TBWA\Chiat\Day’s Post

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

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

Save the date for this upcoming panel conversation with Havas Media Network North America CEO Greg James and Havas New York CEO Sarah Collinson! As consumer attention grows increasingly elusive, how can brands navigate through a sea of distractions to genuinely engage with their audience? Register below: #CannesLions2024 #HavasAtCannes

Need some inspiration for your next creative brief or strategy? 👉On January 31 and February 1, we're hosting The Sweathead Get-Ahead, a FREE livestream from the offices of adam&eveDDB in London. 1500 people have registered so far. We've rounded up a slate of APG and Effie champions and a table full of cultural researchers and strategists to give you plenty to think about. 🔥Day One: 1. Jamie Peate, Global Head of Effectiveness & Retail for McCann Worldgroup, will share McCann's Effie-winning work for Aldi 2. Tom Sussman, Deputy CSO at Leo Burnett UK, will show us how eyebrows sell McDonald's 3. Joan Devereux, Planning Director at Pablo, will reveal game-changing strategy for Flora 4. Loz Horner will take a break from dominating Premier League Fantasy League and his work as Strategy Partner at Lucky Generals to share the long-term brand-building work of Yorkshire Tea 5. Rory Gallery + Jolene D'Souza from Special New Zealand will dial in from New Zealand to show their work for Partners Life 6. Will Grundy (Head Of Planning) will take the stairs to where we're streaming from to share adam&eveDDB's work for CALM x ITV 🔥Day Two:  1. Bruno M. Carramaschi, Senior Strategist, The Gate London, will open up about Replens 2. Gonca Bubani, Global Media Thought Leadership Director, will share the ten trends she believes we all need to pay attention to this year. 2. Amy Daroukakis, Cultural Strategist, will present some practical ways to play with trends  3. Athena Chen (陳瑋璞), Cultural Foresight Strategist, will shine a light on APAC trends that will have global influence 4. Sam Shaw will represent Canvas8 in his presentation "Coping Mechanisms" 5. Carlotta (Charlie) Monzani, Cultural Insights Specialist, will beam in from Ogilvy Italia, with her talk "Reframing 2024" 🚀RSVP here: https://lnkd.in/dX8ZRbhW Mark Pollard, Strategy Friend will be teaching a masterclass in London on Thursday, Feb 1. Get your ticket here: https://lnkd.in/dGWzvX78 #sweatheadgetahead #freelivestream #casestudies #trends #advertising #strategy #effies #awardwinning

TBWA\Worldwide’s cultural intelligence unit, Backslash, has released its 2024 Edges glossary—a deep dive into 41 cultural shifts that have the scale and longevity to help brands capture a greater share of the future. More than a trend report, Edges provide our teams and brands the opportunity to see what’s around the corner of culture before it turns mainstream. They don’t spotlight the hot new aesthetics, buzzy social media moments, or here-today-gone-tomorrow fads. Rather, Backslash’s 2024 Edge glossary offers a future-focused look at the most substantial global cultural shifts—taking a nuanced dive into the latest manifestations and tensions that are changing their trajectory. We hope the Edges serve as a blueprint for adapting to the inevitable twists and turns that lie ahead. The full glossary of 41 Edges can be downloaded now at https://lnkd.in/eJAuVJud 👀🔥 #culture #insights #brand #marketing #disruption

🗳 It's election day ☑ and July 4th 🇺🇸 - Get out and vote UK residents or have a relaxing day off from politics if you're in the US. Either way, here's some reading distraction, a round up of the Brands&Culture content in Cannes where we asked the question, what the F*CK is culture? And addressed the concept of how you need to think fast and slow to approach culturally valuable work. It’s clear that both brands and agencies are trying to improve the way they work with culture. Everyone’s agreed on the potential, but the brand and ad worlds are still working out ways to deliver valuable, culture-creating work, where brands build meaningful connections with audiences and/or immerse themselves into cultural scenes with zero friction and maximum impact. Read the full round up on our website, link below, with more to come next week with the Culture@Cannes full deep dive report. #CMOs #Cannes #Brandsnculture #culture

“It's very important to isolate the impacts of media & creative because they both serve very different roles, so you have to have a good media placement, but you also have to have a creative that is well branded.” - Jordan Weiers, Director of Partnerships & People at Adelaide. In this special interview live from #CannesLions, we asked Jordan to share his perspective on: ✅ What impacts media placement success the most: attention, creative, or environment 🔮 What’s next for attention measurement 📈 How attention correlates with brand outcomes like ROI Thanks Jordan for sharing your thoughts with us. 👏 #AttentionMeasurement #ContextualAdvertising #AudienceTargeting

Day 1/30: Ads That Tell a Story We've all seen those ads that aggressively push their product, but what about the ones that subtly sell while evoking real emotion? Those are the ones that truly captivate us. Over the next 30 days, I'll be sharing some of these fascinating ads that have personally moved me. Remember, these aren't necessarily the best out there, just the ones that have left a mark on me. During a recent listen to the Freakonomics No Stupid Questions podcast hosted by Angela Duckworth and Mike Maughan, they brought up an incredible ad by Publicis London for The HEINEKEN Company. This ad perfectly encapsulates the question, "Can we disagree better?" (the topic of the podcast). It features three pairs of individuals with radically opposing views who unknowingly find common ground while constructing a bar counter. The twist comes when they eventually discover each other's differing perspectives. You'll have to watch it for the rest! (Spoiler alert: I particularly loved the moment where the man who initially opposed Transgenderism jests, "I'm only kidding," after briefly walking off.) You might argue, "This would never happen in real life," and maybe it wouldn't, but why is that? Could it be that we're too attached to our own viewpoints? Are we too quick to dismiss the opinions of others without truly listening and understanding where they're coming from? In the podcast, they highlighted how we often fail to engage with others as individuals, only seeing them as carriers of certain viewpoints. What if we took a step back and tried to see the bigger picture, considering the facts and understanding the human behind the opinions? Imagine the impact it could have on our world. Join me on this journey as we explore the power of storytelling in advertising. Do you have any ads that have left a lasting impression on you? Share your thoughts, and let's delve deeper into the world of impactful advertising! #heineken #advertising #storytelling #adsoftheworld Agency: Publicis London https://lnkd.in/drvwhnsN

📣 Media quality determines a placement’s ability to capture attention and set the stage for impact. Our partnership with Seedtag is founded on the knowledge that environment is a signal that plays an extremely important role in a placement’s ability to funnel attention to creative. Check out Seedtag’s interview live from #CannesLions with our Director of Partnerships Jordan Weiers as he disentangles the impacts of media and creative and shares how attention metrics can be used to maximize outcomes. #attention #marketingeffectiveness #mediaplanning #canneslions2023

As a strategist I often say a great insight is hard to get to, but seems obvious in hindsight. The idea that brands should be connecting with audiences in ways that land them in culture, and agencies should have teams that are reflective of the world we live in is obvious. This is one insight I'm proud to bring to the world and continue to prove out by making great creative work with an amazing team of people.