Cannes in Cairns: The View From Two New Digital Marketers
Reshika Pillay (left in main photo), junior SEO manager and Ruchi Deshmukh (right), sales executive at digital marketing agency Tug Sydney, made their marketing conference debut at this week’s Cannes in Cairns. Here they share some of their highlights from the inspirational Ash Barty to the importance of diversity in leadership and creativity…
This was our first marketing conference since starting working in the industry and it exceeded all our expectations! Great networking, great speakers and great fun.
Cairns didn’t disappoint with beautiful weather and a lovely waterfront. The conference kicked off with Melinda Petrunoff, country manager Australia and New Zealand of Pinterest, who set the tone for the conference of inclusivity and discovery. Then she introduced Ash Barty to inspire us – and this 26-year-old tennis legend held everyone’s attention – from us juniors up to Michael and Mike, the CEOs of News Corp and Nine.
Ruchi and Reshika’s most inspirational talks at Cannes in Cairns
Ash Barty. Her goal is an inclusive world where everyone is comfortable in themselves. When considering brands she works with, the key prerequisite is authenticity. A quote from her we will never forget, when engaging with new people (or your client’s audience), you should “always be interested, not [just try to be] interesting”. In order to gain the trust of your audience and make a positive impact you need to be interested in them, as well as memorable and honest, so that your audience will relate to and believe your message.
Lilian Ahenkan aka FlexMami brought so much energy to the stage on the second day, when many attendees were nursing hangovers from the amazing Pinterest cane farm party the night before. As an influencer for so many brands, it was interesting that she’s never actually seen a good brief. The best briefs in fact were not briefs, but when the client asked her what she could do and what her audience wanted. She also warned, to be truly inclusive in advertising, more thought and care was needed in planning – if the diverse talent is the one telling you on shoot day that you’ve missed the mark, it’s too late.
Embracing the Female Gaze panel session reminded us that traditionally content and advertising is skewed to the male gaze. Tara Mckenty, creative head, Google APAC gave us some amazing data that overall, inclusive creative teams had a 17 per cent better chance of winning an award, because their work is so much more creative and impactful. Lucille McCart, communications director APAC, Bumble told us the importance of diverse leadership, but even if it isn’t (yet), senior leadership needs to be seen driving the diversity agenda. 30 under 30 grand prix winner Anais Read, copywriter, Ogilvy wants to see more inclusivity at every level and role at agencies and clients – so do we!
Ruchi & Reshika’s most informative talks at Cannes in Cairns
Mark Bouris, executive chairman, Yellow Brick road, gave away top tips to build a business:
- Interest – stay consistently interested and eager to learn
- Persistence – stay committed and don’t give up.
- Trending – build in a growing field. There’s no excuse these days not to know the trends.
- Failure – failure is a precondition for success – it proves your resilience.
- Story telling – a captivating story will draw in your audience and build your business.
- Authenticity – key to genuinely connect and create a relationship with your audience.
Data Driven Creativity presented by Adobe taught us that creativity does not have to stop when measurement and metrics are the focus – in fact data can make creativity better and help you better connect with your audience. Shannon Crowe, creative director at Thinkerbell, described data driven creative as “measured magic”. Brent Smart, chief marketing officer, IAG, reminded us the importance of real business insights to drive creativity and the fact that these days there’s so much data that it is often confused with insight – which it is not.
Dishing the dirt on the pitch shared tips on delivering a winning pitch and addressed some controversial issues around pitches. Graham Webster, CEO, Enthdegree stated that theatre in pitches is dead – if you spend four hours dressing the client’s meeting room it actually accentuates your failure if your pitch ideas aren’t good enough. Greg Graham, founder, The Nest Consultancy, controversially said you should never re-pitch. Jen Davidson, MD, Tumbleturn Media, disagreed with Greg and added that clients need to be better at giving feedback on failed pitches – Jen and Graham admitted to often writing feedback for clients that didn’t have the time…
Despite the host Pinterest’s mantra ‘idea to I did’ sessions were aimed more at senior marketing leadership. Don’t get us wrong we learnt lots – but next year we would like to see more real-life case studies and more around how to deliver digital effectiveness, to help inform the more junior end of the industry that focuses on delivering daily results for our clients.
At the end of Day 2 we were disappointed that Martin Sorrell didn’t dial in from the UK due to ‘technical difficulties’… or was it actually ‘accounting difficulties’? (full disclosure: our CEO made us put in that last line!)
Thank you B&T for a wonderful event. See you next year Cannes in Cairns!
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.