“You Don’t Need To Be Arty, But Everyone Needs Inspiration”

“You Don’t Need To Be Arty, But Everyone Needs Inspiration”
SHARE
THIS



B&T’s Cannes diarist, IAG’s Mark Pearson (right in photo), is back with his musings on day four. Read on…

I’ve awoken on day Quatre in this French provincial palace, AKA my mid-range Airbnb with a fridge full of cheese and pantry full of snacks. Heaven.

However, my diet consisting mostly of a morning pastry and an evening pinot is starting to catch up with me. I may need to venture out and find a salad STAT!

Ok, enough self-loathing, I have a festival to attend.

First up, Pinterest. As I’m neither crafty or design inclined, I’ve never taken interest in Pinterest. However, they’re running a beach session on inspiration, so I arrive bright and early to find out more. The Global Head of Vertical Strategy, Vikram Bhaskaran, shared with us why it’s important for brands to inspire people and culture.

He gave a brief timeline about inspiration sources. From the divinities in the 1800’s to Andy Warhol in the 1950’s going to the New York Public Library Picture Collection. The key theme was that creative inspiration was not always available to all. Then with the boom of the internet the founders of Pinterest decided to create a tool for collecting creativity.

Fast forward to today, their 250M users have a home from creativity and inspiration, which empowers mindfulness over mindlessness social activity. Love this!

They inspire users to get out and achieve their creative goals off the screen. And this is where the right brands have permission to play, to help build inspiration for users, that can lead to advocacy and even love for brands. This left me with an appreciation for Pinterest and a taste for some interesting brand experimentation I’d like to conduct on the platform.

We’re then back in the classroom, with Edward Pank, MD at WARC. He took us through some lessons from the world’s best campaigns, everything from Ikea to Aldi. As a frequent user of WARC, I was keen to see what lessons of effectiveness he had to share. So here were his top three.

Firstly, effectiveness in low attention environments. Which touched on a range of tools, from multiple marcom touch points, creativity in culture to cut through, the importance of PR for newsworthy moments and the use of emotion to tell your story well. Solid start.

Secondly, the importance of brand recognition. Essentially, how brands should use their distinctive assets and fluent devices, to keep their brand in frame and front of mind when communicating. He used a great example of the Cheetos museum to help articulate this.

Finally, balancing brand building and sales performance. This old chestnut. Peter Field spoke yesterday about this and has recalibrated the ratio slightly between brand building and sales investment. He reports it should be 75 per cent brand and 25 per cnet sales. However, the key take out for me was that neither should seldom exist. When building brands, both should interact with the market simultaneously, so you can capture the low hanging fruit whilst building brand equity. Sounds easy enough but not everyone is doing this.

The effective brands that were case studied, really break through the comms clutter out in the world. So, the last session for the day, was suitable segway.

Twitter and Contagious came in to talk about conversations that have shaped culture. They have used the last five year’s worth of Cannes winners to understand what it takes for brands to break through the noise.

They had five key learnings that really resonated with me around how brands can intersect culture at a pivotal moment to kick off conversation.

  1. Communication beats consumption, essentially brands need to talk about people instead of their products.
  2. Listen to the channels your audience is on and how they are using it.
  3. When you speak to them, speak in your own voice, rather than emulating another.
  4. Don’t expect them to love you, unless you have something important to say. The content needs to resonate on an emotional level to connect and cut through.
  5. Find your right audience. There is mass power in passionate people, they are the tool for amplification.

And that’s a wrap on day Quatre.

With tomorrow being my last day at the festival, I am currently taking applications for a green card marriage, so I never have to leave this place.

 

Please login with linkedin to comment

Cannes Lions 2019

Latest News

Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia
  • Media

Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia

Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia.  Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]

Investigation Reveals That Amazon Destroys Thousands Of Dollars Of Unsold Stock, Including Laptops, TVs And Face Masks
  • Technology

Investigation Reveals That Amazon Destroys Thousands Of Dollars Of Unsold Stock, Including Laptops, TVs And Face Masks

An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]

by B&T Magazine

B&T Magazine
Witchery Partners With GlamCorner To Boost Subscription Shopping
  • Media

Witchery Partners With GlamCorner To Boost Subscription Shopping

Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]

Curry Club For COVID-19 Relief, Powered By UnLtd, Challenges AdLand To Raise $100,000
  • Marketing
  • Media

Curry Club For COVID-19 Relief, Powered By UnLtd, Challenges AdLand To Raise $100,000

The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]

by B&T Magazine

B&T Magazine
UnLtd’s ‘Goals for Good’ Soccer Tournament Celebrates 10 Years
  • Media

UnLtd’s ‘Goals for Good’ Soccer Tournament Celebrates 10 Years

The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]

Mobile Pnone Shopping Online With A Debit Card
  • Marketing
  • Technology

Ultra Commerce Acquires Vesta eCommerce

Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]