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凯度：2024戛纳狮子国际创意节：营销人员必知的五大要点（英文版）（9页）.pdf

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凯度：2024戛纳狮子国际创意节：营销人员必知的五大要点（英文版）（9页）.pdf

1、CANNES LIONS 2024Five takeaways for marketers Kantar 2024 IntroductionThe Cannes Lions International Festival of Creativity is the worlds foremost festival celebrating creativity in advertising and marketing,drawing top industry professionals to showcase and honour groundbreaking work.It serves as a

2、 global platform for discussing the future of the creative industry,ad-tech,and marketing more broadly.In this booklet,we highlight five key implications for marketers from this years Cannes Lions,drawn from expert discussions and award-winning work.Vra dlov Global Creative Thought Leadership Direct

3、or1 Leverage brand building for business performance2 Aspire to leverage AI for scale and human connection3 Branded+funny=effectiveness4 Bring creative,media and commerce closer together5 Drive brand impact by integrating sustainability and DEIFive takeaways for marketers Kantar 2024 Kantar 2024 1Ho

4、w Kantar can helpBrandDynamics gives you real-time measurement of campaign and marketing effectiveness for building a profitable brand.Supercharged with proprietary AI technology and powered by the Meaningful,Different,and Salient framework,it uncovers trends and forecasts to deliver true signals of

5、 your brand performance so you can invest in the right place at the right time.Read our latest thinking The Blueprint for Brand Growth:How marketers can influence revenue and profit Can marketers affect consumer sensitivity to price changes?Booklet-Modern marketing dilemmasGet real-time marketing ef

6、fectiveness with BrandDynamics.Find out moreHeinz Ketchup Fraud Rethink TorontoEarlier this year,there have been spirited debates in the industry on whether the era of brand building is over,and we have moved to an era where product rules consumer choices.At Cannes,the discussions clearly showed tha

7、t marketing,and brand building more concretely,lays the blueprint for successful business performance.In a CMO-CFO fireside chat,Ian Borden,Executive Vice-President and Chief Financial Officer at McDonalds,highlighted he now sees marketing as an investment,not a cost“We spend a lot of money on marke

8、ting,and its one of the most important investments we make as a business to drive growth”.Bordens Global CMO counterpart,Morgan Flatley explained that aligning the organisation around key metrics that capture the impact of marketing is key.Furthermore,many Cannes events highlighted the power of bran

9、d in delivering great business results.Marcel Marcondes,the global CMO at AB InBev,mentioned that to build brands that command growth in the long-term,they“dont do creativity for creativitys sake”.They aim for it to solve business and consumer problems.As Kantars Blueprint for Brand Growth states,hi

10、gh quality creative generates 4 times the profit and is thus a key lever in advertising effectiveness.Heinz won The Grand Prix in Creative Effectiveness for the creative platform It has to be Heinz that they have used for the past five years.In 2019,following a five-year decline,Heinz needed to reas

11、sess its advertising strategy.The It has to be Heinz creative platform tapped into cultural moments to showcase how the brand is meaningful to people and different from other brands.The results are staggering,the campaign has helped Heinz achieve a 12%global ketchup sales growth year on year since 2

12、019 and steal 3.2 share points back.In 2023 Heinz became one of only 4%of brands to achieve the Iconic status in Kantars brand measurement.Leverage brand building for business performance Kantar 2024 Kantar 2024 In Cannes,the sports and creator communities have landed bigger than ever before signall

13、ing the need for advertising to be embedded in culture and social media.At the same time,AI continued to echo in discussions on stages at the Palais and beyond.Marketers have moved from ideating about AI applications into actioning the initial use cases,focusing primarily on low-hanging fruit where

14、AI can help create efficiencies without putting creative-insight and quality in jeopardy.When asked what the biggest challenge for marketers was today,many CMOs cited the next stage of AI implementation;They voiced concerns about how to maintain a strong connection to people during the creative proc

15、ess and not have technology dilute or even eradicate the initial human insight.No Cannes winner exemplifies the intersection of technology and connecting with people via sport and social media better than Oranges WoMens Football.It took home a whopping 10 Lions,most notably two Grand Prix Lions in E

16、ntertainment for Sport and Film.To challenge football fans preconceived notions,the film begins with a sports highlights reel showcasing moves from French mens team star players.Then comes the reveal.The epic moves in the video where actually by members of the French womens team made to look like th

17、e mens team using VFX.The WoMens Football ad lands in Top 1%on both enjoyment and the ability to help build the brand in the long-term as evaluated by LINK+Kantars ad testing solution.Notably,this work also grabbed a gold in Social and Influencer Lions,as the campaign was launched with a series of t

18、wo tweets on X that helped spark mainstream media interest.2How Kantar can helpKantar has a suite of AI solutions including LINK AI to quickly evaluate advertising content based on learnings from our databases.We continue to explore the opportunities AI and generative AI bring to shape the future of

19、 market research and brands.Orange WoMens Football MarcelRead our latest thinking The future of generative AI in advertising:Efficiency without effectiveness?How AI can help ensure you are harnessing the power of celebrity in your advertising The future is hybrid combining survey and AI in creative

20、testingLINK AI ad testing in as few as 15 minutes.Find out moreAspire to leverage AI for scale and human connection Kantar 2024 Kantar 2024 Read our latest thinking The key to creative control Starting to laugh again.The slow return of humour in advertising The role of attention in creative effectiv

21、enessHow Kantar can helpWe use emotion AI-powered facial coding in LINK+ad testing to capture and understand peoples emotional responses while watching an ad.This years Lions came with adland aiming to rediscover its funny bone.Several sessions discussed the link between humour and effectiveness and

22、 Cannes Lions had a humour category in the awards for the first time.Kenan Thompson,a Saturday Night Live comedian,talked about humour as a way to earn attention:“We live in a state of constant assault on our senses,but if something is funny,youll seek it out.People will pass it around to lighten th

23、e day.It doesnt mean we shy away from tough stuff,humour is one of the best ways to deal with rough things”.Humour can open doors to peoples hearts but it is not a guarantee of effectiveness.As Kantar data shows,connecting a funny story to the brand is essential for delivering short-term(+44 percent

24、ile points)and long-term impact of such communication(+46 percentile points).Amongst this years Cannes Lions winners,we saw humour in many shapes and forms.From Specsavers having Rick Astley re-record a famous hit with misheard lyrics to encourage people to get a hearing test,the brilliant intersect

25、ion of SuperBowl,social media and disruption of Michael CeraVe,all the way to the Last Barf Bag from the motion sickness medication Dramamine,showing that humour can have its place even in the pharma category.Brands dont have to take themselves seriously to be effective.Heineken decided to celebrate

26、 its 150th anniversary by highlighting how people misspell,mispronounce and misuse the brand.Heineken leaned into this and created a light-hearted campaign and carried the idea all the way to activation by changing the names on bottles and bar signs to misspelled versions.The Whateverken campaign br

27、ought home three Lions,and also won across categories in Kantars Creative Effectiveness Awards earlier this year showing the power of a funny story connecting with the audience and the brand.3Heineken Whateverken 150 LePubLINK+get the emotion right in your advertising.Find out moreBranded+funny=effe

28、ctiveness Kantar 2024 Kantar 2024 With retail media having a greater presence this year,the conversation around creative and media effectiveness became one of integration.How can brands craft strategies in which creative,media and commerce are brought closer together for maximum impact?Marketers are

29、 faced with increasing media fragmentation and this signals a need to raise the bar from fit for platform to made for platform.Many publishers were pitching themselves as full-funnel brand-formance environments,with traditional brand-building platforms showcasing their commerce credentials,and tradi

30、tional lower-funnel performance platforms showcasing how they can build brands.The battle for viewer attention continues,but this debate is now increasingly nuanced,with more evidence showing that it is cost-effective and meaningful attention which matters.Rather than applying an arbitrary threshold

31、 value,brands are learning they need a mix of attention levels in their media plans.Kantar presented the latest evidence showing that some digital environments with lower attention levels are the most cost-effective to build brands.Kahla and Timberland are maximising creative attention and impact in

32、 a short period of time via the use of bold styling and showcasing distinctive brand assets.The Cannes Lions Grand Prix winner in Outdoor,Pedigree,have cleverly intertwined creative and media strategy to better deliver on their purpose to end dog homelessness.They have created a generative AI model

33、that lets them generate 3D imagery of dogs based on pictures taken by shelter employees.Thanks to AI,Pedigree have production-ready images to use in their campaigns.They use those dynamically in their digital advertisement placements so that people living in dog-friendly locations see concrete dogs

34、from nearby shelters.Once a dog is adopted,Pedigree can immediately change the advertisement to feature another dog.4How Kantar can helpLIFT ROI puts you in control of your marketing budget and allocation.It provides guidance on the big picture strategic budget allocation and helps you with tactical

35、 decisions and in-flight budget allocation.LIFT ROI get a comprehensive assessment of your marketing effectiveness.Find out morePedigree Adoptable Colenso BBDO and Nexus StudiosRead our latest thinking From a tortoise to a cheetah:How to elevate your marketing ROI to deliver growth Media battlegroun

36、d:where digital pervades real-life Top 10 trends for marketers in 2024Bring creative,media and commerce closer together Kantar 2024 Kantar 2024 In years past,purpose,sustainability and,diversity,inclusion and equity had an overt-yet-separate presence in Cannes programming.This year,we saw these them

37、es better woven into Cannes events,signaling that they have become an integral part of a CMOs job description.Sustainability can help predispose your brand to more people.Kantar BrandZ data shows a strong relationship(a 0.7 correlation)between peoples sustainability perceptions of brands and the key

38、 equity measure of Demand Power.Brands can leverage sustainability as a strategic differentiator or as a supportive element,but they cannot afford to ignore sustainability altogether.Kantars new partnership with Ad Net Zero will be encouraging and measuring how well the industry showcases and models

39、 sustainability within advertising.This is a simple step which all advertisers and agencies can take,even if they are less confident about fore-grounding their own explicit sustainability messaging.The Unstereotype Alliance convened by UN Women hosted a session“Inclusion=Income:The Business Case for

40、 Progressive Advertising”,that leveraged Unstereotype Metric data,Kantar BrandZ data,and sales data from select brands to show that brands that adopt more progressive advertising practices generate a 3.5%sales uplift in the short-term and 16.3%sales uplift in the long-term,clearly showing that the p

41、ractice of inclusion in advertising translates into business impact.A Gold Lion winner in the Social and Influencer category showcases the power of co-creation and user-generated content,especially when challenging stereotypes.The Assume That I Can campaign for World Down Syndrome Day,features Canad

42、ian actress Madison Tevlin who challenges low expectations others project on her.The video quickly went viral,amassing over 150 million views in one week.Many individuals with Down syndrome shared their stories of breaking stereotypes,while thousands of social media users praised the campaign for ch

43、allenging prejudices.5World Down Syndrome Day 2024 Assume That I Can SMALL New YorkHow Kantar can helpWe work with organisations across their spectrum of sustainability challenges to help them meaningfully define and powerfully activate a sustainability strategy across brand,innovation,creative eval

44、uation and DEI.Read our latest thinking The big sustainability debate What is the sustainability value case for brands?How to avoid your brand being inadvertently tarred with the Greenwashing brushContact our Sustainable Transformation Practice to fuel your sustainability.Find out moreDrive brand im

45、pact by integrating sustainability and DEI Kantar 2024 Kantar 2024 LINKMaximize the ROI and strategic effectiveness of your campaigns with LINKThe LINK creative development,testing and optimisation portfolio will help you build stronger ads and magnify the impact of your media dollars,achieving your

46、 commercial objectives and growing your brand faster.Benefit from a market leading unified approach,designed to supercharge your creative effectiveness at every stage of your content development process.Request a demo at: Kantar 2024 About KantarKantar is the worlds leading marketing data and analyt

47、ics business and an indispensable brand partner to the worlds top companies.We combine the most meaningful attitudinal and behavioural data with deep expertise and advanced analytics to uncover how people think and act.We help clients understand what has happened and why and how to shape the marketi

48、ng strategies that shape their future.ConclusionThis years Cannes Lions Festival reaffirmed the power of marketing to deliver business impact,and the role of long-term brand building in that.Many of the expert discussions focused on how evolving AI technology,and a stronger focus on sustainability a

49、nd DEI can help brands better connect with people and make an impact not only on the bottom line but on society and the environment.We saw breathtaking Lion-winning work that we can be inspired by and draw from.Wed love to talk to you about how to optimise your creative and build your brand.Get in touch with us here or contact your Kantar representative to find out more.Kantar 2024

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