1、CANNES LIONS 2023Five takeaways for marketersIntroductionBefore this years Cannes Lions International Festival of Creativity,one thing was certain:generative AI was going to be the talk of the town,along with a whole host of topics that the advertising industry has been grappling with over the past

2、year.Cannes is the worlds biggest celebration of creativity bringing together the leading experts in the industry to discuss the future ofcreativity and its challenges.In this booklet,we share five creative themes that marketers can take from this years Cannes Lions expert talks and award-winning wo

3、rk.For each theme we share how Kantar solutions can helppropel your brands and businesses forward.Jane Ostler EVP Thought LeadershipVera Sidlova Global Director,Creative1 Creative must be effective2 Inclusion must be integrated3 The sustainability conundrum4 The return of entertainment5 GenAI:Adland

4、s frenemy or marketers partner?Five takeaways for marketersUnder the current economic pressures,many marketers investin performance marketing tactics to deliver short-term sales.While performance has its place in the marketers toolkit,the top marketers at Cannes Lions focused on the power of brand a

5、nd the ways in which brand building can drive the commercialhealth of their businesses.In a session aptly titled The real beauty oflong-lasting brands,Conny Braams,the Chief Digital and Commercial Officer at Unilever,highlighted the role of brands for growth as“the majority of Unilever brands growth

6、 is coming from the long-term effects of brand building”and identified the“steady decline of brand differentiation”as the biggest threat for brands today.In a joint session,Felipe Thomaz of Sad Business School and Kantars Dom Boyd did the math on Kantar BrandZ data,proving that brand differentiation