1、Cannes Lions International Festival of Creativity 2023CMO SummaryEdition 1,May 2023Cannes Lions International Festival of Creativity 20232The 70th Cannes Lions International Festival of Creativity reflects an era where the marketing industry is trying its best to balance self-interest,social respons

2、ibility,and commercial ambition.This intent was translated into beachside cabanas,stages in the sand,and panels of varying importance over a week in the South of France.It seemed that everyone had a point to make about the future of marketing at Cannes this year.Amazon had its Port and focused on ga

3、ming,Microsoft put a flag in the sand with AI,and as a testament to the significance of platforms,Spotify and Pinterest took over large pieces of beach front real estate and staggered access across levels of influence.AdTech companies flaunted the degree of their financial backing with yachts partie

4、s and apartments on the fringe,while groups of aspiring creatives took memento photos of themselves on the red carpet outside the Palais.For the CMO attending,a week at Cannes Lions can be two things;an opportunity to represent your brand on a world stage,and a chance to benchmark your marketing eff

5、orts against others.Am I pushing the needle on creativity?Am I working with the most talented people?What does being an effective CMO look like?Where can I find inspiration amongst other marketing leaders?With this report,we aim not to provide a play-by-play recap of what happened on the Croisette o

6、r at the Palais.Instead,we wanted to condense important approaches and concepts that define marketing today.Over the next few pages,we look at broad trends that define this years Cannes Lions,before delving into the CMO Cheat Sheet which puts on a page nine ideas that are changing our industry.We ho

7、pe you find this helpful.Cannes Lions International Festival of Creativity Next Generation AttendeesWho is Marketing?is a question that seeks a layered answer.Cannes Lions has never hosted a more diverse group of people;and thats not an observation on gender,race,age,or ethnicity.Representation at t

8、his years festival included brand marketers,procurement teams,consultants,plenty of AdTech players,influencers,and even students from university groups ready to get a view of the industry from one of its most infamous vantage points.The diverse demographic this year can be partly attributed to the w

9、ider net cast by the organizers of Cannes Lions,but it also speaks to the rising role of creativity within marketing organizations.Judging from the interested parties who set up tents along the Croisette and the type of companies hosting panels in fringe locations,marketing is not just the interacti

10、on between marketing teams and agencies.Every platform and exchange is part of the wider landscape,and this will set to increase as the experience of marketing becomes more complex.Not All“New”Parts of this conversation sound familiarTopics related to Artificial Intelligence,Retail Media Networks,In

11、fluencer Marketing,and Representation might have been introduced under snazzy session titles,but the issues discussed follow a familiar thread.Marketers who have been obsessed with getting the fundamentals right will recognize that what the industry is concerned with is creating clearer demarcation

12、between the role of the brand organization,the role of agencies,and the role of platforms.There was no obvious tension between these stakeholders(aside from who hosted the loudest or most exclusive private party/dinner)as marketers are mandating that everyone work together in their brands best inter

13、est.And though the spirit of creating a“team of teams”or working as“one team”is alive and well,the most successful brands have unabashedly run their marketing organization and agency ecosystem architecture on robust partnership frameworks.4Cannes Lions International Festival of Creativity 2023Cultur

14、e is the CMOs Business“Getting your product known isnt the answer.Getting it WANTED is the answer.”Bill BernbachOne metric that has made its way to the big screen at Cannes Lions is“cultural relevance.”Note that this is not the same as the concept of virality.Cultural relevance is not purely about t

15、he number of mentions or TikTok videos created in homage to a brand or campaign.Cultural relevance occurs when brands embed themselves into a state-of-mind.It is an affirmation that brands are in conversation(two-way,no monologues)with the consumers they serve,and that marketers are getting all the

16、benefits of media without paying as much for it.These are upsides that also tend to result in brand rejuvenation,an increase in demand,and improved sales.A Commitment to Fixing Short-TermismBrave marketing thats anchored in a long-term outlook.Much is made about fixing short-termism as a response to

17、 building more sustainable marketing initiatives.Chasing quick wins isnt all its up to be and as responsible marketers,a longer-term approach is needed.Theoretically,there is nothing wrong with looking toward a more long-term goal orientation.However,there is one oversight that is not often addresse

18、d in the conversation.Taking a long-term view of brand building doesnt mean that brands are likely to face less risks.Marketers take more risks from a place of trust because they are anchored in a safe space.It allows them the confidence to build resources that come with long-term planning.Cannes Li

19、ons International Festival of Creativity Most Creative Company of the YearEntered 175 campaigns for 115 clientsof the Yearof the Year of the Yearof the Year of the Year11122233124353112233AgencyMost Creative CompanyNetworkCreative BrandIndependent AgencyPalme dOrBuenos AiresParisTorontoUSAUSAUKJapan

20、MexicoLondonPortlandBuenos AiresCannes Lions International Festival of Creativity 20236Cannes Lions 2023 CMO Cheat SheetTrends shaping marketing leadershipNew TechnologiesCreativityDiscontinuitySecurityAccelerationAgilityInclusiveStorytellingContextual CreativeDifferentiationUnderstanding Your Brand

21、Understanding The PlatformInfluenceBrand VulnerabilityTeam ConfidenceLeadershipCustomerObsessionCommitmentBrand PerformanceFirst-PartyDataCross-PlatformPartnershipsStandardizationCultureSocialRelevanceRelevanceCommerceGBest PracticeTake a Circular Economy approach with key brand insights and consume

22、r truths.Ensure that frameworks and platforms are in place to keep valuable data and knowledge circulating amongst internal teams and external partners.The best ideas can be successfully shared,reused,refurbished,and recycled across markets.The Work“Now we are in a model that is speaking fan to fan,

23、and it is the entire focus of everything we do.Theres not an activation that weve done during this brand transformation that wasnt rooted in a fan insight or a fan truth.And thats the power of this brand everyone has their own unique story and connection to it.And when you put your ear to the custom

24、er and really listen to those things,theres magic in their truths and they are responding.”Tariq HassanChief Marketing and CX OfficerMcDonalds USAForbes,Feb 2023See moreFamous Orders:The Global PlatformMcDonaldsWieden+Kennedy,New YorkSee moreUnbranded MenuMcDonaldsLeo Burnett,ManilaCultureSocialRele

25、vance8Best PracticeDelivering value to consumers begins with identifying the right audience and using hero products as a vehicle to communicate brand values and create buzz.Hosting these engagements on channel and platforms that allow people to buy products without friction will contribute to conver

26、sion.The WorkSee moreSee moreDoritos Crunch CancellationPepsiCoTBWAEspaa,MadridLays Smart FarmLays(PepsiCo)Leo Burnett,Mumbai“Our brands really democratize pleasure,democratize joy,democratize better for your approach to both snacking and beverages.And so,our brands have very high reach.So our penet

27、ration,from a portfolio perspective,is over 90%of all households in many markets.And therefore,we need to really be close to the people we serve and their needs.And what Id say is were lucky to be in categories that are very resilient.People are still enjoying the beverage,enjoying a snack.And were

28、leaning into that.But were also leaning into the differences in the consumers needs.So were providing choice.”Jane WakelyCMO&Chief Growth OfficerInternational FoodsPepsiCoYahoo!Finance,Jun 2023RelevanceCommerceGrowthCannes Lions International Festival of Creativity The WorkSee moreSee moreHeinz A.I.

29、KetchupKraft HeinzRETHINK,TorontoHeinz Ketchup FraudKraft HeinzRETHINK,Toronto“We agree something special is happening across the globe for Heinz!.We attribute a big part of the magic to the larger transformation happening at Kraft Heinz-where creativity and marketing are a driving force of the impr

30、essive turnaround of many of our iconic brands.As Kraft Heinz leans into creativity and culture to reach its broader ambition to be the best marketer in the world,a key part of that is doubling down on our company value of being“consumer obsessed”-and in turn,creating communication that is grounded

31、in the intersection of a deep consumer understanding and our brand truth(s).”Megan LangMarketing DirectorThe Kraft Heinz CompanyNorth AmericaLittle Black Book,Jun 2023CustomerObsessionCommitmentBrand PerformanceBest PracticeDesign brand performance KPIs to benefit the decision-making process and ali

32、gn with broader brand ambition.Having too many KPIs might provide marketers with a wealth of data points,but without the right context,metrics can become a hindrance to what really matters.10Cannes Lions International Festival of Creativity 2023The WorkSee moreSee moreThe Office CleanersHEINEKENPubl

33、icis Italy|LePub MilanBeer PowerHEINEKENLe Pub,So Paulo“There is also an incredible effort being made on the data side in terms of what we can estimate and measure.We are always looking at emerging data standards for better quality data to exchange across the ecosystem with our suppliers.The challen

34、ge is that often in sustainability we are faced with dark data data that is critical but not collected or visible.The corporate value chain(Scope 3)reporting requires an ecosystem approach of data exchange.We have started with the initial first steps with our vendors,ensuring we can access critical

35、production data.We are also looking at more effective data exchange with retailers.And of course,there is a lot of work going on to ensure we capture every step in our internal value chain.”Elizabeth OstaChief Digital OfficerHEINEKENComputer Weekly,Oct 2022Best PracticeCreating the right context and

36、 establishing an environment for data to flourish is a key element of digital transformation.Start with having data which can be understood and ingested across the company.Protect it with well-architected technology landscapes and ensure that teams are not siloed so they can access the data they nee

37、d.First-PartyDataCross-PlatformPartnershipsStandardizationCannes Lions International Festival of Creativity The WorkSee moreSee moreThe GreatestAppleSomesuch,Los AngelesTed Lasso Public Displays of EncouragementAppleTBWAMedia Arts Lab,Los Angeles“Just glomming onto a cause,as a brand,is a recipe for

38、 disaster.It has to be baked into your DNA.And you have to be making products that live up to itbecause otherwise,its just advertising and its fake“We say that if youre going to put it out into the world,make whatever space youre putting it in better.Lets be honest,most advertising makes that area,t

39、hat space,that banner ad,that part of your feed worse.And thats why you skip past it.How can you make it better so it beautifies and does not pollute?”Tor MyhrenVP of Marketing Communications AppleAdweek,Jun 2023Best PracticeHaving confidence in your brand and what it means to consumers will help in

40、form decision-making around what kind of work needs to be made,and how the work should feel and sound like.The trust that marketers have in their own brand can act as a compass to direct how to best leverage their brand on any media platform.Understanding Your BrandUnderstanding The PlatformInfluenc

41、e12Cannes Lions International Festival of Creativity 2023The WorkSee moreSee moreCorona Extra LimeCoronaOgilvy,DAVID,draftLineDreamcasterMichelob ULTRAFCB,New York“I think we have an inertia in our ways of working on average,which is to think about our plans first.What we as an organization would li

42、ke to achieve and accomplish first.And then,we think about,how do we convince our consumers about it?Or,how do we make it happen?How do we bring them in?And if you really walk the talk,and if you really understand that the magic lives in identifying the real opportunities for you to exist,adding val

43、ue to peoples lives,you change the order.Because then you start your planning process by thinking about them first.”Marcel MarcondesCMOAB InBevThe Looking Glass podcast,Jan 2023Best PracticeLeadership in marketing requires taking a multifocal view of issues that impact marketing teams,customers,soci

44、eties,and stakeholders.CMOs need to be able to articulate the authentic reason behind their brands and build teams they know will act as brand stewards as they go forward together.Brand VulnerabilityTeam ConfidenceLeadershipCannes Lions International Festival of Creativity The WorkSee moreSee moreWr

45、apped On Platform ExperienceSpotifySpotify In-House,New YorkSuper Fan CollectionSpotifyNord DDB,Stockholm“When I joined,having a history of seeing marketing leaders come into different companies and revamp,I actually thought:Lets invest in the talent we have and just structure them so they can do th

46、e work.We made some shifts on the team to try a whole new way of cross-functional collaboration,creating cells of teams that go after consumer insights and passion points.What I wanted to get to was nimble,faster creativity.I did that using tenured Spotify people who know the work,and then I brought

47、 in talent from outside.Now we have this really solid organization which is nimble enough to work across teams.”Taj AlaviGlobal Head of MarketingSpotifyMarketing Week,Aug 2022Best PracticeTo find more ways to increase cross-collaboration within your team,in addition to capability,review your marketi

48、ng organization by tenure,vertical lines and positioning against brand issues and insights.Connect people who know the brand and the work,with external talent that can provide an objective approach and fresh ideas to the table.SecurityAccelerationAgility14Cannes Lions International Festival of Creat

49、ivity 2023The WorkSee moreSee more#TURNYOURBACKDove(Unilever)Ogilvy,London#KeepTheGreyDove(Unilever)Edelman,TorontoThree pillars to making purpose drive growth:“The first one is it needs to be linked to your business.It needs to be linked to the products that you offer.The second point is it needs t

50、o be done authentically.It cannot just be a campaign and then you dont follow up with actions,and I think Gen Z is very smart and they see through your authenticity.Sometimes U.S.brands or companies do great work but nobody knows about it.So investing in awareness of your purpose initiatives is also

51、 critical.We have a lot of our budget spent in product communication.“Alessandro ManfrediGlobal CMODoveAdvertising Age,Apr 2023Best PracticeCreate a safe space for consumer stories that allows for awareness,connection,empathy,and mutual respect.Leaders have the responsibility of facilitating the sha

52、ring of stories from diverse audiences.Overly relying on data approaches from DE&I measurements actually de-emphasizes the very thing that contributes to inclusion.InclusiveStorytellingContextual CreativeDifferentiationCannes Lions International Festival of Creativity The WorkSee moreSee moreShah Ru

53、kh Khan-My-AdMondelzOgilvy,MumbaiOreo Cheat CookiesMondelz EuropeSaatchi&Saatchi,Dusseldorf“Over the next 10 years,were investing$1bn to significantly expand our footprint in digital media and digital commerce,both of which will facilitate higher degrees of personalization at every consumer touchpoi

54、nt.On the media side,over 30%of our assets today are personalized.Over the next few years,were planning to double that to more than 60%,leveraging a combination of big data,artificial intelligence and deep consumer empathy,executed at scale.Personalized media delivers a 20%higher ROI,driven by stron

55、g effectiveness.That is why we will continue to invest in it.”Martin RenaudCMOMondelzThe Drum,Jan 2023Best PracticeNew technologies have the ability to augment the creative process,enabling faster experimentation and iteration capabilities.Technologies like AI remain largely human-centered;raising h

56、uman performance and increasing self-efficacy within teams,and helping people collaborate and extend their capabilities.New TechnologiesCreativityDiscontinuityCannes Lions International Festival of Creativity 202316HOW WE DO ITBest Talent:We bring senior leaders from marketing agency and analytic ba

57、ckgrounds.Insight Into Best Practice:We work with companies who want to do best-in-class marketing across diverse categories and geographies.Talking to Marketers:Weve interviewed more than 2,000 marketers about their agency relations.Monitoring Agencies:We maintain We measure agency performance usin

58、g proprietary processes,and each month we track over 500 agency new business wins.Understand Media:We maintain an ongoing database of media costs for key markets and have co-developed software to measure agency and media performance.External Benchmarks:We have developed benchmarks and process target

59、s for more than 70 countries.We use our data pool to inform our in-depth analysis.In a word,we are about transformation.R3 was set up in 2002 in response to an increasing need from marketers to enhance their return on marketing,media,and agency investments,and to improve efficiency and effectiveness

60、About R3RETURN ON INVESTMENTUsing a bespoke and proprietary methodology,we help benchmark and provide insights into how your digital strategies perform in your category and across categories.RETURN ON MEDIAWe offer professional analysis of the media process,planning and buying with proprietary bench

61、marks and tools to set and measure performance.We conduct financial audit to validate and benchmark transparency.RETURN ON AGENCIESWe help marketers find pay and keep the best possible agency relationships-covering Creative,Media,PR,Digital,Social,Performance,Event,Promotions and CRM.We take the lea

62、d on improving the Integration process through proprietary software and consulting.Driving Transformation for Marketers and Their Agencies Clients We work with twelve of the top twenty marketers-covering 70+markets on six continents.R3 is an independent transformation consultancy hired by CMOs to ma

63、ke their marketing more measurable and accountable to business impact.Contact UBeijingA1906,Chaowai SOHONo.6B Chaowai StreetChaoyang DistrictBeijing 100020,ChinaT+8610 5900 4733F+8610 5900 4732Hong Kong23/F,One Island East18 Westlands RoadHong KongT+852 3750 7980Asia PacificShanghaiRoom 802,80 North

64、 Shaanxi RoadJing An DistrictShanghai,PRC,200041T+8621 6212 2310North AmericaNew York79 Madison Ave8th FloorNew York,NY 10016T+1 646 416 8088EMEALondon68-80 Hanbury St,London E1 5JLT T+44 20 7998 9588Singapore1 Keong Saik RoadSingapore 089109T+65 6805 4050Jakarta Revenue Tower 25-107 Jl.Jend.Sudirman Kav.52-53,Kebayoran Baru Revenue Tower-District 8 SCBD,Jakarta Selatan 12190Sydney Level 26,1 Bligh StreetSydney,NSW 2000AW 1,May 2023Embark on a Journey through the Arctic of Creativity,Discovering Unmatched AgenciesDefroster