The changing role that technology can play in the creative and marketing world was a major theme at this year’s Cannes Lions Festival of Creativity. Data, social media and mobile platforms are all opening up creative opportunities for marketers and their agency partners that simply haven’t existed in the past, it was argued.
Cannes 2012: Marketers must have the courage to say ‘yes’ to big ideas if they want to achieve creative excellence, according to Procter & Gamble’s CMO Marc Pritchard.
Cannes 2012: Microsoft is taking the fight to Apple with marketing campaigns for its suite of Windows 8-fired products that it hopes will start a “romance” with consumers.
Cannes 2012: Connecting with consumers using digital channels is more valuable and powerful to brands than anything that can be achieved with traditional marketing methods, according to Nike’s digital chief.
Cannes 2012: Brands looking to target mums online should rethink the common belief that mothers are time poor and always looking for ways to improve efficiency and should instead look to enhance “special” family moments, according to a study.
Cannes 2012: Diageo, which owns Smirnoff, Johnnie Walker and Guinness, is to ramp up marketing that targets women in a bid to drive growth after admitting that previously it has focused too much on men.
Cannes 2012: Coca-Cola’s most senior marketer has called on marketers to take a “leap of faith” and embrace social media despite the lack of measurement tools as part of a passionate defence of the channel in the wake of recent criticism of Facebook in particular.
Cannes 2012: Coca-Cola’s most senior marketer has delivered a passionate defence of Facebook in the face of recent criticism of the social network, arguing marketers must not underestimate the long-term role that Facebook will play for brands.