Young Lions

June 20 2023

Cannes Lions 2023: Day 2 Wrap-Up

Globe Media Group Cannes Lions awards, Canadian Media, Canadians, Cannes, cannes lions, creativity, marketing, Media, Young Lions

Burnout burns hot at Cannes Lions while changemakers ask us to break the silos, flip the script and smash through barriers to elevate our creative endeavours. The Globe and Mail is your source for the insights and ideas you won’t want to miss. Follow us on LinkedIn, IG, and Twitter for all the latest updates.

In this edition:

The Burnout Epidemic
Canada takes the Gold
Breaking Siloes: Expedia’s Playbook
The Flipping Point
Smashing Stereotypes
Standout Session

Ground intelligence from Karen Howe

Burnout is heating up the industry. Just take a look at Cannes Lions, our annual cultural check-up, and you’ll see it writ large. Self-care is the name of the game, with Heineken even creating a genius bottle cap that shuts off your laptop when you crack open a cold one.

Now, let’s talk humour. The humour damn is broken, and we have Kevin Hart to thank for it. The stand-up comedy turned marketing entrepreneur has a simple mission: to make us laugh together. As human beings, we crave laughter, yet so many brands overlook the power of humor. It’s mind-boggling, really. But fear not. The tides are turning. After reviewing countless shortlisted ads, I can confidently say that funny is the new cool. The humour dam has burst wide open, and brands are finally catching on.

Bringing home the gold

On Monday’s gala, Rethink, BBDO, and Ogilvy snagged Gold Lions, contributing to the impressive tally of 16 Lions won by Canadian agencies in categories such as Pharma, Health & Wellness, Outdoor, Print & Publishing, and Radio & Audio.

Breaking down silos: Expedia’s playbook for business transformation

In the commoditized online travel industry, Expedia Group recognized the need for a transformative shift from transactions to enhancing traveler experiences. They embarked on a mission to break down silos, unite portfolios, and empower customers with confidence-boosting technology. Key takeaways emphasized the collective intelligence unlocked through seamless collaboration, the importance of aligning diverse teams with a shared vision, and the remarkable results that can be achieved when product and marketing work hand in hand. Ultimately, embracing collaboration and aligning efforts across disciplines can elevate the customer experience in a highly competitive industry.

The flipping point: Rewrite the rules for driving change

In a talk on leading the cultural revolution of the workplace, Shelley Zalis, CEO of The Female Quotient, delivered invaluable insights into effective leadership and conquering workplace adversity. With a focus on empowering women in the marketing industry, Zalis emphasized the importance of creating a “flipping point” by challenging traditional norms and reshaping the industry landscape. Other action items included rewriting the rules to initiate proactive change, harnessing the power of emotion and empathy in the workplace and aligning passion with purpose to unlock unstoppable potential. By embracing these transformative strategies, marketers can elevate their leadership capabilities, overcome challenges with resilience, and drive meaningful change in an evolving industry.

Defying stereotypes: Empowering inclusive content creation

Danai Gurira, UN Women Goodwill Ambassador, and Jess Weiner, Cultural Expert and CEO of Talk to Jess, partnered with the Unstereotype Alliance to discuss the transformative power of dismantling stereotypes in content creation. They emphasized the importance of defying norms and embracing discomfort to shatter stereotypes effectively. Key takeaways included empowering teams to create differentiated features and aspirational stories, fostering collaboration between technology and creativity, and prioritizing long-term customer relationships. This session served as a powerful reminder to marketers about the potential of challenging outdated narratives and fostering inclusivity through storytelling.

Standout session

Day two at OpenAI, and the buzz is all about DALLE COO’s Brad Lightcap. He emphasized the importance of brands and agency partnerships to unlock creativity and leverage AI as a tool to push the boundaries of imagination for everyone.

The talk served as a powerful reminder that by uniting forces and embracing technological advancements, brands and agencies can unlock new realms of possibility, reshape industries and create a future where human ingenuity and AI-driven innovation coexist harmoniously.

Follow us @globemediagroup on Instagram, LinkedIn, and Twitter to stay in the know.

June 20 2023

Defying stereotypes in content creation

Globe Media Group Cannes Lions advertising, awards, Canadian Media, Cannes, cannes lions, creativity, marketing, Young Lions

Danai Gurira and Jess Weiner share their advice on integrating unstereotyping efforts in industries and becoming advocates for meaningful inclusion.

In a thought-provoking session aimed at marketers, Danai Gurira, UN Women Goodwill Ambassador, and Jess Weiner, Cultural Expert and CEO of Talk to Jess, partnered with the Unstereotype Alliance to discuss the power of dismantling stereotypes in content creation.

Danai shared her personal journey as a performer, writer, and producer, emphasizing the need for defiance and embracing discomfort to shatter stereotypes effectively. Joined by Weiner, they explored the importance of taking action against stereotypes and the detrimental impact of inaction. They highlighted how individual empowerment and responsibility can drive positive change, leading to inspiring, inclusive, and business-driven content.

Here are the key takeaways from the session:

Empower your teams: Encourage your teams to work towards creating differentiated features and truly aspirational stories. Their collective intelligence and creativity will lead to outstanding results.

Collaboration is key: The magic happens when technology and creativity come together. Foster a culture of collaboration, where the two meet in the middle, sparking innovation and unlocking new possibilities.

Build for lifetime value: Instead of focusing solely on one-time transactions, aim to build products and experiences that foster long-term customer relationships. Think “transactional arbitrage” and prioritize lifetime.

This session served as a powerful reminder to marketers about the transformative potential of dismantling stereotypes in content creation. By defying norms and embracing discomfort, we can challenge outdated narratives and pave the way for more inclusive and inspiring storytelling.

Marcin Zerek

Follow us @globemediagroup on Instagram, LinkedIn, and Twitter to stay in the know.

June 20 2023

Breaking Down Silos: Expedia’s Playbook for Business Transformation

Globe Media Group Cannes Lions advertising, awards, Cannes, cannes lions, marketing, Young Lions

The online travel space had become a battleground of commoditization until Expedia Group decided to rewrite the rules.

In the highly commoditized online travel industry, where price often takes precedence over value, Expedia Group recognized the need for a transformation. Shifting their focus from transactions to enhancing traveller experiences, the company embarked on a mission to break down silos, unite their portfolios and empower customers with technology that instills confidence in their bookings.

Rathi Murthy, president and CTO of Expedia Product and Technology, and Jon Gieselman, president of Expedia Brands, shed light on the transformative power of close collaboration between marketing, creative and technology teams on day 2 of Cannes Lions.

They addressed key questions about driving buy-in, aligning goals, selecting the right people, processes, and technology, and avoiding common pitfalls on the path to business transformation.

Here are some key takeaways from the discussion:

Unlock the collective intelligence of teams through seamless collaboration between product and marketing. This synergy enables open discussions, leading to innovative solutions and enhanced customer experiences.

Embrace the importance of aligning diverse teams with a shared vision. By ensuring everyone understands and works towards the same goals, the transformation journey becomes smoother and more effective.

Never underestimate the power of product and marketing working hand in hand. By fostering a culture of collaboration and mutual understanding, businesses can successfully navigate the challenges and complexities of transformation.

Bottom line? Embracing collaboration and aligning efforts across disciplines can lead to remarkable results and elevate the customer experience in a highly competitive industry.

Marcin Zerek

Follow us @globemediagroup on Instagram, LinkedIn, and Twitter to stay in the know.

June 20 2023

The flipping point: Rewrite the rules to drive change

Globe Media Group Cannes Lions advertising, awards, Canada, Cannes, cannes lions, creativity, marketing, Young Lions

Shelley Zalis reveals how to create a ‘flipping point’ by challenging norms and reshaping the marketing industry for women.

In an inspiring session on leading the cultural revolution of the workplace, Shelley Zalis, CEO of The Female Quotient, shared invaluable insights on effective leadership and overcoming workplace adversity.

Here are the key takeaways from this empowering discussion:

Create a ‘flipping point’ by rewriting the rules and challenging the status quo. Don’t wait for the tipping point to initiate change; be proactive and make a meaningful impact.
Embrace the power of emotion in the workplace and boardroom. Recognize the significance of those ‘heartbeat moments’ that can inspire and drive transformation. Soft skills, such as empathy and emotional intelligence, are increasingly vital in today’s AI-driven landscape.
Discover the intersection of passion and purpose to unlock your unstoppable potential. When you align your passion with your purpose, you tap into a limitless well of motivation and drive, propelling you towards extraordinary achievements.

With these insights in mind, you can elevate your leadership capabilities, navigate challenges with resilience and make a lasting impact in the ever-evolving workplace landscape.

Marcin Zerek

Follow us @globemediagroup on Instagram, LinkedIn, and Twitter to stay in the know.

June 20 2023

Burnout and Humour Take Centre Stage at Cannes

Globe Media Group Cannes Lions advertising, awards, burnout, Canada, Cannes, creativity, marketing, Young Lions

On the second day of the Cannes Lions festival, brands expose our collective weariness while reminding us that humour is the new cool.

Burnout is white hot

Cannes provides an annual cultural check-up and an early diagnosis is that we are weary. It shows itself in many of the shortlisted concepts; many are centred on self-care. Heineken created a bottle cap that, when popped open, triggers your laptop to shut off.

The Cannes experience itself shows a difference in our collective state by offering a tech-free chill zone in an oasis of greenery. Is it the post-COVID-19 reality or the state of our industry? The opening video for the show nods to the killer concepts that are expected of us in less time with less money than ever before.

The Humour Damn is Broken

Delivering us out of the laughter drought that was the pandemic is Kevin Hart. His evolution from stand-up comedy to marketing entrepreneur is informed by a simple mission: ‘to make us laugh together’. As human beings, we love to laugh, yet humour is overlooked by many brands. Odd when you consider studies show that 91 percent of us prefer funny brands.

According to interviewer Jeffrey Katzenberg, only 20 percent are leveraging humor in their advertising. After reviewing hundreds of shortlisted ads, I think those numbers are outdated. The humor dam has broken open, and funny is the new cool, especially in the beverage and fast-food categories.

Just watch a few of Hart’s Old Spice spots. Throw in a few Doritos ads. I rest my case.

Word of the Day

Ecosystem.” Used by Kevin Hart 43 times to characterize his vault from “talent for hire” to heading a marketing company producing humor-driven ads, shows and podcasts.

Karen Howe

Follow us @globemediagroup on Instagram, LinkedIn, and Twitter to stay in the know.

June 19 2023

Cannes Lions 2023: Day 1 Wrap-Up

Globe Media Group Cannes Lions Cannes, cannes lions, creativity, Digital, marketing, Media, Young Lions

Cannes Lions is here, and The Globe and Mail is your source for the insights and ideas you won’t want to miss. Follow us on LinkedIn, IG, and Twitter for all the latest updates.

In this edition:

CMO-CFO bonding
DEI road map
Sustainable mindset
On-the-ground intelligence
Top quote roundup
Insider tips for first-timers

Connecting the dots: Building a strong CMO-CFO partnership

Marketers face unique challenges in a tough economic landscape, but CMOs can overcome them by showcasing how creativity impacts the bottom line. Raja Rajamannar and Sachin Mehra explore the importance of the CMO-CFO connection, highlighting three key factors for building trust: fantastic communication, clarity in objectives and metrics, and collaboration with the right structure and culture.

Beyond Representation: Transforming creative thinking

The creative work celebrated at Cannes Lions 2022 went beyond representation and exemplified a robust DE&I foundation. In a workshop on unlocking the power of DEI, Claire McHardy outlines a five-step roadmap, emphasizing critical thinking through a DEI lens and embracing emerging movements like intersectionality and allyship.

Driving change: Sustainable advertising for commercial success

Ad Net Zero introduces the carbon footprint of advertising, emphasizing the potential of aligning sustainable practices with commercial success. Key takeaways include shifting the mindset to prioritize profit and carbon considerations, taking swift action to decarbonize the industry, facilitating emissions reduction through new standards and leveraging our power as communicators and marketers to influence consumer behavior.

Quote roundup

“CMOs need to be architects of growth.” – Mark Kirkham, SVP & CMO, PepsiCo

“Thirty percent of all data in the world is health care data. Build digital trust and be obsessed with the voice of the customer.” – Drew Panayiotou, CMO Pfizer

Ground intelligence from Karen Howe

The first day of Cannes Lions sparked a discussion on the power of creativity in a polarized world. Anheuser-Busch (ABInBev), the Marketer of the Year, emphasized their commitment to unity. ABInBev understands the importance of creativity, reflected in their Lions awards and organic brand growth.

Insider advice

Cannes Lions veterans share their best advice:

Prepare and stay grounded
Embrace curiosity and have fun
Connect and learn from diverse perspectives
Remember, even if you miss some events, festival content is available afterward. Stay focused, explore beyond the main venue, and immerse yourself in the energy of the nightly award show.

Follow us @globemediagroup on Instagram, LinkedIn, and Twitter to stay in the know.

June 19 2023

How Inclusive Brands are Shaping the Future of Creative Excellence

Globe Media Group Cannes Lions advertising, awards, brand influence, brands, Canada, Cannes, creativity, Digital, inclusivity, marketing, Young Lions

Inclusion director Claire McHardy outlines a five-step roadmap for applying critical thinking through a DEI lens, which includes positive portrayal, cultural nuance, authentic stories, material action, and brand permission.

The creative work honoured with the Cannes Lions 2022 Awards showcased a strong DE&I foundation, surpassing mere representation and extending into brand strategy. In this workshop entitled ‘Unlocking Creative Excellence with Powerful DE&I Strategies,’ attendees dissected last year’s LIONS Awarded work, acquiring the skills of “creative critical thinking” necessary to construct inclusive and forward-thinking brands. The workshop also offered insights into emerging movements shaping the landscape of inclusive practices such as intersectionality, allyship, cultural humility, inclusive language, equity-centred design, data-driven diversity and empowering employee resource groups.

To apply critical thinking through a DEI lens, Claire McHardy, inclusion director, suggested the following five-step road map:

Positive portrayal
Cultural nuance
Authentic stories
Material action
Brand permission

But above all, the speakers say, “nothing about us, without us,” emphasizing the importance of community involvement in the process. It signifies that the community should play an integral role in content creation and decision-making.

Marcin Zerek

Follow us @globemediagroup on Instagram, LinkedIn, and Twitter to stay in the know.

June 19 2023

Accelerating Industry Progress: Charting a more Sustainable Path for Advertising

Globe Media Group Cannes Lions advertising, awards, Canada, Canadian Media, Canadians, Cannes, cannes lions, creativity, Digital, marketing, Media, Young Lions

Exploring the carbon footprint of advertising, uncovering where emissions occur and realizing the incredible potential of aligning sustainable practices with commercial success.

Ad Net Zero introduced a session that delved into a paper from Oxford University’s Saïd Business School. The paper centres on the measurement and monitoring of advertising’s carbon footprint. It not only outlines the ways and locations where advertising emissions take place but also explored the potential of aligning sustainable practices with commercial success.

Featuring Felipe Thomaz, associate professor at Oxford, and Elle Chartres, UK director of Ad Net Zero, the session underscored the crucial role of this alignment in building a future that is both commercially viable and environmentally sustainable. Several key actions were highlighted as crucial steps toward a more sustainable advertising industry, including:

Shifting the mindset to prioritize both profit and carbon considerations.
Taking swift action to decarbonize the industry by addressing advertising emissions head-on.
Assisting in the integration of a new standard line that facilitates emissions reduction.
Leveraging our superpower as communicators and marketers to help businesses measure intangibles and drive positive consumer behavior change.

We need to understand and embrace the power we have to make a real difference. It’s crucial that we use this power responsibly to drive meaningful changes in consumer behaviour.

Marcin Zerek

Follow us @globemediagroup on Instagram, LinkedIn, and Twitter to stay in the know.

First bump between colleagues at work. Everyday work in the office.

June 19 2023

Trust, communication and results: How to strengthen the CMO-CFO relationship

Globe Media Group Cannes Lions advertising, awards, Canada, Canadian Media, Cannes, cannes lions, creativity, Digital, marketing, Young Lions

In a tough economic landscape, marketers face unique obstacles in securing budgets while ensuring their brands stay visible. To navigate this tension, CMOs must showcase how creativity directly influences the bottom line.

In an interactive session, chief marketing communications officer Raja Rajamannar and chief financial officer Sachin Mehra, explored the profound impact of the CMO-CFO connection. This partnership plays a pivotal role in marketing success but it’s not always easy to establish that strong connection.

So, how can you build trust between the CMO and CFO? According to Rajamannar and Mehra, three key factors come into play:

Fantastic communication: Maintaining open and effective lines of communication is essential for building trust and understanding each other’s perspectives.

Seeking clarity and setting objective metrics: Establishing clear objectives and metrics that are mutually understood by both the marketing and finance teams allows for a unified approach towards measuring success and aligning efforts.

Collaboration with the right structure and culture: Creating a cooperative environment that fosters teamwork and encourages a shared vision is crucial for bridging the gap between marketing and finance.

Establishing a clear connection between marketing actions and their impact on business results is of utmost importance, Rajamannar and Mehra emphasize. When these dots are connected, that’s when the true magic happens. Furthermore, ensuring that everyone involved shares the same source of truth serves as the foundation for aligning efforts and maximizing outcomes.

Marcin Zerek

Trust, communication and results: How to strengthen the CMO-CFO relationship

Follow us @globemediagroup on Instagram, LinkedIn, and Twitter to stay in the know.

June 19 2023

Brewing unity in divisive times

Globe Media Group Cannes Lions advertising, Canada, Cannes, cannes lions, creativity, Digital, marketing, Young Lions

The first day of Cannes Lions kicks off with a discussion on the complexities of navigating a polarized world and the role creativity can play to promote unity.

In a world where the boundaries of marketing are constantly tested and societal divisions seem more pronounced than ever, select brands remind us of the power of creativity to reshape our collective narrative.

Named Marketer of the Year for an unheard of two years in a row, brewer Anheuser-Busch (ABInBev) kicked off the festival by admitting what they do is not about the beer, it’s about bringing people together.

Anheuser-Busch (ABInBev) is a values-driven company, which has faced challenges in such divisive times. The situation involving Bud Light, which centred around transgender activist Dylan Mulvaney and triggered nationwide backlash, served as a wake-up call for marketers. Like many brands, ABInBev seeks to understand its customers and promote unity rather than polarization. However, this pursuit is proving more challenging in today’s landscape.

Nevertheless, there is no doubt that ABInBev is a brand that comprehends—and excels in—the power of creativity. The organization instills a culture of creativity from the ground up, ensuring a shared language among its entire team. They establish and define their own standard of excellence, which is rare, and it is reflected in the multitude of Lions they win and their subsequent organic brand growth.

As a Creative Director, I bring you my favourite Cannes quotes of the day (or perhaps of all time): “My agency partners are our Justice League. They are superheroes, conjuring magic every day” and “Creativity drives growth.” Thank you, ABInBev.

On a less favourable note, my least favourite quote was: “We, like everyone else, were looking for an anti-media idea.”

Karen Howe

Follow us @globemediagroup on Instagram, LinkedIn, and Twitter to stay in the know.

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Young Lions

Cannes Lions 2023: Day 2 Wrap-Up

Defying stereotypes in content creation

Danai Gurira and Jess Weiner share their advice on integrating unstereotyping efforts in industries and becoming advocates for meaningful inclusion.

Breaking Down Silos: Expedia’s Playbook for Business Transformation

The online travel space had become a battleground of commoditization until Expedia Group decided to rewrite the rules.

The flipping point: Rewrite the rules to drive change

Shelley Zalis reveals how to create a ‘flipping point’ by challenging norms and reshaping the marketing industry for women.

Burnout and Humour Take Centre Stage at Cannes

On the second day of the Cannes Lions festival, brands expose our collective weariness while reminding us that humour is the new cool.

Cannes Lions 2023: Day 1 Wrap-Up

How Inclusive Brands are Shaping the Future of Creative Excellence

Inclusion director Claire McHardy outlines a five-step roadmap for applying critical thinking through a DEI lens, which includes positive portrayal, cultural nuance, authentic stories, material action, and brand permission.

Accelerating Industry Progress: Charting a more Sustainable Path for Advertising

Exploring the carbon footprint of advertising, uncovering where emissions occur and realizing the incredible potential of aligning sustainable practices with commercial success.

Trust, communication and results: How to strengthen the CMO-CFO relationship

In a tough economic landscape, marketers face unique obstacles in securing budgets while ensuring their brands stay visible. To navigate this tension, CMOs must showcase how creativity directly influences the bottom line.

Brewing unity in divisive times

The first day of Cannes Lions kicks off with a discussion on the complexities of navigating a polarized world and the role creativity can play to promote unity.