LONDON – Cannes Lions has evolved from a creative-centric festival to a far more integrated event, recognizing a range of media, says Nigel Conway, Global Head of Media Communications at Nestle, in an interview with Beet. TV. “We are seeing media fully represented. We want to make sure we are producing integrated communications plans that leverage the best creative across media,” he tells us.
That’s because brands are linking media and creative more closely. In the past, creative often came first. Now, the two fields in advertising go hand in hand and are planned together. “Now we think about this expanded media landscape, and we think about media before we create our work. We challenge our creative and media partners and get them to work together at a very early stage,” he says, adding that creative and media teams begin collaborating at the early stages of briefs. That kind of early communication can yield a much better end result. “There is no above the line or below the line.”
We spoke with Conway as part of our series titled “The Road to Cannes,” a preview of the Festival and an overview on the state and future of digital media by a range of thought leaders. The series will be published over the next four weeks. The series is sponsored by Videology.