Cristina Diezhandino’s Post

The 71st Cannes Lions International Festival of Creativity concluded with the penultimate awards night. The awards were presented for the Film Lions, Glass: The Lions for Change, Sustainable Development Goals Lions, The Dan Wieden Titanium Lion, and The Cannes Lions Grand Prix for Good categories. Special awards were also announced to demonstrate Cannes Lions' dedication towards transparent and accurate results. Creative Company of the Year : 1. WPP 2. Omnicom Media Group 3. Interpublic Group (IPG) Network of the Year : 1. Ogilvy 2. Publicis Worldwide 3. DDB Worldwide Independent Network of the Year : 1. Rethink 2. Edelman 3. Serviceplan Group Agenturgruppe Agency of the Year : 1. Publicis Conseil, Paris, France 2. Rethink, Toronto, Canada 3. Ogilvy, New York, United States Independent Agency of the Year : 1. Rethink, Toronto, Canada 2. Edelman, London, United Kingdom 3. Klick Health, Toronto, Canada Palme d'Or : SMUGGLER, United States Creative Brand of the Year : 1. The Coca-Cola Company 2. The HEINEKEN Company 3. Apple Wieden + Kennedy | Superette | DoorDash | Marcel, Paris | Orange | The Monkeys | Accenture Song | Sydney Opera House | Ogilvy Singapore | Vaseline | Publicis Conseil Paris | Renault Group | INNOCEAN Berlin | Reporters Without Borders (RSF) Congratulations to all the winners! #Creativity #CannesLions #Advertising #Winners #Adtechtoday

This year’s Cannes Lions International Festival of Creativity had me dreaming of sipping rosé in the south of France. Even though I couldn’t be there, I wanted to share some of my favourite winning B2B work. The B2B category, often seen as the quieter sibling of consumer marketing, this year saw some interesting thinking to inspire B2B Marketers. 𝐌𝐚𝐫𝐢𝐧𝐚 𝐏𝐫𝐢𝐞𝐭𝐨’𝐬 𝐔𝐧𝐟𝐨𝐫𝐠𝐞𝐭𝐭𝐚𝐛𝐥𝐞 𝐈𝐦𝐩𝐚𝐜𝐭: I love this one. JCDecaux's audacious move to transform unsold OOH spaces in the Madrid subway into a gallery for a 100-year-old grandmother’s Instagram posts was nothing short of genius. The campaign didn’t just fill spaces—it created a narrative. Over 180 new brands jumped at the chance to advertise, entries spiked by 15%, and media investment surged. This wasn't just about using media space; it was about creating a story that resonated on a deeply human level, demonstrating the power of personal stories in advertising. 𝐂𝐨𝐜𝐚-𝐂𝐨𝐥𝐚’𝐬 𝐂𝐮𝐥𝐭𝐮𝐫𝐚𝐥 𝐄𝐦𝐛𝐫𝐚𝐜𝐞: "Thanks for Coke-Creating" was a masterclass in cultural celebration and community engagement. By showcasing unofficial The Coca-Cola Company-Cola logos from local shops around the globe, Coca-Cola turned a humble act of local creativity into a worldwide campaign. The result? A staggering 95% increase in positive brand sentiment and a reach of 3.78 billion. This campaign was more than just another ad—it showed how embracing local culture can elevate a brand on the world stage. 𝐇𝐞𝐢𝐧𝐞𝐤𝐞𝐧’𝐬 𝐕𝐢𝐫𝐭𝐮𝐚𝐥 𝐏𝐮𝐛 𝐌𝐮𝐬𝐞𝐮𝐦𝐬: This one made me laugh and also reflect on the fact that the local pub is facing extinction. With the economic strain on historic Irish pubs, The HEINEKEN Company's response was nothing short of innovative brilliance. By converting these cultural landmarks into virtual museums using AR, Heineken didn’t just preserve history; they revitalised it. Footfall increased by 30%, and the campaign garnered extensive media coverage, highlighting how when used in the right way technology can preserve and celebrate heritage. Maybe next year I will be there in person. Here’s dreaming of 2025…. #Mahlab #CannesLions2024 #B2BMarketing #CreativeExcellence #Innovation #Community #TechInMarketing #BrandLoyalty #MarketingStrategy

Celebrating 7 Months of Transformation and Innovation. Time flies when you're passionate about what you do! It's been an incredible 7 months since I took on the role of Brand Portfolio Manager for the premium brands Heineken and Amstel. This journey has been nothing short of exhilarating, filled with creativity, challenges, and major successes. In this short time, I've had the privilege to lead two standout campaigns that have made a significant impact: Tour du Rwanda: Bringing the excitement of cycling to life and connecting with our consumers in a vibrant, dynamic way. UEFA Champions League Finals -Exclusive Viewing: Creating unforgettable experiences for football fans, reinforcing our brands' presence in the world of sports. These campaigns were not just events; they were experiences that changed how consumers perceive our brands. I'm incredibly proud of the disruptive ideas and innovative strategies we've implemented to transform Heineken and Amstel. Seeing the shift in consumer perception has been immensely rewarding. We've moved beyond traditional marketing, embracing bold and creative approaches that truly resonate with our audience. Here's to continued innovation, growth, and many more successes on this exciting journey! #Marketing #BrandManagement #Heineken #Amstel #Innovation #ConsumerExperience #BrandTransformation #Success

Adiwele! Contextual Translation: Let it Be, Let it Happen or Let it fall into place. Our efforts to take Transform the stout category through the lens of Trophy Extra Special Stout are falling into place. Winning big at The Bookmark Awards is no small accomplishment. Going home with 2 gold, 4 silver & 3 bronze for catagegories ranging from Platform Innovation, Social Media Campaigns, to Interactive Mixed Media, Virtual Reality, & Digital Intergated Campaign… could have only been achieved because of the grit & dedication of the team to land the essence of the Trophy Stout Reclaim Your DNA campaign. This is merely the beginning. A big shout out to the ABInBev & Dentsu Team on this feat.

It's not every week that some of the world's most acclaimed creative leaders get together in one room, much less speak on a dedicated panel to talk about creativity and its growth-driving power in business... But that's what happened last Wednesday, when Goodby Silverstein & Partners's jeff Goodby, Orchard's David Kolbusz, Accenture Song's Nick Law, VMLY&R's Kim Pick and Australian actor, writer and director #MirrahFoulkes, gathered for a #GrowthAgenda event at Advertising Council Australia's #ThisWayUp festival. It's clear that in an information-saturated world, brands can't afford to settle for creative "mediocrity", which the rise of #generativeAI will only further accellerate, according to some panellists. For those who weren't in the room at the MCA in Sydney, catch up on insights from the evening here: https://lnkd.in/gUJXPhM3 In other marketing news.... The Matildas have won the hearts and minds of audiences the world over. And those brands that were clever enough to back them through sponsorships and collaborations are reaping the rewards of record World Cup attendance and TV viewership. Football Australia's Peter Filopoulos, M&C Saatchi Sport & Entertainment, Australia's Krystyna Frassetto and other marketing experts explain the growth-driving opportunity for brands taking part in this monumental cultural moment: https://lnkd.in/gusfDq44 Plus, an opinion editorial authored by the brilliant Dave Bowman, who penned his first piece for #TheGrowthAgenda as Publicis Groupe ANZ's newly-appointed chief creative officer. He offers a compelling call to arms to infuse the marketing and advertising with a more collaborative, playful spirit; and why it often yields better business results. https://lnkd.in/gFKz3Q7J More to follow: https://lnkd.in/gAaD9rTU

What’s our top takeaway from Cannes Lions 2024? Challenger Thinking is essential. Brands pushed the boundaries, took risks and tapped into their funny bones to break through the sea of sameness and challenge the status quo. Read Sarah Tilley's Cannes Lions 2024 Wrap Up to see how Challenger Thinking was rife at this year’s festival. https://lnkd.in/eQZr9Aku #CannesLions2024 #ChallengerMindset

Bring your notepad, some sun cream and an open mind… and come with me on a journey, all the way back to CANNES ☀ Unilever had phenomenal Cannes results this year, but that doesn’t mean we should be complacent ! That’s why we hosted a session for our brilliant creatives across Unilever and our third-party suppliers on “Highlights and Learnings” 🤓✨ After all, the international festival of creativity isn’t just an opportunity to flex the strength of our people and our brands. It’s a time to be inspired by the work of our peers, lay the groundwork for future collaboration across ad-land and stay ahead of the curve when it comes to innovation in our industry. In the age of platforms, building effective and successful brands is a constant challenge… but a constant opportunity, too. I often say, if we want to 'Get on the Frontline', then we have to look backwards to look forwards... So, in case you missed it, here’s a sneak peek at the first five minutes of our session presentation, where I set out the context of our mission at Unilever ! Roll the footage… 🎥 #UniquelyUnilever #CannesLions2023 #CannesLions #Advertising #Marketing #CreativeAdvertising

Admiring great thoughts shared coming from the clip below.. 1. Diversity and inclusion and how empathy links...understanding the pain points of people 2. Culture is driven from the top 3. Data driven from research is essential but never neglect personal touch by engaging with people 4. Embrace the discomfort 5. Sustainability is important

Next week Cannes Lions International Festival of Creativity I´ll have the Honor to be part of Young lions Marketers competition 2024, what an honor and important responsibility. Can´t wait for an exited week! @Melissa Chen Andrea Quaye @chris brown Shannon Womack 🔜 I'm sure we´ll do our best 🦁 Gabriel Suárez Ortega #BusinessManagement #LiderandoEquipos #FMCG #Commercial #Innovacion #PlaneacionEstrategica #changemanagement #SalesAndMarketing

Get an exclusive peek inside the judges' room as the APAC Effie Awards team joins Rajeev Sathyesh, Brand and Business Development Director at The HEINEKEN Company APAC.👇 Gain valuable perspectives on the judging experience and uncover the secrets of selecting the best campaigns — from a jury member. https://lnkd.in/dCs4jzX9 #marketing #marketingadvice #marketingtips #marketingstrategy