Posts Categorized: Talks

Disney CMO: ‘We didn’t anticipate the Frozen boom’

Screen Shot 2015-06-26 at 16.05.32Disney’s top UK marketer has admitted that the company did not foresee the popularity of animated hit film Frozen and, as a result, found itself facing a consumer backlash.
Speaking at an Economist-sponsored event at Cannes Lions, Anna Hill, chief marketing officer of The Disney Company UK and Ireland, said the popularity of the film in the UK exceeded expectations.

“We really didn’t anticipate the love for Frozen,” she revealed. “We had to play catch-up.”

Disney found itself on the end of a consumer “backlash” when the DVD was released and the company was unable to keep up with demand.

Hill said Disney’s UK arm had to source merchandise related to Frozen from other European countries where the film had not been as popular. Read more on Disney CMO: ‘We didn’t anticipate the Frozen boom’…

Cannes 2015 social media stats: Top brand and agency mentions

(Flickr/Jason Howie)

(Flickr/Jason Howie)

Global location-based marketplace xAd has been monitoring social media mentions around the #CannesLions hashtag, with event having had almost half a million mentions (438,683 tweets) over the course of the festival.

Here, the agency takes a look at the top brands and agencies being talked about at the event, as well as the hottest media & advertising topics.

READ MORE Read more on Cannes 2015 social media stats: Top brand and agency mentions…

Cannes Lions 2015: Marketers speak up on a ‘good brief’, agency compensation and ‘playing safe’

Screen Shot 2015-06-26 at 13.34.25McDonald’s’ Matt Biespiel, Mastercard’s Beatriz Galloni and Abott’s Chris Miller reflected on what will keep marketers up in 2016
Matt Biespiel, senior director, global brand development, McDonald’s Corporation, said that the brand was looking at younger people picking companies like Facebook and Google to work at, and explained how the company is taking these technology outfits on.

He was speaking at a CMO panel at the Cannes Beach, a new initiative on the sidelines of the Cannes Lions International Festival of Creativity 2015. Read more on Cannes Lions 2015: Marketers speak up on a ‘good brief’, agency compensation and ‘playing safe’…

Cannes Lions 2015: ‘Places like India should not want to repeat the mistakes of the West’: Al Gore

Screen Shot 2015-06-26 at 13.24.40In conversation with WPP’s Sir Martin Sorrell, former US vice president said climate change and economic development are interwined
The former US vice president and founder of The Climate Reality Project Al Gore, made the case for developing countries like India and South Africa to join the movement to shift to renewable energy sources like solar and win energy and help combat climate change. He was speaking at The Cannes Debate, alongside WPP CEO and founder Sir Martin Sorrell.

Asked specifically by Sorrell to respond to the stand of Indian energy minister Piyush Goyal (and his South African counterparts), Gore said, “Places like India should not want to repeat the mistakes of the West.” Read more on Cannes Lions 2015: ‘Places like India should not want to repeat the mistakes of the West’: Al Gore…

China: a land of opportunity for Western brands

Screen Shot 2015-06-26 at 13.01.37PRWeek and BlueFocus convened a high-level discussion with clients, media, tech firms, and agency execs to debate business opportunities for global brands in China and Chinese businesses looking to expand into the West.

Platforms such as Tencent’s mobile text and voice messaging service WeChat represent the next land of opportunity for communications and marketing, according to Procter & Gamble’s VP of global communications Kelly Vanasse.

Vanasse was speaking at a roundtable this week at the Cannes Festival of Creativity, hosted by PRWeek and Chinese HQ-ed agency group BlueFocus. “We were the first CPG company to be asked to advertise on WeChat,” added Vanasse. “We achieved engagement rates of three minutes with one of our beauty brands and it became one of the top three hottest items on [Chinese Twitter-style microblogging site] Sina Weibo.” Read more on China: a land of opportunity for Western brands…

Why cultural vibrancy is the essential new partner for growth

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Screen Shot 2015-06-26 at 11.50.10Ahead of an Added Value Cannes Lions seminar, Izzy Pugh, the cultural insight director at the marketing consultancy, shared her thoughts on how brands must tap into cultural vibrancy to stay relevant.
Technology has become a catalyst for change. We connect differently, we share more freely, our eyes are open to the world in a way they never could be before and 1.8bn millennials are collectively defining their future – our future – across geographies and across culture.

Today people have the power to be activists, citizens, entrepreneurs, owners – they are creators, collaborators and contributors. The old idea of a consumer has been left behind.

People don’t care about brands, so make yours an authentic champion of something they do care about. Cultural vibrancy is the essential partner to drive meaningful brand growth. To cut through in an increasingly cluttered landscape requires brands to contribute to culture (and even to create it) in a way that is meaningful beyond their category. This means that businesses need to think about connecting with culture as a core part of the marketing day job. Read more on Why cultural vibrancy is the essential new partner for growth…

MEC social media buzz monitor: conversation shows no signs of slowing down on day four

Although the Media, PR, Outdoor, Glass and Creative Effectiveness Awards Ceremony represented the high point for discussion, generating the largest volume of mentions in a single hour, conversation has consistently built day by day throughout Cannes Lions. Large volumes of discussion and sharing have been fuelled by the variety of creativity-oriented influencer talks, branded and agency social activity and online wrap-ups – as well as real-life parties and Cannes events – which have all kept the conversation flowing.

Read more on MEC social media buzz monitor: conversation shows no signs of slowing down on day four…