canneslions
Scott Larson knows how to sell ideas. As the current head of global brand marketing and creative for Salesforce and a former creative director at Facebook, Larson has led numerous campaigns, producing inspiring and award-winning content across traditional, digital and social media platforms. Yet, his approach to making successful campaigns is surprisingly simple. Euronews Business sat down with Larson at the 2024 Cannes Lions Festival of Creativity to learn more about his perspective on creativity and storytelling. “I'm happy as a creative. If you gave me a rock, I’d get so excited I'd lock my...
Euronews (English)
Consumers today are increasingly spending their money on experiences such as music events and travel, rather than on physical products. This trend, highlighted by research from the Mastercard Economics Institute, signals a significant shift in consumer behaviour. Beatrice Cornacchia, EVP of marketing and communications for Europe, explains that marketers need to rethink their go-to-market strategies in response to this ‘memory-making’ trend. “25 years ago Mastercard made a bold move. We said to people, ‘There's some things that money can't buy, for everything else there is Mastercard,” Cornacc...
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In a landscape where corporate communication often falls short and public trust in big business and governments is diminishing, the challenge for large organisations lies in navigating what to say and how to say it. This complexity is exacerbated by the rise of climate activists, political divisions, misinformation and a general apathy towards corporate brands. Richard Edelman, CEO of the largest public relations firm in the world (by revenue), said that despite these complexities, brands must lean-in and play an ‘offensive game’ to stay visible and relevant. According to the 2024 Edelman Trus...
Euronews (English)
Euronews (English)
Meta is no stranger to controversy. Last year, it was fined a record €1.2 billion for breaching EU data protection rules. Now the tech giant has paused the rollout of its AI assistant in Europe, after the Irish Data Protection Commission (IDPC) told Meta to postpone its plan to use data from Facebook and Instagram adult users to train large language models (LLMs). “We said, ‘It's sad that is your point of view. We believe it could be a different view, but you are the regulator.’ So, we pause everything and we have postponed some specific tools, what we call Meta AI, for the EU,” Laurent Solly,...
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Audiences will forget what they hear, but they’ll remember how they felt. Something that’s always on the minds of creatives attempting to pack a punch in advertising. It’s why funny voices, puns, sarcasm and other humorous techniques have been deployed over the years in a bid to stand out and engage consumers. But striking the right note in a globalised advertising market isn’t easy. “With so much content being created at the same time, that kind of avalanche of content we live in right now, finding that unique humorous voice can be tricky and it tends to get sanded down by focus groups and te...
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The music industry has always been a place for the application of pioneering technology. When the synthesiser was first created, though not everyone saw it as a real musical instrument, eventually it came to be accepted as a game changing tool in the evolution of music. In 2023, the iconic amp brand Marshall was sold to Swedish company, Zound for £325 million (€384.5 million). Earlier this year, Marshall Group CEO Jeremy de Maillard said that amps account for only 5% of the company’s revenue as the new focus is on digital amps and tools. With AI having the potential to radically change almost ...
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Created in 1971 by a young female copywriter in the US, the now infamous L'Oréal ‘Because I’m worth it’ slogan, affirming female worth, came at a time when men were dominating the conception of female-targeted advertising. “It was at the beginning of feminism in the US. And claiming the self-worth of a woman in an advert, it was really the first time it happened,” Delphine Viguier-Hovasse, Global Brand President at L'Oréal Paris, told Euronews Culture at the Cannes Lions International Festival of Creativity. “It has been building the whole story of [**L'Oréal Paris**](VivaTech 2022: Luxury gro...
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There’s been a lot of talk about personalisation and hyper-personalisation at this year’s Cannes Lions Festival of Creativity. As well as the drive by advertisers to strike up much more focused and targeted relationships with potential customers, with digital growth raising the game. Looking through a ‘personal lens’“Over the last 15 years, we've commissioned research into what makes a brand really meaningful. “What we've seen in the data is that actually there's a big shift back towards a personal lens on everything,” Joanna Lawrence, Global Chief Strategy Officer at Havas Media Network, told...
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“We say, you see tennis, we see data. You see golf, we see data,” Jonathan Adashek, Senior Vice President, Marketing and Communications, at IBM, told Euronews Culture at the Cannes Lions International Festival of Creativity. The technology company is combining today’s big data phenomenon with the power of AI to equip sportsmen and women with more in-depth insights on how they’re performing, as well as how they size up against their competitors. But it’s also helping to drive up the fan experience, offering more immersive, accessible and personalised experiences, amid heightened content expecta...
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