11 JUL 2019
The 66th Cannes Lions International Festival of Creativity is over. But the trends and insights we identified in the south of France will be relevant for the next 12 months and beyond.
Thanks to a well-filled agenda with well-known industry giants, there were many opportunities to rethink and discuss practice, processes and approaches in marketing.
In addition to the main festival program, MediaCom traditionally organized a specially curated program with inspiring fireside chats and panel sessions in the historic Martinez Hotel.
We have summarized our learnings for brands from the week in five key trends:
1. We are entering a golden age of hearing (and multi-sensory experiences)
Innovation is always popular in Cannes. This year the focus was on the importance of multi-sensory experiences. In our networked world, which is saturated with technical devices and screens, multi-sensory experiences such as touch, smell and sound have enormous impact.
2. Creativity + data = growth
Data is everywhere. Every time we click online, turn on our phone, or conduct a transaction, we leave a data footprint. But while brands are getting better at leveraging this data, they are also realizing that it is useless without the right creative approach. Data provides the context and information brands need to make an informed decision about their marketing activities. But creativity - the human response to how we apply this data in the real world - is the real key to campaign success.
3. Human connections are the most powerful
The "rediscovery" of creativity represents a clear departure from data madness for the sake of data. Smart brands know that they are not only talking to faceless "consumers". As Sublime COO Andrew Buckman explained in the MediaCom Suite, "people can identify with advertisements that feature real people."
4. Brands become activists (with mixed results)
We have heard a lot about the importance of goals in recent years. But in 2019, brands are being asked to take specific operational measures for good reason. According to Alan Jope, CEO of Unilever, 91% of millennials would switch to brands that advocate socially relevant issues. In addition, 64% of consumers worldwide say they choose brands because of their clear stance on social issues. The problem with this is that not all brands get it right.
5. Industry brings order to your house
This year brands have stepped up their efforts to change the industry for the better itself. Transparency and brand safety were the dominant topics of discussion. Marc Pritchard (Chief Brand Officer, P&G) was - as a long-time champion for both topics - once again loud in his demands. With the "Transparency 1.0" project, P&G wants to get Facebook and Google to recognize the MRC-accredited third-party review for viewability, reach and data fraud.
If you want to find out more about our trends from Cannes, please download the full report (ENG).
More impressions from the MediaCom Suite can be found on Instagram.