What’s Trending: Change in the Air at Cannes Lions Festival

June 23, 2017

Close up of Cannes Lions Award

The central themes at this week’s Cannes Lions Festival were readily apparent: data and diversity.

As if to make the tech industry’s advances as conspicuous as possible, Snapchat loudly announced its presence with a bright yellow branded ferris wheel right next to the conference entrance.

As the wheel spins, so too does the world. In Cannes, the necessity of adapting to a changing global business climate was front-and-center. Read on and learn about the key takeaways for B2B marketers from this celebration of creativity and innovation, as well as the rest of the week’s top trending content worthy of your attention.

Here's What Marketers Were Reading and Sharing Most This Week:

1. Advertising Agencies Jolted as Silicon Valley Moves in on Their Turf

Marketers and advertisers must face new challenges of the digital era, like online fraud and ad-blockers, head-on. SnapChat wasn’t the only tech biz to show up in distinct fashion and make a statement regarding the industry’s growing influence, as Gideon Spanier writes for the Evening Standard.

2. Here’s What Global Marketers are Doing to Tackle Sexism in Advertising

Marketing execs weren’t running away from the diversity issue at this year’s event, reports Lucy Handley. Several large companies announced plans to run continual research over the next decade on gender equality. As Unilever CMO Keith Weed put it, “Why would you only use half the talent in the world if you can use the whole talent in the world? You could get a lot of middle aged men and teach them to try and think differently or take a diverse group of people and leverage the diversity among them.”

3. Unilever's Weed On Viewability, Fraud And What Hellmann's Mayonnaise Sounds Like

Mr. Weed also shared some thoughts at Cannes on the three digital advertising concerns that keep him up at night, such as the proliferation of online bots falsely skewing ad views. Read his insights in this MediaPost column from Larissa Faw.

4. Five Takeaways from ITSMA’s Marketing Leadership Forum

Last month, ITSMA held its annual conference for B2B marketing leaders, with a lineup of heavy-hitters including Cisco’s Joseph Puthussery and Adele Revella of the Buyer Persona Institute. Find five noteworthy nuggets on accelerating marketing transformation in the SlideShare below:

5. Consulting Firms are Crashing the Party in Cannes

Tech wasn’t the only sector raising its profile at Lions Festival this year. The increase in consultancies attending was impossible to miss, with some agency folks taking it in stride and others viewing it as a detraction from the conference’s purpose and spirit. Seb Josephbreaks down both sides at Digiday.

6. 9 Tips to Help Maximize Your Long-Form Content on LinkedIn

Taking advantage of opportunities on LinkedIn means maintaining a regular content schedule. Walter Lim of Cooler Insights suggests long-form posts should be a part of your strategy and offers tips for increasing their impact.  

7. Masterclass: Exceed Your Demand Generation Goals

Marketers can prove their worth, and delight salespeople, by filling the pipeline with qualified prospects. Let Jaemi Arevalo and Angela Sonneborn guide you through targeting, converting, and measuring on LinkedIn for an unmistakable bottom line impact.

8. Do You Really Know Your B2B Customer’s Path to Purchase?

Making brands stand out today requires a deeper understanding of the evolving B2B buyer’s journey, writes Adel de Meyer. Here’s how you can adapt your approach to changing customer behaviors.

9. How to Catch Someone’s Attention on LinkedIn

LinkedIn just gave away a big secret in its Q1 report on content engagement patterns, says John Nemo of Nemo Media Group. He explains how these insights can help you get noticed by the people who matter most to you.

10. Programmatic Delivery: Content Marketing’s Next Frontier

“Content distribution is hard, and it’s getting harder.” In this presentation, Simon Penson of Zazzle Media details the reasons he believes the use of sophisticated targeting software to buy digital advertising will become a go-to solution for marketers.

The industry never stops moving. By subscribing to the LinkedIn Marketing Solutions blog, you can keep moving with it.

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