HIGHLIGHTS & Insights

Transcription

1 1 2 3 HIGHLIGHTS & Insights JUNE 20-22, 2013 Contact Information Jim Stengel jim@jimstengel.com Steve Latham stevelatham@canneslions.com Note from jim Stengel, Creator Thank you for attending the We kicked off the session on pilot CMO Accelerator Program at the Friday morning with a video courtesy Cannes Lions It was a new of The Guardian, recapping the themes opportunity for leaders in the of this year s festival with input from marketing world to come together and thought leaders. The major themes learn from each other and from some of that emerged were the importance of the industry s most respected names. creating great content or storytelling, Your openness and participation were and the rise of big data in marketing. the program s greatest asset, and I look We followed the video with forward to seeing how you use your introductions from each of the learning and inspiration from the week participants, and you all shared what to transform your companies. you hoped to gain from the session. participants. The five burning issues from preliminary research were: for your brand Jim then discussed some background on the marketing presence at Cannes and what inspired the advancing communication planning measuring marketing impact and success working differently in a big data world Almost everyone mentioned inspiration. finding the right purpose/why integrating the role of the corporate brand and those of individual brands within the company creation of the CMO accelerator These concepts were the guiding program. He presented key themes, principles for the program. based on input from you, the

2 1 2 Lorem Ipsum How Big Data & Technology Will Shape the Future Role of the CMO (or, the Scientific Revolution Comes to Marketing) Abbey Klaassen from AdAge moderated a panel discussion with Wes Nichols (CEO of Marketshare Partners), Daniel Morel (CEO of Wunderman), Mel Varley (Chief Strategy Officer of MEC), Carlos Cata (partner at Heidrick & Struggles), and John Kahan (GM of Business and Consumer Intelligence at Microsoft). The panelists discussed the rise of big data and analytic technology in marketing, and the impetus to make Mobile Marketing Now and in the Future decisions based on data. Mobile devices and the Senior marketing leaders must determine the key questions about their business and consumers, and then find the answers using the available data. The field of analytics is constantly changing, so it is technology surrounding them are a new frontier in the marketing world. does work. Marketers need to reach the How can marketers use this platform emotional core of why and how to benefit both consumers and people use their mobile devices and business? find the context for using mobile necessary for CMOs to work with the best people and partners to optimize their new running shorts. Marketing really Marketing through mobile technology. With this information, results. The panel noted that banks and devices is a very personal channel, you can target your marketing and automotive companies leverage big data allowing a one-to-one relationship. It integrate content with location. But the best; CPG is lagging behind. is all about the user experience and be careful. Just because it is possible Companies need to view data as a adding utility value to the consumer. to reach people at all times does not corporate asset, as opposed to holding it in Nike is a great example of a brand that mean that you should. It is easy for a various disciplines. All departments uses mobile technology to give their brand to become annoying like those should have access to big data, with consumers something useful. Their Dove banner ads with the girl who common rules for usage. free apps, like Nike+ Running and frantically waves at you from every Nike Training Club, help people reach single website. their fitness goals and make life better. They also make Jim s daughter buy

3 3 Marketing 2020 Marc de Swaan Arons, founder and chairman of EffectiveBrands, shared preliminary findings from Marketing 2020 Organizing for Growth. This study is a collaboration between EffectiveBrands, the Association of National Advertisers, and the World Federation of Advertisers, and it looks at the CMO and marketing influence on business growth. Many key differences were identified between overperformers and underperformers. Overperformers are more likely to leverage big data. Second, overperformers identify creativity as an important force for growth in their companies. Finally, winners have a strong Creative Marketer of the Year Joe Tripodi, CMO of Coca-Cola, spoke about the path to becoming Creative Marketer of the Year. He cited three major factors that have made CocaCola a marketing success. The first is company culture. He emphasized core values of passion, selflessness, continual improvement, and taking risks. He also believes in developing strong partnerships, not only with agencies but with government and NGOs, as Coca-Cola has done with their water stewardship program and the campaign against obesity. Finally, he shared that Coca-Cola strives to be best for the world, not just best in the world. This ethos is reflected in their marketing work, from hiring Mary Alexander, an African-American woman, to appear in print ads in the 1950s, to their campaign for happiness and this year s Small World Machines, promoting interaction and understanding between the people of India and Pakistan. Congratulations to the Coca-Cola team on their well-deserved win, and to Joe for having the guts to dress like a member of the Rat Pack for the awards ceremony. He walks the risk-taking talk. societal purpose, and employees and consumers are both engaged with brand purpose. According to Marketing 2020, winning CMOs have business leadership combined with the magic of marketing.

4 What do Agencies Want from CMOs? Creatives from three top agencies visited the program to speak about their award winning campaigns and to share their insights on agency-client partnerships. Nick Law, Global Chief Creative Officer at R/GA, discussed how agencies should be a collaboration between storytellers and system designers, using the Nike Fuelband as an example. It is important for marketers to find the overlap between entertainment and information and for great agencies to get just ahead of culture, so that culture will run up and embrace the creative work. Rob Reilly, Worldwide Chief Creative Officer at Crispin Porter + Bogusky, emphasized the importance of having a common ideal for both agency and client, as with the Small Business Saturday work for American Express. A shared ideal of helping small business powered all the work and started a movement in the USA. Agencies want CMOs to be honest about their pressures and enlist the agencies to help them succeed in their jobs. Rob says that they will kill themselves to do great work. Joe Staples, Executive Creative Director at Wieden + Kennedy Portland and probably the coolest dude on the planet, presented W+K s work for Chrysler, and how truth inspires great work. (For your daily dose of creativity, follow this guy on Instagram. He also has an unbelievably cute hipster baby.) He believes a more accurate title for CMOs would be Chief Truth Officer. It is sometimes necessary for agencies and clients to have awkward conversations. By being honest and admitting the truth, you get to make work that responds to it. Creative Directors Advice for CMOs Be open don t worry about being laughed out of the room. Care about what you do. Use normal language, not marketing buzzwords. Be plain-spoken. Briefs should be interesting and legible. See above about normal language. Put the creatives near the problem and let them solve. Go to the pub. Spend more time with regular people. Rob Malcolm, former CMO of Diageo and current professor at the Wharton School at the University of Pennsylvania, made a cameo at the end of the first day to share his marketing wisdom. He advises CMOs to deliver today, disrupt tomorrow. Marketing leaders set the culture for agencies to do their best work, so it is key for CMOs to foster strong relationships and put the advice from the creative directors into practice. He urges CMOs to ask themselves, What is the legacy I leave? and to let this question guide your choices and actions.

5 1 2 Young Marketer Perspectives To start off the second day, a panel of bright young talent from Jim s Cannes Creative Academy for Young Marketers visited to discuss what junior-level associates would like to see from CMOs. They represent companies from all over the globe, and they had plenty to share. The week at Cannes was fuel for them, and Disruption: Ideas Worth Spreading they ask that CMOs give young marketers Through corporate the freedom to push back and change culture within the company. They feel that relationships, TED breaks down silos there is sometimes a gap between senior and encourages this type of learning management and what happens on the Laurie Coots, President of within companies. Employees are a ground. Young marketers want more room Disruption Works, and Ronda great source of knowledge, and TED to be creative; they noted that senior Carnegie, Head of Global Partnerships can help to create an internal management talks about creativity a lot, but at TED, discussed the concept of knowledge library. Laurie suggests in practice there is less emphasis or reward lateral learning and how TED can be using TED talks to create shared for creativity. applied to marketing and business discussion between levels of growth. TED s goal is to find people management, or teaming a TED who love what they do and turn them speaker and a facilitator with business into rock stars. The organization expertise to discuss parallels between promotes lateral learning, or sharing TED content and your company. Young marketers want to know what inspires their CMO. Millennial hint: Tweet about what you re reading, watching, thinking, etc. Get on Instagram, too. If you re really brave, try Vine. They ask that you evaluate how accessible you actually are to more junior people, and suggest reverse mentoring as a way to stay in touch with what is happening at all levels within your company. Promising young marketers value purpose, accomplishment, and growth in their work, and they ask that CMOs give them the opportunity to realize these values. knowledge and creativity across disciplines.

6 A Conversation with Jean-Marie Dru Jean-Marie Dru, Chairman of TBWA Worldwide, joined the seminar to share his assessment and recommendations for marketing leaders. He explained that CMOs are responsible for the growth of the company and must be visible and well understood. A great CMO will break down vertical barriers and integrate internally and externally. As leaders, you manage so many different actors and interactions, and the challenge is delivering an integrated, engaging, 360 degree communication program for a brand. He cited the Adidas Neo window shopping and McDonald s wifi networks in Spain as prime examples. Jean-Marie discussed the marketing strengths of luxury brands, which prioritize experience, content, trendsetting, and attention to detail. He proposed that all marketers should emulate the luxury brand approach. He emphasized the importance of building and giving more value to brands, a company s biggest asset. Corporate social responsibility must be core to every brand, not only a company effort. Action Planning The program closed with a session on personal action planning. Jim encourages you to create a headline for your week at Cannes and to consider what you will do back in your office to transform your company and your brands. Here are some of the concepts and goals that participants suggested. Find a social purpose. Make creativity king. Become the Chief Truth Officer. Live with purpose and speak the truth. Remember that human insight is more important than big data, but not mutually exclusive. Surround yourself with people you love and admire. Ask the right questions, and ask the right people. Build an ecosystem of creativity. Strive to create ideas, not ads. Treat consumers like people, not dots of data. Aim higher for creative excellence. Our goal for this pilot program at Cannes Lions was to dramatically accelerate your capability as leaders, as senior marketers, as standard-setting creative partners with your agencies. From your feedback, it looks like we accomplished that objective. But this program was just the beginning it is now up to you to bring back the passion and energy of our two days in Cannes to your consumers, customers and associates. That is how you will grow your brands faster and grow your potential as a leader.