Going Deep at the #BeetRetreat 8.7: Comcast Spotlight Goes Down The Funnel For TV Attribution With TVSquared

A little over a year ago, Comcast Spotlight decided to assemble a measurement team to prove that linear television works beyond just upper-funnel performance metrics. The ad sales division partnered with TVSquared on a mission that is intended to extend to VOD and IP-delivered TV. “We absolutely know that we have to get beyond the […]

 

Next Week at the #BeetRetreat: NCC Media’s Ivins On Real-Time Campaign Measurement, Attribution Partners

As television advertising measurement evolves from probabilistic to deterministic, it’s sparking a related evolution. The end result could be called high-speed marketing mix modeling (MMM) on cruise control. “I think we’ll get to the day where it’s always on, real-time measurement,” says Bob Ivins, Chief Data Officer of NCC Media. Not that long ago, MMM […]

 

Marketers Must Perform Like ‘Conductors’: LEGO Group’s Goldin

CANNES—At LEGO Group, marketing people are the “uber conductors of the symphony” that drives product innovation and business outcomes, according to Global CMO Julia Goldin. This is because the musically inclined Goldin considers conductors to be “not people who just orchestrate and coordinate,” she explains in this interview with Beet.TV at the recent Cannes Lions […]

 

Cause Versus Purpose Marketing With OMD’s Hanson

CANNES—Brands talking about how they have aligned with cause or purpose marketing were hard to ignore at this year’s Cannes Lions International Festival of Creativity. But there’s a difference between the two, and marketers should be prepared to commit a few years to purpose, according to OMD Global Chief Strategy Officer Chrissie Hanson. “Brand purpose […]

 

What Brands Have In Common Is A ‘Human Purpose’: Deloitte’s Hatch

CANNES—A year into the work of the CMO Growth Council, its participants are looking beyond individual brands to embrace the realization that they “touch all of humanity” and human purpose has risen to the fore, says Deloitte Digital CMO Alicia Hatch. The Association of National Advertisers and the Cannes Lions Festival started the CMO Growth […]

 

Marketing Needs Adaptive Evolution, Says LEGO Group’s Goldin

CANNES—When Julia Goldin was looking for her first marketing position, she thought it was the greatest job that one could have. “I felt that it was right at the crossroads of arts and science, right at the crossroads of humanity and business. Where did that go? I think that needs to come back,” the Global […]

 

Nissan Streamlines Agency, Internal Infrastructure As It Embraces Connected TV

CANNES—Connected television and its targeted advertising benefits come at a good but very busy time for Nissan Motor Corporation. The company is in the midst of completely re-working its internal and agency infrastructure in the walkup to 70% of its vehicle lineup being “completely refreshed” over the next 18 months. “We have to go to […]

 

LiveRamp And NCC Agree On The Need For Advanced-TV Interoperability

CANNES—Perhaps the best way to summarize a panel discussion with executives from LiveRamp TV and NCC Media about advanced-TV interoperability is the following quote from NCC CEO Nicolle Pangis: “We’re in the bottom of the first inning of a baseball game that’s going to go into extra innings.” This theoretical game isn’t going to be […]

 

‘We’re Selling Trust And A Relationship’: IBM’s Hammer

CANNES—Having just celebrated its 108th anniversary, IBM is doubling down on core values. “That’s how all businesses future proof themselves is maintain that trust, that transparency, having an ethical stance and delivering that purpose to audiences,” says Chief Content Officer George Hammer. “When you see brands lead their creative with a purpose, I think people […]

 

P&G’s D’Angelo On The ‘Scale’ Of Brand Versus Performance Marketing

CANNES—Marketing has always been about performance, says Procter & Gamble’s Global Media Director, Gerry D’Angelo. So conversations should center not on brand marketing versus performance marketing but about “points on the scale.” In this interview with Beet.TV at the recent Cannes Lions International Festival of Creativity, D’Angelo says he’s had “quite a number of interesting […]

 

Tencent’s Lau Reflects On The CMO Growth Council, Brands And Consumers

CANNES—As a caretaker of the world’s eighth-largest brand, Tencent’s CY Lau believes that marketers must be both the ultimate trustees of brand legacy and “defenders of consumers.” As a member of the “Group of 25” under the aegis of the CMO Growth Council, Lau is hoping to create “congregations of marketing organizations” to restablish the […]

 

Fox, Univision Execs Explore Cross-Screen Complexity At Cannes Panel

CANNES—Not all programmers face the same issues when it comes to simplifying cross-screen, advanced advertising. This was readily apparent in a panel discussion with executives from Fox and Univision at the recent Cannes Lions International Festival of Creativity. What also came to the fore in this segment recorded at the Beet.TV advanced TV summit and […]

 

“Timing is Everything.” Amobee’s Smolin On the Videology Acquisition

CANNES—Sensing that “convergence was finally emerging” on the buy- and sell-side of the cross-platform universe, Amobee placed a bet last year with its acquisition of Videology. “Timing is everything,” Amobee Chief Strategy Officer Philip Smolin said at the 2019 Cannes Lions Beet advanced TV leadership event. There was no doubt that consumers had completely changed […]

 

Hotelier Accor Books TV To Supplement Digital Media

CANNES—“All TV is back, and back in a different way than in the past,” says Accor Group’s Antoine Dubois. So a year ago, the French global hospitality brand returned to TV to complement its targeting of niche audiences beyond digital media. “All of the hospitality industry today, six years ago everything was digital,” the SVP […]

 

How Shell Uses Social Media To Create Positive Brand Perceptions

CANNES—For global oil and gas conglomerate Shell, using social media influencers is all about generating positive brand perceptions. “These are ultimately the measure of success,” says Americo Silva, Global Head of Integrated Brand & Communications. Visit the Shell website and you won’t see promotions for the company’s liquid products. Instead, the issue of climate change […]

 

With Progress On Diversity And Inclusion, Worker Retention Now Crucial: Omnicom’s Warren

CANNES— Longtime workplace diversity and inclusion champion Tiffany Warren likes the progress that the advertising industry has made with its workforce but says keeping them happy is the big challenge going forward. “The pipeline is fine. We have people who are interested and want to come into the business,” says the SVP and Chief Diversity […]

 

Data Opens Up Everything In The Creative Process: Publicis Spine’s Donohue

CANNES—Machine learning and artificial intelligence stand to fuel the mass personalization of advertising messaging, but right now that’s “a little bit more of a bridge down the road,” says Publicis Spine CEO Lisa Donohue. In this interview with Beet.TV at the recent Cannes Lions International Festival of Creativity, Donohue explains how data “opens up everything […]

 

Deloitte’s Hatch Explains How To Develop ‘Hybrid Marketers’

CANNES—Core marketing skills alone won’t guarantee success in today’s corporate world. What helps to drive business growth is cross-training within an organization and understanding how best to communicate with people like CFO’s, according to Deloitte Digital CMO Alicia Hatch. “Finding those new things in marketing is one of the most incredible hotbeds of innovation,” Hatch […]

 

When Marketers Win, ‘Everybody Wins’: ANA’s Liodice

CANNES—A year after the Association of National Advertisers joined forces with the Cannes Lions festival to help “marketers take their industry back,” they were back at Cannes to refine their priorities going forward. The joint CMO Growth Council initiative has boiled those priorities down to improving marketing academia, “upskilling and reskilling” marketing personnel and how […]

 

Wavemaker’s Richman Reviews Outcomes, Values And DTC Brands

CANNES—Wavemaker’s US CEO, Amanda Richman, assumed her position in the fall of 2017 to help launch what was then GroupM’s newest agency. In this interview with Beet.TV at the 2019 Cannes Lions, she discusses how outcomes and values have risen in importance for marketers and why direct-to-consumer brands are leaning into traditional media. A condensed […]

 
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