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Cannes Lions 2018

News, big interviews and analysis from the annual gathering.

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Lego
Analysis Uncategorized

Why Lego is ‘upping the ante’ on its in-house creative agency

Sarah Vizard

Lego brought creative in-house a few years ago to ensure creative has “a seat at the table” and improve transparency, productivity and innovation.

21 Aug 2018 7:00 am
Spotify
Analysis Uncategorized

How Spotify built its in-house creative team

Sarah Vizard

When Spotify’s brand chief joined five years ago the plan wasn’t to build an in-house creative function; she now manages a team of 90 but still believes external perspectives are crucial.

17 Aug 2018 7:00 am
Mars
3 Comments
News Uncategorized

Mars on why its top marketers are becoming ‘chief demand officers’

Sarah Vizard

The FMCG giant is pulling together its marketing and sales teams as it looks to improve marketing effectiveness and ensure it is driving both brand and category growth.

15 Aug 2018 7:00 am
Mastercard
Analysis Uncategorized

Mastercard on the ‘existential crisis’ facing CMOs and how it can be fixed

Sarah Vizard

Mastercard CMO Raja Rajamannar warns that too few marketers have both creative and financial experience, leading to them being replaced by chief revenue or growth officers.

30 Jul 2018 7:30 am
Alibaba
Analysis Uncategorized

Alibaba’s CMO on why marketers cannot ‘lag behind reality’

Charlotte Rogers

Alibaba CMO Chris Tung on the rise of live video, the importance of lifestyle content and why Western brands should underestimate Chinese consumers at their peril.

26 Jul 2018 2:15 pm
Cadbury
Analysis Uncategorized

Why Cadbury is taking ‘a glass and a half’ into new global markets

Charlotte Rogers

As Cadbury looks to accelerate growth in South East Asia and the Middle East, global brand director Ben Wicks shares its plan for establishing a loyal following overseas and why innovation must be led by marketing.

25 Jul 2018 7:00 am
GSK healthcare brands
Analysis Uncategorized

How GSK’s digital transformation enabled it to ditch ‘safe’ advertising

Sarah Vizard

GSK has introduced a marketing capability programme – MIQ – as it looks to upskill staff around its new model for brand building and marketing in a digital world.

23 Jul 2018 7:00 am
idea
1 Comment
Analysis Uncategorized

Dana Anderson on life after Mondelēz and why ‘rule-bound’ FMCG is changing

Charlotte Rogers

MediaLink chief transformation officer and former Mondelēz CMO, Dana Anderson, discusses the need to prioritise diversity of thought and the future of marketing.

19 Jul 2018 7:00 am
Rebecca-Minkoff-
Analysis Uncategorized

One luxury brand on why retailers must do ‘less, but better’

Charlotte Rogers

Chief brand officer at fashion brand Rebecca Minkoff, Ana Andjelic, explains how luxury retail has transformed itself from conspicuous consumption to helping customers become their ‘better selves’.

12 Jul 2018 3:09 pm
Deliveroo
Analysis Uncategorized

Deliveroo on its ambition to become the ‘definitive food company’

Charlotte Rogers

Deliveroo is ramping up the pressure on its food delivery rivals as it aims to reach six million UK customers by the end of the year and drive global fame by riding the wave of its latest campaign.

12 Jul 2018 7:00 am
Dominos
Analysis Uncategorized

Domino’s: It’s not as simple as ‘we’re digital so let’s spend all our money on digital’

Charlotte Rogers

Despite the fact digital makes up 80% of its sales, high-profile TV sponsorships remain at the heart of Domino’s marketing strategy as the pizza delivery giant looks to position itself as the ‘Official Food of Everything’.

6 Jul 2018 7:00 am
Instagram
Analysis Uncategorized

Instagram on why brands shouldn’t see shoppable posts as a threat

Charlotte Rogers

With Stories representing a top priority for Instagram, the social media giant is on mission to educate brands about the importance of creating vertical video.

5 Jul 2018 2:27 pm
brand purpose
Opinion Uncategorized

Stop mistaking purpose for differentiation

Russell Parsons

If this year’s Cannes Lions festival is anything to go by then brand purpose is still high on the agenda. Marketers, however, would be better off focusing on something less utopian – differentiation.

3 Jul 2018 10:18 am
L'Oreal
1 Comment
Analysis Uncategorized

How L’Oréal drives marketing effectiveness and media neutrality

Sarah Vizard

L’Oréal has developed a tool, dubbed cockpit, that measures the ROI and productivity of its media investments in real time so it can see what is working and make decisions based on performance, not internal goals or preconceptions.

3 Jul 2018 7:00 am
kfc
4 Comments
Analysis Uncategorized

KFC’s UK marketing boss on that ‘FCK’ ad and finding its brand voice

Sarah Vizard

KFC’s UK CMO believes its response to the chicken crisis is a testament to the strength of its relationship with agency Mother and shows a brand that is confident in its identity and place in a modernising fast food market.

2 Jul 2018 7:00 am
Analysis Uncategorized

Nike on how setting an ‘audacious goal’ helped the brand work differently

Charlotte Rogers

Unprecedented access to the athletes’ journeys as they attempted to run the first sub-two hour marathon was at the heart of #Breaking2’s global appeal, says Nike brand communications director Mark McCambridge.

29 Jun 2018 7:22 am
5 Comments
Analysis Uncategorized

Johnson & Johnson sacrifices ‘sacred cows’ as it preps rebrand

Charlotte Rogers

Johnson & Johnson is rebranding its entire baby care portfolio, prioritising transparency over science as it looks to get closer to parents.

27 Jun 2018 7:00 am
Glossier
Analysis Uncategorized

Why direct-to-consumer beauty brand Glossier is ripping up the marketing playbook

Charlotte Rogers

Since launching online in 2014, Glossier has attracted a legion of hardcore fans with its straight-talking approach to beauty that shuns “stale retail” in favour of complete customer centricity.

25 Jun 2018 12:46 pm
1 Comment
News Uncategorized

Diesel CMO: Marketers are at risk of being driven by data

Russell Parsons

Cannes Lions 2018: Data can help drive the creative process but many in marketing are overestimating its contribution, according to Diesel’s chief marketing officer Dario Gargiulo.

22 Jun 2018 5:29 pm
cannes lions
Analysis Uncategorized

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

Charlotte Rogers

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.

22 Jun 2018 1:39 pm
3 Comments
News Uncategorized

P&G: If you aren’t doing multicultural marketing, you aren’t doing marketing

Sarah Vizard

Cannes Lions 2018: Marc Pritchard believes the days of marketing to a general audience are over, and with people wanting to see themselves in ads brands will have to start representing their whole audience.

22 Jun 2018 12:29 pm
innovation
News Uncategorized

HP’s Antonio Lucio on why brands must innovate on their own terms post-Cambridge Analytica

Charlotte Rogers

Cannes Lions 2018: HP’s marketing boss says the Cambridge Analytica scandal has “definitely changed” the relationship it has with the big digital platforms.

21 Jun 2018 12:53 pm
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