New tech, particularly the explosion of generative AI, has sparked plenty of buzz already at this year’s Cannes Lions International Festival of Creativity on the French Riviera. Pop hitmaker and investor will.i.am and Smartly.io’s Chief Information Officer Oli Marlow-Thomas have touted the tech as revolutionary, with the potential to usher in a creative renaissance in marketing and advertising as weaker players are weeded out. Meanwhile, last year’s hot topic — the metaverse — has faded far into the background at the creative excellence showcase.
- Twitter is trying to recover ad dollars and to reassure marketers about the platform’s safety at Cannes Lions. It’s also looking to set up new ad tech partners.
By Jake Perez, Editor at LinkedIn News
My first time in Cannes during Cannes Lions. Impressions and take-aways.
Ad people walking the famous red carpet.. and meeting on the beaches of Cote d’Azure.
This is what ‘Cannes Lions’ are. But, also..
It’s also pavilions from leading tech companies. And tons of insights.
Here’s my 5 take-aways from checking a few pavilions and having a full day at the Google Cannes.
#1 𝗜𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲𝗿𝘀 𝗼𝗳𝗳𝗶𝗰𝗶𝗮𝗹𝗹𝘆 𝗿𝗲𝗽𝗹𝗮𝗰𝗲𝗱 𝗰𝗲𝗹𝗲𝗯𝗿𝗶𝘁𝗶𝗲𝘀.
I didn’t spot a single ad featuring a celebrity. But there are dozens of ads with influencers, including official Cannes Lions ads onsite.
#2 𝗕𝗿𝗮𝗻𝗱𝘀 𝗮𝗱𝗼𝗽𝘁 𝘁𝗼 𝗺𝘂𝗹𝘁𝗶-𝗳𝗼𝗿𝗺𝗮𝘁 𝘂𝘀𝗲𝗿 𝗷𝗼𝘂𝗿𝗻𝗲𝘆.
Google has a a separate stand on the ability to search by image AND text at the same time. As a brand, you need to be available across all formats.
#3 𝗛𝘂𝗺𝗼𝗿 𝗵𝗮𝘀 𝗳𝗶𝗻𝗮𝗹𝗹𝘆 𝗲𝘀𝘁𝗮𝗯𝗹𝗶𝘀𝗵𝗲𝗱 𝗶𝘁𝘀𝗲𝗹𝗳 𝗶𝗻 𝗕𝟮𝗕.
From Spotify with a gigantic cat video to Google funny gelato names. Every brand plays with audience. Stop speaking the boring language, now.
#4 𝗣𝗿𝗶𝘃𝗮𝗰𝘆 𝗶𝘀 𝗻𝗼 𝗷𝗼𝗸𝗲 𝘁𝗵𝗼𝘂𝗴𝗵.
Still a major theme and emphasis. If you are not ready for cookieless future, time to get prepared.
#5 𝗔𝗻𝗱, 𝗼𝗳 𝗰𝗼𝘂𝗿𝘀𝗲, 𝗔𝗜. 𝗜𝘁𝘀 𝗶𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗶𝗼𝗻 𝗶𝗻𝘁𝗼 𝗿𝗲𝗮𝗹 𝗹𝗶𝗳𝗲.
Google emphasises its Bard’s integration with Google services and thus better experience, or usage of AI in creative generation. People want to know how you can ‘actually’ use it, not just play with it.
What’s your experience with Cannes Lions? Any learnings?
#canneslions2023 #digitalmarketing
BY OLGA DENISOVA
Eight years ago, I attended my first Cannes Lions International Festival of Creativity event.
Some things have changed. Others, not so much.
1. Cannes primarily celebrates advertising.
Advertising IS a type of marketing but marketing is not simply advertising. For those of us in the industry, we may be saying “duh,” but everyday I talk to folks in boardrooms who equate the two.
2. The value of social creative continues to be greatly underrated.
Despite the fanfare around large-scale campaigns, the majority of brands still fail to grasp the significant impact of compelling social creative. It’s such an effective to demonstrate proof of concept, drive meaningful engagement, and gather data on what genuinely works.
3. Influencers are the new celebs.
Eight years ago, when I brought up influencer marketing in discussions with brands, they looked at me cross-eyed.
At that time, one of the few influencers present was a young kid named Logan Paul. Fast forward to today, there are now more influencers and creators at Cannes than traditional celebrities.
4. Buzzwords everywhere. AI, purpose-driven marketing, generative AI.
However, I firmly believe that none of these concepts matter unless you truly comprehend the shifting nature of your market and the evolving purchasing habits of your customers. None of these shiny-things will make your brand RELEVANT.
5. Ad-fraud remains stupefyingly high, with 23% of advertising budgets effectively wasted.
Yet, brands continue to invest, often driven by misaligned incentives. I once overheard an EVP of Marketing say, “We should be investing more in PR. Yeah, that would help the brand in the long term but I am only here for 2 years before I move on to my next gig – so we are just going to keep putting our budget towards programmatic. Besides, our board likes those numbers.”
6. B2B is still SO behind B2C when it comes to marketing.
Most companies persist in focusing on generating “leads” to fuel their sales teams. Meanwhile, the sales teams often report that these leads aren’t converting. At best, marketing is viewed as a collateral center on-demand for sales.
Yet, buyer behavior is evolving! The rise of dark social means buyers want to talk to sales LAST and marketing has to hold much more sway.
I will say, the opportunity for brands and marketers that “get it” is going to be immense. Just make sure you are in an environment where you can actually practice your craft.
#canneslions2023 #marketingandadvertising #b2bmarketing #Influencermarketing #b2bpr