Developing a creative economy
AMC Conference, 27 September 2024
The business case for creativity
The numbers your board needs to see
Brands that predict higher growth for 2024 are…
more likely to prioritise creativity
more likely to have a higher marketing spend than 2023
Balance of investments for those expecting growth
Balance of investments for those expecting a business decline
Creativity has an impact on sales
Nielsen found that the advertising element that contributed most to sales was the creative.
Source: Nielsen
Creativity has an impact on profit
Kantar & WARC found that highly creative ads drive more than four times the profit as those with low creative quality.
Source:
The business case for creativity
1. Prioritising creativity correlates with growth (6✕)
2. Creativity is the strongest influence on sales (across key campaign attributes)
3. Creativity drives profit (4✕)
2
Get comfortable with risk
RAJA RAJAMANNAR
CHIEF MARKETING OFFICER
MASTERCARD
“It's like taking a priest to Las Vegas.”
“Marketers really need to get to know their CFOs.”
MORGAN FLATLEY
GLOBAL CHIEF MARKETING OFFICER MCDONALD’S
Coca-Cola: ‘Thanks for CokeCreating’
THANKS FOR COKE-CREATING | COCA-COLA | VML, NEW YORK | 2024 GOLD, INDUSTRY CRAFT LIONS ● Ran unofficial versions of its logos on cans ● 95% increase in positive brand sentiment
PedidosYa: ‘World Cup Delivery’
● A nationwide push notification to track the arrival of the World Cup trophy
● ROI: 62:1
WORLD CUP DELIVERY | PEDIDOSYA | GUT BUENOS AIRES | 2024
GOLD, CREATIVE EFFECTIVENESS LIONS
ISLAM ELDESSOUKY
GLOBAL VP CREATIVE | COCA-COLA
JUROR, CREATIVE EFFECTIVENESS LIONS 2024
“This is product communication on steroids. The bravery and product communication here blew my mind.”
INSIDE THE JURY ROOM, BASEMENT STAGE, CANNES LIONS 2024
Oreo: ‘#BringBack2011’
● Used the Cricket World Cup to relaunch in India
● 45% sales growth increase
● 56% gained from rival brands OREO #BRINGBACK2011 | OREO | LEO BURNETT, MUMBAI | 2024 SILVER, CREATIVE EFFECTIVENESS LIONS
LEO BURNETT, MUMBAI
3 Lessons from legacy brands
Budweiser: ‘Bring Home The Bud’
● Reframed a problem as an opportunity
● Sent the winning country all the beer it couldn’t sell
● Became one of the most-talked-about brands around the 2022 World Cup
WIEDEN+KENNEDY SÃO PAULO
Heinz Ketchup:
‘It Has To Be Heinz’
● Grew US retail sales by nearly 50%
● +3.2 share points clawed back from the competition
● +12% global sales growth vs 2019
IT HAS TO BE HEINZ | HEINZ KETCHUP | RETHINK, TORONTO | 2024 GRAND PRIX, CREATIVE EFFECTIVENESS LIONS
RETHINK, TORONTO
GLOBAL CHIEF STRATEGY OFFICER
MCCANN AND MCCANN WORLDGROUP
JURY PRESIDENT, CREATIVE EFFECTIVENESS LIONS 2024
“There’s a temptation to abandon something vs optimising what you have… Keep energising what you believe in ways that are captivating and current and keep driving the business forward.”
“Creativity is a results-based business.”
GLOBAL CHIEF GROWTH OFFICER, KRAFT HEINZ
REVAMPING LEGACY FOR TODAY’S AUDIENCE | ROTONDE
DIANA FROST | GLOBAL CHIEF GROWTH OFFICER, KRAFT HEINZ
Dove: ‘#TurnYourBack’
● 68 influencers mobilised in 72 hours
● 1bn impressions
● 174 pieces of media coverage
#TURNYOURBACK | DOVE | DAVID MADRID | 2024 GOLD, CREATIVE EFFECTIVENESS LIONS
OGILVY, LONDON
Dove’s Real Beauty €6bn
Dove business: 2024 worth
Dove’s Self-Esteem Project is one of the largest providers of self-esteem education in the world
Legislative advocacy:
Co-founded CROWN coalition to support the passing of The CROWN Act, with laws now in 25 US states
PAO BARTOLI | GLOBAL BRAND DIRECTOR, DOVE
Yoktan: ‘Magnificent’
● Reached 6 million people
● Brand awareness grew by 79%
● “Invite you in”
MAGNIFICENT | YOTKAN ANCIENT CITY IN XINJIANG, CHINA | 2024 THE NINE, SHANGHAI | BRONZE, INDUSTRY CRAFT LIONS
4 Lessons from younger brands
Uber Eats: ‘Be Honest’
● Starred The Beckhams
● Attracted double the views of Beckham, the Netflix documentary
BE HONEST | UBER EATS | 2024
SPECIAL, LOS ANGELES | BRONZE, SOCIAL & INFLUENCER LIONS
SPECIAL, LOS ANGELES
DoorDash: ‘DoorDash-All-The-Ads’
● Promised to deliver a product from every Super Bowl ad to one viewer
● More than 8 million viewers attempted to input a lengthy promo code to win
● Generated 11.9bn impressions
GLOBAL CHIEF CREATIVE OFFICER | VML
JURY PRESIDENT, TITANIUM LIONS 2024
“This hijacked a cultural moment, making people look at the brand in a fresh way. At its core, it’s a spectacular product demonstration at a scale we’ve never seen before.”
If a brand uses humour:
of people are more likely to buy from the brand again 80% of people are more likely to choose the brand over competition of people will spend more with the brand
Yet 95% of business leaders still fear using humour in their comms. 72% 63%
Source: ‘The Happiness Report’ from Oracle Fusion Cloud Customer Experience (CX) and Gretchen Rubin
CREATIVES ON THE TERRACE: FCB, DAVID, PUBLICIS LONDON | TERRACE
NOEL BUNTING | CHIEF CREATIVE OFFICER, PUBLICIS LONDON
5 Recap of key lessons
NICK LAW | CHIEF CREATIVE CHAIRPERSON, ACCENTURE SONG
SONG SIMPLIFIES… CREATIVITY AS THE GREAT CONNECTOR | LUMIÈRE THEATRE
6 Q&A
LUCY
lucya@canneslions.com