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Four Themes from 2018 Cannes Lions

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Explore four themes the 2018 Cannes Lions Creative Effectiveness winners have in common. This was presented at a #WARCxCannesLions event at iHeartMedia on Sept. 27, 2018.

Publié dans : Marketing
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Four Themes from 2018 Cannes Lions

  1. 1. Four Themes from Cannes Eva Kasten, President, WARC Americas
  2. 2. Seeing what you can take back which can help you develop better work. If you can show what other people did and the results it created…it really helps, both for inspiration and in terms of selling in ideas. Fernando Machado, Global CMO Burger King, Creative Effectiveness Lions President 2018
  3. 3. Four Themes Solutions, not campaigns Use of emotion and humor in creative strategy The growing need for online conversion Purpose with PR
  4. 4. #1: Solutions, not campaigns  It should be no surprise that campaigns featuring new product benefits will drive sales.  What is surprising is how problems drove product development—not just campaign messaging.  The demonstrated creativity in a wider context.
  5. 5. Savlon: Healthy Hands Chalk Sticks
  6. 6. #2: Creative strategy – Emotion and humour key drivers Shortlist 2018 vs. 2017
  7. 7. Cheetos Museum
  8. 8. #3: Increase in use of microsites and websites Shortlist 2018 vs. entrants 2018
  9. 9. #4: Purpose with PR  Brand value increases the more brands are perceived as meaningfully different. Strong campaigns can double that value growth.  Meaningfully different brands with weaker advertising can grow value by avg 82%, 4x the performance compared to brands whose advertising was strong, but leveraging a less meaningful proposition (avg 21%). Source: Research by BrandZ
  10. 10. Inside the Jury Room Fernando Machado Burger King Brent Nelsen Leo Burnett Phil Thomas Ascential