Gill Browne’s Post

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

A whopping 82% of Cannes Lions International Festival of Creativity attendees feel that the festival has become more geared to tech companies than about creativity. "The overwhelming agreement that focus has shifted from creativity towards tech is, if not surprising, still a startling fact. I’d like to think creativity will always remain at the heart of the festival, and be the central tenant of what we do as a sector" - MullenLowe UK chief growth officer, Lucy Taylor. More insight's from MullenLoweUK's research here >>>https://lnkd.in/evcieU7r #advertising #creativity #marketing

Reflecting on Cannes Lions International Festival of Creativity 2024: Here’s what we’re implementing into our strategy at Juice. 1. The power of creativity. Creativity extends beyond the creative idea and the ad campaign itself. The creative approach to how these ideas were brought to life through innovative media distribution in addition to traditional channels was energizing. 2. Focusing on sustainability. Building a creative and media approach that allows for sustained growth is critical. 3. Accelerating through digital transformation. Any channel can now be a lead channel. Great campaigns can start on social and end in a Super Bowl commercial activation. 4. Emphasizing diversity, equity, and inclusion. It's simple. Diversity drives better outcomes in every possible way. What are you adding to your strategy post-Cannes? 👇 #CannesLions2024 #JuiceMedia

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 recently came across the Cannes Lions 2020 Content Agenda which covered 8 industry themes that were topical at the time. One that caught my eye was, “Let’s get back to brand”, a call to the industry to tone down its obsession with clicks and impressions, and get back to building long-term brand health. In a short clip, a question was raised asking, “Have we over invested in performance marketing and do we need to return to the core elements of brand building?”. Though this might have been a relevant question then, I hope this is not a question brands are asking themselves today. I have been privileged to work in two environments critical to this conversation; (1) creative agency, focusing on brand building, and now (2) performance marketing in management consulting, delivering on the kind of metrics marketeers can proudly take to the boardroom. I greatly value the contribution of both in creating long-term business success. The marketing function is a crucial pillar of any business, with a challenging mandate to create and boost brand awareness, establish a connection with customers, and drive brand engagement SO THAT businesses can acquire and retain customers IN ORDER TO drive profitability and achieve sustained business growth. So, it should never be a question of which is necessary (or more important). The question we should be asking is, 'how can businesses balance initiatives and financial resources across both brand building and performance marketing in order deliver value to their most important stakeholders (shareholders and brand members - their customers and employees)?' #brandbuilding #marketing #digitalmarketing #performancemarketing https://lnkd.in/d4EsbsvV

This is WPP picking up Creative Company of the Year at Cannes Lions International Festival of Creativity last week. In this weird and wonderful world of ours, this is the biggest prize of them all at the biggest show of them all. Now look at the guy holding up the trophy. He's surrounded by some GREAT people - some of the very best ever to do what we do. I'll pick out Rob Reilly, Liz Taylor, Devika Bulchandani, I bet the legendary Pandeys are up there, and Debbi Vandeven, and leaders from across all the group's agencies. Mark Read of course. They're obviously very happy. They're also saying thank you to the guy with the trophy. That's the orchestrator, connector, assessor, right-hand, left-hand and all-round creative excellence mastermind who played a role no-one outside the group will see. WPP won 160 Lions last week. That needs an extraordinary volume of great work of course. But that's not enough. It can't happen without the kind of intelligence, planning and diligence that Eric brings to that team. He and his team have done it before. They'll do it again. And while he might not be as 'visible' as a Rob or a Nils or an Anselmo or a Piyush or a Rob'n'Lol or a Colleen or a Jeff or a Dave or a Liz or a Margaret or a Cindy - everyone on that stage knows it it wouldn't have happened without him. I love the visibility of this industry, and our collective ability to make change happen. I love many of those leading the charge at the front. I also love that there can be less visible heroes too: the quiet influence and the soft power. Eric Monnet - chapeau mon ami.

This year, I once again watched the spectacle of Cannes Lions International Festival of Creativity 2024 unfold with awe. Though I wasn't able to attend in person, I’ve been kept up to date by Ella Butler, my social feeds and of course, the BizBash annual round up from Claire Hoffman - which never fails to highlight best in class. Here’s five key activations that really stood out for me: 1.⁠ ⁠Pinterest Manifestival: Pinterest's transformation of the Carlton Beach Club into a real-life version of their digital platform is always a pleasure to behold. They nailed it again this year! 2.⁠ ⁠LinkedIn: The Place to B2B: LinkedIn's clever play on words perfectly encapsulated their activation's purpose. They took over three floors of the Carlton hotel, to create a hub for professional connections and creativity. 3.⁠ ⁠Meta Beach: Meta's focus on connections and the possibilities of their technology was expertly executed. The standout Reels Cinema, emerging from the sand was such a great idea. Nice work Jack Morton Worldwide! 4.⁠ ⁠Spotify Beach: Spotify's round-the-clock activation hub was a masterclass in blending thought leadership with entertainment. 5.⁠ ⁠Netflix: The giant Netflix 'N' towering over the Croisette is now a Cannes Lions staple, serving as a constant reminder of the streaming giant's presence. Their rooftop takeover, featured vignettes inspired by their most popular shows. Another incredible experience by Seen Presents. Did anyone meet our Squid Game actors, by the way? A huge shout out to ALL the brand ambassadors, event managers, and support staff who are the unsung heroes of Cannes Lions, ensuring that every interaction leaves a lasting impression. With thanks to our teams supporting our clients Amplify, 160over90, Chase, United Airlines, Seen Presents and Netflix. Check out the BizBash article here: https://lnkd.in/eEeTDgQs #KruLive #BrandExperiences #EventProfs #EventStaffing #LoveForPeople

Heineken Ireland launched a creative campaign at Cannes Lions 2024 to save Irish culture. The result? Cannes Lions is an international event that celebrates creativity in communication, advertising, and related fields. This year, one of the best campaigns that stood out was 'Pub Museums' by Heineken. The aim of the campaign was to transform historic pubs into interactive museums. These pubs are the heart of Irish culture. They are full of history and have beautiful collections of important cultural and social objects. By getting them recognized as museums, they could receive government grants and tax breaks to keep their legacy alive. Heineken partnered with Publicis Dublin, LePub Milan, and Thinkhouse to create this campaign. 📍They used AR to highlight the stories behind historic waterholes, including Sean’s Bar, which is the oldest pub in the world. 📍You can scan a QR code on a sign outside the pubs to see AR stories about their local legends.    📍Inside, the app uses indoor navigation and the pub's location to show 3D models of historical object, made with photogrammetry. It secured: ➡️4 golds in outdoor, creative B2B, direct, brand experience, and activation  ➡️4 silvers in outdoor, radio and audio, brand experience and activation, and PR ➡️Also shortlisted for a Titanium Award   Heineken managed to create a campaign that's: 👉Culturally relevant 👉Technically innovative 👉Driving an important cause The campaign rocked, and I hope it’ll also be able to achieve its ultimate objective! Do you think creative campaigns like this help preserve cultural institutions? #innovation #marketing

🚨 🚨 🚨 SELFISH TIP OF THE DAY 🚨 🚨 🚨 The first time I submitted a brief to the student competition of the The One Club for Creativity (called The Young Ones) I did so because I wanted to support the new generation of creatives. I want to give back. Not anymore. Fuck that. Now I do it because I am selfish. The Young Ones output has been consistently amazing. And of course it is nice to give back to our industry, but the reason why I kept coming back to sponsoring this creative competition is not that. The reason I continue to sponsor every year is because I get kick ass ideas for $20,000. That is a total bargain! I would probably pay way more (don't tell them that), but I am a selfish bastard and will continue to take advantage of this opportunity! 😂 By the way, I was there at the award ceremony in NY this year. And I was blown away by the winners of all brands. If I were Duolingo I would definitely bring in some of the students and try to make some of the winning ideas happen. Same for Fanta (The Coca-Cola Company). Same for Diablo (Blizzard Entertainment). Same for Dove (Unilever). Same for Kraft Heinz (they had 2 briefs!). And, of course, same for NotCo. Same for all of them. Even the shortlist of the awards was full of great stuff. Did I say it was just $20k? Just twenty-thousand-dollars. Take my money! I have been selfish enough to run briefs for Burger King (more than once), Popeyes Louisiana Kitchen, Call of Duty, Diablo, and now NotCo. Giving back? Well... That was not my main motivation. In fact, we did partner with some of the young creatives to make their ideas a profitable reality to our brands. This year the One Club will be looking for 10 brands to be part of the competition. The brands that sponsored in 2024 will have right of first refusal. But if you are interested on exploring this, just drop Molly, Jenna or myself an email: fermachado@me.com molly@oneclub.org jenna@oneclub.org Check some of the winners from 2024 here and you will see what I mean: https://lnkd.in/egh9pkT3 #Advertising #Creativity #Marketing

Oh my, I remember way back when we first started this journey in 2009. Just the mere thought of being able to work with exclusive multinational brands like McDonald's, Corona, Nordea, Samsung, JBL and L'Oréal would constitute illusions of grandeur. I mean how could we, these smart-ass couple of kids from the southernmost tip of Norway ever compete? On these shores you're taught to stay in line. Stick with the programme. Shut up and follow consensus. Dreaming big was what fueled the fire. And exactly that first original spark converted into a strategy finely balancing the anorexic space between confidence and arrogance versus dreams and long-term ambitions. For me it's a story of persistence and stamina more than anything. Retrospectively it was perhaps just the mindset that was required to break through and create history. Zero luck was involved. Just hard work, grit and determination. Never say die! Either way, earlier this year we could celebrate yet another milestone of which I'm incredibly proud: Because as of 2023, Palmesus is the biggest (and no. 1) Culture Property in Norway*, which effectively means we're the highest grossing brand partnerships property within this huuuuge sector! Top of the pile! This is unparalleled in the music festival biz in Norway. Huge news not only to us, but to the entire live economy which is set to benefit from a historic shift from the partially broken advertising model to experiential in the years to come. But it gets better. Palmesus, for the first time ever, have also broken into the top-20 list of Norway's biggest properties - the first entry from a music festival in a chart dominated by sports properties in a 6bn NOK (€529m) market. Even though we're pretty excited about this, we'll refuse to get complacent. There are so many categories that are still vacant and sooooo many companies out there are still hesitant to go big on experiential. Which is why our sector is still lagging far behind other industries. However, we'll continue to push, set benchmarks and break new ground on behalf of our brave and inspirational partners. We're truly #BetterTogether. In the meantime, we'll continue to work hard towards another season filled with remarkable brand partnerships, cutting-edge activations and engaging content. If you'd like to hear more about this all-encompassing, trailblazing industry and how we can help your brands build cultural relevance at scale, well do not hesitate to drop me a note. We'd be happy to come evangelise for you through the highly capable, specially trained teams across our expertise centers across the region. A special mention goes out to our wonderful partners for believing in us and our modus operandi. Without you, we're running on fumes. A thousand times thank you! Big up to Leif Fosselie Claus Oliver H. Pedersen Henrik Friis de Magalhães e Meneses Sandra Cailyn S. and the rest of the squad! Love you. *Source: Det Norske Sponsormarkedet 2022/23 by Sponsor Insight