LIONS and WARC Launch Creative Impact Content Stream To Drive Effectiveness Agenda
LIONs and WARC have teamed up to launch Creative Impact – a stream of content that will run across multiple stages as part of the Cannes Lions International Festival of Creativity.
LIONS, the global benchmark for creativity, and WARC, the authority on marketing effectiveness have launched the Creative Impact Content Stream to drive the effectiveness agenda at Cannes Lions 2023.
The focus on effectiveness at this year’s festival reflects the pressure on marketing budgets in the current economic climate, and the urgent need to prove the role creativity can play in sustainable commercial growth.
The launch of Creative Impact comes at a time when creative investment is under pressure:
- 95 per cent of marketers are reassessing their strategies in light of the economic downturn – with 46 per cent shifting budget into performance channels (WARC Marketer’s Toolkit 2023)
- Only 12 per cent of clients feel extremely confident convincing the CFO to invest in creativity (LIONS State of Creativity study, 2022)
- Yet studies repeatedly find that creative marketing is an asset not a liability when budgets are under pressure. For example, higher creative quality translates into lower CPM and lower cost per engagement (CreativeX, 2022), and high-quality creative does not wear out over time (System 1, 2022).
- Strong brands are much better placed to weather periods of inflation and price pressure; 34% of companies do not have sufficient brand power to support their current price and are at risk of margin erosion (Kantar, 2022).
Creative Impact will uncover what it takes to build, protect and grow a business through creativity in 2023. It will ask what creative effectiveness means in the current media and economic environment, and what types of creative thinking will make the biggest impact. It will also cover how to make a proven and compelling case for investment in creative marketing to the C-suite of an organisation.
Creative Impact will act as the premier global forum for creative effectiveness. It will feature:
- Actionable ideas and examples from across the industry that are agenda-setting and challenging
- Provocation and inspiration from brands that have used creativity to build successful businesses
- Exclusive new research into the drivers of effectiveness – and how to convince the C-suite to invest in them
- Clear direction on future challenges within the industry – and how to respond to them effectively
Importantly, the emphasis will be as much on the “creative” part of the equation as on “effectiveness” – ensuring delegates gain insight into how the two work together.
The Creative Impact content stream will be a core part of the delegate experience, alongside other festival programming. It will feature workshops and accelerators, ensuring delegates come back equipped with tools and insights they can plug directly into their own organisations and marketing plans.
Simon Cook, CEO, LIONS, said: “We know that Lion-winning creativity has the power to progress people, shape society and drive business – and we also know that brands and agencies are under pressure to prove the ROI of creativity.”
As part of our 70th edition of Cannes Lions, we’re delighted to introduce Creative Impact, which we are co-curating with our sister brand WARC, the global authority in effective marketing. Loaded with world-class thinkers, insights, resources and practical advice from those who successfully make the case for creativity everyday, we’re pleased to provide a dedicated space for everyone in the business of creativity to come together to learn about something that will be essential to our collective success over the next 70 years. Creative Effectiveness.”
Paul Coxhill, CEO, WARC, commented: “In 2022 WARC organised a hugely successful effectiveness series at Cannes Lions, building on 10 years of ever-growing programming at the Festival. We’re delighted to work with LIONS to expand this into the Creative Impact stream, bringing the best thinking on effectiveness from around the world into one place. Brand marketers, media owners and agencies will come back from the Festival armed with new ways to respond to the current climate and to maximise their impact through creative effectiveness for both the short and the long-term.”
Anyone who would like to submit content ideas to be considered for the Creative Impact content stream, as well as any other part of the Festival or LIONS content schedule, can do so all year-round. Details about how to do this can be found here.
Attendees of Cannes Lions 2023 will be able to attend the Creative Impact content stream as part of their delegate pass. This year also sees the launch of the Creative Brand Marketer pass. Exclusively for brands, the pass is designed to help brand marketers learn how to unlock creativity with learning opportunities, insights and exclusive networking invites. Find out more about pass options here.
This years’ Cannes Lions International Festival of Creativity takes place from Monday 19 – Friday 23 June 2023.
Latest News
‘The Penny Has Dropped…So We’ve Supercharged How Brands Plan, Book And Measure In One Place’ – News Corp’s Lou Barrett On D_Coded
As a cookie depreciation tsunami slowly approaches, News Corp is sharpening its audience intelligence platform, Intent Connect, with AI tech that enables advanced data collaboration capabilities through planning, booking and measurement. Managing director of client partnerships Lou Barrett tells B&T it’s about future-proofing clients’s digital marketing plans. At last year’s annual D_Coded event, News Corp […]
Advertisers Wasting 42% Of Digital Ad Spend – Next&Co report
With the cost of living crisis biting I think we can all agree that waste is rarely a positive thing...
Introducing New Podcast ‘MID’: Holly Wainwright Rebrands The Mid-Life Experience For Australian Women
The joys of midlife are celebrated in this new podcast. And play it loud if the old eardrums are starting to creak.
TV Ratings (13/05/2024): The Summit Brings In The Eyeballs For Nine
The Summit does the business on its return for Nine. Meanwhile, press photo confirms the importance of headwear.
Snap’s ANZ Agency Lead Ellie Rogers Steps Down Amid Restructure
Ellie Rogers says family was a big part in her next career move. Not so B&T, who only comes to work to avoid ours.
Breast Cancer Foundation NZ’s Awareness Drive ‘The Signs Are Everywhere’ Is B&T’s Campaign Of The Month for April 2024
B&T's ad of the month is both a worthy cause & worthy winner. Even if KFC's Zinger box can feel slightly hard done by.
iSelect Launches New Brand Campaign ‘Save More’ Via Howatson+Company
If there's an agency that's "so hot right now" it's Howatson+Co. And, yes, B&T's unnecessarily bigged-up this new work.
In The Making Expands Into Melbourne
Brisbane PR agency unveils its Melbourne plans. Still adjusting from the pineapple print to the mandatory all black.
It’s Off The Crisper Sale! Introducing KFC’s New Original Crispy Burger Series
This article contains the location to obtain free KFC burgers. Why not send the workie for real world office experience.
Spotlight On Sponsors: Rugby Australia Sign First Dedicated Female Retailer
Don't know your Storms from your Wallaroos? At least you'll be sports sponsor aware with B&T's ongoing series.
Mars Agency Rebrands As Mars United Commerce
Tired of fielding prank calls about nougat & caramel, Mars Agency rebrands to the more long-winded Mars United Commerce.
Azerion Expands Platform With Interactive Video Products
Did your last inter-team marketing brainstorm see 'interactive video' come up more often than not? Read on quickly here.
Inside NGEN: Seven’s Rachael Everett On What We Can Learn From Sport
Were you the wheezy kid that always wagged PE at school? Even more reason not to avoid this lessons-in-sport piece.
Cairns Crocodiles The Work: Changing the World Campaign Presented By Pinterest
Casual dress & motley beards aside, did you join adland to try and change the world? Get tips from those who did here.
Nine And Magnite Strengthen Partnership To Boost 9Now
Nine calls in Magnite to sort out its BVOD programmatic ads. Not before having to switch the plugs from a Type C to a I.
Cricket Australia Appoints Special As Creative Agency For Men & Women’s International Series
Special wins Cricket Australia's creative. Here's hoping they don't get Thomas Keneally to do a poem of 'C'mon Aussie'.
‘Do I want Kids?’ – Laura Henshaw Asks Just That In Latest Podcast
Whether you have kids or not, just know that if you do, it's no lie that they poo, vomit & keep you awake all night.
R/GA Australia Appoints Marie Conley As Executive Strategy Director
Marie Conley returns from the UK after 12 years to take up new role at R/GA. Immediately flabbergasted by house prices.
Zenith Australia Hires Penny Shell As Strategy And Product Lead
Unfortunately B&T refrained from using "the Penny has dropped at Zenith" in this headline. We apologise in advance.
‘It Takes a Village’: New Industry Support Group For Working Parents Launches
Here's a top industry initiative to help adland families. Sadly, no tips on mummy using the F-word after losing a pitch.
Belinda Rowe Unpacks The Forces Of Discrimination That Lead To A Lack Of Diversity In Leadership Roles
With an enviable resume in tow, Belinda Rowe reveals why our boardrooms aren't as eclectic as they really should be.
Marketing From The Cockpit: How Creativity Transformed AB InBev From A Brand Buyer Into A Brand-Building Powerhouse
Do you find American beers watery, insipid & bland? This conference would have been the perfect platform to heckle at.
Cebu Pacific Launches Campaign To Showcase The Philippines As Major Destination For Aussies
In case you needed another reason to visit the Philippines.
Elon Musk’s X Corp Defeats eSafety In Federal Court
Is it just B&T or is Elon Musk slowly morphing into Darth Vader minus the chokehold?
TV Ratings (12/05/2024): Framer Brings Home The Bacon
Lovelorn famers continuing to do good TV numbers. As desperate roof tilers & abattoir employees say "what about us?"
Starcom Pips PHD & Kaimera To Win Gold At Nine’s Agency Games – Check Out All Of The Photos And Coverage Of The Event
Starcom proves the top agency at Nine's Agency Games. Thankfully, no one has asked for urine testing either.
Zitcha Solves In-store Retail Media Measurement With Game Changing Venvee Partnership
Does your in-store retail media measurement resemble a kitchen draw with the screwdrivers & plastic bags? Help is here.
Menulog Delivers More Beef Than Drake and Kendrick Combined, Via Thinkerbell
This "more beef" ad could have also used William & Harry, Oasis, and Bruce Lehrmann & just about everybody.
Komo Tech Announces Landmark Partnership With Fanatics Events To Revolutionise Live Event Experiences
This partnership promises to "revolutionise live event experiences". Hopefully it doesn't alert any sniffer dogs too.
SCA “Disappointed” After ARN and Anchorage Capital Withdraw Takeover Bid
ARN's bid for SCA trips up at the final hurdle. It's also unclear if other states will have to suffer Kyle Sandilands.
About Bloody Time – News.com.au Campaign Secures Win For Endometriosis Sufferers
News.com.au puts aside its passion for 'China set to invade' & overcharging Sydney cafe articles to do some real good.
Fast 10: B&T Talks Brand Rituals, Keeping It Fresh And DE&I With Affinity Media’s Angela Smith
B&T's probing Fast 10 is so quick it's liable for double demerit points on public holidays.
FriendlyJordies Journalist Calls The Police After Allegedly Being Informed Of Gangland Threats By ABC Reporter
What's better than a Walkley Award for journalism? Getting a hit put out on you by a Sydney underworld drug gang.
Two Iconic Brands Seal The Deal With Exclusive Strategic Partnership
Wonderfully, a horse turned up for this press photo. Better again, everyone went home with some manure for their roses.
JCDecaux Wins Tender To Retain Sydney Airport
Shopping at airports has always been a paradox. On one hand there's the duty-free, on the other there's $24 schooners.
QMS Adds Hills Shire To Sydney Network
Forget the hills being alive with the sound of music, as Sydney's Hills district comes alive with new outdoor.