Digitas at Cannes 2024

You’re reading The Dose, a digest of trending topics and offerings that matter to your business, from your Networked partner, Digitas. TLDR? In this edition, Digitas experts discuss the 2024 Cannes Lions International Festival of Creativity. Insights include the importance of partnerships, trust in brand conversations, the role of AI, and more.

Predictions

As we approach the 2024 Cannes Lions International Festival of Creativity, the anticipation is palpable. In the vibrant atmosphere of the C?te d'Azur, we’ll have the chance to immerse ourselves in the sun, sand, and the crème de la crème of creativity and industry hot topics.

Our team at Digitas has high hopes that we will witness brands delivering meaningful experiences, fantastic storytelling, and work that sparks real conversations about the advancement of technology and data. With expertise spanning creativity, media, strategy, DEI, and commerce, our leaders have pooled their insights together to forecast the trends that could potentially impact the festival and the broader industry.

Keep reading for our hot takes and stay tuned for more updates and insights from the festival here.

Ali Amarsy, Chief Strategy Officer, shares his vision for the festival, “My hope is that we will bring the conversations back to trust and connection. Brands are at the center of that, as more voices grab the mic and we don’t know what or who to believe, brand credibility is key and creativity in how to spark something in people, is a must.”

Megan Jones, Chief Media Officer, questions, “Is the Festival of Creativity morphing into the Festival of Media? With most events being hosted by platforms & partners, I’m excited to see how conversations showcase media, data & technology as?enablers?of bold & breakthrough brand experiences (i.e. creative). Connectivity is critical in winning attention and driving business, and I’m hopeful that will be a key takeaway across the board.” She adds, “It’s been the year of partnerships – platforms showing up with a plus one, Spotify plus Live Nation, The Trade Desk plus Adelaide, and just this week - Apple plus Open AI. I expect Cannes to be the hard launch of several more partnerships that consolidate offerings (unique data, tech, and content capabilities) to make a more compelling one-stop offering.”

Danisha Lomax, Head of Client Inclusivity & Impact, shares, “I’m expecting to unpack the true role that AI plays in the day-to-day lives of creators, examining the current state of equity and inclusion, honoring the work done to date, and honest talk on the path forward, breaking bread with women making moves, and seeing Inkwell Beach lit with representation.”

Melissa Berger, Chief Solutions Officer, talks about connected relationships and creativity, “The synergy between creativity and relationships amplifies the impact of enriching experiences, fostering innovation, and strengthening connections in personal, professional, and creative contexts.”

She continued, “Inspiring creative comes to life in different forms – don’t underestimate lower funnel channels.”

Christa Klausner, SVP, Head of Commerce, states, “I am predicting there will be lots of chatter around the use of retail data to drive creativity and more personalized experiences across the full funnel!”

Cannes Day 1 Recap

Our brilliant crew of Unicorns has been trekking across the Palais (or should we say 'hoofing?'), heading from one tent to another, joining panels, and networking with clients and partners. Let's dive into some of the highlights!

Pinterest Reveals New Attention Research:

Pinterest Beach turned into a vibrant maze teeming with discussions, experiences, insights, and product showcases. It was like stepping into a life-sized inspirational board! Digitas' very own Megan Jones (Chief Media Officer) joined in on an insightful panel alongside Ali Amarsy (Chief Strategy Officer) and Stacy Malone (VP, Global Business Marketing at Pinterest) from Pinterest. Stacy kicked off our day by sharing exciting new research comparing outcomes across platforms regarding Total Attention (both passive and active). Brace yourselves; Pinterest drives 170% more Total Attention than other platforms, commanding 7.3x more Passive Attention along with people scrolling 1.5 times slower through content on their platform. Interestingly enough, emotion-driven content such as happiness or surprise seems to garner more total attention including attentive seconds. We're looking at you Gen Z marketers – this one's for you especially since Gen Z tends to scroll faster consuming content quickly so capturing their attention is crucially important. In this era filled with discourse and disconnects isn't it refreshing that Pinterest intends to promote positive simulation by inspiring users to take constructive action in their lives? So what’s our unicorn-inspired call to action? For truly valuable networked experiences, we need brands showing up diversely in people's lives; given that attention is currency these days, let's dig deep into its value and ensure we're delivering an unparalleled attentive experience for consumers. Read the report here.

Influencers Meet Measurement

Digitas Chief Strategy Officer, Ali Amarsy, also joined a panel at Influential x Brand Innovators beach. Pairing perfectly with influencers like croissants and café, they chewed over how to measure content's true impact beyond just clicks or likes. Ali made a point about shifting our focus toward metrics that matter when brands engage with influencers, including foot traffic, offline sales, and attitudinal changes. And let’s not forget to empower our influencers while keeping them aligned with the brand vibe; define the arena and let them explore! Because who doesn’t want authentic content that resonates with their audience? The panel also highlighted the importance of thinking globally but acting locally when it comes to campaigns. And speaking of exciting local experiences (drumroll please) ... Snap's upcoming Olympics activation promises some serious sporty fun – think tuning into events virtually or trying out Olympic gear using AR lenses.

Spotlighting Equity at Cannes: Spilling the Loyalty Edition

At Spotify, Digitas recorded a live session of "Spilling the LoyalTea". Our co-hosts spilled some serious loyal-tea, detailing why equity in advertising is crucial and individual insights ahead of Cannes this year. The magic potion boils down to brands genuinely embracing diversity and inclusion in all operations. It’s time we moved beyond surface-level metrics (yeah, you heard us right!) and welcome authentic strategies that reflect true equity. Subscribe to Spilling the Loyalty here on Spotify and keep an eye out for our upcoming podcasts, recorded live at Cannes.

Winners Circle Spotlight:

And last but not least... our Unicorn picks for Cannes wins. Yesterday's victors spanned categories from Audio & Radio to Print & Publishing. The star players were BBDO Dubai’s “Child Wedding Cards” campaign for UN Women by Impact BBDO Dubai earning a Lions Health Grand Prix for Good and stateside, CeraVe’s "Michael CeraVe" campaign by Ogilvy taking home Gold Lion (PR) and Silver Lion (Social & Influencer). Bravo to our collective industry on their wins ??

Want more snippets and thought leadership snacks? Be sure to follow us on LinkedIn, Instagram, and TikTok for more!

Cannes Day 2 Recap

As the sun blazed, and the Olympic torch made a guest appearance at the Palais, we’re happy to surmise that Day 2 was lit with discussions on retail media, content authenticity, AI manipulation and data.

Google Meets Commerce: How Data, AI, and Creativity Are Shaping the Future of Retail Media

Day two took flight at Google, where Christa Klausner, Digitas' SVP and Head of Commerce, joined in on the Commerce Panel Discussion alongside Jose Gomez from Google Cloud, Matt Drzewicki from Target Roundel, and Shawn McGhee from Google.

The hot topic for the day was one that resonates deeply with us Unicorns: adopting a networked approach linking data, creativity and AI to boost retail media strategies. Roundel’s spotlight was on enhancing guest experiences by curating at scale using metadata analysis to comprehend creative performance, all while maintaining a harmonious balance between on-site and off-site exposure.

Christa spoke to the crucial role of collaboration between agencies, media, and measurement to understand media buyers' visions. She emphasized how we must view creativity beyond just the assets themselves, and instead on creative experiences by curating seamless, native experiences using retail data. And of course, networked integrations and curation at scale will be underpinned with AI for optimizing processes and improving customer experiences.?

?As the exciting landscape of Retail Media continues to evolve (hello Wild Wild West) it's critical that we put our partner collaborations at the heart of it all. We should embrace a data-driven approach, intertwining creative optimization and AI to deliver super personalized customer experiences as smooth as your favorite latte .?

Retail Data Gets a Glow-Up: Boosting Ad Strategies Beyond Commerce Sites

Over at Kroger Precision Beach, we unfolded a truth as expansive as the beach itself - retail data is too mighty to be confined to commerce websites alone, it needs some fresh air. Brands and agencies have to let it stretch its legs and deploy these retail insights across the vast digital ecosystem.?

Christa Klauner joined Ben Sylvan with The Trade Desk,? Julie Bowerman from Kellanova, and Yahoo’s Cara Pratt revealed how retail purchase data revolutionizes consumer insights, to pinpoint audience targeting and campaigns that are measured by actual sales, not just clicks.?

Retail data is also transforming media buying strategies. Advertisers can now layer this data onto connected TV and other channels, reaching buyers of specific products with pinpoint accuracy. Christa also highlighted how agencies are reconfiguring their commerce teams (like us here at Digitas)? to better integrate retail insights with national strategies, emphasizing collaboration, hybrid roles, and networked approaches to optimize overall performance.

The key takeaway for marketers? Retail data acts as a dynamic bridge, linking audiences, creative campaigns, and commerce to drive smarter consumer experiences and superior business outcomes.

Kroger Discusses What’s Next in Addressable TV:

Kroger took on how to infuse the power partnerships and consumer data for targeted advertising and precision measurement.? The panel explored how addressable TV is hitting its stride thanks to changes in streaming habits (we're all guilty of binging, aren't we?) and new possibilities with data. With the right partnerships, we can aim that bullseye at large volumes.??

So where does that leave us? Trust is paramount. We've got to make sure ads are high-quality, keep our privacy shields up at all times, and be transparent about how we use customer data to personalize experiences. Retail media data is an X-ray into consumers' lifestyle choices which enhances advertisers' first-party data and messaging. Plus point - it aids in measuring ROI through tangible outcomes like sales lift. Looking ahead shows a future filled with deeper integration between media & commerce - personalized networked experiences across every stage in the consumer journey powered by seamless cooperation amongst partners could be game-changing. The panel left us with this wisdom: The KPIs of the past, cannot be the KPIs of the future.?

Trust and Transparency in AI

Here is a bold stat from Adobe to ground us: 80% percent of consumers globally believe that digital content is vulnerable to alteration—and fuels misinformation

On stage at Brand Innovators, brand marketers from Haleon and Mondelēz joined Digitas on stage to tackle the mistrust of AI in our marketing ecosystem. The panel was a veritable Avengers assembly of industry bigwigs including Katie Williams (CMO, Haleon US), Jen Mennes (VP, Global Head of Digital Marketing & Partnerships at Mondelēz), Tiffani Sossei (SVP, Chief Digital Experience Officer at?Mondelēz) and Russ Lynn (Agency Director, Microsoft Advertising). Their mission– grapple with the impact that both AI and Generative AI have had on consumer trust and content authenticity.

Both Haleon and Mondelēz are mid-flight with successful pilots involving The Coalition for Content Provenance and Authenticity (C2PA). Picture this - digital assets stamped with a handy icon, a seal of approval, indicating whether the assets have been manipulated or altered by AI. This stamp acts as our very own digital detective, verifying the authenticity of each asset in the market, and providing an original source of the information (the provenance) - an absolute must-have for brands delivering health and wellness-based info.

The collective brainpower on this panel made it clear there is an insatiable need for brands to join up together as an industry and set the standards themselves. That’s where the C2PA comes in. This union ensures trust prevails in our world that increasingly blurs lines between reality and its digitally created mimicry (Matrix anyone? ???). Closing the panel, the panelists advised to become comfortable with the uncomfortable, and call your cross-functional teams to navigate our increasingly automated future.

Winners Circle:?

Let’s take a beat to celebrate creativity in our industry. Drumroll, please... Here are our picks of the day for who's going to be strutting off with some shiny new hardware this year:

In Sport, “WoMen’s Football”? for Orange by Marcel Paris swooped in and shot a goal right into our hearts. It brought home the message that Women’s football deserves every bit as much applause as the men’s league. Go, ladies! ???

Meanwhile, Spotify hit all the right notes and bagged an award with Digital Craft “Spreadbeats", a music video set snugly inside a spreadsheet (talk about hitting play on creativity!) that showcased the magic of media planning. Extra round of applause for these fantastic teams! ????

Cannes Day 3 Recap

The close of Cannes ended with topics that tug at the heart strings and the soul of creativity, community, and human connection. Let’s get into it.?

Responsibility of Inclusive Futures?

Creativity and humanity is the main character of Cannes, but AI was no doubt the supporting act. Beyond how it drives efficiencies, the real buzz centered on AI’s role in creativity, while making sure it stays inclusive and culturally relevant.

It’s essential to have diverse voices in AI development early on—otherwise, we risk missing the mark on cultural relevance and reinforcing biases. Danisha Lomax (EVP, Head of Client Inclusivity and Impact) stressed the importance of teaching AI and digital skills in early education to correct bias, making sure marginalized communities aren’t just along for the ride but are actively shaping the tech of tomorrow.?

AI was likened to a new "paintbrush" for creators, offering fresh data and tools to inspire innovative ideas and engagement strategies. But here's the kicker: AI should enhance human creativity, not overshadow it. While it can speed up and personalize content, real cultural insights come from people, not algorithms.

So, the big takeaway? As we integrate AI into marketing, the industry seems to be favoring an approach where human insights sit at the core, to ensure AI-infused creativity benefits everyone and stays culturally on point. AI should support, not replace, our creative magic.

Digitas x TikTok Navigate Share Worthy and Trending Topics?

With the world capturing one video at a time, TikTok's ability to ignite and decode trends has us all scrolling at all times. On stage,? Amy Lanzi (CEO, Digitas) and Dan Connor (Global Creative Solutions Lead, TikTok) highlighted the biggest winners of the 2024 Trends Report that highlights what’s trending on the platform. One of our favorite takeaways? Viewers who see ads on TikTok are 41% more likely to trust the brand they see and 31% more inclined to remain loyal. These stats immediately ignited a discussion on how brands can leverage trends to enhance their reputation and foster long-term loyalty, and when to tap out of trends. Additionally, the team explored innovative ways for marketers to engage with their audience's search journeys and integrate commerce effectively as platform enthusiasts lean into more authentic and interactive storytelling– less intrigued by the traditional polished narratives. Finally, the session closed with highlighting the need for brands to bridge the trust gap and maintain open communication with consumers, utilizing TikTok’s unique platform to create a connected and loyal customer base and drive community.?

Digitas x Vox Unveil Custom Research: Human Creativity and AI

Announcement! Just in time for Cannes, Digitas and Vox provided an exclusive first look at new custom research exploring the intersection of AI's potential with genuine human-minded creativity. Off the scorching streets of Cannes, we tucked away into a secret garden where Atit Shah (Chief Creative Officer), Ali Amarsy (Cheif Strategy Officer) and Yosef Johnson (Head of Global Creative, Vox Media) dissected the transformative impact of AI on creativity and marketing. While AI accelerates idea generation and enhances creative processes, our research highlights a crucial distinction: AI can assist in creation, but true creativity requires a human touch. We surveyed over 2,000 people across the U.S. to gather their perspectives, categorizing them into active creators and more casual contributors. Key findings emphasize the importance of maintaining authenticity in AI-driven content, as users can often detect and dismiss overly synthetic outputs. Stay tuned for the full research reveal, launching soon!