CANNES — Many observers saw the future destruction coming. Craigslist’s local ads posed a clear threat to classifieds, social networks presented rival sources for community news; all began long ago. Still, local news publishers, when they were in the throes of attempting to build their own digital platform, often found it hard to see that […]
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 […]
CANNES — In media environments, the historic separation between “church and state” – editorial and commercial – has long served newsrooms well. But what if emerging technology imperatives said that both sides could now benefit more from shared interest? “When you look at the kind of the technologies that underpin this entire industry, you’ve always […]
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 […]
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 […]
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 […]
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 […]
There must be something about the air in Cannes that brings out a certain positivity. Vice Media arrived at the Cannes Lions advertising gathering in June with HBO having cancelled Vice News Tonight and Disney having written off its investment in the company. But, speaking with Beet.TV, the outfit’s international and global chief revenue officer […]
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 […]
The collection of modern, automated ad trading practices known as “programmatic” may seem to sit squarely with natively digital media and with on-demand video. But, little by little, other platforms are getting lit up with these new tricks, too – even good ‘ol linear TV. “On the linear side, (we) really have been focused on […]
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 […]
CANNES — Over the last year, one new set of technology has risen in ad-tech buzzphrase prominence – the “identity graph’. But, what is an identity graph and why does it matter? Simply, an identity graph is the collection of data points from disparate devices that, when pieced together, add up to indicate a single […]
CANNES — In the rapidly-expanding kingdom of AT&T, Xandr, its unit for facilitating advanced TV ad buying, is playing a stronger role. Almost exactly a year after AT&T acquired ad-tech platform AppNexus, it has just rebadged AppNexus’ demand-side platform (DSP) as “Xandr Invest”, and allowed ad buyers to to target viewers using AT&T’s first-party data […]
CANNES — If you thought that putting up a news paywall shut out advertisers, think again. Time after time, newspapers which have made the switch – at least, the big ones – have hailed a stronger offering for advertising brands, not a diluted one. That has been one discovery of Joy Robins, four months after joining […]
CANNES — In 2019, “brand safety” is still a watchword for ad buyers who want to place their ads against the right kinds of content, and not get tripped up by cringeworthy juxtapositions. That is why MediaMath, a digital ad-buying platform, has just teamed up with IRIS.TV, a video technology vendor, to provide a “sentiment […]
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 […]
CANNES — In the age when brand marketers can use cloud-based tools to carry out many of the functions of their media agencies, the prospect of disintermediation seems to pose a risk to the historic agency model. Omnicom Group media agency OMD understands that risk. Its global CEO Florian Adamski raised eyebrows around his company […]
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 […]
If advertising agencies were getting nervous about being disintermediated by brands in-housing their traditional agency functions, there may be some solace found on the Croisette. The rise of direct-to-consumer (D2C) brands apparently plays right in to agencies’ strengths, because D2C brands need strong opinions and they thrive on TV exposure. So says Malcolm Devoy, PHD […]
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 […]