Final top five insights from Cannes Lions 2013

Welcome back! In the first top five insights from Cannes 2013, I talked about brand purpose, shareability, storytelling, YouTube and convergence. The lessons I learnt on these topics have opened up new doors in digital and strategic marketing, and I’m eager to use my knowledge for the benefit of Traffic’s clients.

Here are the final 5 insights that will influence my thinking for the immediate future.

1. CREATIVITY

Creativity is no longer measured by artistic execution alone. Now, we have a fusion of the arts and sciences as the digital era unfolds and consumers take control of brand destiny. Creativity is no longer about ‘cutting through the clutter,’ it’s about engagement, truth, transparency, story telling, conversations and BIG IDEAS.

>My take. We need to refocus on the way we do things and use creativity to find new, disruptive ideas to solve client problems. Forget reliance on execution to make the sale. Create compelling personalised stories with killer innovation.

2. BRIEFINGS

One of the best sessions was by Patrick Collister (Directory) who gave us new ideas on writing/drawing briefs to extract the best solutions. He gave us 10 killer questions to avoid the “time wasting 40 page client business plan”.

My take. We must focus more on creating and selling the idea instead of the execution. We will immediately adopt and adapt some of the best ideas from Cannes to ensure Traffic delivers ground breaking, paradigm shift solutions to client problems.

3. INNOVATION/REINVENTION

Most big brands at Cannes (IBM, Unilever, Coke, Citi, VISA etc.) have cranked up their R&D budgets and their commitment to continuous innovation and transformation (which we are proud to say are Traffic’s core skills). This coincides with internal marketing departments being invited back into the boardrooms because many company Directors don’t know what to do in the digital environment.

My take. The same as it always has been for 40 years. Clients must be continuously innovative and truthful to be sustainable.

4. OMNI CHANNEL COMMERCE

Omni Channel is more than multi channel. Last year it was OK to have your brand on one or two channels – online or offline. Not any more. Today, an omni-channel strategy is imperative. It is about managing a series of separate but fully integrated touch points that together create an uninterrupted, immersive experience that is channel and device agnostic. Omni channel strategies drive engagement, purchase and loyalty.

My take. We all need to better understand and leverage this powerful new media methodology so that we can increase even more our understanding of the digital era and deliver increased ROI for our clients.

5. PERSONAL DEVELOPMENT

This applies to all of us. Not just me. We all must reinvent ourselves as well as our brands – continuously! Here are five of my personal, actionable priorities for 2013 based on what I heard and saw in Cannes:

• Only hire and work with people who are not afraid (Sean Diddy Combs)
• Write/draw better briefs to get better ideas and ROI (Jack Collister)
• Build client brands and profits with YouTube and video content (Unilever)
• Be a better presenter/communicator (Dame Vivienne Westwood)
• Start brand planning for 2015 now (WGSN)

I hope you’ve taken as much away as I have after reading my summary of Cannes Lions 2013. I am even more motivated, excited and keen to push out clients to the front of the digital and strategic space. To business endorsers looking to rebrand, maximise your ROI or pave the way in the marketing industry, visit Our Expertise to find out more. Get involved, Traffic is moving.