The label ‘influencer’ no longer captures this reality. It reduces a diverse ecosystem into a single, superficial category.
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Thanks to the streaming revolution, viewers are turning away from linear TV in droves. Even sports are seeing seismic shifts in how fans engage with content.
We all know markets and media spaces are fiercely competitive and budgets are under the cosh. So, we don’t believe in only instinct to land unfair ideas.
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If that authenticity isn’t there, collaborations can look try-hard and superficial and can end up doing more harm than good.
Suddenly, more of the world wants to laugh. Or so it may seem. After many fallow years, when humour in advertising felt scarce, misplaced, or just absent – it’s slowly, tentatively making a comeback.
Advertising on premium news sites not only aligns with the activity of target consumers, provides better engagement, and provides better brand safety, but it also gives brands the opportunity to support journalism at a very trying time.
Ultimately, ensure you’re providing a sense of thrill and urgency by tapping into the universal desire to feel seen and heard. Start with in-depth social listening to mine for opportunities. It’s not just what consumers are saying but how they’re emoting and expressing, context matters.
Every business struggles at times; you need the courage to learn from your experiences and keep going. And remember, if you get it right, on the rollercoaster that is running your own business, the downs are right before the ups.
There’s no sign that the experiential marketing industry is slowing down, so the future looks bright. Marketers would be wise to get their ducks in a row now to reap the rewards.
Overall, Cannes Lions 2024 highlighted a dynamic interplay between sustainability, AI, media evolution, and creative excellence. The festival served as a platform for industry leaders to discuss and showcase how innovation and responsible practices can drive meaningful change and positive impact in the industry.
Cannes Lions 2024 reflected an industry that has progressed from talk to action when it comes to AI, cookies and commerce media. Elsewhere, chat on the French Riviera turned to the rise of CTV and the need to work harder than ever to gain consumer trust.
The concept of a channel multiplier effect in itself, isn’t a new one. Both client and agency side, we know that different channels can support and enhance the performance of each other.
In this dynamic era of the Experience Economy, where empathy, immersion, and memorable interactions reign supreme, businesses have a unique opportunity to create lasting connections with their customers.
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Many organizations are working towards this already, but significant opportunity remains for many others to understand the benefits of prioritizing sustainability.
