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Cannes Lion 2019

News, big interviews and analysis from the Cannes Lions International Festival of Creativity.

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failure
Analysis Uncategorized

Why failure helps create better marketers

Lucy Tesseras

The word ‘failure’ conjures up many negative connotations, but it shouldn’t always be seen a bad thing because marketers often learn far more when things go wrong.

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6 Aug 2019 2:51 pm
Collaboration
Analysis Uncategorized

‘Bigger, stronger, more impactful’: Why GSK made design marketing’s strategic partner

Lucy Tesseras

Design now works alongside marketing as a “creative steward” for the entire brand experience, which is driving innovation and value for the pharmaceutical business.

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1 Aug 2019 1:12 pm
Stella Artois
Analysis Uncategorized

‘Fast and cheap’: How AB InBev is driving innovation

Lucy Tesseras

By uniting marketing and innovation under the remit of global CMO Pedro Earp, AB InBev has cut development timelines from two years to just 36 days.

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24 Jul 2019 7:00 am
Mars
Analysis Uncategorized

How Mars’ shift from CMO to chief growth officer has reframed marketing

Lucy Tesseras

Bringing in a role that is broader than the traditional CMO, has forced Mars to “think differently”, both from a marketing and recruitment perspective.

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12 Jul 2019 7:00 am
Analysis Uncategorized

BrewDog’s former marketing boss: It wasn’t ready for a CMO

Ellen Hammett

BrewDog’s former marketing boss of three months says it was too early in the craft beer brand’s evolution to have a chief marketing officer, something which became “fairly obvious” very quickly.

9 Jul 2019 12:29 pm
l'oreal
Analysis Uncategorized

Marketing 3.0: How L’Oréal is embracing new marketing codes

Ellen Hammett

De-siloing, in-sourcing, “mutual upskilling”: L’Oréal’s digital chief on how the beauty giant is reacting to market disruption.

8 Jul 2019 7:30 am
Marketing leadership
Analysis Uncategorized

Unilever’s boss on why leading a business is much like managing a brand

Lucy Tesseras

Alan Jope says he never had his heart set on becoming CEO but believes the skills he learnt as a marketer have set him up perfectly for general management. But going forward he thinks marketers will need to switch from being generalists to specialists.

3 Jul 2019 7:17 am
unilever
News Uncategorized

Unilever CEO says Keith Weed’s replacement will be a ‘CMO++’

Lucy Tesseras

Alan Jope says the top marketing role has taken a while to fill as the business has been refining what it means to be CMO at Unilever and looking at both internal and external candidates.

19 Jun 2019 3:36 pm
News Uncategorized

YouTube ‘supports’ advertisers pulling spend amid brand safety concerns

Ellen Hammett

Google says advertisers should pull spend from its YouTube streaming platform if it means it helps them to “understand what’s there” and “do the right thing”.

19 Jun 2019 10:31 am
News Uncategorized

How taking a stand is helping brands tackle negativity

Lucy Tesseras

Marriott and Pinterest have had to deal with fierce criticism – albeit for very different reasons – but in both cases they responded with a clear comeback that was in-keeping with their core purpose, which helped guide them through.

19 Jun 2019 10:22 am
Mars
News Uncategorized

Mars’s three-point strategy to improve gender equality in its advertising

Lucy Tesseras

The FMCG giant wants to “unprogramme” the way marketers and agency partners think to address the gender bias in its advertising, after research revealed men outnumber women three to two.

19 Jun 2019 9:25 am
marketing effectiveness
3 Comments
News Uncategorized

Link between creativity and effectiveness ‘broken’ as short-termism rises

Sarah Vizard

A new report from Peter Field that analysed the IPA databank has found creatively-awarded campaigns are now the least effective they have been in 24 years and no more effective than non-awarded campaigns.

19 Jun 2019 12:01 am
Twitter
Analysis Uncategorized

Why Twitter’s ‘next big ideas’ will be user-generated

Lucy Tesseras

Twitter has always relied heavily on users when it comes to innovation, but its recently launched prototype app will play a fundamental role in helping the brand stay ahead of consumer demand.

18 Jun 2019 4:34 pm
1 Comment
News Uncategorized

More than a third of marketers think awareness effectiveness is decreasing

Sarah Vizard

Clutter, ad avoidance, declining reach and decreasing trust in advertising are all blamed for top of funnel effectiveness declining, according to new research by the WFA.

18 Jun 2019 12:40 pm
Marketoonist
Cartoon Uncategorized

Marketoonist on Cannes Lions

Tom Fishburne

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here  

18 Jun 2019 8:55 am
1 Comment
News Uncategorized

Brands and tech giants come together to launch first digital safety alliance

Ellen Hammett

Launched at 2019’s Cannes Lions festival, the Global Alliance for Responsible Media marks the first time an alliance that represents all sides of the media industry is forming.

18 Jun 2019 6:00 am
1 Comment
Analysis Uncategorized

P&G puts focus on reach: It’s a more important measure than spend

Ellen Hammett

The marketing boss of the world’s largest advertiser is more interested in measuring reach than spend, with P&G increasingly finding it can use money that would have been “wasted” on frequency to boost the number of people it reaches.

17 Jun 2019 2:52 pm
Leadership influence
News Uncategorized

CMO to CEO: ‘The numbers will only rise if marketers become more commercial’

Lucy Tesseras

Marketers struggle to progress to CEO because they focus too much on marketing rather than the bigger picture, according to Diageo’s Syl Saller, O2’s Nina Bibby and Verizon’s Diego Scotti, who suggest a lack of role models is also preventing CMOs from taking the next step.

17 Jun 2019 12:39 pm
1 Comment
News Uncategorized

Unilever gets marketers to take DNA tests to challenge stereotypes beyond gender

Molly Fleming

The FMCG giant is broadening out its Unstereotype initiative to include ethnicity as it looks to get more of its marketers be more critical about diversity in its ads.

17 Jun 2019 12:01 am
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