Communicators, get ready: the next frontier in Creative Marketing is not about Marketing at all

It was a busy time in Cannes last week. We might love it or hate it, but we cannot ignore the biggest festival on advertising in the world (at least from the official list), a realm for the most influential leaders in the Communication sector to come together and set the standards for creative work. In times of change and social turmoil, this becomes such a call for responsibility. And here is the message that Cannes has been giving the entire industry again: what really matters is to make a (concrete) difference to people’s lives.

In 2017, 70% of the Grand Prix awards* went to initiatives that were intimately connected with a cause. This is not new, marketers and advertisers have adopted advocacy and emotional connections for decades now, but there is a slight yet fundamental difference in the trend this year: the notion of “cause” came from applying empathy to issues that have fundamental social relevance, even when they challenge key parameters of the brand or industry itself.

In the past, at any given time we would be happy to define a flag for the brand to raise and sustain, much coming from an inner-out approach rooted in the brand strategy and positioning. My favourite pics from this year’s festival subvert the logic and do quite the opposite – coming from a systemic understanding of what is happening in society powered by data, they identify important topics that need to be talked about, and use the brand space as a container for conversations and actions that matter.

From gender issues to fighting poverty, it seems the idea that brands can do better for society is here to stay. Yet, in an era where results matter more than ever and people start to develop anti-greenwashing thermometers (thankfully), just talking is not enough. If we are to raise a flag, we better do something about it. That is where some of the winners this year came as a positive surprise on what I hope can be a different pattern for the role communicators can play in a volatile reality. We can join the making of a more life-sustaining world.

Interestingly enough except for Whirlpool, Adidas and Burger King (debatable), none of the famous brands and FMCG empires were represented in the Grand Prix list. Perhaps this is out of coincidence, or perhaps the industry needs to reflect further on what it takes to play a relevant role within a changing society.

If one needs to be relevant, it is better to get ready to be bold. Relevance requires genuine empathy towards real issues that matter to people, and the courage to do something about it.

Understanding is not enough. Speech is not enough. It is not about the category. It is not about consumer habits. It is about gaining the ability to see people thoroughly as… people. And from there, being able to understand what is the concrete role the brand or product can play in their complex, multi-faced and multi-dimensional lives. To keep a long story short… it requires a strong dose of eagerness to sustain a bold point of view in the complex field of human life. I am not saying FMCG brands cannot do it. I guess I just hope we can do better on this.

Let’s learn with the best in 2017 class. Below, my personal top 5 selection within the Grand Prix awards (based on strong personal bias and highly intuitive criteria, of course).

#5 Santander Bank Beyond Money – Entertainment Grand Prix

Sometimes you are in the right side of the changing curve, sometimes you just aren’t. As the whole economic system is in needs of revision, private banks are probably swimming against the shore (we hope). This might be true at least for millennials, as data has shown we have less attachment to money, we value experience more, and we trust less in institutions and old expressions of power. So here is a bank being brave enough to embrace the antagonisms in its own industry and trying to raise a debate about it. Next stage would be to revise their entire business perhaps… but it is good for a start.

#4 AP Public Company Limited “The Unusual Football Field” – Design Grand Prix

What is the best way to build community? Serve to the community. This case is an example of a highly empowering and provocative initiative placed right at the daily lives of communities, raising awareness and value for the resources they already have. 

#3 The Bank of ?land “Baltic Sea Project” – Cyber Grand Prix

How far can we go if we combine data and courage? Here is a bank (again) tapping into a seriously complex issue by finding the sweet spot between its core business and a social cause. Have we thought that there was nothing more private then private banking? Well, this bank seems to be challenging that by offering an invite for collaboration and open source action. It is almost too good to believe.

#2 Whirlpool “Care Counts”- Creative Data Grand Prix

As someone who spent more than 10 years in the Laundry business, I could not love this more. By looking beyond obvious category drivers and using data to understand social needs better, Whirlpool could find a magical golden spot where its product genuinely meets an unseen social need. Why do we need to keep thinking about product placements when we can offer a service? I always asked myself this question, and here is the case to show how wonderful it is to serve.

#1 State Street Global Advisors “Fearless Girl” – Glass, Outdoor, PR and Titanium Grand Prix

I love her. Just love her. It is self-explanatory, it belongs to the commons, she rocks.

These are very exciting times. After all, communicators are uniquely positioned to drive positive change, if only we can recognize we are not there to just sell things.

...

See the full list of Grand Prix awards here: https://www.adweek.com/creativity/see-all-23-grand-prix-winners-from-the-2017-cannes-lions-festival/

And for some nice and summarized view of Cannes trends and thought leader opinions, check this out: https://www.slideshare.net/DigitasLBi_US/cannes-lions-2017-trends-takes-winning-work

If this article was anyhow useful to you, follow my profile in LinkedIn and I promise to keep sharing stuff.

...

*note: excluding Radio, Print and Outdoor.

Image: https://www.flickr.com/photos/47762460@N06/5106704035