Creativity is the

BUSINESS GROWTH ENGINE

"The CMO agenda is the business growth agenda. Which means we need to drive impact, top line acceleration and return on investment."

Debora Koyama, Chief Marketing Officer, Europe, Mondelez International

This theme will investigate...

...the role of marketers to define how creativity can support both short-term activities and long-term brand equity, to have a better level of influence in the boardroom; and how creatives can support them in achieving sustained growth.

Creativity at Cannes Lions is far more than a 30-second ad. In fact, it’s hardly ever a 30-second ad. It’s a survival mechanism. Applied properly, it’s transformative. It solves big business problems. It requires complete organisational focus.

It is also arguably the best (sometimes only) way to drive non-incremental growth.

But, as you know, it requires a long-term, enterprise-wide commitment and often a complete re-engineering of business models, mindsets and culture. Marketers must define how creativity can support both short-term activities and long-term brand equity to have a better level of influence in the boardroom. We need to focus on the “marketing of marketing and creativity” in order to gain credibility; but this must always be backed by business results. Creativity needs a new vocabulary: one that resonates with the C-suite.

We will explore

  • Speakers and organisations who have used creativity to achieve sustained growth in highly-competitive categories and demonstrated its impact.
  • Design-thinking, data, technology and consumer insights powering impactful creativity.
  • How marketers have mastered the boardroom and the CFO relationship.
  • Best practice from creatives who are fluent in the language of business.

Learn how to be a true business partner rather than a drain on costs.

Some of the big questions are:

  • How can we define, identify, develop and ensure real, sustainable business growth?
  • What drives growth: is it penetration, engagement and/or reach, and is there a blueprint for success? What difference does creativity make in all of this? And what type of creativity works?
  • As marketers and business partners, how can we better tell the story of creativity and growth and balance it with automation and performance?
  • The big idea is great, but what about the business result? How can we demonstrate the efficacy of creative work by measuring what matters?