Kantar-CANNES LIONS 2023营销人员的五大收获（英）-2023-9页-WN7.pdf

CANNES LIONS 2023Five takeaways for marketersIntroductionBefore this years Cannes Lions International Festival of Creativity,one thing was certain:generative AI was going to be the talk of the town,along with a whole host of topics that the advertising industry has been grappling with over the past year.Cannes is the worlds biggest celebration of creativity bringing together the leading experts in the industry to discuss the future ofcreativity and its challenges.In this booklet,we share five creative themes that marketers can take from this years Cannes Lions expert talks and award-winning work.For each theme we share how Kantar solutions can helppropel your brands and businesses forward.Jane Ostler EVP Thought LeadershipVera Sidlova Global Director,Creative1 Creative must be effective2 Inclusion must be integrated3 The sustainability conundrum4 The return of entertainment5 GenAI:Adlands frenemy or marketers partner?Five takeaways for marketersUnder the current economic pressures,many marketers investin performance marketing tactics to deliver short-term sales.While performance has its place in the marketers toolkit,the top marketers at Cannes Lions focused on the power of brand and the ways in which brand building can drive the commercialhealth of their businesses.In a session aptly titled The real beauty oflong-lasting brands,Conny Braams,the Chief Digital and Commercial Officer at Unilever,highlighted the role of brands for growth as“the majority of Unilever brands growth is coming from the long-term effects of brand building”and identified the“steady decline of brand differentiation”as the biggest threat for brands today.In a joint session,Felipe Thomaz of Sad Business School and Kantars Dom Boyd did the math on Kantar BrandZ data,proving that brand differentiation is the key driver of brand growth as well as pricing power,which is essential in the current inflationary environment.Marketers at the festival remained laser-focused on the fact that creativity not only can but should deliver differentiation and growth for brands.Marc Pritchard,P&Gs Chief Brand Officer,introduced the Next Reset for their brands.Effective creative lies at the core of their approach and they frame the Reset as“creativity that grows markets”by leveraging consumer understanding,being truly inclusive and driving creative impact.Marketing professionals have long argued about the correct ratio between brand building and performance advertising,with many seeing digital advertising as a channel for performance marketing only.Kantar has challenged this view for years,saying that digital can be an effective channel for brand building.Les Binet,Grace Kite and Tom Roach demonstrated with data that marketers know how to deliver impact,in fact,we are entering athird age of effectiveness,where digital advertising is now helping to build brands.1 Creative must be effectiveHow Kantar can helpUMMO puts you in control of your marketing budget and allocation.It provides guidance on the big picture strategic budget allocation and helps you with tactical decisions and in-flight budget allocation.Read our latest thinking Where does performance marketing meet brand building?Is inflation wreaking havoc with your media projections?What Large Language Models could mean for market researchUMMO get a comprehensive assessment of your marketing effectiveness.Find out moreThis year,the discussion on how inclusion,diversity and equity are communicated within advertising content has reached yet another level,and showed more nuance.Brands have now moved past whether to be inclusive to the how,within their own organisations as well as how they engage externally with agencies,suppliers and consumers.This years Cannes Lions winners demonstrated that creativity can help make brands more inclusive.Dove showed how a focused purpose on raising womens self-esteem can take on many different forms.Their Cost of Beauty campaign which won six Lions-is a more traditional campaign that raises awareness about the impact of social media on eating disorders in young women.The brand also leveraged social and creators well in the#turnyourback on bold glamour campaign which raised awareness about the negative impact of TikToks beauty filter,earning it amongst others a Grand Prix Lion in Media.Brands also heavily leverage the latest technologies to drive positive outcomes for different groups,such as the Mouthpad which is a retainer-like device that allows people to control their mouse cursor through the movement of their tongue,Vaselines See My Skin which tackles the lack of diversity in images that dermatologists use for diagnoses,orApples The Greatest a campaign that showcases the accessibility built into their products.While some progress has been made,the industry needs to do more.Unstereotype Alliances Danai Gurira called for deeper engagement with people and communities to combat stereotypes,which remain abundant in advertising and entertainment more broadly.Brandsneed to think about the portrayal of men in advertising and consider the need to shift from portraying masculinity asa single mode to portraying multiple masculinities,to reflect the diversity in which men live and interact with the world and their ever-evolving roles insociety.Meanwhile,Kantars research with GLAAD in the US,talked about at on the Infillion stage with GLAAD,Getty Images and Google,shows that representation of the LGBTQIA+communityis expected and welcomed,but that it needs to be authentic and incorporated within the narrative to resonate properly.2 Inclusion must be integratedHow Kantar can helpKantar and the Unstereotype Alliance partner to help marketers measure whether their advertising content is perceived to be progressive and moving away from gender stereotypes with an Unstereotype Metric and benchmarks.Dove Cost of BeautyRead our latest thinking Beyond brand activism:Three routes to inclusive advertising Playbook:The power of inclusive portrayal in advertising Inclusion Index 2022:Discover what progress have we made on Diversity,Equality and InclusionFind out how LINK+can steer your advertisings inclusivity.Find out moreRead our latest thinking 5 tips to get sustainable messaging right in advertising Designing for a waste-free future Designing for sustainable outcomes to close the Value-Action GapHow Kantar can helpWe work with organisations across their spectrum of sustainability challenges to help them meaningfullydefine and powerfully activate a sustainability strategy across brand,innovation,creative evaluation and DEI.Contact our Sustainable Transformation Practice to fuel your sustainability.Find out moreThis years festival showed the plethora of ways that brands can innovate their supply chains,products and processes to reduce their impact on the environment.Similarly,many of this years winners showed how brands can talk to their audiences to drive the adoption of sustainable social behaviours.IKEAs Life collection campaign in Norway showed the stories behind why people are passing their furniture on for second-hand purchase,from the sad to the funny,maintaining a sense of authenticity and avoiding the pitfalls of greenwashing.Makro supermarket in Colombia turned fruit stickers into a clever medium of its own,giving people ideas on how to reduce food waste.Renault launched the Airbnb for plugs that allows people to rent other peoples chargers,making electromobility more accessible in rural areas;a scalable idea that helps both the brand,the category and the environment more broadly,scooped up a Grand Prix in Creative Strategy.While these are great examples of brands focusing on sustainability,more action is needed to move the needle.KantarsJonathan Hall sat down with Preeti Srivastav,Group Sustainability Director at Asahi,and William Skeaping of Extinction Rebellion to raise the bar on sustainability.Will shared the gravity of the crisis we are facing and the need for businesses to step up,and Preeti shared the journey Asahi has been on and the need for the marketing and sustainability functions to partner closely.Jonathan shared findings from theKantar-WFA collaboration,Sustainable Marketing 2030,and the CircularMarketing framework,including five levers of change:value redefined,sustainability first,transformative relationships,radical innovation and creativity into action.3 The sustainability conundrumIKEA Life CollectionIn 2023,according to Kantars Link database,we saw advertising begin to reverse thedecline of the use of humour in advertising and Cannes Lions this year reflected that as well.Andrew Robertson,the CEO of BBDO,gave a powerful presentation demonstrating that humour done well drives impact for brands,calling on the industry to use it more and challenging Cannes Lions to open a new category of awards focusing on the effective use of humour.This was liberally supported by data from Kantars Link database including digital ads.Audiences like to be entertained,but last year only 1 in 10 Lions were awarded to funny content.This year,one of the Grand Prix awards in Film went to Apples R.I.P.Leon,a funny spot aptly depicting its unsend messages feature,perhaps signaling a shift in attitudes towards humour and entertainment in jury rooms as well?A few notable winners showed that entertaining and funny creative can be used by any brand in any category.B2Badvertising unlike the name suggests-still advertises to people who like to laugh,the HR system Workday leveraged an insight about how employees use the word rockstar in a star-studded,laughter-inducing campaign.Partners Life,a life insurance company inNew Zealand,had to address a strategic challenge,where New Zealand has one of the highest rates of underinsured people inthe world.They tackled this by leveraging dark humour and pop culture,bringing to life characters from a popular murder mystery to recount their reasons for not taking out life insurance.Financialservice advertising isnt known forusing humour.Partners Life showed it can be used effectively to drive business results.4 The return of entertainmentHow Kantar can helpWe use emotion AI-powered facial coding in LINK+ad testing to capture and understand peoples emotional responses while watching an ad.LINK+get the emotion right in your advertising.Find out moreApple R.I.P.LeonRead our latest thinking Whos laughing now?Lets stop the decline of humour in advertising Harness the power of emotion in digital advertising Express your emotions:Why emotional response is important in advertisingGenerative AI was certainly the buzzword of the week and there was certainly a danger of becoming obsessed with the latest shiny trend.Marketers maintained their focus,raising above discussions on how generative AI will unlock creativity,instead moving the goalposts to whether and how the latest developments in generative AI can unlock commercial growth for the brands they look after.Generative AI is yet another tool in the marketers toolkit with huge potential to bring efficiency,scale,and if leveraged cleverly,even commercial impact.Generative AI ads didnt grab many Lions this year(despite there being a specific AI storytelling track in Digital Craft).Thatsignals that adland is just beginning to engage with generative AI andwe will surely see more entries next year.This years Grand Prix winner in Creative Effectiveness demonstrates what we see every year,that creative agencies can leverage the latest tech in ways that benefit brands as well as communities.CadburysShah Rukh Khan-My-Ad combined the power of a Bollywood celebrity with AI.Shah Rukh Khan a Bollywood celebrity was featured in aDiwali ad for Cadbury asking people to stop by specific small businesses,who faced tough recovery following the pandemic,around the holidays.Machine learning was used to create over 130,000 unique versions of the ad so that the name and location of the small business were said in Shah Rukh Khans voice and facial expressions.Thecampaign used AI to create hyperlocalised content in unparalleled ways,with the onset of generative AI,we are likely to see the ceiling raised on this one even further.This was also a multi-award winner last year in the Creative Data and other categories,and this demonstrates the power of a powerful and holistic campaign.5 Cadbury Shah Rukh Khan-My-Ad How Kantar can helpKantar has a suite of AI solutions including Link AI to quickly evaluate advertising content based on learnings from our databases.We continue to explore the opportunities AI and generative AI bring to shape the future of market research and brands.Read our latest thinking What could Generative AI mean for advertising and concept development?AI answers a pressing need for digital advertising Emotion in advertising and the role of musicLink AI ad testing in 15 minutes.Find out moreGenAI:Adlands frenemy or marketers partner?RAPIDLY PREDICT AD EFFECTIVENESS AT SCALEImprove your advertisingROI at scale without surveys.AccessLink AI insights throughoutthe creative process.Backed by the largest normative creative database in the world,Link AI tells you how effective your Digital or TV ad will be,in as little as 15 minutes,allowing you to make creative decisionsquickly with confidence.Learn more today on Kantar MarketplaceAbout KantarKantar is the worlds leading marketing data and analytics business and an indispensable brand partner to the worlds top companies.We combine the most meaningful attitudinal and behavioural data with deep expertise and advanced analytics to uncover how people think and act.We help clients understand what has happened and why and how to shape the marketing strategies that shape their future.ConclusionThis years Cannes Lions Festival showed the need to stay laser-focused on the impact of creativityamidst ground-breaking advances in technology as well as a challenging socio-economic conditions worldwide.The breathtaking winning work showed us that creativity can leverage novelty for commercial benefit as well as social good.Wed love to talk to you about how to optimise your creative and build your brand.Get in touch with your Kantar contact to find out more.