Lessons from Cannes

Impossible not to write about Cannes here. A deliciously complex mix of ideas and emotions, exhilaration and exhaustion, nothing beats the Cannes Festival of Creativity for reminding you of all the really great things about our industry.

So many people, so many awards, so many speakers and seminars, so many parties. And in among it all are the marketers in whose name it all gets made, yet who still don't quite seem entirely comfortable there. "We're here to ideate," one American CMO told me. You have to roll with the bull in Cannes, but I snorted my rose.

Cannes is so big now that it's hard to unlock any clear narratives. You just have to be there and absorb. Smart, ambitious marketers don't go to Cannes to "ideate" (what does that mean?), they go to breathe the same Domaines Ott-fumed oxygen as the best creative thinkers in the business. They go to be infected and excited. If you go to Cannes and don't get excited, check your pulse - are you still with us?

So, some thoughts from the sun. You don't need a big budget to buy brilliant creativity, and you don't need a quirky content agency to create one of the catchiest songs/videos of the year; Melbourne Metro's "Dumb ways to die", from McCann Melbourne, was a clear festival favourite that had already charmed the world and saved lives.

Though far from the sexiest category (that tag still belongs to Film), the Creative Effectiveness Lions are surely emerging as the ones to win. John Lewis' CMO, Craig Inglis, did just that and sealed his reputation as one of the UK's smartest marketers.

Barely touched upon, but perhaps one of the most important issues simmering beneath the bonhomie: more and more marketers are introducing delayed payment terms for agencies, putting even greater strain on the creative resource that is transforming their brands. I know we're about championing marketers and marketing here, but this is such a short-sighted and debilitating move. Coca-Cola took to the Cannes platform to denounce the trend; I hope the marketers present were listening.

Finally, UK agencies did OK at Cannes, but not much more than that. With the link between creativity and effectiveness now established, that's a problem. And it's one for which marketers must take responsibility.

claire.beale@haymarket.com

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers