”Today’s best” från Cannes med Hanna Riberdahl

Cannes Lions 2024 är i gång (17-21 juni). Vd Hanna Riberdahl och eventansvarig Ulrika Strallhofer är på plats och rapporterar ”dagens bästa” ur marknadsförarens perspektiv.

Wednesday June 19th 2024

Day 3 from Cannes: A day packed with insights and forward-thinking discussions.

Here are some key takeaways:

CMOs in the Spotlight – Mars Wrigley, Nubank, and NIVEA Beiersdorf.

An inspiring session from three dynamic CMOs. They emphasized the importance of ambition, strategic vision, and empathy. A good CMO surrounds themselves with smart people and focuses on balancing immediate and future demand. The standout advice? Shift from FOMO (Fear of Missing Out) to JOMO (Joy of Missing Out).

Redesigning the Marketing Organization of the Future In a session hosted by LinkedIn

B2B CMOs discussed the necessity of embracing change and building a human-centric culture. It’s vital to hire amazing people, redefine roles, and consistently use KPIs. The key takeaway: balance data-driven decisions with consumer insights to drive growth.

Increasing CMO Impact by Driving Humanized Growth The Institute for Real Growth

This session highlighted the importance of cross-functional collaboration and understanding stakeholder pain points. CMOs must work closely with stakeholders, build trust, and stay curious. Remember, 20% of your role is marketing, 80% is stakeholder management.

Effectiveness: The New Frontier by IPA

Three frontiers for effectiveness were presented: pricing power, humor, and the integration of the Triple P (Profit, People, Planet). Highlights include:

• Advertising builds pricing power, making customers more tolerant to price increases.
• Humor in advertising drives higher ROI, sales, market share, and profit.
• Embrace ”Conscious Creativity” by knowing issues, limiting impacts, and pushing where possible to align commercial success with societal and environmental goals.

These sessions underscored the evolving role of CMOs and the need for adaptability, strategic vision, and a focus on humanized growth. Excited for what’s next at Cannes!

/Hanna Riberdahl
[email protected]

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Tuesday June 18th 2024

Day 2 in Cannes: Launches and Insights on Sustainability and Advertising

1. Launch of the Global Media Sustainability Framework

Today marked a significant milestone with the launch of the Global Media Sustainability Framework, a global industry standard for comparable measurements of greenhouse gas (GHG) emissions across digital, TV, print, audio, outdoor, and cinema advertising. Supported by the world’s largest advertisers, agencies, media owners, tech companies, and industry bodies, this framework is the result of a 12-month global effort led by WFA GARM Sustainability and AdNetZero. The GARM Media Sustainability Steer Team and the Climate Science Expert Group ensured that the recommendations align with both media industry standards and climate science rigor.

During the launch discussion, the importance of collaboration was repeatedly emphasized. By working together, we can develop common perspectives, definitions, and measurement methods more efficiently and effectively. From an advertiser’s perspective, the key is to create a unified measurement tool that defines and measures emissions consistently across brands and markets. The guiding principles for success are:

• Collaboration
• Transparency
• Trustworthy Measurement
• Consistency

Our sister organization, Union de Marques, played a crucial role early on by developing OneFrame, significantly influencing the global framework. The goal of the framework is to help advertisers and their partners understand and take positive actions to reduce the carbon impact of their media plans. It enables apples-to-apples comparisons of GHG emissions across different media channels.

The critical question for advertisers to ask their partners is which method they use to calculate CO2 emissions. If they’re not using the Global Media Sustainability Framework, demand that they do!

For more information on the Global Media Sustainability Framework, click here.

2. The Extraordinary Cost of Dull: Why Boring Advertising Needs to Die with John Evans from System1

Studies from System1 reveal that in the UK and USA, around 50% of consumers feel nothing and do nothing in response to advertising, with this figure rising to 60% in B2B sectors. Emotional advertising, proven to be nearly 30% more profitable according to IPA studies, shows the high cost of dull advertising. In the UK, boring/rational advertising requires an average of £9.8 more investment to achieve the same effect, with even higher figures in the US.

John Evans identified four reasons why boring advertising persists (termed the ”4 Horsemen of the Dullocalypse”):

• Performance
• Optimization
• Average
• Procurement

The antidote to dull advertising involves answering five key questions:

• Are we meeting our customers where they care, and speaking their language?
• Are we using the real bar to judge what’s interesting, or an invented one?
• Are we showing real distinctiveness and character?
• Are we using emotion, drama, and storytelling?
• Are we challenging key assumptions and surprising our audience?

3. Creativity Is Not Enough with Mark Ritson

Mark Ritson’s presentation was both entertaining and thought-provoking, arguing that creativity alone isn’t enough for marketing effectiveness. While creativity significantly impacts ad effectiveness (around 40%), true marketing effectiveness involves all 4Ps: Product, Price, Promotion, and Place.

The most important P is Product and Pricing when it comes to Marketing Effectiveness, but where marketers today don´t feel that the “aren´t in charge of it” or only focusing on product developments instead of working with existing product improvements.

Ritson outlined a three-step approach:

1. Diagnosis: Understanding market orientation, research, and segmentation.
2. Strategy: Targeting, positioning, and setting objectives based on the diagnosis.
3. Tactics: Implementing the strategy through the 4Ps (Product, Price, Promotion, Place).

In summary, while creativity is crucial for communication and ad effectiveness, it can distract from other essential marketing issues. A balanced approach considering all 4Ps is necessary for comprehensive marketing effectiveness.

/Hanna Riberdahl
[email protected]

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Monday June 17th 2024

Day 1 in Cannes: Convince Your C-Suite: The Real Impact of Creativity with McDonald’s

This morning, McDonald’s CFO and global CMO shared great insights into the crucial synergy between the CMO and CFO roles from both creative and business perspectives. Here’s what they emphasized:

 Key Takeaways for CMOs:

– Consistent Metrics & Measurement: Establishing reliable metrics is essential.
– Universal Language: Create a common language that both the CMO and CFO can understand.
– Close CMO-CFO Relationship: Engage your CFO in the marketing world to gain their support.
– Embrace Risks: Be bold in your creative executions and leverage great creativity in local markets.

McDonald’s CFO highlighted the significant investments in marketing and the importance of understanding how these investments drive growth. With sharp metrics, a common language, and strong alignment, the focus shifts from debating results to appreciating the impact of great creativity on business growth. The brand value reflects future momentum and growth.

The global CMO shared an example of their CEO scorecard, which includes brand and marketing metrics, helping the C-suite connect marketing efforts to business growth. This sets clear leadership expectations and showcases how marketing drives business.

Both leaders agreed on the importance of taking risks to drive business. The risk isn’t in consumer insight or strategy but in execution and creativity. Bold actions are necessary.

Creative Impact Unpacked by WARC: Moving the Needle on Sustainability with Kantar, Asahi, and AdNet Zero

There’s a paradox in catering to the demand for environmentally friendly products while facing credibility pressures. A striking 70% admit to ”greenhushing,” and 57% cite changing regulations as a primary challenge. Kantar revealed that ads with sustainability messages enhance creative execution and contribute to brand equity. Trust, being the currency of change, is eroded by greenwashing.

Despite 96% of consumers wanting a sustainable lifestyle, only 10% actively change their behavior. We’re at a tipping point—marketers must do more to make a significant impact. Address greenwashing issues, but also inspire with creative ideas that benefit both business and the planet. Meaningful stories are key.

Three Guiding Principles for Sustainability:

– Less Bad is Not Sustainability
– Accountable Milestones
– No Misleading Imagery & Terms

Communicate sustainability authentically. Asahi’s approach of linking “Sustainable EBITA” to leadership bonuses proved effective. Verifying sustainability data as rigorously as financial data is essential. AdNetZero recommends the EAST Framework:

– Easy: Simplify sustainable choices.
– Attractive: Make sustainability appealing.
– Social: Foster social norms around sustainability.
– Timely: Prompt timely actions.

Kantar Nordic Session – Creative Marketing Effectiveness

In our Nordic session with Marketing Finland at Kantar, Jane Ostler presented insights from Kantar’s Blueprint for Brand Growth, highlighting three growth accelerators:

– Predispose More People
– Be More Present
– Find New Space

Vera Sidlova shared “The Secrets Behind Ideas that Worked”:

– Release Your Inner David
– Embrace Your Brand
– Shock with Substance
– Create Cultural Moments
– Bring Funny (Business) Back

We concluded with a panel discussion, where Stina Liljekvist, Skandia and Julia Kronberg, Stenaline participated,  on defining marketing effectiveness, balancing long and short-term goals, and the difference between insight-driven and data-driven marketing.

Today’s sessions provided a wealth of knowledge and actionable insights, emphasizing the power of creativity and sustainability in driving business growth. Let’s continue to embrace bold ideas and sustainable practices to create a meaningful impact.

/Hanna Riberdahl
[email protected]