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report 5 TRENDS FROM CANNES LIONS 2018 BLINK_report Page Published by MediaCom 1
Introduction As the dust settles on the Complementing the main stages as well as revealing 65th Cannes Lions Festival festival programming, intriguing new perspectives. of Creativity, it’s time to MediaCom remained in its In this report, we share our reflect on the key trends and familiar home at the historic summary of the key lessons, learnings that emerged from Martinez Hotel, hosting a the work that epitomises adland’s biggest gathering. specially curated programme their power, and the insights With a jam-packed agenda of intimate fireside chats that will keep our teams and featuring the biggest names and panel sessions. our client partners thinking in marketing as well as the These exclusive sessions long into the future. latest tech start-ups and were designed to add depth digital pioneers, it was a week to some of the major themes of inspiration and insight. discussed on the main BLINK_report Page Published by MediaCom 02
5 TRENDS
FROM CANNES LIONS 2018
TREND #1 Gender remains a hot topic 04
TREND #2 New technology is helping brands 07
cut through… and transform lives
TREND #3 Diversity matters… in your ads 09
TREND #4 Diversity matters… in your company 11
TREND #5 Nothing matters if people don’t trust your brand 12
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TREND #1
_Gender remains a hot topic
We’ve all heard damning statistics about equality of portrayal in advertising; it still doesn’t exist. As research unveiled at Cannes in 2017,
across 10 years of entries, men featured in campaigns four times more often than women; men spoke seven times as much as women;
women were 48% more likely to be shown in the kitchen, and men were 62% more likely to be depicted as smart.
“
But pressure is building for real change.
One year on from the launch of the think sex sells. I think it might Pritchard went on to reveal P&G’s We cannot fully empower
#unstereotype alliance and at a be just the opposite because aspiration to achieve 100% accurate
time when the #MeToo movement these are negative and inaccurate and positive portrayals of women in
women and girls without
is forcing many to rethink their portrayals,” he explained. advertising and media, supported by engaging boys and men.”
approach, a number of brands Indeed, Pritchard made the business equal representation of women and MICHAEL KIMMEL
spoke openly about addressing case for equality. “If you just take men in its creative supply chain. PROFESSOR OF SOCIOLOGY
inequality. Perhaps the most high- the pay gap,” Pritchard revealed, AND GENDER STUDIES, SUNY
“
profile was Procter & Gamble’s “women are paid 20% less than
Chief Brand Officer Marc Pritchard, men for exactly the same job, it’s
who explained ‘sex sells’ is an outrageous. If we close that gap
outdated concept in 2018. McKinsey estimates that will add We need to move past
He highlighted an analysis by the $28tn to the world economy, that’s masculinity and femininity
Association of National Advertisers purchasing power. That’s good for and think about just being
(ANA) covering 40,000 adverts, growth. Advertising that is more
of which 20% portrayed women gender equal has a 10% increase a good human.”
inaccurately either through in trust rating and [delivers] a AMY NELSON
stereotyping, objectification or 26% increase in sales growth.” CEO, THE RIVETER
diminished character. “I don’t
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TREND #1
MEASURING GENDER EQUALITY
Many brands also brought data
to the debate with the use of
the ANA’s new Gender Equality
Measure (GEM) being used by
some to track their performance
and improvements in this area.
Another brand using GEM is L’Oréal
USA, which has integrated the metric
into negotiations with media partners
and networks. “We’re ROI obsessed
and we’re using these scores to
build into our measurement, to
32
OF CMOs ARE
%
10
OF COMMERCIALS
ARE PRODUCED BY
%
Entertainment conglomerate AT&T, make sure that when we look at ROI WOMEN WOMEN
we also look at it from a creative
“
for example, revealed a score of
106, higher than the 100 needed standpoint and how [it is] impacting Source: ANA
to demonstrate positive portrayal our sales,” Nadine McHugh, senior
of women. The company’s Chief vice-president of omni media and
creative solutions at L’Oréal, said. There’s a will to change,
Brand Officer, Fiona Carter, also
backed up that statistic by revealing Speaking in the MediaCom Suite, but a lack of knowledge
that the ads with GEM scores also WPP UK Country Manager Karen to do it.”
delivered the best business results; Blackett backed the importance NISHMA ROBB
a 17% increase in brand recall, a of working on gender and diversity ADS MARKETING DIRECTOR, GOOGLE
12% lift in brand consideration and internally. “You need to sort your
an 8% rise in brand reputation. own house first,” she said.
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TREND #1
CHANGING PERCEPTIONS OF GENDER
One campaign that eschews the days when they had a period. Other brands are working to help
stereotypes of women is Libresse’s The education programme and its women fight harassment and escape
‘Blood Normal’, winner of the activation via print, radio and social impoverished lifestyles. Johnson
Grand Prix in the Glass Lions media reached two million people & Johnson India’s ‘Project Free
competition. This ad for the in Maharashtra and is now being Period’, for example, is a training
Swedish feminine hygiene brand extended to three more states, programme designed to help women
boldly showed menstrual blood to reach a further 10 million. hone their vocational skills to
realistically – rather than use the Dove is also fighting the gender escape the commercial sex trade.
more typical blue fluid– in a bid to cause. Back in 2004, the cosmetics Elsewhere, to highlight the level
smash taboos around periods and giant famously launched its ‘Real of hands-on harassment women
prompt positive cultural change. Beauty’ campaign, using real women in Brazil face in nightclubs,
MediaCom’s work for Whisper has in its advertising. But, according Schweppes created ‘The Dress
highlighted similar challenges by to its research, 69% of women for Respect’, a dress fitted with
educating mums and young girls still say they don’t see themselves sensors that record every time
about periods in India. The brand reflected in advertising, television the wearer is touched. Tying into
set up #WingsToFly menstruation or movies. To further the cause, its own “Character required”
camps to convince mums to this year Dove looked behind the tagline, Schweppes has made the
prioritise spending on sanitary camera, creating ‘Dove Real Beauty experiment into a video, to encourage
protection to ensure that their Productions’, the first all-female men to rethink their behaviour.
daughters didn’t miss school on advertising production company.
REAL BEAUTY PRODUCTIONS
DOVE
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TREND #2
_New technology is helping brands
cut through… and transform lives
In the digital age, creative thinking extends far beyond straplines and slogans, it exists at every step of the
marketing process. These days, media strategists and mathematicians are under increasing pressure to
use data and technology in new ways to get consumers talking, sharing, and – ultimately – buying.
As consumers become used to turn a tablet screen into a learning authentic as possible. More than
engaging with new tech like voice, experience for new dads with 100 patients a week are signing
virtual reality and recommendation beards. The technology enabled up to receive their own Revoice.
engines powered by artificial them to experience what facial Technology isn’t just being
intelligence, it sets the bar higher for hair feels like to a newborn but, applied to the consumer-facing
every brand experience. As Malcolm critically, the message was also ingredients of marketing. At
Poyton, Global Chief Creative Officer rooted in a clear insight about the this year’s Cannes Mediaocean
at Cheil Worldwide explained in the importance of touch for building announced a partnership with IBM
Palais: “Consumers expect brands a bond with young babies. to automate digital media buys in BABYFACE
to use technology to connect with The winner of the Grand Prix for a way that’s designed to simplify
GILLETTE
them because that’s how they Good took the ALS Association to the media finance supply chain by
are connected to the world.” new heights, following the success connecting marketers, agencies and
Often, however, brands simply use of its Ice Bucket Challenge from suppliers on the same network.
tech for the sake of using something 2014. ‘Project Revoice’ enabled ALS Pilots with Unilever, Kimberly-Clark
new. One of the heartening themes sufferers who have lost the ability to Corp., Pfizer, and Kellogg will test the
of this year’s Cannes was the speak, to recreate their own voice. system but the technology also has
best campaigns used technology The voice-cloning programme was applications for consumer privacy,
relevant to the insight or message. promoted by Pat Quinn, the co- where it could be used to deliver
MediaCom’s own Silver Lion-winning founder of the Ice Bucket Challenge, more ethical use of consumer data.
‘BabyFace’ campaign for Gillette using footage showing him rebuilding
used the latest haptic technology to his voice to make it sound as PROJECT REVOICE
ALS ASSOCIATION
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TREND #2
KEEPING PACE WITH TECH
The world is always full of new
technologies, of course, and to
fully exploit them, brands need to
innovate. That can be challenging,
“
The smart guys, they don’t say retail is
dying. They say digital is going to grow at
three times the rate of physical, but in the
which is why it pays to have a next five years 75% of the people will shop
formalised innovation programme.
online but 75% of the business will still
As Mars CMO Andrew Clarke told
guests in the MediaCom Suite, his be done in physical stores. So retail’s not
company has created ‘Launchpad’, going away, retail’s not dying, but it has LAUNCHPAD
a programme which helps it partner to evolve, it has to continue to move and I MARS
with technology start-ups and work
in new, agile ways. As a partner in think it has to serve a bigger purpose than
the project, MediaCom helps Mars just selling.”
select the right tech partners and ANGELA AHRENDTS
understand how to best apply new SENIOR VICE PRESIDENT
technology to solve brand challenges. OF RETAIL, APPLE
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TREND #2
APPLYING TECH
On stage in the Palais, we
heard how a number of
brands are using technology
for good, too. As Matt Brittin,
the company’s ‘Good Vibes’
campaign is helping deafblind
children interact with the
world and communicate via
“
The numbers are clear.
Users are going digital, and
brands are also going digital.
President of EMEA Business Morse code using an app. The And that is an incredible
and Operations at Google company also highlighted its opportunity for us to enable
explained, advances in the ‘A moon for all mankind’ new connections; to reinvent
technology – and the data efforts, which involved the
company teaming up with
advertising, and to think of
it allows brands to collect
NASA to offer virtual reality new levels of engagement. A MOON FOR ALL MANKIND
– can help those brands SAMSUNG
provide better, more tailored training for space missions I’m excited about this
experiences for everyone. “If in order to celebrate the future together. Our ability
50th anniversary of the
we can use fewer data points to innovate and to build the
first lunar landing.
to identify more accurately next generation of media.”
what you are saying,” he said, Perhaps one of the best uses
SUSAN WOJCICKI
“we can use less expensive of new technology, however,
CEO, YOUTUBE
devices and less data to give was ‘Lucy’, a voice-activated
to poorer people the same nurse trialled in the Prince
services as we can give the of Wales Hospital in Sydney,
richest people. I think that’s Australia. When the patient
really transformational.” asks for help, the smart LUCY GOOD VIBES
PRINCE OF WALES HOSPITAL SAMSUNG
speaker called D.ASSIST
One example of a brand relays the information
already doing this is Samsung. on a screen at the nurse
Speaking in the Palais, CMO station and to individual
Younghee Lee explained how nurses’ mobile devices.
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TREND #3
_Diversity matters…
in your ads
Consumers expect the ads they see to reflect the world they live in. That sounds pretty basic, but for some
groups the world they see on public media channels is very different to the life they live. Failure to address
this issue has led to movements such as #oscarssowhite and #oscarssomale demanding change.
To do this, however, brands don’t just
need to share the right messages
with the right people at the right
times, they need to make these
‘My Black is Beautiful’ initiative, a
group started in 2006 ‘to spark a
broader dialogue about black beauty’,
the ad shows successive generations
“
It’s everyone’s
responsibility to give
people role models.”
messages multicultural, too. of black parents warning their JUNE SARPONG
As P&G’s Marc Pritchard said at children about the racial bias and the BROADCASTER
Cannes: “The days of general prejudices they may face growing up.
audience and general marketing Another Cannes entry focussed
are gone and that is a good thing. on multicultural marketing was
People want to see themselves, MediaCom’s ‘Lo Chingón Está Aquí’ THE TALK
P&G
and to see brands with points by beer brand Cerveza Victoria.
of view – that is what is going to Eighty per cent of Mexicans are
connect.” He stressed: “If you are ‘Morenos’ – with brown skin. They
not doing multicultural marketing,
are the native people of Mexico, but
particularly in a place like America,
they’re never shown in ads. Cerveza
you’re not doing marketing.”
Victoria took a stand by featuring
Certainly, P&G’s ad campaigns Morenos for the first time, reminding
in the US are increasingly the nation that “not all beauty is
focussed on promoting diversity and white”. It was Mexico’s most shared
equality. One ad that stands out is video of 2017 and even prompted
‘The Talk’, a Grand Prix winner in the a government body to encourage LO CHINGÓN ESTÁ AQUÍ
Film Lions. As part of the company’s more brands to cast Morenos.
CERVEZA VICTORIA
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CULTURAL UNDERSTANDING
Multicultural marketing is key
to helping brands connect with
consumers everywhere, and as Ian
Forrester, Global SVP of Insight &
required a keen insight into the
motivations and media consumption
of the Orthodox Jewish community,
while also persuading them why they
“
We all like to talk about
purposeful brands, and
purpose is found when
Solutions at Unruly, told the audience needed to pay a premium for Gillette the mission of a company
at the MediaCom suite, it’s important deodorant. interacts with a societal
that brands understand the subtleties The campaign leveraged the fact value. My invitation is to
between how consumers from that Orthodox Jews can’t work on
different societies think and feel.
go deeper than purpose.
the Sabbath, a restriction that also
Let’s find meaning. Meaning
Advertising influences behaviour when stops them from applying deodorant. I DON’T ROLL ON SHABBOS
evokes emotions, and as Forrester In Israel’s hot climate that makes for happens when your personal GILLETTE
explained “cultural differences mean smelly prayer sessions (something passion interacts with a
[these] emotional triggers vary market that Gillette’s longer lasting power company vision, and that
by market.” Knowing how to flex could improve). company vision interacts
campaign creative market by market The team found biblical reference for
can make all the difference to a
with society. Let’s make
tackling malodour in order to make
brand’s success. diversity an anchor part of
prayers more effective, and targeted
One campaign rooted in deep cultural the community via synagogue our meaning in life.”
insight is MediaCom’s ‘I Don’t Roll noticeboards, a synagogue smell test ANTONIO LUCIO
on Shabbos’, a Silver and Bronze and other local media channels. GLOBAL CHIEF MARKETING AND
Lion winner for Gillette. Success COMMUNICATIONS OFFICER, HP
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_Diversity matters…
in your company
Did you know that companies that are more gender diverse are 22% more likely to succeed? Or that ethnically diverse companies
are 35% more likely to get results? Many companies are starting to understand this, which is why they are increasingly focussed
on providing opportunities for all, opening doors for people from non-traditional academic backgrounds as well as ensuring they
“
have a representative team internally and in their partner agencies.
Ensuring diversity at a time when HP CMO Antonio Lucia is one of 20,000 staff members. “We are You know your product, you
data and digital are changing the those seeking to change the type starting to see cross-functional know who you are; it’s you.
roles of the marketing department – of skills in the marketing team; that moves – people coming from digital
and the skills needed to successfully means more engineers, more data backgrounds and going on to be We will never compromise
understand how data, technology analysts and mobile experts. “It has general manager of a country, and the brand, the product, what
and marketing is driving business changed the profile [of marketers] people being traditional marketers we stand for, who we are;
outcomes – is no easy task. That’s but it has also placed a burden in starting to have digital positions. this is it, if you don’t like
because two separate areas need to terms of the capabilities we need That speaks volumes.”
be addressed; the diversity of skills to develop internally for our more
it, it’s not for you. We went
Speaking at the MediaCom Suite’s
and ensuring that the team truly experienced, high-profile leaders,” forward with a statement
own panel session on diversity,
reflects the target audience. he says. “Today, I spend about 40% Google’s Nishma Robb, Ads that said ‘Dermalogica.
Speaking at The Palais, Mastercard of my time dealing with people, the Marketing Director, highlighted the Perfect for some. Not for
development and capability of data
CMO Raja Rajamannar addressed challenge the company faces in everyone.’”
the challenges of recruiting the right issues. Our industry has changed recruiting women on the technical
so much that the success of the JANE WURWAND
“
talent. It’s hard finding a candidate side, which is still very male FOUNDER, DERMALOGICA
who “understands all of these things company will be predicated on the dominated. “From a very young
and still wants to come and join a quality of people we hire.” age, girls are put off,” she said,
company which is considered to be Another company expanding the highlighting the fact that the solution Now companies realise
traditional, relatively speaking. That’s skillset of its marketing team is required wide social action. “If we there is a benefit in diversity.
the thing which we are still battling,” L’Oréal, where Chief Digital Officer focus on girls, that’s not enough. We
But they don’t know how
he explained. Lubomira Rochet has hired 2,000 need to talk to parents and schools.”
experts as well as upskilling almost to diversify.”
JUNE SARPONG
BROADCASTER
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_Nothing matters
if people don’t trust your brand
Marketers often speak a lot about building ‘brand love’. But to get consumers to start loving your brand you
first need to win their trust. To do that, you must convince them that you are authentic and sincere in what
you say. Get it wrong and consumers will not only ignore your messages, they’ll actively avoid your brand, too.
One campaign that got the balance
right is Tesco’s ‘Food Love Stories’,
the Media Lions Grand Prix winner.
To build its food quality credentials
are people already trusted by
communities of followers and
seen as being open and honest.
But finding the right influencers
“
My brand is myself, I’ve been working on this brand
since the day I was born… it’s not an act… I don’t
need a team to explain it to me.”
and celebrate the passion that goes isn’t easy. CONAN O’BRIEN
into the meals we love, Tesco invited TELEVISION HOST, COMEDIAN,
Not only do you need to find people
shoppers to share their favourite WRITER AND PRODUCER
whose messages fit your brand’s
recipes and the stories behind them. agenda; you also need to find people
By turning food shopping from a who are playing an honest game.
functional activity into an emotional These days, too many influencers are
purchase, perceptions of Tesco have ‘buying’ followers in a bid to increase
improved and increased sales. their attractiveness to brands.
In recent years, one way brands
have attempted to build this trust
and authenticity is by working with
social influencers (or ‘creators’ as
many now call themselves). These
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THE CHALLENGES OF INFLUENCERS
Speaking in the Palais, Unilever CMO they’re talking about’, but those we want transparency for people
Keith Weed tackled the challenge of followers have been bought, or even for whatever money is changing
building brand trust by announcing worse are bots, that’s deceiving.” hands. When the creator tags
that his company would no longer Recognising the need for greater the content, the marketer gets
work with influencers who buy transparency, Instagram Head of insights about how many people
followers. While clear about the Business Jim Squires underlined viewed that and how they are
“
value of the content influencers his company’s commitment to interacting with the best content.”
produce, Weed was adamant having a ‘people-first’ ecosystem
that once trust is compromised that applies to these influencers or
the whole system will collapse. ‘creators’. Speaking in the Palais, We’ve all learned how to do something from YouTube videos.
“The market gets undermined if he said: “Creators want support to Whether it’s hair and makeup, how to play a musical instrument,
people don’t trust the amount make a living doing what they do
or how to fix your washing machine, and when you do that, you’re
of followers someone has,” he best and then marketers are seeing
explained. “If you’re engaging the value of those creators.” learning from someone like you, at the moment you need it. I think
with someone’s recommendation “We’re focussed first on the people that access to information, knowledge and education is hugely
because you think ‘they’ve got X side, so what we’ve done is enable transformational.”
many followers, so they know what everybody to tag content because MATT BRITTIN
PRESIDENT EMEA BUSINESS
AND OPERATIONS, GOOGLE
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USING INFLUENCERS CORRECTLY
Celebrity influencers represent He makes a lot of the really critical
partnership opportunities for brands. choices in terms of the comms that
As Diageo CMO Syl Saller explained, the consumer might see. Of course,
her brand prioritises big-name we have the final say, but we are
influencers over more personable really using his knowledge.”
or ‘real’ social media stars. Right Beyond the big names though,
now, the company works with David Diageo is keen on harnessing
Beckham to promote its Haig Club the hundreds and thousands of
whiskey brand and partners with mixologists it works with around
Sean Diddy Combes in the US on the world. As Saller continued, the
vodka brand Ciroc. company is “working with people who SEAN DIDDY COMBES
“
CIROC VODKA
Of the latter, Saller revealed: “It’s not are truly into drinks and bartending
just an influencer relationship. Diddy and using them in a truly naturally
creates marketing, he is responsible symbiotic relationship”.
for the marketing of that brand. A brand without trust is just a product, and today
a brand is even more important and still core to
all we do in the industry and building brands.”
KEITH WEED
CHIEF MARKETING AND COMMUNICATIONS OFFICER,
UNILEVER
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BUILDING TRUST
In France, non-profit organisation MediaCom’s ‘Beautiful Lengths’
AIDES played with the idea of fake campaign for Pantene worked with
influencers to raise awareness of one influencer in a more traditional
HIV. First, AIDES asked celebrities way. Beautiful Lengths is a charity
to tweet a picture of a couple that allows people to donate hair to
having sex. As users retweeted, be converted into wigs for cancer
they triggered a response from a sufferers. These sufferers feel like
mysterious influencer: Henry Ian walking billboards for the disease.
Vernon. The twist? Henry Ian Vernon So, in Israel, Pantene made their
was a bot programmed to share a suffering personal – with billboards. BEAUTIFUL LENGTHS WAZE ACTIVATION BEAUTIFUL LENGTHS
larger version of the image every Front and centre of the campaign PANTENE PANTENE
time someone used #Sharethelove. was a brave woman, Noa Azoulay,
The next day, AIDES revealed Henry who spoke to Israelis directly with
Ian Vernon’s identity – HIV – by impressive results.
sending a ‘virus’ tweet to users.
The message: By ‘sharing the
love’ without thinking, they had put
themselves in danger.
SHARE THE LOVE
AIDES
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Published by MediaCom 16MediaCom wins at Cannes Lions 2018 BLINK is MediaCom’s thought
leadership programme, designed
to help advertisers understand and
MediaCom was named Media from a functional to an emotional grabbed both Silver and Bronze leverage the latest global marketing
Network of the Year at the 2018 purchase. The fully-integrated for persuading members of the trends, topics and insights.
Cannes Lions Festival. The agency’s campaign delivered a 53% country’s Orthodox community
work for Tesco in the UK landed improvement in quality scores, to buy and use deodorant on the BLINK content includes an
the Grand Prix for Excellence in making ‘Food Love Stories’ Tesco’s Jewish day of rest. ‘I Don’t Roll on award-winning biannual magazine,
Media Planning, while campaigns for most effective campaign ever. Shabbos’ boosted Gillette’s share of a monthly newsletter and themed
P&G’s Gillette in Israel added two the Orthodox deodorant market from white papers/reports.
MediaCom Israel picked up three
Silver Lions and a Bronze Lion. The Lions for its work with P&G’s Gillette. 3% to 15%.
agency also received eight shortlist The ‘BabyFace’ campaign picked The result continues MediaCom’s Read the latest BLINK magazine
nominations, making MediaCom the up a Silver Lion by encouraging amazing success at global award mediacom.com/blink
most decorated media agency in the new dads to build strong physical ceremonies, having also been
competition. bonds with their children by shaving named Agency Network of the Year Request a physical copy
The Grand Prix campaign, Tesco’s their scratchy beards. Another by Festival of Media Global earlier blink@mediacom.com
‘Food Love Stories’, enabled the campaign, ‘I Don’t Roll on Shabbos’, this year, and topping the Gunn
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