1、CANNESLIONS2023FivetakeawaysformarketersIntroductionBeforethisyearsCannesLionsInternationalFestivalofCreativity,onethingwascertain:generativeAIwasgoingtobethetalkofthetown,alongwithawholehostoftopicsthattheadvertisingindustryhasbeengrapplingwithoverthepast
2、year.Cannesistheworldsbiggestcelebrationofcreativitybringingtogethertheleadingexpertsintheindustrytodiscussthefutureofcreativityanditschallenges.Inthisbooklet,wesharefivecreativethemesthatmarketerscantakefromthisyearsCannesLionsexperttalksandaward-winningwo
3、rk.ForeachthemewesharehowKantarsolutionscanhelppropelyourbrandsandbusinessesforward.JaneOstlerEVPThoughtLeadershipVeraSidlovaGlobalDirector,Creative1Creativemustbeeffective2Inclusionmustbeintegrated3Thesustainabilityconundrum4Thereturnofentertainment5GenAI:Adland
4、sfrenemyormarketerspartnerFivetakeawaysformarketersUnderthecurrenteconomicpressures,manymarketersinvestinperformancemarketingtacticstodelivershort-termsales.Whileperformancehasitsplaceinthemarketerstoolkit,thetopmarketersatCannesLionsfocusedonthepowerofbranda
5、ndthewaysinwhichbrandbuildingcandrivethecommercialhealthoftheirbusinesses.InasessionaptlytitledTherealbeautyoflong-lastingbrands,ConnyBraams,theChiefDigitalandCommercialOfficeratUnilever,highlightedtheroleofbrandsforgrowthas“themajorityofUnileverbrandsgrowth
6、iscomingfromthelong-termeffectsofbrandbuilding”andidentifiedthe“steadydeclineofbranddifferentiation”asthebiggestthreatforbrandstoday.Inajointsession,FelipeThomazofSadBusinessSchoolandKantarsDomBoyddidthemathonKantarBrandZdata,provingthatbranddifferentiation
7、isthekeydriverofbrandgrowthaswellaspricingpower,whichisessentialinthecurrentinflationaryenvironment.Marketersatthefestivalremainedlaser-focusedonthefactthatcreativitynotonlycanbutshoulddeliverdifferentiationandgrowthforbrands.MarcPritchard,P&GsChiefBrandOf
8、ficer,introducedtheNextResetfortheirbrands.EffectivecreativeliesatthecoreoftheirapproachandtheyframetheResetas“creativitythatgrowsmarkets”byleveragingconsumerunderstanding,beingtrulyinclusiveanddrivingcreativeimpact.Marketingprofessionalshavelongarguedaboutthec
9、orrectratiobetweenbrandbuildingandperformanceadvertising,withmanyseeingdigitaladvertisingasachannelforperformancemarketingonly.Kantarhaschallengedthisviewforyears,sayingthatdigitalcanbeaneffectivechannelforbrandbuilding.LesBinet,GraceKiteandTomRoachdemonstrate
10、dwithdatathatmarketersknowhowtodeliverimpact,infact,weareenteringathirdageofeffectiveness,wheredigitaladvertisingisnowhelpingtobuildbrands.1CreativemustbeeffectiveHowKantarcanhelpUMMOputsyouincontrolofyourmarketingbudgetandallocation.Itprovidesguidanceont
11、hebigpicturestrategicbudgetallocationandhelpsyouwithtacticaldecisionsandin-flightbudgetallocation.ReadourlatestthinkingWheredoesperformancemarketingmeetbrandbuildingIsinflationwreakinghavocwithyourmediaprojectionsWhatLargeLanguageModelscouldmeanformarketrese
12、archUMMOgetacomprehensiveassessmentofyourmarketingeffectiveness.FindoutmoreThisyear,thediscussiononhowinclusion,diversityandequityarecommunicatedwithinadvertisingcontenthasreachedyetanotherlevel,andshowedmorenuance.Brandshavenowmovedpastwhethertobeinclusivetot
13、hehow,withintheirownorganisationsaswellashowtheyengageexternallywithagencies,suppliersandconsumers.ThisyearsCannesLionswinnersdemonstratedthatcreativitycanhelpmakebrandsmoreinclusive.Doveshowedhowafocusedpurposeonraisingwomensself-esteemcantakeonmanydifferen
14、tforms.TheirCostofBeautycampaignwhichwonsixLions-isamoretraditionalcampaignthatraisesawarenessabouttheimpactofsocialmediaoneatingdisordersinyoungwomen.Thebrandalsoleveragedsocialandcreatorswellinthe#turnyourbackonboldglamourcampaignwhichraisedawarenessabo
15、utthenegativeimpactofTikToksbeautyfilter,earningitamongstothersaGrandPrixLioninMedia.Brandsalsoheavilyleveragethelatesttechnologiestodrivepositiveoutcomesfordifferentgroups,suchastheMouthpadwhichisaretainer-likedevicethatallowspeopletocontroltheirmousecur
16、sorthroughthemovementoftheirtongue,VaselinesSeeMySkinwhichtacklesthelackofdiversityinimagesthatdermatologistsusefordiagnoses,orApplesTheGreatestacampaignthatshowcasestheaccessibilitybuiltintotheirproducts.Whilesomeprogresshasbeenmade,theindustryneedstodomo
17、re.UnstereotypeAlliancesDanaiGuriracalledfordeeperengagementwithpeopleandcommunitiestocombatstereotypes,whichremainabundantinadvertisingandentertainmentmorebroadly.Brandsneedtothinkabouttheportrayalofmeninadvertisingandconsidertheneedtoshiftfromportrayingmascu
18、linityasasinglemodetoportrayingmultiplemasculinities,toreflectthediversityinwhichmenliveandinteractwiththeworldandtheirever-evolvingrolesinsociety.Meanwhile,KantarsresearchwithGLAADintheUS,talkedaboutatontheInfillionstagewithGLAAD,GettyImagesandGoogle,showst
19、hatrepresentationoftheLGBTQIA+communityisexpectedandwelcomed,butthatitneedstobeauthenticandincorporatedwithinthenarrativetoresonateproperly.2InclusionmustbeintegratedHowKantarcanhelpKantarandtheUnstereotypeAlliancepartnertohelpmarketersmeasurewhethertheiradver
20、tisingcontentisperceivedtobeprogressiveandmovingawayfromgenderstereotypeswithanUnstereotypeMetricandbenchmarks.DoveCostofBeautyReadourlatestthinkingBeyondbrandactivism:ThreeroutestoinclusiveadvertisingPlaybook:ThepowerofinclusiveportrayalinadvertisingInclusion
21、Index2022:DiscoverwhatprogresshavewemadeonDiversity,EqualityandInclusionFindouthowLINK+cansteeryouradvertisingsinclusivity.FindoutmoreReadourlatestthinking5tipstogetsustainablemessagingrightinadvertisingDesigningforawaste-freefutureDesigningforsustainableoutco
22、mestoclosetheValue-ActionGapHowKantarcanhelpWeworkwithorganisationsacrosstheirspectrumofsustainabilitychallengestohelpthemmeaningfullydefineandpowerfullyactivateasustainabilitystrategyacrossbrand,innovation,creativeevaluationandDEI.ContactourSustainableTransformati
23、onPracticetofuelyoursustainability.FindoutmoreThisyearsfestivalshowedtheplethoraofwaysthatbrandscaninnovatetheirsupplychains,productsandprocessestoreducetheirimpactontheenvironment.Similarly,manyofthisyearswinnersshowedhowbrandscantalktotheiraudiencestodri
24、vetheadoptionofsustainablesocialbehaviours.IKEAsLifecollectioncampaigninNorwayshowedthestoriesbehindwhypeoplearepassingtheirfurnitureonforsecond-handpurchase,fromthesadtothefunny,maintainingasenseofauthenticityandavoidingthepitfallsofgreenwashing.Makrosuperma
25、rketinColombiaturnedfruitstickersintoaclevermediumofitsown,givingpeopleideasonhowtoreducefoodwaste.RenaultlaunchedtheAirbnbforplugsthatallowspeopletorentotherpeopleschargers,makingelectromobilitymoreaccessibleinruralareas;ascalableideathathelpsboththebra
26、nd,thecategoryandtheenvironmentmorebroadly,scoopedupaGrandPrixinCreativeStrategy.Whilethesearegreatexamplesofbrandsfocusingonsustainability,moreactionisneededtomovetheneedle.KantarsJonathanHallsatdownwithPreetiSrivastav,GroupSustainabilityDirectoratAsahi,andWi
27、lliamSkeapingofExtinctionRebelliontoraisethebaronsustainability.Willsharedthegravityofthecrisiswearefacingandtheneedforbusinessestostepup,andPreetisharedthejourneyAsahihasbeenonandtheneedforthemarketingandsustainabilityfunctionstopartnerclosely.Jonathan
28、sharedfindingsfromtheKantar-WFAcollaboration,SustainableMarketing2030,andtheCircularMarketingframework,includingfiveleversofchange:valueredefined,sustainabilityfirst,transformativerelationships,radicalinnovationandcreativityintoaction.3ThesustainabilityconundrumIKEALifeCol
29、lectionIn2023,accordingtoKantarsLinkdatabase,wesawadvertisingbegintoreversethedeclineoftheuseofhumourinadvertisingandCannesLionsthisyearreflectedthataswell.AndrewRobertson,theCEOofBBDO,gaveapowerfulpresentationdemonstratingthathumourdonewelldrivesimpactforb
30、rands,callingontheindustrytouseitmoreandchallengingCannesLionstoopenanewcategoryofawardsfocusingontheeffectiveuseofhumour.ThiswasliberallysupportedbydatafromKantarsLinkdatabaseincludingdigitalads.Audiencesliketobeentertained,butlastyearonly1in10Lionsw
31、ereawardedtofunnycontent.Thisyear,oneoftheGrandPrixawardsinFilmwenttoApplesR.I.P.Leon,afunnyspotaptlydepictingitsunsendmessagesfeature,perhapssignalingashiftinattitudestowardshumourandentertainmentinjuryroomsaswellAfewnotablewinnersshowedthatentertaining
32、andfunnycreativecanbeusedbyanybrandinanycategory.B2Badvertisingunlikethenamesuggests-stilladvertisestopeoplewholiketolaugh,theHRsystemWorkdayleveragedaninsightabouthowemployeesusethewordrockstarinastar-studded,laughter-inducingcampaign.PartnersLife,alifeinsu
33、rancecompanyinNewZealand,hadtoaddressastrategicchallenge,whereNewZealandhasoneofthehighestratesofunderinsuredpeopleintheworld.Theytackledthisbyleveragingdarkhumourandpopculture,bringingtolifecharactersfromapopularmurdermysterytorecounttheirreasonsfornotta
34、kingoutlifeinsurance.Financialserviceadvertisingisntknownforusinghumour.PartnersLifeshoweditcanbeusedeffectivelytodrivebusinessresults.4ThereturnofentertainmentHowKantarcanhelpWeuseemotionAI-poweredfacialcodinginLINK+adtestingtocaptureandunderstandpeoplesemoti
35、onalresponseswhilewatchinganad.LINK+gettheemotionrightinyouradvertising.FindoutmoreAppleR.I.P.LeonReadourlatestthinkingWhoslaughingnowLetsstopthedeclineofhumourinadvertisingHarnessthepowerofemotionindigitaladvertisingExpressyouremotions:Whyemotionalresponsei
36、simportantinadvertisingGenerativeAIwascertainlythebuzzwordoftheweekandtherewascertainlyadangerofbecomingobsessedwiththelatestshinytrend.Marketersmaintainedtheirfocus,raisingabovediscussionsonhowgenerativeAIwillunlockcreativity,insteadmovingthegoalpoststowhet
37、herandhowthelatestdevelopmentsingenerativeAIcanunlockcommercialgrowthforthebrandstheylookafter.GenerativeAIisyetanothertoolinthemarketerstoolkitwithhugepotentialtobringefficiency,scale,andifleveragedcleverly,evencommercialimpact.GenerativeAIadsdidntgrabmany
38、Lionsthisyear(despitetherebeingaspecificAIstorytellingtrackinDigitalCraft).ThatsignalsthatadlandisjustbeginningtoengagewithgenerativeAIandwewillsurelyseemoreentriesnextyear.ThisyearsGrandPrixwinnerinCreativeEffectivenessdemonstrateswhatweseeeveryyear,that
39、creativeagenciescanleveragethelatesttechinwaysthatbenefitbrandsaswellascommunities.CadburysShahRukhKhan-My-AdcombinedthepowerofaBollywoodcelebritywithAI.ShahRukhKhanaBollywoodcelebritywasfeaturedinaDiwaliadforCadburyaskingpeopletostopbyspecificsmallbusin
40、esses,whofacedtoughrecoveryfollowingthepandemic,aroundtheholidays.Machinelearningwasusedtocreateover130,000uniqueversionsoftheadsothatthenameandlocationofthesmallbusinessweresaidinShahRukhKhansvoiceandfacialexpressions.ThecampaignusedAItocreatehyperlocali
41、sedcontentinunparalleledways,withtheonsetofgenerativeAI,wearelikelytoseetheceilingraisedonthisoneevenfurther.Thiswasalsoamulti-awardwinnerlastyearintheCreativeDataandothercategories,andthisdemonstratesthepowerofapowerfulandholisticcampaign.5CadburyShah
42、RukhKhan-My-AdHowKantarcanhelpKantarhasasuiteofAIsolutionsincludingLinkAItoquicklyevaluateadvertisingcontentbasedonlearningsfromourdatabases.WecontinuetoexploretheopportunitiesAIandgenerativeAIbringtoshapethefutureofmarketresearchandbrands.Readourlatest
43、thinkingWhatcouldGenerativeAImeanforadvertisingandconceptdevelopmentAIanswersapressingneedfordigitaladvertisingEmotioninadvertisingandtheroleofmusicLinkAIadtestingin15minutes.FindoutmoreGenAI:AdlandsfrenemyormarketerspartnerRAPIDLYPREDICTADEFFECTIVENESSATS
44、CALEImproveyouradvertisingROIatscalewithoutsurveys.AccessLinkAIinsightsthroughoutthecreativeprocess.Backedbythelargestnormativecreativedatabaseintheworld,LinkAItellsyouhoweffectiveyourDigitalorTVadwillbe,inaslittleas15minutes,allowingyoutomakecreativedecisio
45、nsquicklywithconfidence.LearnmoretodayonKantarMarketplaceAboutKantarKantaristheworldsleadingmarketingdataandanalyticsbusinessandanindispensablebrandpartnertotheworldstopcompanies.Wecombinethemostmeaningfulattitudinalandbehaviouraldatawithdeepexpertiseandadvanc
46、edanalyticstouncoverhowpeoplethinkandact.Wehelpclientsunderstandwhathashappenedandwhyandhowtoshapethemarketingstrategiesthatshapetheirfuture.ConclusionThisyearsCannesLionsFestivalshowedtheneedtostaylaser-focusedontheimpactofcreativityamidstground-breakinga
47、dvancesintechnologyaswellasachallengingsocio-economicconditionsworldwide.Thebreathtakingwinningworkshowedusthatcreativitycanleveragenoveltyforcommercialbenefitaswellassocialgood.Wedlovetotalktoyouabouthowtooptimiseyourcreativeandbuildyourbrand.GetintouchwithyourKantarcontacttofindoutmore.