Gabriel Suárez Ortega’s Post

Cannes Lions Day 1: The first Grand Prix and Gold Lions have been awarded – so what do they tell us? Here are a few top-line thoughts from the opening day’s results in Lions Health, Outdoor, Print & Publishing and Audio & Radio: Big brands are back: Jury presidents made much of the fact that mega brands like Coke and Magnum have been producing outstanding work this year. The emphasis seems to have shifted towards ‘commercial creativity’ – rather than purpose for its own sake. Using creativity to drive business growth is absolutely on message at Lions 2024. Purpose moves centre stage: That said, there are also some potent examples of how purpose can become part of the commercial heart of a campaign. Coca Cola’s Recycle Me and Pedigree’s Adoptable both placed purpose at the centre of their winning campaigns. AI is already making its mark: Lions Juries don’t like tech for tech’s sake – but they do admire a clever AI-powered campaign. Siemens’ success in Pharma with Magnetic Stories - and an Outdoor Grand Prix for Pedigree’s adorable Adoptable - are powerful advocates for mashing AI together with great creativity. Shared success: There was plenty of success on day one for entries from the Middle East, India and Latin America. BBDO Dubai’s Child Wedding Cards looks like it will be one of the week’s high impact success stories, after picking up a Grand Prix on day one. Laughter is the best medicine: The Cannes Lions team let it be known that humour would be celebrated this year – and early award winners have shown this to be the case. Specsavers’ Misheard Version and Dramamine’s The Last Barf Bag are both worth checking out if you want to see how humour can lift even the most unlikely products and services. As Jefferson Starship might plausibly have said: “We built this city on sausage rolls”. Looking forward to a fascinating day two, with numerous entertainment and craft awards up for grabs. If you’re in Cannes, don’t forget to read the Lions Daily News…

It’s simple: Purpose is effective when purpose is done for a brand and company whose values and intentions are authentic.

Since 2016, 74% of Cannes Lions Grands Prix have been purpose-driven. Will this trend continue this year? While more brands embracing purpose is a positive step, System 1 has noted a decline in the effectiveness of winning campaigns, attributing it to a lack of humour. Is purpose draining emotion and effectiveness from ads? According to Revolt's Pippa Morris, Head of Strategy, and Kate McGarrahan, Strategy Director, the answer is 'Yes' if not done correctly. Read the full article here: https://lnkd.in/ehzcBm6G

We are excited to announce that we will be joining Ascential’s LIONS Division, alongside their impressive portfolio of brands - Cannes Lions International Festival of Creativity, WARC, Contagious, and Acuity Pricing (formerly Brand View) (subject to regulatory approval).    LIONS and Effie are the most powerful benchmarks of creativity and marketing effectiveness. We look forward to what we can achieve with the global marketing and business communities, and how we can demonstrate that really effective and creative marketing is a route to growth for all organizations.   Our mission to lead, inspire, and champion the practice and practitioners of marketing effectiveness globally remains unchanged. Our ability to deliver it at scale and across our Academy, Insights and Awards programs becomes even greater. Our heritage as a not-for-profit will be preserved and transformed into a new global foundation: The Effie and LIONS Foundation, Inc. (subject to regulatory approval). The Foundation will be dedicated to educating the next generation of talent, offering training for all marketing students, especially those under-represented in the marketing community. The rigor and process of the Effie brand will remain, and our team will continue to deliver to the high standards you expect from us. Our new alliance has the potential to bring extraordinary value to our industry and we could not be more energized for what’s next. Creativity. Effectiveness. Together. Read more here: https://lnkd.in/eSWsH8J2 #effies Traci Alford Jae Goodman Philip Thomas

Heading to Cannes this month? Join executives from Nielsen and TikTok as they discuss how marketers can measure success in the ever-changing digital landscape.

Enjoyed the DEI discussion at the Marketing Society brunch and the 3 big themes: 1. You must ‘show up’ before you ‘show off’, 2. You need to be bold and stay bold, 3. There is rightly a big expectation on CMO’s to jointly lead on this.

🏆One of the biggest challenges when working on multi-regional campaigns 🌎 is to find an insight that is new, distinctive and one that can travel across the globe. Another significant challenge of Effie cases is to present the results 📈in a way that they support your goals and objectives, are well presented, coherent and bulletproof despite questioning 🏹by experts from various backgrounds and industries: Andrew Gardner, Amy Wright , Shweta Harit , Neal Davies, Shaun Dix , Lucas Conte Viktoria Williams, Alessandro Manfredi, Effie Worldwide #effies

What did they just do? Brands like #coke #BritishAirway & #coors are immensely confident in their own skin to be able to tear apart the rules of the game. Or are these the new rules? Thanks Prasad for putting this piece together in ET BrandEquity #brand #brandleadership #designleadership Link in comments.

The 2024 Australian Open is officially over, and if you're anything like us, you were in awe of the innovative brand activations at the event this year. Aside from epic tennis, brands such as Aperol Spritz CZ, Campari Group, Champagne Piper-Heidsieck, Chemist Warehouse, and Ralph Lauren put on incredible activations creating a phenomenal festival atmosphere for all attendees, no matter their budget. From pop up bars, to kids activities, there was something for everyone. The colour, excitement, and sheer comradery makes this event a true jewel in Australia's sporting crown. Major sponsor Kia Australia Pty Ltd has come out on top with a 58% share of voice, in the context of sponsor mentions on social media, according to the latest Meltwater data. Following not so closely behind, Rolex and Emirates with 14%, and 13.8%. Despite Kia earning half the share of voice, many brands made a presence at the AO this year, both on and off the court. #AustralianOpen #marketing #PR #experientialmarketing #PRNews #Agent99PR

The Cannes Lions International Festival of Creativity has unveiled its annual State of Creativity Report, capturing the perspectives of 3000 marketers and creatives in a comprehensive survey of today's creative environment.   The study sheds light on the dynamics of both internal and external relationships, highlighting significant disparities in how brands perceive the agency-client relationship compared to their agency partners. Whether you’re on the brand side or agency side, junior or executive, this report serves as a comprehensive guide offering actionable insights to help navigate potential pitfalls and implement effective strategies across your organization.   Click here: https://bit.ly/3PwSiNx to access the full report. #cannes #canneslions #stateofcreativityreport #creativity #survey #brands #agencies #communication #report