsosCannesLions2024 debrief 🌟 Want to get a preview of the biggest trends shaping our world? 🌎 Ben Page (CEO, Ipsos), Alexandre Guerin (CEO, Ipsos France) and Claire Emes (Chief Client Officer, Global Transformation, Ipsos) presented a sneak peek of the 2024 Ipsos Global Trends report at Cannes Lions last week. Ipsos Global Trends is the largest public survey in Ipsos’ history. This report is crucial for understanding customer and audience decision-making contexts. Watch now!

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BOOMERS / MATURE ADULTS: AN UNTAPPED POTENTIAL FOR BRANDS? Gen Z has been marketing’s obsession in recent years, totally overlooking the mature / senior adults’ population (aged 60 to 80 years old), who represent in many countries a much bigger potential! 👴 To complement our series on French #Boomers published last week (summary here https://lnkd.in/dUUe3Ce6), the @Ipsos Generations 2024 report shares interesting insights on this population. My selection of key figures and learnings to build on: 📶 THEY OUTNUMBER GEN Z IN MANY COUNTRIES:  -> In the US: mature adults represent 25% of the total population vs 17% for Gen Z. -> In Italy, they are 28 % vs 12% for Gen Z. -> In China, they are 16%, at same level than Gen Z (15%). 💲 THEY ARE MORE WEALTHY, TOO… BUT SPEND MORE CAREFULLY -> In the US, they hold 70% of the assets. -> But compared to Millennials, they are 30% more likely to say “I usually only buy the things I need”. 🤐 THEY FEEL / ARE NEGLECTED BY BRANDS: -> 41% across all generations think advertisers value people under 50 more than people over 50. 51% of mature adults think so. -> This perception is reality: According to Ipsos advertising assessment database, only 8% of ads globally in the past 3 years featured a grey-haired/mature adult in a primary role. HOW TO ADDRESS THEM CORRECTLY? To start with, do not try to sell them what you already have, but rather, try to understand what they want! For example: 💃 They want to age gracefully and without the aid of youth-restoring chemicals and procedures. They’re not generally driven by the desire to look 25-30 years younger! 😬 They don’t see themselves cast in the messages they receive. (Keeping in mind that there are major differences across countries and among sub-segments within countries) To get to know them better, Ipsos is now developing a new segmentation approach which has identified 4 groups: -> Simple Contentment > Chill Indulgence -> Strugglers -> Strivers More details coming soon, stay tuned! 🖥 And if you speak French, we’re holding a #webinar on Boomers in France on May 30th, check my other posts for the invitation! #Generations #Boomers #MatureAdults #Seniors #Marketing #Strategy #Trends Ipsos Strategy3 https://lnkd.in/dxXuErC5

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As the world of advertising converges in the south of France to celebrate winners of #canneslions, a different group of winners have already been unveiled in the first half of June. 13 CMOs, including 10 women and 3 men, were announced. Of these, 3 CMOs were promoted internally, while 10 were external hires. 8 of these marketing leaders are stepping into the role for the first time. Industries with the most CMO hires include Software Development (3), IT Services and Consulting (3), Retail (2), and Media and Entertainment (2). Geographically, California led the way with 3 new CMOs, followed by New York with 2. In this edition of CMO Moves, we feature the new marketing chiefs at Lowe's Companies, Inc. Smashburger, and DXC Technology. Check the link below for more details: https://lnkd.in/g8qg5Y4Y #CMOMoves #CMOLadder #CMOInsights

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🌟 #IpsosCannesLions2024 debrief 🌟 Want to get a preview of the biggest trends shaping our world? 🌎 Ben Page (CEO, Ipsos), Alexandre Guerin (CEO, Ipsos France) and Claire Emes (Chief Client Officer, Global Transformation, Ipsos) presented a sneak peek of the 2024 Ipsos Global Trends report at Cannes Lions last week. Ipsos Global Trends is the largest public survey in Ipsos’ history. This report is crucial for understanding customer and audience decision-making contexts. Watch now!

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🌟 #IpsosCannesLions2024 debrief 🌟 Want to get a preview of the biggest trends shaping our world? 🌎 Ben Page (CEO, Ipsos), Alexandre Guerin (CEO, Ipsos France) and Claire Emes (Chief Client Officer, Global Transformation, Ipsos) presented a sneak peek of the 2024 Ipsos Global Trends report at Cannes Lions last week. Ipsos Global Trends is the largest public survey in Ipsos’ history. This report is crucial for understanding customer and audience decision-making contexts. Watch now!

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🌟 #IpsosCannesLions2024 debrief 🌟 Want to get a preview of the biggest trends shaping our world? 🌎 Ben Page (CEO, Ipsos), Alexandre Guerin (CEO, Ipsos France) and Claire Emes (Chief Client Officer, Global Transformation, Ipsos) presented a sneak peek of the 2024 Ipsos Global Trends report at Cannes Lions last week. Ipsos Global Trends is the largest public survey in Ipsos’ history. This report is crucial for understanding customer and audience decision-making contexts. Watch now!

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🌟 #IpsosCannesLions2024 debrief 🌟 Want to get a preview of the biggest trends shaping our world? 🌎 Ben Page (CEO, Ipsos), Alexandre Guerin (CEO, Ipsos France) and Claire Emes (Chief Client Officer, Global Transformation, Ipsos) presented a sneak peek of the 2024 Ipsos Global Trends report at Cannes Lions last week. Ipsos Global Trends is the largest public survey in Ipsos’ history. This report is crucial for understanding customer and audience decision-making contexts. Watch now!

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🌟 #IpsosCannesLions2024 debrief 🌟 Want to get a preview of the biggest trends shaping our world? 🌎 Ben Page (CEO, Ipsos), Alexandre Guerin (CEO, Ipsos France) and Claire Emes (Chief Client Officer, Global Transformation, Ipsos) presented a sneak peek of the 2024 Ipsos Global Trends report at Cannes Lions last week. Ipsos Global Trends is the largest public survey in Ipsos’ history. This report is crucial for understanding customer and audience decision-making contexts. Watch now!

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🌟 #IpsosCannesLions2024 debrief 🌟 Want to get a preview of the biggest trends shaping our world? 🌎 Ben Page (CEO, Ipsos), Alexandre Guerin (CEO, Ipsos France) and Claire Emes (Chief Client Officer, Global Transformation, Ipsos) presented a sneak peek of the 2024 Ipsos Global Trends report at Cannes Lions last week. Ipsos Global Trends is the largest public survey in Ipsos’ history. This report is crucial for understanding customer and audience decision-making contexts. Watch now!

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🌟 #IpsosCannesLions2024 debrief 🌟 Want to get a preview of the biggest trends shaping our world? 🌎 Ben Page (CEO, Ipsos), Alexandre Guerin (CEO, Ipsos France) and Claire Emes (Chief Client Officer, Global Transformation, Ipsos) presented a sneak peek of the 2024 Ipsos Global Trends report at Cannes Lions last week. Ipsos Global Trends is the largest public survey in Ipsos’ history. This report is crucial for understanding customer and audience decision-making contexts. Watch now!

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