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Heading to Cannes this month? Join executives from Nielsen and TikTok as they discuss how marketers can measure success in the ever-changing digital landscape.

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

I have a love-hate relationship with advertising and marketing. That feeling about Commercial Creativity is never closer to the surface than at this time of the year, when Cannes Lions International Festival of Creativity comes around again. By Commercial Creativity I mean the loosely defined name given to a group of activities from the marketing function in a business, to those who help those marketers do what they need to do, the advertising, media and branding agencies and everything in between. I was for a long time of this world: Chief Strategy Officer of EMEA, Global EXCO, Global Creative Council for the then named Y&R - VMLY&R (and now VML!) and then Chief Marketing Officer for the United Nations World Food Programme. I did lots of things in those roles, some of those are still part of my life, but they are no longer all of my life. This is an exploration of the good, bad and ugly of the industry, the importance of metas and what you might do if you want to try something different. (A shorter version of this was first published by my friends and colleagues at BeenThereDoneThat - thank you. David Alberts, Nikki Crumpton and Marielle Kouroushi-Phillips). Saïd Business School, University of Oxford #marketing #branding #advertising #careers #personaldevelopment #growth

CANNES CORRESPONDENTS | Cannes Lions International Festival of Creativity Day 4: Highlights from Our Correspondents 🌟 Welcome back to The Marketing Society's Cannes Correspondents coverage! Our team continues to bring you the latest insights, experiences, and inspirations from the Cannes Lions Festival of Creativity. If you can't be there in person, our correspondents have you covered. Siew Ting Foo In the midst of the AI turbulence and chaos affecting our world, it's easy for brands to get distracted from their core purpose. However, I was inspired by Patagonia's steadfast commitment to their purpose, showcased through their bold "Fashion is None of Our Business" campaign. The session concluded with a poignant quote from Vivienne Westwood: "Buy less, choose well, make it last." This message resonates strongly, especially with the new and next generation. Phoebe Barter Phoebe attended a talk with Jason and Travis Kelce at Sport Beach, which was a lot of fun and really interesting. They discussed authenticity in their podcast and the importance of psychological safety in fostering creativity. Jason Kelce emphasised that being creative requires a safe space and much of their good work comes from listening to their fans. He humorously noted that their demographic has shifted from big, hairy dudes to 12 to 14-year-old girls, highlighting the need to stay loyal to long-time fans while embracing new ones. Another session Phoebe attended at WPP Beach was "What Won and Why," which offered a great summary of learnings from this week's creativity winners. Key takeaways included the importance of true partnerships between clients and agencies, where roles blur, and the observation that work has become more balanced, human, and characterful post-2020. What a great week it has been at the Cannes Lions Festival! Thank you to our dedicated Cannes correspondents for sharing their insights and experiences. We hope everyone had an inspiring and enjoyable week. Stay tuned as we continue to share any additional insights from our team. Have a fantastic weekend! #CannesLions24 #CannesLions #festivalofcreativity #creativity

Every year, I go into Cannes a bit cynical, questioning whether it is all a bit performative. This year, however, I had a very different experience. Sure, there were certainly still aspects that were more spectacle than substance, but on the whole, I was inspired – by the work, by the camaraderie, and by the emphasis on true #creativity. For every benign, redundant mention of AI, there was an impassioned case made for the power of originality and unexpected creativity. I might have expected this from creative agencies, but I was most encouraged by the championing of creativity from the esteemed panel of CMO’s at Forbes' Most Influential CMO Luncheon.     Perhaps, we are collectively over the seduction of predictability and (faux) certainty. Perhaps, we are all realizing the diminishing returns of relentlessly pursued risk mitigation. Perhaps, the extremes of either dull sameness or shallow gimmicks will yield to smart, beautiful, big, bold, important ideas that build real brands and drive real business and if we are lucky, move society forward along the way.     I left Cannes feeling the renaissance has begun and that TBWA is exactly the right place to be for it, where Disruption is not a catchphrase, but an essence and a mandate.   My optimism was a direct result of spending time with Kyle Chayka, Lucia Aniello, Ben Tallon, Flau’jae Johnson, Beatrice Domond, Seth Matlins, The amazing women hosted by The Female Quotient, our ambitious clients, and my fellow Pirates.   As my partner Bruno Regalo says, a new season starts now – so may we all contribute to the renaissance and show up in Cannes next year with work that makes us proud.   Cannes Lions International Festival of Creativity | TBWA\Worldwide | TBWA\Chiat\Day | Omnicom | Troy Ruhanen | Courtney Nelson | Emily Wilcox | Jen Costello | Anh-Thu Le | Kirsten Rutherford |Jacqueline Redmond | Desmond Marzette | Mark Weinstein | Hilton | Jennifer Murillo | Discover Financial Services | Ryan Ostrom | Jack in the Box | Kate Cronin | Moderna | Brandi Ray | Jane Wakely | PepsiCo    #CannesLions2024 #OmnicomCannes #TheDisruptionCompany

While everyone (looking at you Michael Thill) is off enjoying the sun and creativity at Cannes Lions, here I am, not jealous at all. Seriously, not one bit jealous. Not even a little. For those unfamiliar, the Cannes Lions International Festival of Creativity is a premier event in the advertising and communications industry. It runs from June 17-21 this year and features over 150 hours of content with around 500 speakers from across the globe. Icons like Deepak Chopra, Jay Shetty, and representatives from top companies like Google and P&G are sharing insights and innovations that are shaping the industry. https://lnkd.in/gv7s3rQH Why do we flock to events like this? The draw is in both the recognition and the opportunity for professional growth. From a behavioral science perspective, humans have a deep-seated desire for validation and acknowledgment. Awards like the Cannes Lions provide a platform to be judged and, hopefully, celebrated for our creativity and hard work. But why do we want to be judged? The answer lies in the psychological satisfaction of recognition, which can enhance self-esteem and motivate continued excellence. Beyond personal satisfaction, there are significant business reasons for pursuing these accolades. Winning at Cannes can enhance a company’s reputation, attract new clients, and justify higher fees for services. In essence, these awards are a tangible marker of success and a powerful marketing tool. However, at Havas Edge we believe that the best award is the trust and loyalty of our clients. While it's great to be recognized on such a prestigious stage, our ultimate goal is to consistently deliver value and results for our clients, day in and day out. That, to us, is the most meaningful accolade of all. Still, would be nice to be there.

For Condé Nast, tentpole events (e.g., Met Gala) have been crucial for proving out the value of attention metrics. But... Global Chief Business Officer Deborah Brett "The Met Gala only happens once a year. How do we bring the same formula to every single display and video campaigns across channels (like TikTok)—to have the same impact with attention metrics?" Attention quality score from Moat is gaining favor. Video completion rate has grown more complex—was the sound on? "We are trying to tackle waste—and attention metrics can help us minimize waste." MFAs come up! Drink! Will the blowback against MFAs put more pressure on premium pubs to deliver more? "No one is calling Condé Nast expecting anything less than a very, very premium environment." Proving out incrementality key new focus for sales team—"substantiate the value proposition." However—need third parties to grade our homework, and validate our metrics. (GD comment: are the third parties ready?) ARGH! Why can't I ask questions! Why can't we talk about #retailmedia partnerships?!? Let me be a part of the action, Digiday! (You guys are doing great, btw.) #digidaypublishing

It’s simple: Purpose is effective when purpose is done for a brand and company whose values and intentions are authentic.

A recurring topic at this year’s Cannes Lions International Festival of Creativity I believe deserves our attention was the growing disconnect between agency fees and perceived brand value. Many brands voiced concerns that agency fees are too high while they view a lack of value in the work delivered. On the flip side, agencies argued that they are not being compensated enough for their efforts and creativity. Where is this disconnect originating and what could be a proper solution forward? This disconnect seems to stem from several factors: 🚩 Expectation vs. Reality: Brands may have high expectations for the impact of creative campaigns, sometimes unrealistic given budget constraints. 📊 Measurement of Value: There is often a lack of standardized metrics to measure the true value of creative work, leading to subjective evaluations. 🧐 Transparency: A lack of transparency in how fees are structured and how the value is delivered can cause mistrust and dissatisfaction. To bridge this gap, both brands and agencies could benefit from: 🤝 Longer-term Partnerships: Stronger creativity stems from longer-term partnerships, if brands embark on this they can lock in their fees multi-year. 📈 Value Metrics: Developing and agreeing upon the right standardized metrics to assess the value of creative work effectively. 💸 Transparent Pricing: Creating transparent fee structures that both parties understand and agree upon for better or worse. Addressing these issues collaboratively can lead to more successful partnerships and better outcomes for both brands and agencies. What are your thoughts on finding a middle ground in this ongoing debate? #CannesLions2024 #CEOinsights #CMOinsights #Marketing #Branding

Day 4 at the 71st Cannes Lions International Festival of Creativity concluded with the prestigious Cannes Lions being awarded for the Brand Experience & Activation, Creative Business Transformation, Creative Commerce, Creative Effectiveness, Creative Strategy Innovation, and the newly introduced Luxury and Lifestyle Lions. The night also saw the Regional Network of the Year Awards announced. Here's a list of winners Regional Network of the Year - Asia : Ogilvy Regional Network of the Year - Europe : Publicis Worldwide Regional Network of the Year - MENA : BBDO Worldwide Regional Network of the Year - Latin America : DDB Worldwide Regional Network of the Year - North America : FCB Global Regional Network of the Year - Pacific : BBDO Worldwide Regional Network of the Year - Sub-Saharan Africa : TBWA\Worldwide Weber Shandwick Chicago | Pop-Tarts | Loewe Madrid | Klick Health Toronto | KVI Brave Fund Inc. | Rethink Toronto | Kraft Heinz | Dentsu Creative Amsterdam | KPN | LePub | Amsterdam | Philips | Publicis Conseil Paris | Renault Group Congratulations to the winners!  #Creativity #CannesLions #Advertising #Winners #Adtechtoday