13 Worldwide Marketing Leaders Talk Creativity, Data, and Technology at Cannes Lions 2015

July 8, 2015

creativity meets effectiveness

The Cannes Lions International Festival of Creativity brings together some of the brightest minds in marketing for a week-long celebration of creativity. At this year’s festival, a great deal of the conversation focused on the intersection of creativity, data, and technology. Does a rich profusion of data hinder creativity or enhance it? Should data scientists drive strategy, or should creative take the lead? How can data, creativity, and technology work together to maximize the effectiveness of each?

These are big questions facing our industry as we seek to understand and shape the future of content and social media marketing. To answer them, the LinkedIn Marketing Solutions team invited 13 industry thought leaders to share their thoughts on the theme of creative effectiveness. Watch the videos below for insights on data, creativity, technology, and art.

Cannes Lions 2015: Creative Effectiveness Q&A

  1. Tamara Ingram, Chief Client Team Officer, WPP

For Tamara, the real measurement of creative effectiveness is how it can grow a business, transform brand perceptions, and even permanently change popular culture. She doesn’t see a conflict between pure creativity and the need for a creative message to be effective. See her thoughts below:

  1. Ian Haworth, Global Chief Creative Officer, RAPP

Ian defines creative effectiveness as “the impact our creativity has—either directly, in terms of our clients’ business, the effect on me as an individual, or the effect on society in general.” He defines marketing professionals as “commercial artists,” whose work is designed to impact people’s behavior. See Ian’s full interview below:

  1. Karen Strauss, Chief Strategy and Creativity Officer, Ketchum

Karen presents a real-world example of award-winning creative effectiveness. Watch her interview below to see how a creative campaign can crowdsource ideas, then play the results back to the public to capture attention and imagination.

  1. Phil Thomas, CEO, Cannes Lions

As a central figure in the Cannes Lions festival, Phil brings a unique perspective to the discussion of creative effectiveness. He describes the evolution of the Creative Effectiveness award category and the importance of commercial creativity in driving change in the world.

  1. Daniel Bonner, Global Chief Creative Officer, Razorfish

Pursuing new creative ideas is a noble endeavor for agencies, Daniel says, and you can enhance these ideas by developing new ways to measure the impact of your creativity. Daniel advocates for innovation in how we use the mountain of collected data to provide added value for clients, a topic he expands on in the full interview below:

  1. Toto Ellis, Head of Strategy, Droga5 Europe

“Emotion and fame are the levers we pull on to create change,” Toto says. He advocates coupling data with bold creative to, as he puts it, “take the luck out of fame.”

  1. Wayne Arnold, Global CEO, Lowe Profero

Media, creative, and technology need to work together for maximum effectiveness, Wayne says. The marketing geniuses of the future will think diagonally across the three, instead of viewing them as separate verticals.

  1. David Sable, Global CEO, Y&R

According to David, the challenge marketers face is to demonstrate how data can enhance creativity without compromising the effectiveness of the data. He discusses the importance of scalability and measurability in marketing campaigns in his interview below.

  1. Rupen Desai, APAC President, Lowe + Partners

Rupen was a judge for the Creative Effectiveness Lions in 2015. He discusses how “art for commerce’s sake” can have an impact in the world, change people’s behavior, and make their lives better. For Rupen, creative effectiveness means taking an idea and using it to solve a problem in the simplest and most effective manner.

  1. Lincoln Bjorkman, CCO, Wunderman

For Lincoln, marketing is a team sport. The traditional linear progression of a campaign has given way to a new team-based back-and-forth process, in which data is the through line for everything the team does.

  1. Jarek Ziebinski, Chairman and CEO, Leo Burnett Asia Pacific

Jarek was also a judge for the Creative Effectiveness Lions in 2015. As we get overloaded with information, Jarek says, the most important thing is to pull meaningful insights out of the data to drive the creative process. When you have a data-based objective, you can combine it with strong creative to deliver results.

  1. Rob Flaherty, Global CEO, Ketchum

Ketchum maximizes creative effectiveness with a RISC strategy: Research, Insight, Strategy, Creative. Their strategy enables Rob’s teams to deliver agile, iterative campaigns that can change in an instant. Check out Rob’s interview below for a deeper dive into Ketchum’s RISC strategy.

  1. Julie Rezek, Managing Director, Wunderman Seattle

    According to Julie, the more marketing evolves, the more it stays the same. The fundamentals of the industry remain; what changes is how we go about them. In her interview below, Julie warns against forgetting the human aspect of the business as marketing becomes more automated.

For more interviews, articles, and takeaways from Cannes Lions 2015, visit the Cannes Lions Content Hub.

For a steady stream of insights from the world’s leading marketers, subscribe to the LinkedIn Marketing Solutions blog.

 



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