Disney’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.
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.
Technological advances offer a wealth of opportunities for OOH but a strong strategy will always be key to success
It is widely accepted that the media world we now inhabit is changing at an ever-increasing pace – none more so than the out-of-home medium.
The levels of investment by landlords, estate owners and media owners is unprecedented and – as technological advances, costs, connectivity and smartphone capabilities improve – the opportunities across out-of-home continue to exceed the imagination of much of our industry.
Emma Grede, chief executive of ITB Worldwide and chair of Cannes panel
There is an exciting opportunity for the marketing industry to use well-executed partnerships to inspire action on critical issues and causes. Increasingly we are creating meaningful collaborations between brands and individuals which aim to do more than simply convey a brand’s messaging. Instead they offer mutual benefit – campaigning on key issues and causes, whilst showcasing the values and key objectives at the core of that brand.
A new breed of influencer – wielding both traditional and social media clout – is the important link in helping tell powerful stories alongside brands that deliver real social, economic and environmental benefits on the ground.
VR is edging its way into the conversation here at Cannes, which is interesting as it is still really a technology without any content. This audience likes to see the big creative idea in action to really get it and so far no-one has made the killer piece of content that does more than demonstrate its potential.
McDonald’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.