Have the categories for awards shows like Cannes Lions become too blurred, or are they not blurred enough? Neonormal’s Paul Edwards (pictured below) poses the question in this guest post.
It sounds a little like a Monty Python sketch.
So, apart from the scams… and the rising costs… and only a single category linking creativity and effectiveness… and Publicis withdrawing from entering… and global giant Sir Martin Sorrell again asking difficult questions… the Cannes Lions advertising festival is fit for today’s world.
But it isn’t.
Case in point, a newly-introduced category called ‘Immersive Customer Experience’. The entry criteria for said category reads: “Engaging, interactive, face-to-face customer focused brand experiences with an holistic-multifaceted nature and storytelling at the heart.”
Surely that’s the criteria for every piece of powerful and effective work?
In recent years, boundaries (and categories) have blurred and the skills needed to create truly engaging brand experiences are being demonstrated and celebrated in all sorts of ways.
Except, we don’t call them that. Instead, we call them ‘Meet Graham’, ‘Fearless Girl’, ‘Van Gogh Bedroom’, ‘Tequila Cloud’, ‘Like My Addiction’, ‘McWhopper’, ‘Survival Billboard’, ‘Life Paint’, ‘Monty the Penguin’, ‘Red Bull Stratos’, ‘A Dramatic Surprise on a Quiet Square’, and many other things.
Each of these lauded pieces of work is immersive, engaging, customer focused, holistic, multifaceted and has storytelling at its heart. Are they stunts? Ads? PR buzz? Activations? Ambient media? Installations? Entertainment? Direct? Integrated? Or are they simply extraordinary brand experiences?
Last year, Keith Weed, Unilever’s chief marketing and communications officer, spoke at Cannes. He said: “There’s never been so many channels or points of interactions, or agencies working on various parts of that. It’s important to make sure the brand experience does not get fragmented.”
We should be focused not on just what is created but the sum of all the elements. How does a 50-inch bronze statue impact a sales pitch? How does a tequila-raining cloud help the travel agency selling Mexican holidays?
How does having a burger mash-up affect the way you hire people?
Everything is an experience and the experience is everything.
That’s the world we live in.
According to the latest global media agency study New Business Barometer for Q1-Q3 2020 published by COMvergence, Wavemaker came out as the top global media agency in new business results with total new business value of $US1.1 billion (including $US370M of retentions) during the first nine months of 2020. This is largely due to strong […]
Mark Carter (main photo) is an international keynote speaker, trainer and coach. He has over 20 years’ experience as a global learning and development professional and author of the book Add Value. In this guest post, Carter offers easy tips to adding a value proposition to your customer service… Adding value via service is a […]
Melbourne-based, boutique activations and brand experience company, ACTIV Brand Management, has secured a new partnership with Nine The Block, which saw them deliver a series of sensory brand experiences to support the show’s sponsorship engagement and virtual events calendar. In response to the changing events landscape, the team at ACTIV recently launched Brand Box, a […]
World-leading conversational AI agency VERSA has announced its expansion into India, capitalising on demand for specialised conversational strategy and design in a market with a population of more than 1.3 billion people, and an installed base of nearly a billion mobile phones. VERSA India will be a 50/50 joint venture between VERSA (Headquartered in Melbourne, […]
Alive are celebrating 10 years! Leaders in creative event production, and the launch of ‘Alive TV’ showcases the revolutionary concepts created for clients during this challenging year; such as the most recent virtual success stories with clients such as Luxoticca Brickworks and The International Rose Garden Festival. Alive Events have pioneered the virtual space for […]
Integrated B2B marketing agency Thinksmart Marketing (TSM) has managed to execute a campaign from 3,000ft up in a hot air balloon. NICE inContact, approached TSM earlier this year to build preference, drive demand and generate strong leads for the brand across ANZ, with a campaign focusing on showcasing the capabilities and agility of its global-leading […]
Global attribution and marketing analytics company AppsFlyer has expanded into Australia and New Zealand, with the official opening of its first office in Sydney. It marks the opening of the company’s 19th office worldwide, with AppsFlyer hoping to “support the region’s rapidly growing local app economy”. The company said it plans capitalise on ANZ’s mobile […]
Brand experience and innovation company Akcelo has been appointed by equity crowdfunding platform VentureCrowd to lead its marketing transformation plans. Akcelo will drive VentureCrowd’s customer strategy, acquisition and nurturing programs as part of the transformation program, including the Salesforce Marketing Cloud integration to its business ecosystem. VentureCrowd is a digital investment platform which gives investors […]
Public Relations agency The PR Hub is expanding its team, announcing the hire of two senior account managers, Olivia Jarman and Trudy Scott. The hires will support growth in the business with the agency experiencing an increase in demand for B2B and B2C communications and personal branding services across a broad range of technology driven […]
Crowd, the global, independent creative agency, has confirmed that it will be opening Crowd Australia, based out of Sydney, with immediate effect. The new office will be led by Vinnie Romano, Crowd’s Global Chief Commercial Officer, with his remit covering Australia and the wider APAC region. The announcement follows Crowd’s September launch of Crowd Spain in Madrid and […]