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1. WAIT, YOU MEAN IT’S ACTUALLY AN ECONOMY? Day three sessions proved that the creator economy is actually an economy in development, not just a buzzword. The influencers are growing up. Getting serious about brand partnerships. Leveraging creator funds and programs to maximize reach. And even becoming virtual. On the Terrace, Influence 3.0 assured us a new wave of influencers have entered the chat. .
2. THE MANY FACES OF STORYTELLING The Many Faces of Storytelling. There’s no playbook for telling the right story — but we know what needs to go right before you do. Regina Hall and Amazon’s Ukonwa Ojo showed us what happens when women lead. You have to blend great creative with fast-paced media (thank you, Ryan Reynolds). Look to the future — and, look for ways to continually deliver value.

3. PUT THE CREATORS IN THE DRIVER’S SEAT. We’re hearing brands get more comfortable with putting creators in the driver’s seat of campaign activations. Creators should be natural extensions of the marketing team. Will we see a category at Cannes in the future for visionary influencers turned creative directors? 

Beyond the Stage

Stagwell is the official sponsor of the Cannes Lions Speakers’ Lounge, bringing you exclusive interviews with some of the most interesting people at Cannes — and the stories beyond the main stage. 

First out of the Content Studio: Our Chairman and CEO Mark Penn in conversation with Axios Media Reporter Sara Fischer. They discuss the earliest trends coming out of Cannes 2022, including an evolved consumer path to purchase coming out of the pandemic, the Disrupted vs. Disruptors, and the bargain of first-party data. 

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1. CAN MY BRAND BE YOUR BEST FRIEND? B2B, B2C, D2C – the categories aren’t shifting but the way they connect with their key audiences are. Personalization, AI-enabled comms, and an emphasis on personifying brands to connect them with communities continue to win gold at Cannes. .
2. TELL YOUR CLIENTS TO GO BACK TO THE DRAWING BOARD. Nicely. Clients aren’t just looking for savvy ad men anymore, they’re looking for partners in transformation. We heard brands across every stage, including our partners at the N.F.L. on the Terrace tell stories of transforming their products, services, and categories to stay ahead of the new economy.
   
3. NO MORE TIME FOR GREENWASHING. A through-line from stunts earlier in the week to the Greenpeace dogs-on-ladders-Croisette-close-down on Thursday: “Creativity has to commit to change the planet.” Beyond climate messaging, we’re seeing products and services evolve to drive sustainable transformation in a meaningful way.

Beyond the Stage

Stagwell is the official sponsor of the Cannes Lions Speaker’s Lounge, bringing you exclusive interviews with some of the most interesting people at Cannes – and the stories they couldn’t tell on the Main Stage. 

Hear from Jesh Sukhwani, Head of Global Advertising, Lenovo on the importance of both the push and pull of a successful advertising campaign.

CONTACT

hello@stagwellglobal.com

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1. PRODUCT PAGES ARE SO 2010. Product pages are so 2010. WARC spotlighted changing frontiers of e-commerce across its sessions today. The big takeaway? It’s creative + media + e-commerce as the new formula for marketing. Food for thought: How can we take e-commerce, a creatively challenging space, and fuse content, branded entertainment, influencer integrations, and more throughout? [Go Deeper: Building a Best-in-Class Marketplace for Thrive Market]
2. E-COMMERCE HAS TO GET EXPERIENTIAL It’s clear that extended reality is nearer than the metaverse, powering strong, connected experiences for consumers, adding dimensionality to product pages, and allowing consumers to encounter not just the product but the experience it promises. Snap & Gucci wowed with their look into how AR is changing “experiential digital commerce.” [Go Deeper: Marketing Frontiers – Augmented Reality]
3. HOW TO SELL AND NOT BE A SELLER. Pure sales messages are poor drivers of commerce. Social commerce – bringing the content-driven channel of influencer closer to the point of sale – along with branded entertainment is a plus for reaching ad-avoidant consumers, our very own Jae Goodman (two-time Entertainment Lions juror) reminded marketers today. [Go Deeper: Celebrity Drives Brand Awareness. Nano-Influencers Drive Commerce.]

Beyond the Stage

Stagwell is the exclusive partner of the Speakers’ Lounge, where every festival speaker goes before and after their slot. Check out our exclusive interviews with brand leaders and go beyond what they said on the Main Stage.

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