BUSINESS GROWTH ENGINE
Debora Koyama, Chief Marketing Officer, Europe, Mondelez International
...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.
Learn how to be a true business partner rather than a drain on costs.
This year a series of eight original Theme Reports dig deeper and place our themes in the context of the wider creative landscape. Each report surfaces original research, relevant data and examples of best practice Lion-winning work, combined with commentary from market experts and global brand leaders.
New Theme Report asks if we are in for a decade of shattered budgets and clients obsessed with tech-driven results, or is the field wide open for more positive, collaborative change
Our next Theme Report delves into how technology and data can be fused into your creative work .
The first of our Theme Reports lays out the evidence behind our argument and digs down into the what, the why, the how and the ‘who’s doing it?’ of growth-driving creativity.
The second of our Theme Reports sets the scene on the recent industry shift back to brand and unearths insights into the real value of ‘long-termism’.