Publicis Conseil’s Post

Every year, I go into Cannes a bit cynical, questioning whether it is all a bit performative. This year, however, I had a very different experience. Sure, there were certainly still aspects that were more spectacle than substance, but on the whole, I was inspired – by the work, by the camaraderie, and by the emphasis on true #creativity. For every benign, redundant mention of AI, there was an impassioned case made for the power of originality and unexpected creativity. I might have expected this from creative agencies, but I was most encouraged by the championing of creativity from the esteemed panel of CMO’s at Forbes' Most Influential CMO Luncheon.     Perhaps, we are collectively over the seduction of predictability and (faux) certainty. Perhaps, we are all realizing the diminishing returns of relentlessly pursued risk mitigation. Perhaps, the extremes of either dull sameness or shallow gimmicks will yield to smart, beautiful, big, bold, important ideas that build real brands and drive real business and if we are lucky, move society forward along the way.     I left Cannes feeling the renaissance has begun and that TBWA is exactly the right place to be for it, where Disruption is not a catchphrase, but an essence and a mandate.   My optimism was a direct result of spending time with Kyle Chayka, Lucia Aniello, Ben Tallon, Flau’jae Johnson, Beatrice Domond, Seth Matlins, The amazing women hosted by The Female Quotient, our ambitious clients, and my fellow Pirates.   As my partner Bruno Regalo says, a new season starts now – so may we all contribute to the renaissance and show up in Cannes next year with work that makes us proud.   Cannes Lions International Festival of Creativity | TBWA\Worldwide | TBWA\Chiat\Day | Omnicom | Troy Ruhanen | Courtney Nelson | Emily Wilcox | Jen Costello | Anh-Thu Le | Kirsten Rutherford |Jacqueline Redmond | Desmond Marzette | Mark Weinstein | Hilton | Jennifer Murillo | Discover Financial Services | Ryan Ostrom | Jack in the Box | Kate Cronin | Moderna | Brandi Ray | Jane Wakely | PepsiCo    #CannesLions2024 #OmnicomCannes #TheDisruptionCompany

So proud but still driven.

So proud but still so driven.

As we navigate the current polycrisis, 73% of us globally wish we could slow down the pace of our lives. The implication for marketers when reaching out to some very overwhelmed people is twofold: 1. Can you avoid the temptation to complicate things? 2. How can you maximise the effectiveness of your outreach while still respecting your audience? Samira Brophy and Adam Sheridan explore how effective creativity requires empathy and fitting in, along with fresh creative experiences and ideas, using Ipsos testing data and Effie data to prove this: https://lnkd.in/etQhGkMi The latest instalment in our #DynamicEffectiveness series with Effie Worldwide features commentary from Andy Nairn, Hamish Cameron and case studies from: 🔍Yorkshire Tea and Lucky Generals 🔍Dell Technologies 🔍McDonald's and Leo Burnett 🔍ITV and adam&eveDDB 🔍Tesco and BBH Global 🔍The Mayor of London and Ogilvy UK

⚡New Ipsos Creative Excellence #misfits findings ⚡ When we published our Ipsos book MISFITS, we used Creative|Spark response data to identify three audience experiences that link to creativity and contribute to end business effects: Creative Experiences; Empathy & Fitting In, and Creative Ideas. Thanks to our partnership with Effie Worldwide we have since been able to extend the data sets we use to better understand how these experiences and creativity contribute to business effects. In this latest Effie UK and Ipsos UK report, The Empathy Gap and How to Bridge It, we applied the #misfit experiences to #effie award entrants and identified further evidence that a good quality audience experience matters to end business outcomes. And that #empathy has the strongest link to Gold awards, signalling the value of the art of good quality planning and strategy. Thanks to Effie UK for their partnership in helping to bring these findings to the industry and particular thanks to Samira Brophy for bringing your unique perspective to the value of the #misfits experiences, and helping us to take a further step in understanding what creativity means in advertising and how it can spark brand growth. A special thanks also to the Ipsos team who helped to code the award entries. Eleanor Thornton-Firkin, Rachel Rodgers, Shelley Yang, Veronica Krysa, Morgan Beagle, Emily (Gardner) Powers, Elizabeth Lamping-Diamond, Megan Franklin, MBA, Margaux Curless, Claudia Oberlin. We would not have got to these findings without your diligence and advertising research expertise. More detailed findings will be available in the New Year. Please reach out to me, Samira Brophy or your Ipsos Creative Excellence contact if you would like to find out more. Shaun Dix, Arnaud Debia, Aurelie Jacquemin, Louise Harrison, Lucy Burnham, Kelly Beaver MBE #effectiveness #creativity

Why is Publicis outperforming its rivals so significantly? Two articles here with slightly different perspectives, both crediting the acquisition and integration of Epsilon. The first in Campaign focuses on their success with productisation: https://lnkd.in/e4EFdqq6 The second, in Videoweek, has a nice visual timeline and focuses more on the resilience that comes from their spread of revenue across categories and industries: https://lnkd.in/e_mReB2y Both agree that the integration of media, data and creativity is the future. Media and data are where the money is; creativity provides the effectiveness delta on these big budgets. Both also agree on the importance of first party data and credit Publicis' relative success in integrating its data acquisitions as a key part of its performance. Some interesting lessons in this potentially for agencies. The productisation of service offerings is a trend I'm seeing much more of; I've seen the value this can bring in scalability. Collapsing the silos between creative, media and data suggests less focus on capability and greater focus on outcome, which gives some direction to how we productise, potentially.

Day 4 at the 71st Cannes Lions International Festival of Creativity concluded with the prestigious Cannes Lions being awarded for the Brand Experience & Activation, Creative Business Transformation, Creative Commerce, Creative Effectiveness, Creative Strategy Innovation, and the newly introduced Luxury and Lifestyle Lions. The night also saw the Regional Network of the Year Awards announced. Here's a list of winners Regional Network of the Year - Asia : Ogilvy Regional Network of the Year - Europe : Publicis Worldwide Regional Network of the Year - MENA : BBDO Worldwide Regional Network of the Year - Latin America : DDB Worldwide Regional Network of the Year - North America : FCB Global Regional Network of the Year - Pacific : BBDO Worldwide Regional Network of the Year - Sub-Saharan Africa : TBWA\Worldwide Weber Shandwick Chicago | Pop-Tarts | Loewe Madrid | Klick Health Toronto | KVI Brave Fund Inc. | Rethink Toronto | Kraft Heinz | Dentsu Creative Amsterdam | KPN | LePub | Amsterdam | Philips | Publicis Conseil Paris | Renault Group Congratulations to the winners!  #Creativity #CannesLions #Advertising #Winners #Adtechtoday

Interesting article considering the strength of Publicis now and how it is being driven by Epsilon globally... When Pulblicis bought Epsilson it had the lowest Organic growth rates of any of the agency groups - now it is 10 times WPP. I'd say that it took the work of a lot of people in Publicis and Epsilon working to drive the best business outcomes for their clients. What is interesting is that nearly 4 years later commentators are still misunderstanding Epsilon as a "Data" business. Our main asset is the ability to message real people 1-1 at 500%x the scale of any competitor - our halo product is identity not data. In the UK that means a fully scaled ID map based on explicit consent, keyed on name and address & verified by transaction. The most scaled 1p data solution in market. Next year the importance of that asset is going to be understood - I fully expect the gap between Publicis and other groups next year is going to widen as a result.

What a panel at yesterday's AdNews L!VE Adelaide event! Joining dentsu's own Danny Bass on stage was SA Premier Peter Malinauskas, saying that South Australia's advertising industry is crucial in furthering the state's economic growth as it delivers trustworthy information. Read more below. #carat #southaustralia #adelaide #dentsu #AdNews #advertising