2019 Cannes Lions Highlights – Day 4

06/21 By IAS team

     

    BUT FIRST, COFFEE

    After a full schedule traversing the Croisette, you made it! You broke your daily step record. You signed that verification deal aboard a yacht. There is sand everywhere. And what a week it has been!

    We hope you’ve enjoyed our daily recaps. Here is this year’s final briefing, thanks for reading along. Au revoir for now!

    Thursday, June 20 Roundup
    THEY SAID WHAT AT CANNES?
    The changing role of a CMO at #Cannes
    The role of a CMO has changed
    73% of CMO’s own Profit and Loss Statements. Which means, they’re being held accountable for driving growth now more than ever. Alicia Hatch, Chief Marketing Officer of Deloitte Digital, is speaking up: “We need to translate the language of marketing to the language of business. Our KPI’s are in our own language, and CFO’s don’t understand. It’s like Russian to Mandarin speakers.”
    260 years of Guinness advertising
    260 years of Guinness advertising
    What does it take to build a brand that lives forever? According to Syl Saller, Chief Marketing Officer of Diageo, “Consistent values, bold action, and positive reinvention. Being bold means we have high expectations and standards. Our advertising has to be as good as our beer.”
    Mastercard talks global marketing
    Mastercard talks global marketing
    The age-old question: should a Martech strategy be lead globally or locally? According to Raja Rajamannar, Chief Marketing and Communications Officer of Mastercard, boarders are not barriers. Marketers have to begin with a global plan, then make the necessary tweaks in local markets.
    NEED-TO-KNOW SESSION BRIEFS
    Project Show Us
    Smashing Beauty Stereotypes
    70% of women still don’t see themselves represented in media and advertising. Project Show Us, a collaborative campaign lead by Dove, Getty, Images, GirlGaze, and Shonda Rimes, is taking action to shatter beauty stereotypes and create a more inclusive vision of beauty in stock images. 
     
    Brand activism in a hyper-charged society
    Brand Activism in a Hyper-Charged Society
    Netflix producer, Kenya Barris, Wieden+Kennedy CCO, Colleen DeCourcy, and TBWA CEO, Troy Ruhanen, discuss activism in advertising. Brands don’t need a purpose, they need a conscience. To be an activist you must get uncomfortable. You must speak truth to power, even if that power is your own system.
    THE DATA THAT INSPIRES CHANGE
    • Grey Group conducted a survey to gain more insight into marketing towards older generations. Results showed that 70% of creatives and planners have not received or written briefs including people age 50+ in the last year. Even more alarming, 31% of the group have never received or written a brief aimed at the 50+ age group in their entire career.
      The 50+ Goldmine: Sparking Creativity’s Coming of Age
    • Deloitte and Cardlytics took the stage to speak about consumer behavior. Only 10% of consumer purchases are made digitally, but 83% are influenced by digital. Furthermore, consumers used to spend on average 80% of their money with 10 brands, now its 80% of their money with 25+ brands.
      Daily Dose, MediaLink
    • Marc Pritchard, Chief Brand Officer at Procter & Gamble, is on a mission to close the intention to action gap. 70% of consumers say they care about sustainability, but only 30% are actually doing something about it.
      CMO Growth Council: Leading the Global Agenda for Marketing-Led Growth
    WHILE YOU WERE “NETWORKING”…
    AND A ROUND OF APPLAUSE FOR THE AWARD WINNERS
    What’s happening today?
    THE SESSIONS YOU NEED TO ATTEND
    In a World of Disruption, Storytelling Wins
    NBCUniversal
    In a fireside conversation, Linda Yaccarino, NBCUniversal Chairman of Advertising and Partnerships and Lorne Michaels, Creator and Executive Producer, “Saturday Night Live,” will reflect on how in a changing world, creativity will always triumph, and great stories will always connect with audiences.
    #nofilter – The Activists Disrupting Entertainment
    TikTok
    A new generation of outspoken, socially active and empathetic individuals have taken to the world stage. They are creating a new cultural currency that values action and change over likes and followers. To this generation what is the role of entertainment? This session brings together top TikTok creators to expose how new forms of entertainment can also change the world.
    Did you check out yesterday’s Cannes Recap?
    We’ve collated all the daily recaps here. Click below to access.
    MEET THE IAS TEAM AT CANNES
    Lisa
    GET IN TOUCH
     
    Send an email to cannes@integralads.com to get in touch with the IAS team at Cannes.
     

    Click here to see the other recaps!