Hurman and Field made a further discovery in their analysis: namely, that marketing effectiveness is heavily influenced by what they described as Creative Commitment. What makes a winning Cannes Lions case study? Here are the key principles of climbing the Creative Effectiveness Ladder: 1. Posts com a Tag: Cannes lion Canal influu mostra como as marcas estão abraçando a causa LGBTQ+ Em mais um vídeo do quadro Publi React, no Canal influu, nossa equipe volta a reagir a campanhas feitas com o marketing de influência. One of the main ad festival Cannes Lions 2018 is almost over. It will be especially useful at those important moments when we take a step back to take stock and plan the future,” he said. If you’re at 20% market share and your budget is only 10% of total category spend, it’s unrealistic to expect growth. Winning a Cannes Grand Prix or a Titanium Lion takes that to another level – you are creating work that is recognised as the best in the world, making culture and shaping the industry. Many short-term, small budget campaigns are not as effective for a brand as a balance of fewer short-term activations and more longer-term brand and sales building campaigns. To achieve this, use creativity to make sales promotions mega-engaging; use stunts, events and experiential marketing in highly creative ways; use ‘Big Tactics’ to achieve large results with seemingly small ideas. If you’ve got a tiger by the tail, don’t let go. Focusing on the powerful brand currency of intelligent customers journeys and immersive experiences - captivating audiences at every touch point. Focusing on the artistry, skill, talent and flair required to deliver beautifully executed ideas with the power to cut through and bring the creative idea to life. RADIO. Mine The Work for inspiration to nail a tough brief. And it introduces the Creative Effectiveness Ladder, a schematic that establishes the levels of impact that creative marketing produces. This notion is premised on three different “levers” that can each boost campaign performance, in the form of spend, duration, and the number of media channels used. Every piece is a case study in the power of great ideas. Given the quality of the work on show, anyone who has won a Media Lion this year should feel very proud of them- selves indeed. I’m now an analyst in the strategic department of McCann Tel Aviv, but I have to say that working on this project has opened up a whole new way of thinking about briefs for me. If you want your brand to grow, the rule of thumb is that your share of voice needs to be higher than your share of market. Even though it may seem riskier, the data evidence is conclusive that work with creative award-winning qualities is far more likely to be effective than ordinary work. Advertising is a medium of marketing communication to promote or sell a product or service. To learn more about The Effectiveness Code: A campaign on the bottom rung of the Ladder represents an Influential Idea, which performed strongly in terms of engagement and sharing, meaning an initiative over-indexes on campaign metrics and media efficiency. 7. Cannes lions 2019. But if you’re looking for a Commercial Triumph, set a 12-month sales objective, with a campaign duration to match, and measure it at the end of the year. This move to solve real-world problems was a core trend in the work that was entered into the debut Creative Strategy Lions at Cannes Lions 2019. 54% of work submitted into this Lion sought to solve a real-world problem and, in half of these cases, the solutions involved a new product. “We urge that marketers and their agencies work to reverse this trend, in the interests of improving both the effectiveness of their efforts and the overall value and reputation of marketing.”, The Creative Effectiveness Ladder can be used to drive continuous improvement. Here's why they won Cannes Lions: the jurors' reflections. The Lions (as it is known) is the world’s biggest celebration of creativity and marketing excellence. There are six levels of the Creative Effectiveness Ladder – and they form a hierarchy of effects. World-class The Work covers over 200,000 campaigns, including every entry for Cannes 2019. On stage at the Cannes Lion Festival. How to climb the ladder? 176.2k Followers, 467 Following, 907 Posts - See Instagram photos and videos from Cannes Lions (@cannes_lions) A complete list of concluded cases listed in chronological order from the most recently concluded. Cannes Lions And ANA Launch CMO Growth Council New council will frame the future growth agenda for brands on the global stage CANNES, France (April 17, 2018) — The Cannes Lions International Festival of Creativity and the Association of National Advertisers (ANA) has today announced the launch of the CMO Growth Council in partnership with the ANA's CMO Masters Circle. A subsequent analysis and comparison of close to 5,000 effectiveness award entrants and winners from 2011 through 2019, sourced from the Cannes Creative Effectiveness Lions database (1,031 cases), WARC’s database (3,616) and the IPA databank (216), also uncovered a new principle of effectiveness. Cannes Lions And ANA Launch CMO Growth Council. Award Winners for Cannes Lions International Festival of Creativity in 2019 © Copyright Ascential Events (Europe) Limited. The first ever Cannes Lions Grand Prix for Creative Strategy has been awarded to auto brand Volvo for an initiative highlighting – and tackling – gender inequality in car safety.The Equal Vehicles for All (E.V.A.) The Brand Experience & Activation jury today awarded their Grand Prix to Microsoft for its Changing The Game campaign, created by McCann New York . Being on the Cannes Lions Innovation jury this year, I’ve had the privilege of reviewing hundreds of cases and working with the jury to narrow it down to the 21 shortlists. O Cannes Lions 2019 distribuiu 932 troféus, cerca de 20% menos que no ano passado, e manteve a política de menor concentração de prêmios, ao contrário do que acontecia nos anos anteriores Dez Leões que provam o impacto do craft Jon Bird. I've sat through more than 160 case studies and films. Cannes Lions global Lions Live streaming event went live yesterday, Monday, 22 June with MD Simon Cook in an interview with host Tina Daheley talking through the behind-the-scenes of … That kind of thought-leadership position is so rare, it’s like an energy source that feeds and inspires everyone around you – your clients, the whole agency team, and others in the company. Next comes a Behaviour Breakthrough, a tier of campaigns that employ creativity to change customer behaviours or prompt other behavioural shifts that are important to the brand. FILM. On Wednesday 3 June at 6:00pm, Pierre Lescure and Thierry Frémaux have announced the line-up of the 73rd edition of the Festival de Cannes, live from the UGC Normandie in Paris. Advertising case studies shares ethical dimension in advertisements, how advertisements dictate culture (Indian Advertisements), developing advertisements and role of culture in development of an advertising campaigns. To achieve this, act in a way that’s the opposite of how big companies normally act; capitalise on a major media or cultural moment; take the side of the consumer and fight against injustice. Since its first outing in 1954, the Cannes Lions International Festival of Creativity has been bringing the creative communications industry together every year at its one-of-a-kind event in Cannes to learn, network and celebrate. You can change this and find out more here, © 2020 Copyright and Database Rights owned by Ascential Events (Europe) Limited, James Hurman and Peter Field present the main findings, James Hurman offers tips on climbing the Creative Effectiveness Ladder, James Hurman's guidance on improving creative effectiveness, Freeing China's luxury consumers from the annual ugly contest, How the NYT is using first-party data for better advertising, China oversees livestreaming with blockchain, Anatomy of effectiveness: A white paper by WARC, Latest category insights straight to your homepage, A new Evidence series on key marketing questions, Category campaign data from recent case studies. Like most awards programs, expectations of the work are exceptionally high—but there tends to be more gravity when a Lion is on the line. Learn more The Martian A recent plagiarism case was for The Martian. Oct 11, 2017 - This Pin was discovered by Danny Yap. Adland gets together at Campaign Cannes party. your own Pins on Pinterest View more Cannes Lions stories CANNES LIONS 2019: GRAND PRIX WINNERS Check back often as we update this page throughout the week with the … So here I was, on the flight to Nice, ticking off something that was on my to-do list for 20 years. A subsequent analysis and comparison of close to 5,000 effectiveness award entrants and winners from 2011 through 2019, sourced from the Cannes Creative Effectiveness Lions database (1,031 cases), WARC’s database (3,616) and the IPA databank (216), also uncovered a … See more ideas about cannes, concept board, cannes lions. In a talk held by WARC at Cannes Lions 2019, CMOs from Heineken, McDonalds and Coca-Cola demonstrate how creativity has driven market share, elevated share price and accelerated business growth. “We’re currently working with the industry to identify how the Ladder can be used as a tool to judge the Creative Effectiveness Lion so that the global benchmark in creative and effective work is underpinned by this step forward in effectiveness.”. One of the main uses for the Creative Effectiveness Ladder is identifying the best creative work at each of the six levels in order to discover how to achieve various types of critical marketing outcomes. I know Cannes is not the Effies, but this doesn’t mean we should be happy to look like idiots. Cyber Lions Silver Lion Google designed and developed an interactive website to display Google ad technologies that balances the past successful ads for Alka … Cannes Lions: Brand Experience & Activation winners 2019 / Microsoft scoops a Grand Prix in Brand Experience & Activation for facilitating inclusivity in gaming. They provide a structure to navigate Cannes Lions Awards, talks, learning experiences and expanding digital platform. Award Winners for Cannes Lions International Festival of Creativity in 2019 Cannes Lions is celebrated with the same fanfare as Christmas or Diwali. Lion Mexico Consolidated L.P. v. United Mexican States (ICSID Case No. New council will frame the future growth agenda for brands on the global stage. Conheça os cases finalistas em Titanium do Cannes Lions 2019. Research a sector or discipline fast. Cannes Lions, arguably the ad industry’s most significant global awards festival, has wrapped for another year, and all the Grand Prix winners are listed below. “The Effectiveness Ladder will now enable us to talk holistically and objectively about our marketing campaigns, identify future opportunities, and encourage teams to elevate more of our work to the top rung. Zombie Christmas: The Real World Trailer – Silver & Bronze Lions Outdoor: Animated Digital Billboards Entertainment: Live Brand Experience View the work. It may not be reproduced, posted on intranets, extranets or the internet, e-mailed, archived or shared electronically either within the purchaser's organisation or externally without express written permission from WARC. Eskosol S.p.A. in liquidazione v. Italian Republic (ICSID Case No. Cannes Lion 2019 News, big interviews and analysis from the Cannes Lions International Festival of Creativity. your own Pins on Pinterest Andrew Geoghegan, global consumer planning director at Diageo, elaborated on this topic in “The Effectiveness Code” by outlining how the alcoholic drinks company will leverage this resource. I’ve always been attracted to social diversity cases. Seriously. CANNES, France (April 17, 2018) — The Cannes Lions International Festival of Creativity and the Association of National Advertisers (ANA) has today announced the launch of the CMO Growth Council in partnership with the ANA's CMO Masters Circle. In reviewing so many cases, a few key trends have shown up in the most impactful work. BRANDS. A Sales Spike, the third level on the Ladder, results when marketing efforts yield a temporary lift in sales, market share or profitability. 3. Cannes Lions, a five-day International Festival of Creativity, is the largest gathering in the creative marketing community. A complete list of concluded cases listed in chronological order from the most recently concluded. Check back often as we update this page throughout the week with the big winners at the International Festival of Creativity. More specifically, this in-depth analysis drew on 1,031 cases from the Cannes Creative Effectiveness Lions database, as well as 3,616 cases from the WARC database and 216 cases from the IPA Databank. If you’re looking for a Sales Spike, set a three-month sales objective, run a fast campaign, and measure it at the end of three months. Cannes Lions Winner: Black & Abroad ‘Go back to Africa’ scoops top data prize June 25, 2019 by Editor This year’s Cannes Lions creative data award went Black & Abroad, a company specialising in travel experiences for black people, turned the “Go back to Africa” slur on its head. Resist the pressure to carve your brand's marketing budget up into tiny increments. July 02, 2019. More specifically, this in-depth analysis drew on 1,031 cases from the Cannes Creative Effectiveness Lions database, as well as 3,616 cases from the WARC database and 216 cases … I just returned from a week at the Cannes Lions, where the world’s best creatives competed for advertising’s equivalent of a Pulitzer Prize or Oscar. Cannes Lions was originally all about rewarding creativity, starting as an awards ceremony for ad agencies back in 1954. The Brand Experience & Activation jury today awarded their Grand Prix to Microsoft for its Changing The Game campaign, created by McCann New York .