The advert business gathers June 17-21 for its annual celebration of commercials, advertising and creativity, the Cannes Lions within the French Riviera.
It does so towards a backdrop of ongoing and profound upheaval throughout the world of promoting. The share costs of all the most important advert teams, equivalent to WPP, Publicis and Omnicom, are down considerably over the previous 12 months amid shoppers’ complaints that the large outlets are not set as much as assist manufacturers attain shoppers in a fragmented on-line world.
Many manufacturers are creating their adverts extra cheaply in-house to be used on Fb or Google. “Not each little bit of promoting must be epic,” famous Unilever’s chief advertising officer Keith Weed ultimately 12 months’s Cannes Lions. Different manufacturers are turning to consultancies together with Accenture Interactive and Deloitte Digital, specialists in information administration and analytics, to assist them attain shoppers extra successfully. Or they’re experimenting with branded content material in a bid to face out.
So this 12 months’s Cannes Lions is all about easy methods to inject objective, pleasure and, in fact, revenue again into the advert world. Right here’s what to look out for:
TALENT: The Cannes Lions is awash with so many executives and stars from the worlds of TV and movie, you’d be forgiven for considering you have been truly on the Cannes Movie Pageant or Mipcom. Producer Shonda Rhimes, director Alfonso Cuaron and actor Jeff Goldblum are all collaborating in panels, whereas Jeffrey Katzenberg is being honored as Media Particular person of the 12 months, and “Saturday Night time Dwell” creator Lorne Michaels will obtain the Cannes Lions’ first Leisure Particular person of the 12 months Award. As promoting must be extra inventive to face out, companies are hoping to be taught a factor or two from them about storytelling and showmanship.
APPLE IN THE SPOTLIGHT: Cannes Lions has named Apple as its Inventive Marketer of the 12 months, a prize that’s beforehand been gained by Coca-Cola, Google and Heineken. It follows a exceptional displaying for the model ultimately 12 months’s Cannes Lions, with the Spike Jonze-directed “Welcome Residence” movie profitable a Grand Prix.
DIVERSITY: As with the broader inventive industries, promoting has a range drawback. There’s a raft of classes on the topic, whereas the jury members are, says the Cannes Lions organizers, essentially the most numerous roster to this point. Jurors from greater than 50 nations shall be judging entrants’ work. Some 48% of 2019’s jurors are feminine, up from 40% in 2016.
PRIZE WINNERS: The Cannes Lions honors stay extremely fought over. Final 12 months, the fest simplified its awards construction, reducing the variety of prizes as a part of an overhaul to handle criticism that the Cannes Lions had grow to be too costly and unwieldy, and had overlooked creativity.