Deloitte Digital’s Post

Check out team Coolr's top 3 Cannes takeaways from day 1 in the Croisette! 🏖 🤲 The Power of Human Touch 🤲 In our first panel of the day at LBBonline - Little Black Book’s beach area, “Fast and Furious: How to Keep Up with Change without Losing Our Humanity,” we learned about the paramount importance of being human. As the pace of change accelerates, flexibility and understanding become crucial. People don’t follow roles or titles; they follow the journey of people. The human touch is more important than ever. 🤳 The Influence of Creative Agencies 🤳 In TikTok’s opening panel “GRWM: The Creative Agency Edition,” Lindsey Slaby and Krystle Watler discussed how creative agencies can thrive in the modern marketing era. They explained how it is critical to train teams to understand what resonates with a TikTok audience and what it means to be TikTok-first. They also discussed the importance of hiring agency talent to amplify brand campaigns but that a strong and unique point of view is essential to standing out. 🌍 Sustainable Advertising For The Future 🌍 Over at Bloomberg we learnt how their data indicates a shift in the sustainability mindset, with an increased emphasis on adapting rather than combating climate change. The focus is now on investing in practical solutions that enhance human life in challenging circumstances. Marketing and media must now also make environmentally conscious decisions throughout the advertising value chain, from production to live experiences.

8 actionable takeaways from Cannes Lions International Festival of Creativity for your and my business. Feel free to 'steal' and share them! ✋ Women's solidarity is needed a lot. It needs to come from action, not talk about it. I will make sure to do that even more actively from here. ✋ Americans still are the best at selling (or overselling) their stuff. My mantra will be: “How would an American sell this?” and then add some German groundedness to balance it. ✋Let's embrace AI. Let us not still wash our dishes by hand if the dishwasher is working just fine. We are systematically testing different tools for different applications now. Check out MägicEd, and be assured: This is only the beginning. ✋ AI and Marketing/its communication but also product part depend on responsible players. I have a plan here in my desk to set up an association about this. If you're interested in that, DM me. ✋ We need to ensure we are actually acting and thinking globally (yep, Asia, Apac, all of it). I was pretty humbled that a major Asian agency reached out to us. When they asked: why haven't you thought about that before? I had to shrug. Good question. Mental barriers, perspective, but really: No excuses. ✋ Brands are not built anymore primarily in ads but across the whole lifetime experience: a) the real-life experience, b) social media (a lot), and c) owned channels (do not underrate them). Let's keep this in mind and ensure we have our own channels. ✋ Always, always, always go for quality and generosity. Even if you cannot calculate it initially, it will pay off. We’ll build that into our new pricing models at ÄÄ. ✋ KPIs, numbers, etc... they are great, but they are just numbers. Bones of a skeleton. They can point us towards valuable insights (take my 'lover' example with the Porsche's at one point), but they cannot replace our willingness to really understand our clients. And no: "empathy" as abstractum will also not do this. Get real. Emulate that one person: What do they dream and care about? What is moving their a**es? Keeping them awake? Do not take similar patterns for the same needs, as Mark Adams neatly pointed out with his Trump/EltonJohn example at Contagious. 🛑 "Steal each other's ideas". Nope: Don't. It's not nice. Respect for IP, and creative value is now needed more than ever. Given that... indeed, whoever is able to execute with quality (!) will always be the true winner. At least, in business. ☯ So often, stuff needs a balanced approach. The US is often too heavily just wanting to push the business opportunity through the door, and we Europeans might be too reluctant, staring at the problem. The solution will often be in the middle. And I can't wait to find out what there is to learn from the cultures 'more to left' of the globe; I've got a feeling this might make us more clever, too - if we're open for it. #cannes2024 #insights

This is WPP picking up Creative Company of the Year at Cannes Lions International Festival of Creativity last week. In this weird and wonderful world of ours, this is the biggest prize of them all at the biggest show of them all. Now look at the guy holding up the trophy. He's surrounded by some GREAT people - some of the very best ever to do what we do. I'll pick out Rob Reilly, Liz Taylor, Devika Bulchandani, I bet the legendary Pandeys are up there, and Debbi Vandeven, and leaders from across all the group's agencies. Mark Read of course. They're obviously very happy. They're also saying thank you to the guy with the trophy. That's the orchestrator, connector, assessor, right-hand, left-hand and all-round creative excellence mastermind who played a role no-one outside the group will see. WPP won 160 Lions last week. That needs an extraordinary volume of great work of course. But that's not enough. It can't happen without the kind of intelligence, planning and diligence that Eric brings to that team. He and his team have done it before. They'll do it again. And while he might not be as 'visible' as a Rob or a Nils or an Anselmo or a Piyush or a Rob'n'Lol or a Colleen or a Jeff or a Dave or a Liz or a Margaret or a Cindy - everyone on that stage knows it it wouldn't have happened without him. I love the visibility of this industry, and our collective ability to make change happen. I love many of those leading the charge at the front. I also love that there can be less visible heroes too: the quiet influence and the soft power. Eric Monnet - chapeau mon ami.

It is time for creative and media to get back together again, but some things have got to change first… Our Conscious Recoupling event panel roundup 👇 💪 The power of convergence: All panellists agreed that when creative and media work together, the results are stronger. 💭 Context is key: you've got to understand the importance of where a message will be delivered. 💥 Everyone wants to be in charge: both creative and media want to lead the other, posing challenges for day-to-day collaboration, and different responses to briefs. ➡ There's a culture shift needed: the creative industry needs to embrace a broader definition of creativity, moving beyond traditional award-driven narratives. 💻 Technology considerations: technology has changed the way ideas are developed, focusing on iterative testing and data-informed decision making. 🥊 Declining power of the creative agency: power has been chipped away from creative agencies due to factors like big data and client ownership of insights. 🤑 Money talks: The panel agreed that money plays a big role. Without changing financial structures, there's a lack of incentive to integrate. Overall, we all want the same thing - closer collaboration between creative and media, but there a few barriers to overcome first. Thanks again: Caitlin Ryan, Shula Sinclair, Gabriella Neudecker and Mick Mahoney for your insights. Read the full roundup in the link below. If you missed this event, be sure to follow us for info on upcoming events addressing key industry challenges. https://lnkd.in/eTp5Biy3

How are top-performing brands leveraging and investing in creator partnerships in today's marketing landscape? Read the new Deloitte report to gain insights from a new study by our CMO Program! https://bit.ly/3tyQ7RB

"What we are valuing is the effort it takes to deliver that creativity; that's what we're monetising. We’re seeing commerciality as the antithesis of creativity. It's not – it is creativity. How you package and how you value what you are delivering, and how you create a commercial model and commercial parameters around how you operate, the design of it comes from creativity". The #agencymodel and how we sell products / solutions vs hours is the #1 thing on my mind right now, and why I'm so excited to speak with Brian Kessman this week about how Iris Singapore can pilot programs to make this shift. Because we all know the model is broken, but we also know it won't be the big holding companies who change it - it's the ones with the permission to move fast, break things and try the untried who will.

"For brands, the message is clear: match your words with actions, and place purpose at the heart of what you do, or it’ll come back to bite you; because good business sense means more than just counting the pennies." https://lnkd.in/ei-c3uzQ #benefitcorporation #smallbusiness #environmentalimpact

‘Growing brands’ is not just a task; it's a journey of nurturing potential, fostering innovation, and expanding horizons! Explore our creative approach: https://lnkd.in/dWxmgnew  #bluedotagency #creativeperformance

“Still on top of the world” 🌍 “What the agency actually does - its innovative, strategic thinking, its creative craft - has been as excellent and effective as ever. This is, after all, the world's most creative agency!” Our year in review by Creative Salon Worldwide, who sat down with our new CEO, Miranda Hipwell to discuss how 2023 has been a year of change coupled with creative consistency. Read More Here 👉 https://lnkd.in/ebzSJUVa

I recently came across the Cannes Lions 2020 Content Agenda which covered 8 industry themes that were topical at the time. One that caught my eye was, “Let’s get back to brand”, a call to the industry to tone down its obsession with clicks and impressions, and get back to building long-term brand health. In a short clip, a question was raised asking, “Have we over invested in performance marketing and do we need to return to the core elements of brand building?”. Though this might have been a relevant question then, I hope this is not a question brands are asking themselves today. I have been privileged to work in two environments critical to this conversation; (1) creative agency, focusing on brand building, and now (2) performance marketing in management consulting, delivering on the kind of metrics marketeers can proudly take to the boardroom. I greatly value the contribution of both in creating long-term business success. The marketing function is a crucial pillar of any business, with a challenging mandate to create and boost brand awareness, establish a connection with customers, and drive brand engagement SO THAT businesses can acquire and retain customers IN ORDER TO drive profitability and achieve sustained business growth. So, it should never be a question of which is necessary (or more important). The question we should be asking is, 'how can businesses balance initiatives and financial resources across both brand building and performance marketing in order deliver value to their most important stakeholders (shareholders and brand members - their customers and employees)?' #brandbuilding #marketing #digitalmarketing #performancemarketing https://lnkd.in/d4EsbsvV