IPG Health’s Post

Cannes Lions International Festival of Creativity #Day2 A lot of walking, lot of inspirational talks, lot of FOMO feelings 😅 Day 2 was about BRAVERY. Don't be scared, be creative (but remember, it's just not only that). 1) McDonald's and E.L.F. BEAUTY (completely different companies) shared how connecting with their fan base (and not focusing on the 'haters'), co-creating with them and really joining the conversation, was key to their success and fueled highly successful campaigns based on true insights. 2) Mark Ritson's first ever Cannes talk 'Creative is not enough' - to be really controversial with all the other talks. In summary, #creativity it is a vital factor for communications, but there are so much more other elements when it comes to marketing effectiveness. From the importance of market orientation (diagnosis), to having a proper positioning and a clear understanding of who your target is (strategy) right through to the fundamentals of 4Ps tactics. With the amazing #TeamBayer #BayerCannesRoar Daria Costantini, Kelly Davies, Christian Galvez, Maria Cristina Sarmiento, Philipp Schuster Bayer | Consumer Health

Is Social Responsibility a 'Nice to Have' or a Driver of Long-Term Growth? Fiona Lloyd thank you for inviting me to be part of such an important discussion alongside Beatrice Cornacchia from Mastercard and Allison Kieth at KraftHeinz. I thoroughly enjoyed delving into the crucial role brands and the marketing community play in driving positive impact. The International Alliance for Responsible Drinking (IARD) is proud to collaborate with major agencies like dentsu and the leading digital platforms to embed robust responsibility standards and further prevent underage exposure to alcohol ads. It's clear that our efforts are not just about creating feel-good moments but are essential for long-term growth. Social responsibility is something that consumers, and, importantly, the investor community are increasingly factoring into their decision-making. Brands that lead with authenticity and action are delivering positive impact and will thrive in the future. Looking forward to continuing our important work together. #CannesLions #SustainableGrowth #MarketingForGood #InvestorFocus

Enjoyed joining a great panel discussion in New York this week on the intersection of brands and societal issues - had a great time meeting and sharing thoughts alongside: - Amanda Coffee @ Under Armour - Neil Cassley @ PayPal - Paul Quigley @ NewsWhip I had the opportunity to share some insights from our Trust Barometer Special Report on Brand and Politics (out today - https://lnkd.in/giXT5jsB), notably that the pressure brands are feeling around societal issues isn't going away - people continue to expect brands to do more, and they're expressing their opinions through their purchases. A key point: people are less likely to trust a brand that surrenders to political pressure, so it's important to know your values, your audiences and your permission space, and to be consistent. Some of the other topics that jumped out to me: Neil Cassley noted the importance of empathy in communication around societal issues, and the importance of local nuance, context and culture. Paul Quigley reinforced the importance of listening and getting ahead of issues - a trend that we've seen from companies grappling with this space. Thanks to Amanda Coffee for the invitation to join the panel!

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

‘Can Creativity really deliver concrete business impact?’ Heinz’s talk during Day 4 of Cannes Lions International Festival of Creativity brought this point home. 5 Takeaways from CGO Diana Frost: ▫️Revisit the heritage of your brand, fall in love with it all over again. ▫️Creativity shouldnt be based on luck - it must be intentional and built-in. ▫️Develop capabilities to act at the speed of digital and social culture. ▫️Do not wait for perfect foundations. Take a swing, then take another one. ▫️Great ideas can come from Whatsapp conversations. #BayerCannesRoar Philipp Schuster Jessica Canton Kelly Davies Maria Cristina Sarmiento Daria Costantini Bayer | Consumer Health

As we navigate the current polycrisis, 73% of us globally wish we could slow down the pace of our lives. The implication for marketers when reaching out to some very overwhelmed people is twofold: 1. Can you avoid the temptation to complicate things? 2. How can you maximise the effectiveness of your outreach while still respecting your audience? Samira Brophy and Adam Sheridan explore how effective creativity requires empathy and fitting in, along with fresh creative experiences and ideas, using Ipsos testing data and Effie data to prove this: https://lnkd.in/etQhGkMi The latest instalment in our #DynamicEffectiveness series with Effie Worldwide features commentary from Andy Nairn, Hamish Cameron and case studies from: 🔍Yorkshire Tea and Lucky Generals 🔍Dell Technologies 🔍McDonald's and Leo Burnett 🔍ITV and adam&eveDDB 🔍Tesco and BBH Global 🔍The Mayor of London and Ogilvy UK

A great report about the Empathy Gap and How to Bridge it. The article includes case studies from Effie award-winning brands, who are reaping the rewards of baking empathy into their ads.  Do have a read whilst drinking your Yorkshire Tea (Other brands are available). #IpsosUK #IpsosBHT

Happening today, Catarina Gonçalves of Republica Havas and Liliana Caro of Havas Media Network are speaking to Association of National Advertisers at "Seize The Moment: Unleashing America’s Full Potential Through Diversity." The webinar will explore the significant influence that diversity has on consumer behavior, offering 5 key strategies for brands to build meaningful connections, and emphasizing that prioritizing inclusivity is not merely a checkbox but a winning strategy for the future. Click the link below to tune in at 1 pm EDT: https://lnkd.in/gYt88255 #OneHavas #MeaningfulDifference

Reflecting on Cannes Lions International Festival of Creativity 2024: Here’s what we’re implementing into our strategy at Juice. 1. The power of creativity. Creativity extends beyond the creative idea and the ad campaign itself. The creative approach to how these ideas were brought to life through innovative media distribution in addition to traditional channels was energizing. 2. Focusing on sustainability. Building a creative and media approach that allows for sustained growth is critical. 3. Accelerating through digital transformation. Any channel can now be a lead channel. Great campaigns can start on social and end in a Super Bowl commercial activation. 4. Emphasizing diversity, equity, and inclusion. It's simple. Diversity drives better outcomes in every possible way. What are you adding to your strategy post-Cannes? 👇 #CannesLions2024 #JuiceMedia

Every year, I go into Cannes a bit cynical, questioning whether it is all a bit performative. This year, however, I had a very different experience. Sure, there were certainly still aspects that were more spectacle than substance, but on the whole, I was inspired – by the work, by the camaraderie, and by the emphasis on true #creativity. For every benign, redundant mention of AI, there was an impassioned case made for the power of originality and unexpected creativity. I might have expected this from creative agencies, but I was most encouraged by the championing of creativity from the esteemed panel of CMO’s at Forbes' Most Influential CMO Luncheon.     Perhaps, we are collectively over the seduction of predictability and (faux) certainty. Perhaps, we are all realizing the diminishing returns of relentlessly pursued risk mitigation. Perhaps, the extremes of either dull sameness or shallow gimmicks will yield to smart, beautiful, big, bold, important ideas that build real brands and drive real business and if we are lucky, move society forward along the way.     I left Cannes feeling the renaissance has begun and that TBWA is exactly the right place to be for it, where Disruption is not a catchphrase, but an essence and a mandate.   My optimism was a direct result of spending time with Kyle Chayka, Lucia Aniello, Ben Tallon, Flau’jae Johnson, Beatrice Domond, Seth Matlins, The amazing women hosted by The Female Quotient, our ambitious clients, and my fellow Pirates.   As my partner Bruno Regalo says, a new season starts now – so may we all contribute to the renaissance and show up in Cannes next year with work that makes us proud.   Cannes Lions International Festival of Creativity | TBWA\Worldwide | TBWA\Chiat\Day | Omnicom | Troy Ruhanen | Courtney Nelson | Emily Wilcox | Jen Costello | Anh-Thu Le | Kirsten Rutherford |Jacqueline Redmond | Desmond Marzette | Mark Weinstein | Hilton | Jennifer Murillo | Discover Financial Services | Ryan Ostrom | Jack in the Box | Kate Cronin | Moderna | Brandi Ray | Jane Wakely | PepsiCo    #CannesLions2024 #OmnicomCannes #TheDisruptionCompany