BCG at the 2024 Cannes Lions International Festival of Creativity
BCG on Marketing, Sales and Pricing
Customer expectations are rising, are you ready to meet them? Explore our latest insights and thought leadership.
BCG is excited to return to the Cannes Lions International Festival of Creativity for the second time as an official Cannes Lions partner. This year is a key inflection point for marketers: with the proliferation of AI, how do you break through the noise and craft genuine connections with your audiences? Join us, in-person or virtually, as we discuss the big questions facing marketers today. Here’s a preview of what to expect next week.
BCG’s 2024 Key Themes at Cannes
The Crossroads of Branding and Marketing
CMOs face the critical challenge of building brands for the long-term while driving short-term growth. In the face of this pressure, many CMOs view GenAI as a tool to improve efficiencies and unlock growth. A majority of the respondents in our April 2024 survey of over 200 CMOs in 7 countries cited the adoption of AI or GenAI as one of their top five priorities over the next year. Around 80% said that GenAI is already improving automation, speed, and productivity.
Successes in personalization fueled by GenAI are not yet as widespread. GenAI tools can help create the necessary content variation for personalization, but it takes predictive AI to know what action to take next with each customer, and therefore what content is appropriate, in what sequence, and in which channel. The work is difficult and time-consuming, but our experiences with leading clients confirm that personalization at scale offers the greatest upside from the adoption of GenAI.
Hear from industry leaders in the BCG Cabana as we discuss how to drive personalization, loyalty, customer experience, and ultimately, growth. ??
The Intersection of Human Ingenuity and Technology
The capabilities that a company needs if it is to excel at data-driven marketing are expanding rapidly. Before the pandemic, a brand armed with basic digital marketing capabilities could devise and execute a fairly mature marketing strategy. But maintaining or improving on this level of maturity has become more difficult in today’s environment, which is marked by rising prices, market volatility, and geopolitical tensions. Advanced technologies such as AI, generative AI (GenAI), cloud computing, consumer data economies, and omnichannel engagement require companies to gain and deploy additional expertise.
To maintain or enhance their maturity, brands must do more to embed data, conduct full-funnel marketing planning (including offline), and deliver technology-enhanced consumer experiences on a daily basis.
Join us for a discussion and cocktail hour showcasing successful real-world examples of GenAI integrations and applications shaping the future of marketing. And be sure to read our recent publication, Accelerating AI-Driven Marketing Maturity . Not able to join in person? Register for our two Live at Cannes Lions 2024 LinkedIn Virtual Sessions: Marketing Transformed: GenAI Myths vs Realities and A Candid Beach-Side Chat with Sir Martin Sorrell and Nicole Meissner.
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Connecting with Consumers: Today and Tomorrow
Executives and their organizations go to great lengths to immerse themselves in the minds and behaviors of consumers. But why? Consumer-centric companies deliver far better results: uplifts of approximately 10% to 20% in revenue growth, 15% to 25% in cost savings, and 20% to 40% in brand advocacy, in our experience.
In the BCG Cabana, we’ll explore how brands can authentically participate in cultural movements and significant events to create genuine connections with their consumers. In another session, we’ll also discuss how retail media can drive sales and build brand loyalty with consumers across multiple channels.
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Celebrating a key member of the C-Suite: the CMO
CMOs play a pivotal role in the C-suite. To succeed, they must possess a blend of strategic thinking, leadership, digital expertise, and a deep understanding of consumer behavior. Don’t miss our session, “The CMO Skillset,” to learn about these essential qualities and more from leading executive search firms and future of work experts. All attendees are welcome to stay for networking and refreshments following the panel.
Additionally, we are thrilled to host Briar Goldberg, Director of Speaker Coaching at TED Conferences , in our cabana for three TED Masterclasses throughout the week. Join us to enhance your personal and professional communication skills. More information can be found below:
Connect with us!
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For additional information, make sure to visit the BCG at Cannes event page here: BCG@Cannes