Menu

advertising

Jordan Doucette on trusting your gut and the dreaded ‘blue sky’ brief

, , , , , , , , , 0

Jordan Doucette has held Chief Creative Officer roles at TAXI, Leo Burnett Chicago and FCB West (San Francisco), as well as a recent stint as Partner and President at No Fixed Address. She is now CCO at Dentsu Creative in Canada.


How do you define creativity in the context of your industry, and how has that definition evolved over time?

I think the role of creativity has expanded, from applying it to ‘advertising’ to applying it to business. We know that creativity is an economic multiplier and we’re always looking to help brands solve their business problems instead of just their advertising ones. You can see the proof in this with the huge number of clients and brands showing up at Cannes, investing in creativity in a whole new way. This is what makes the most excited about our industry, partnering with clients to transform their business in a way that moves society forward.

How do you stay ahead of the curve when it comes to identifying emerging trends and innovative ideas in your field?

I guess it’s a gut thing – when something feels too right, especially for its category, or nobody has any sort of emotional reaction to the work you’re creating, it’s probably not fresh. When you have an idea and you’re all kind of wondering how you’re going to make it happen and what kind of different perspectives and skillsets you need at the table to figure it out, you know you’re innovating.  And when you build all of that on a true human insight, need or tension, I think that’s when breakthrough ideas happen.

Can you share a specific example of a project or campaign where unconventional thinking led to remarkable creative outcomes?

We just launched an idea called Inflation Cookbook with Skip Express Lane that is a true piece of utility to help Canadians take inflation out of their cart. It started with a human and cultural insight and then required everyone from our legal, data, tech, UI, creative, strategy team to figure out how to bring it to life while keeping the user experience incredibly simple.

How do you balance the need for creativity with the practical considerations of budget, timelines, and client expectations?

For me, there’s nothing worse than the ‘blue sky’ brief where anything might be possible and nothing should limit creativity when in reality, you have three days, zero media and even fewer dollars. I love knowing the sandbox we’re playing in, that’s when true creativity to find the best idea for the parameters.

In your experience, what are some of the most effective strategies for fostering a culture of creativity within a team or organization?

Make everyone realize they contribute to the creative product, no matter the department. We all work for the work. And just off the heels of Cannes, there’s nothing better than the chance to talk about creative ideas being made around the world and what we love about it (or hate about it). And we should be doing that with different perspectives at the table to really understand what resonates with people and what doesn’t.

How do you measure the success of a creative campaign or project, and what metrics do you consider most important in evaluating its impact?

Real people see it, it resonates with them and it drives the brand and business forward.


The Globe is the official Canadian representative of Cannes Lions — the world’s most prestigious and coveted advertising and marketing awards. Since its first outing in 1954, the Cannes Lions International Festival of Creativity has been bringing the creative communications industry together every year at its one-of-a-kind event in Cannes to learn, network, and celebrate.

Responsible AI for a creative future

, , , , , , , , , , 0

Google on the innovative possibilities AI brings to the creative landscape, emphasizing the significance of a bold and responsible approach.

 

Google firmly believes that AI has the potential to enhance and expand human creativity, ushering in a new era of artistic expression, according to Google’s senior VP of research James Manyika and vice-president of Creative Lab Robert Wong. By integrating AI into its products, the company have empowered billions of users worldwide with enhanced experiences. For instance, language models like ChatGPT utilize vast amounts of data, learning patterns and predicting responses that are contextually relevant and valuable.

Manyika and Wong say generative AI tools have emerged as remarkable allies, complementing the creative process and pushing the boundaries of artistic exploration. Rather than supplanting human artistry, AI acts as a collaborator, encouraging novel perspectives and unleashing untapped creative potential. Artists are discovering inspiration in videos co-created with AI tools, viewing them as partners in the creative journey.

Within Google Creative Lab, AI serves as a catalyst for innovation, facilitating groundbreaking advancements. From generating custom comment replies to prototyping the Google brand, AI is a valuable tool in expanding the horizons of creative endeavors. This synergy between AI and creativity is instrumental in shaping the future of artistic expression.

While AI presents immense possibilities, responsible development is paramount, say Manyika and Wong. Google places a strong emphasis on fairness, inclusivity, and trustworthiness in AI technologies. We actively work towards addressing challenges and fostering a collective effort that involves researchers, social scientists, industry experts, governments and everyday individuals.

It’s essential to recognize that AI’s impact extends beyond creativity and touches upon the job landscape. While certain occupations may undergo transformation, AI empowers individuals to focus on tasks that align with their unique skills and expertise. AI is designed to complement human abilities, enriching professional endeavours rather than replacing them.

Key Takeaways:

  • AI serve as an enhancer and catalyst for human creativity, unlocking new dimensions of artistic expression.
  • Generative AI tools act as collaborative partners, expanding creative potential and encouraging novel perspectives.
  • Responsible AI development prioritizes fairness, inclusivity, and trustworthiness, ensuring a positive and equitable impact on society.
  • AI reshapes the job landscape, enabling individuals to focus on tasks where their skills are most valuable.

– Katherine Scarrow

Responsible AI for a creative future

 

Follow us @globemediagroup on Instagram, LinkedIn, and Twitter to stay in the know for all things Cannes Lions. 

Inside the mind of Mike White: Creativity and craft in ‘The White Lotus’

, , , , , , , , , 0

Mike White opens up about his creative journey, including the challenges, triumphs and the importance of taking risks.

 

Creativity requires a method and storytelling requires craft. While an initial spark of inspiration may kickstart a successful television show or groundbreaking campaign, there is a lot more that follows. It involves shaping the concept, pushing its boundaries, and giving it depth and personality, sometimes even multiple facets. Mike White, a multi-talented entertainer and the creator of the TV sensation “The White Lotus,” has a wealth of experience in this regard.

In this conversation, White joins Liz Taylor, Ogilvy’s global chief creative officer, in a masterclass on storytelling. They delve into topics such as the creative process, the concept of “divine discontent,” the exhilaration of seeing work take flight, and how our own neuroses can actually serve as allies in creating something that resonates with audiences.

Mike White is known for being a keen observer of human behaviour and for his fresh and unconventional takes on storytelling. He says his success with “The White Lotus” came from a combination of factors, including HBO’s need for content during the pandemic and their trust in his quick writing abilities.

Prior to “The White Lotus,” he had a love-hate relationship with HBO as his previous show, “Enlightened,” was canceled early despite his love for it. However, with “The White Lotus,” he had creative freedom and was able to execute his vision exactly as he wanted.

The decision to have a death early on in “The White Lotus” was a conscious choice to create a hook and maintain audience interest, he says. White enjoys incorporating details and Easter eggs into his work, whether it’s in the writing, directing or other aspects of production.

For White, writing is the most rewarding and electric part for him. He aims to avoid perfectionism and focuses on improving the work without getting caught up in unnecessary details.

He emphasized the importance of resilience and taking risks in the entertainment industry. He shared his experience with “Chuck and Buck,” a film that was initially rejected but ultimately received critical acclaim. He encourages embracing bravery, going outside the comfort zone, and avoiding being too corporatized or conventional in creative endeavors.

White drew a parallel between his experience with “Survivor” and “The White Lotus,” emphasizing the importance of adaptability and the desire to challenge the norm in his work.

When it comes to seeking inspiration, White has shifted away from consuming movies and TV as much and instead prefers traveling and reading. He seeks fresh perspectives and avoids repetitive content.

He also discussed his personal experience with burnout and the need to prioritize well-being over work. He shared his past struggles and how he learned to change his approach to life and find a balance.

Overall, the discussion provided insights into Mike White’s creative process, his approach to storytelling, and his views on taking risks and maintaining authenticity in the entertainment industry.

Katherine Scarrow

Follow us @globemediagroup on Instagram, LinkedIn, and Twitter to stay in the know of all things Cannes Lions. 

From Amazonian secrets to TikTok sensation: The success story of Amarás

, , , , , 0

Learn from the incredible journey of Amarás, a Peruvian haircare brand that rose to prominence in just five weeks, capturing a double-digit share of the personal care aisle.

 

In just five weeks, Amarás, a Peruvian haircare brand, achieved remarkable success by capturing a double-digit share of the personal care aisle. It quickly became the best-selling conditioner and the third-leading brand in the category.

But how did this regional brand manage to compete against global beauty giants like P&G and Unilever? The answer lies in its unwavering focus on Peruvian women. From the formulation process that incorporated local Amazonian ingredients to advertising campaigns featuring Peruvian women, Amarás made sure to address the specific challenges posed by Latin American weather conditions.

By putting Peruvian women at the heart of every decision, Amarás disrupted the market and established itself as a formidable competitor, challenging the dominance of industry giants.

The session highlighted the journey of creating and launching the brand, the strategies employed, and the remarkable results achieved.

Here are the key elements from their winning approach:

Consumer-centric approach: The brand’s success was attributed to prioritizing the consumers and putting them at the heart of everything. Peruvian women felt heard and understood, as the brand was designed to address their specific needs and preferences.

Local ingredients and regional knowledge: Leveraging Peru’s rich biodiversity, the brand created more natural products that resonated with the Latin American consumer base. By embracing local ingredients and incorporating regional knowledge, Amarás differentiated itself from mass-market products.

Designing for personalization: Mass products often fail to create a personal connection with consumers. The brand’s focus on designing a product specifically targeted for Peruvian women allowed for a more personalized and meaningful experience, setting it apart from the competition.

Disrupting established players: The Peruvian haircare market was traditionally dominated by big industry giants. Amarás’ disruptive approach challenged the conventional way of developing products and marketing them in small countries like Peru. The brand’s success demonstrated that an alternative, consumer-centric approach could be highly effective.

Impressive results: The brand’s launch campaign, including a partnership with TikTok, garnered significant attention and engagement. With 240 million impressions and almost 14 million interactions, Amarás became known as the “TikTok shampoo brand.” Within months of its launch, the brand captured almost 10 percent of the market share, establishing itself as a major player in the industry.

Overall, the session highlighted the power of understanding and catering to consumers’ specific needs, leveraging local resources and challenging established norms to disrupt the market and achieve remarkable success.

Katherine Scarrow

Follow us @globemediagroup on Instagram, LinkedIn, and Twitter to stay in the know.

That’s a wrap: Five takeaways from Cannes Lions 2023

, , , , , , , , , , , 0

Every year, when the Cannes Lions Festival of Creativity ends, it’s the ideal opportunity to decode the trends in culture, technology, and creativity and analyze how they will affect business in the year ahead.


Karen Howe, founder of The Township Group serves on the Cannes Advisory Board for Canada, shares her highlights from Cannes 2023:

It’s already here

While we are busy wringing our hands about the role AI – specifically ChatGPT – will play in our lives, AI is already very much the thread that runs through much of the awarded work. Smart brands are harnessing it in numerous ways: MealVision uses it to track senior nutrition, while Nike captures the genius of Serena Williams for future generations in its AI-informed “Never Done Evolving” campaign.

But the sessions at Cannes revealed that the tension is one of intent. Will AI be the path to exponential creativity, as musician and entrepreneur will.i.am suggests, or a data-driven replacement for entire creative departments? All eyes are on this in the year ahead.

Untethering from cause

Brands have spent several years over-vectoring in the purpose arena. It’s no small surprise, given the wake of climate change, Covid, and a war in Eestern Europe. But purpose fatigue is our post-pandemic reality. We are all just so tired of earnestness that many brands, such as Mini, Ocean Spray and Doritos with its Triangle campaign, have turned back to humor and entertainment. I expect more brands to follow suit.

Crack the code

Media innovation continues to thrive: Figuring out how to use a media channel to its greatest potential is advertising magic. TikTok has found its rightful place in marketers’ hearts with “The Ad You Stay In” for Hilton Hotels. It showcases TikTok stars like Bomanizer and Paris Hilton and is delightfully long, because you stay in it, just like the hotel, and it works.

But I also saw the wonderfully clever creation of a new “media channel”: Skoda turned the backup cameras of its competitors into parking-lot deployed mini-billboards.

Samsung’s “Flipvertising” caught my eye because its genius is a competition awarding free phones by courting online tracking.

The age-old dilemma

The Cannes sessions continue to champion diversity and inclusion, as exhibited by the topics and speakers. Ranges of racial, gender, and sexual orientation are now well represented, as are those whose physical or cognitive abilities are compromised.

However, in the sea of work I reviewed, I recall but one case that addressed ageism, and it was Dove’s #KeepTheGrey. Given that we have an exploding and wealthy greying demographic, it remains the most overlooked opportunity. Smart brands, take note.

Oh! Canada!

A final note. What a glorious year for Canada. We won the most Cannes Lions ever, shattering the record set in 2019. And the next generation seems ready to claim its place on the podium, as our Young Lions claimed Gold, Silver, and had two shortlists – remarkable, given they competed against 444 teams from 70 countries. Let’s all take a quiet moment and pat ourselves on the back. Well done.

– Karen Howe

Sign up for the official Cannes Lions wrap-up report here.

Book Decoding Cannes Lions

“Decoding Cannes” is a fast-paced, one-hour presentation that offers equal parts insider intel and inspiration by Karen Howe – a Cannes judge, winner, and member of the Cannes Advisory Board for Canada. Karen brings the best of Cannes back to you and decodes how it will drive business in the year ahead.

https://www.thetownshipgroup.com/karen-howe-speaks

Cannes Lions 2023: Day 5 Wrap-Up

, , , , , , 0

As we bid farewell to the Cannes Lions, let’s take a moment to look back at the incredible accomplishments and captivating conversations that shaped this past week. From the impressive victories of the Canadian Young Lions in marketing and film to the eye-opening insights into Gen Z culture and the inspiring discussions on sustainability-driven marketing, the festival continues to shine as a platform for honouring creativity and innovation in our industry.


In this edition:

  • Canada shines bright
  • Is Cannes Worth It
  • The Gen Z Mindset
  • Patagonia’s purpose
  • Quote of the day
  • Not so spiky anymore

Young Lions claim gold and silver

Canadian Young Lions triumph at Cannes Lions with Gold and Silver wins in marketing and film categories, cementing Canada’s reputation as a creative powerhouse. In a high-pressure 24-hour challenge, MLSE’s marketing duo, Mike Miura and Ryan Grippo, along with the film team of Cory Hansen and Anthony Curran, showcased their brilliance by crafting innovative concepts under tight time constraints. Their goal was to create impactful campaigns that not only raised awareness about the climate crisis and an educational startup but also aligned with their brand’s objectives, prompting action and engagement.

The forecast is gloomy

Renowned trend forecaster Carla Buzasi analyzes the Gen Z culture to predict future consumer behavior. During her session, she revealed that a quarter of Gen Z believes they won’t recover from the pandemic, and 30 per cent see no solution to climate change. Some Gen Z individuals are anti-ad and anti-consumerism, preferring values-based indie brands. Amazon has responded by promoting small, maker-led businesses.

Contemplating the value of attending Cannes Lions

With the significant costs involved, industry leaders share insights on why they choose to participate, highlighting the festival’s ability to provide industry insights and foster valuable connections. Marketing Brew editors share perspectives from executives at companies such as the New York Times, Snap, and Pinterest offer further insights on the benefits of attending.

Uniting marketing and sustainability for positive change

Tyler LaMotte from Patagonia discussed driving the sustainability agenda from a marketing perspective at the Cannes LionHeart seminar. Patagonia, recognized with the prestigious Cannes LionHeart Award in 2014, has become a beacon of hope in addressing environmental challenges. LaMotte shared valuable insights on how Patagonia aligns marketing and sustainability goals, emphasizing the importance of purpose over profit.

The company’s leadership in the sustainable revolution exemplifies the power of purpose-driven marketing in creating positive change.

Quote

“We have truly raised the bar at this year’s festival. The work on display was bolder, more meaningful and more thought-provoking. It’s impressive to see how creativity not only moves people but also propels businesses forward.”

-Shannon Lewis, president of the Canadian Media Directors’ Council

Spike Lee on Nike’s Air Jordan Campaign and Levi’s

In a surprising turn of events, renowned filmmaker Spike Lee charmed audiences with his heartfelt anecdotes during a recent event. Joined by long-time friend and editor Barry Brown, Lee reminisced about their collaboration on the iconic 1986 Air Jordan campaign for Nike, featuring superstar Michael Jordan and orchestrated by Wieden+Kennedy. Their discussion also touched upon the Levi’s campaign, highlighting the wonderment and gratitude they felt for the artistic freedom entrusted to them. This serves as a powerful reminder of the profound impact that faith and creative freedom can have in shaping a brand that resonates with an entire generation.

Follow us @globemediagroup on Instagram, LinkedIn, and Twitter to stay in the know.

Patagonia: Leading the sustainability revolution

, , , , , , , , , 1

Marketing director Tyler LaMotte shares the strategies and initiatives that have positioned Patagonia as a leading force in the fight against environmental challenges.


At the Cannes LionHeart seminar, Tyler LaMotte from Patagonia took centre stage, discussed the company approaches and drives the sustainability agenda from a marketing practitioner’s perspective.

Recognized with the prestigious Cannes LionHeart Award in 2014, Patagonia has emerged as a beacon of hope in the battle against environmental challenges. Founded by Yvon Chouinard in 1973, the company’s commitment to making a positive difference in the world is commendable. Representing Chouinard, LaMotte shared invaluable insights into how Patagonia aligns marketing and sustainability goals, providing a glimpse into the future of this critical agenda.

As an ardent outdoor enthusiast and a dedicated supporter of Patagonia, I found this session truly captivating. The brand’s unwavering dedication to quality, durability, and eco-activism positions them as a frontrunner in the retail industry’s sustainable revolution.

Throughout the seminar, LaMotte emphasized the paramount importance of prioritizing purpose over profit. Patagonia’s success stems not only from their outstanding products but also from their unwavering commitment to practical approaches for advancing sustainability. They have proven that profit and purpose can coexist harmoniously, inspiring other brands to follow suit.

A key takeaway from the session is the profound impact of favoring quality over consumption. Patagonia challenges the prevailing culture of disposable fashion by encouraging customers to make mindful choices and invest in durable, long-lasting products. Their ethos fosters a sustainable mindset that transcends trends and promotes conscious consumerism.

Additionally, Patagonia’s visible activism and dedication to building strong communities solidify their position as an industry leader. They extend their commitment to environmental solutions beyond their product offerings, empowering individuals to take action and join the movement. Patagonia recognizes that addressing environmental crises requires collective effort and community engagement.

Patagonia serves as a prime example of how purpose-driven marketing can change entire industries and ignite positive change worldwide. Its unwavering commitment to sustainability reminds us that profitability and making a difference are not mutually exclusive but rather intertwined pillars of success in the new era of conscious consumerism.

Shannon Lewis

Follow us @globemediagroup on Instagram, LinkedIn, and Twitter to stay in the know.

Canada on track for record-breaking year

, , , , , , 1

Canadians make their mark, Gen Z reshapes the marketing landscape and big-name stars grace the stage.

 

The Home Stretch

Things get a bit blurry late in the week of Cannes Lions. It’s its own time zone. Yesterday we feted Canada’s ten Young Lions with pizza and rosé. Today we saw them take the podium as they picked up a Gold for Marketing and a Silver for Film. We also made the shortlists for the Media and Digital. Wow. Just wow. It was a very tough field of 444 teams from 70 countries spanning the globe and thus was a sweet victory. Congratulations to all, we are proud.

Speaking of wonderful, last night at the Martinez we celebrated Canada’s creativity with news that we are on track for our best year ever at Cannes Lions. Last year we placed sixth globally out of 78 countries for most awards won. Fingers are crossed for 2023.

The New Nihilists

Carla Buzasi, who is considered one of the world’s leading trend forecasters, keeps tabs on the Gen Z zeitgeist thru analysis of society, politics and culture. She interprets the shifts to predict how they may shape consumer behaviour in the next two years. In this rapid-fire session many facts emerged.

The mindset of the “New Nihilists” is that a quarter believe they will never recover from the pandemic, and 30 per cent think there is no answer to climate change. Grim. A contingent of Gen Z’s are increasingly anti-ad, anti-consumerism. Only values-based, indie brands make it onto their shopping list. Amazon tapped into this shift by increasingly showcasing a number of small, maker-led businesses. 

Your End of Week Celebrity Tally:

  • Rihanna + A$AP Rocky
  • Beyoncé + Jay-Z
  • Spike Lee
  • Halle Berry
  • Lorne Michaels
  • Kevin Hart
  • i.am
  • Lizzo
  • Florence and the Machine

Spike is not so Spiky anymore

Film-maker Spike Lee charmed me this morning. Now there is a sentence I never expected to type. He and his long-time friend and editor Barry Brown reminisced on stage and it was….enchanting. They recounted the breakout Nike campaign they did in 1986 for Air Jordan with superstar Michael Jordan, masterminded by Wieden and Kennedy.  In reliving the Levis campaign you sense their wonderment and gratitude and for the artistic freedom they were entrusted with. How interesting that that kind of faith results in work that defined a brand for a generation.

Hmmmmm. Let’s all take note.

Karen Howe

 Follow us @globemediagroup on Instagram, LinkedIn, and Twitter to stay in the know.

Cannes Lions 2023: Day 4 Wrap-Up

, , , , , , , , , 0

In this edition:

  • The purpose paradox
  • Battle of the Young Lions
  • The Big C campaign
  • Will AI steal your job?
  • Standout session

How purpose effectively fuels creativity

The concept of purpose in marketing has been a topic of debate, but Cadbury’s successful campaign at Cannes proved that purpose-driven marketing can drive performance. By focusing on spreading generosity and connecting with customers on a deeper level, Cadbury attracted 40 million new customers and added $1.4 billion in retail sales value. Adapting purpose-driven messaging to cultural contexts and leading with compassion are also essential for creating meaningful connections and impactful campaigns. Meticulous planning and understanding the human experience are key factors in crafting compelling purpose-driven marketing initiatives that leave a lasting impact.

A toast to Canada’s Young Lions

Capturing a moment of celebration at La Pizza Cresci, a popular hotspot by the scenic Cannes harbour. This photo showcases the annual lunch hosted by The Globe and Mail, honouring the 10 Canadian Young Lions winners. Joined by members of the Canadian Cannes Advisory Board, it’s a moment to unwind, connect and toast to the success of these talented individuals.

Earlier this week, the Young Lions competition unfolded. After a judging process that commenced yesterday, the winners will be unveiled on Friday morning.

Erasing the stigma of cancer at work

Imagine a world where cancer is no longer a taboo topic at work, where individuals battling this disease can openly share their experiences without fear or judgment. Now, the creative world has the chance to make this vision a reality. Publicis Group’s award-winning campaign, ‘Working with Cancer,’ invites you to help end the stigma of cancer at work.

Will AI kill your job or supercharge your creativity?

OpenAI’s DALL·E and other AI tools are shaping the future of creativity. Brad Lightcap of OpenAI sees AI as a means to enhance creativity, diversify ideas, and accelerate the creative process. While addressing concerns about job displacement, OpenAI remains committed to responsible development and setting limits for AI systems. Lightcap is optimistic about AI’s potential to accomplish extraordinary feats and fulfill its promises, such as finding cures for diseases and tackling global challenges. The discussion underscored the transformative role of AI in creativity and the importance of responsible implementation.

Standout session: Pinterest and the broken internet

Social media was intended to connect and inspire, but it has instead become divisive and distracting. The negative impact on mental health, especially among Gen Z, is a pressing concern. During a session at Cannes Lions, Pinterest’s CEO and CMO, Bill Ready and Andréa Mallard, emphasized the industry’s responsibility to fix the broken internet.

Excessive social media use has led to alarming consequences. Since the smartphone era began in 2010, in-person interactions among teens have been replaced by online engagement, resulting in rising rates of depression, suicide, anxiety and more. Social media algorithms exacerbate the problem by prioritizing negative emotions and maximizing view time, contributing to an addictive and emotionally draining experience.

Change is imperative and the industry must lead the way. The Inspired Internet Pledge unites tech companies and professionals to create a healthier and kinder digital space. The pledge emphasizes tuning for well-being, listening to user insights, and committing to openness in sharing positive well-being outcomes. By prioritizing emotional well-being, involving users in design, and redefining success beyond view time, we can transform social media into a platform that truly inspires and uplifts.

 Follow us @globemediagroup on Instagram, LinkedIn, and Twitter to stay in the know.

The purpose paradox: Lessons from Cadbury’s success story

, , , , , 1

How purpose can fuel effective creativity and why leading with compassion is essential for purpose-driven campaigns.

 

The concept of “purpose” has sparked a spirited debate in the marketing world, leaving brands wondering whether having a purpose is essential for thriving in the fast-paced 21st century or if it has diverted the attention of marketers from their core business priorities. However, the success of Cadbury’s goal to spread more generosity in the world proves that purpose isn’t just for the sake of having one—it’s purpose that drives performance.

At the Cannes festival, Mondelez, Ogilvy, and VCCP took us behind the scenes of a campaign that not only attracted 40 million new customers but also added $1.4-billion in retail sales value to the business.

During the session, the speakers explored how purpose can fuel effective creativity and discussed the strategic considerations of when and when not to use purpose in marketing initiatives.

One big takeaway was the importance of putting the customer at the centre. Instead of solely talking about themselves and their generosity, successful purpose-driven campaigns find ways to connect with customers on a deeper level. For example, Cadbury tapped into generous moments that resonated with their audience, embracing the universal desire for acts of kindness and compassion.

Another key insight was the need for differentiation. In a crowded marketplace, blending in with the competition is a grave mistake. Brands need to have the conviction to stand out. Cadbury’s campaign exemplified this principle by avoiding clichés and resisting the temptation to use excessive brand attribution. Purpose-driven marketing doesn’t always require grand gestures—it thrives on genuine connections with the audience.

The speakers also highlighted the potential for repurposing purpose platforms and positioning in different markets, while being mindful of cultural context. Cadbury’s success in India, where they tailored their purpose-driven messaging to the cricket premier league, showcased the power of adapting campaigns to resonate deeply within specific cultural contexts.

The session emphasized the importance of leading with compassion. Purpose-driven brands that genuinely tap into the human truth and show care for their customers forge profound connections that go beyond mere transactions. By infusing compassion into purpose-driven strategies, brands can create meaningful narratives that touch the hearts of their target audience.

Ultimately, the session underscored the crucial role of meticulous planning and understanding the human truth during the creative process. Taking the time to capture the essence of the human experience sets the stage for crafting compelling campaigns that leave a lasting impact.

Marcin Zerek

 Follow us @globemediagroup on Instagram, LinkedIn, and Twitter to stay in the know.

Load More