"If you leave creativity behind, you are leaving some measure of effectiveness behind too."
Wendy Clark, Former President of Sparkling Brands and Strategic Marketing, Coca-Cola North America
The Creative Clients Experience at Cannes Lions
Until just over a decade ago, Cannes Lions was chiefly considered the domain of creatives and advertising agencies. Then, when Unilever and Procter & Gamble (at the time the two biggest advertisers in the world) started coming too, they paved the way for an influx of clients.
Now, one in four delegates who come to Cannes are client-side; part of an eclectic mix that also includes developers, entertainers, producers, data scientists, publishers, technology providers and financiers. But why do they go?
"Creatively awarded work gives 54% higher ROI than non-creatively awarded work. It doesn’t take a genius to figure out that more awards is better for business. "
Matt Biespiel, former Senior Director of Global Brand Development, McDonald’s
Great clients want to win Lions, and in order to win, they need to put creativity at the heart of their marketing capability and culture. For these clients, the Festival is considered the pivotal point in their marketing excellence programmes. It's no coincidence that in recent years, we’ve seen a sharp increase in clients who enter directly instead of via agencies.
Brave clients come to the Festival
How creativity has transformed businesses – through campaigns, products and partnerships
To find out
How to adopt measures of creativity into their marketing performance metrics
To have ideas and build partnerships
That can drive change throughout their businesses, year-round
To incentivise and develop
Their best talent to set the creative standard
To seek out
Investment opportunities, new technology platforms and alternative ways of working with a new breed of suppliers
Cannes for clients
The Festival is packed with inspirational talks, hands-on learning and smart networking events for all delegates to take part in. Some of these are especially popular with marketers, and others have been created exclusively for those on the clientside.
The two main keynote stages feature in-depth and exclusive presentations from major clients. The 2017 line-up includes Avery Baker, Chief Brand Officer, Tommy Hilfiger; Pam El, Chief Marketing Officer, National Basketball Association; and Keith Weed, Chief Marketing and Communications Officer, Unilever.
‘Wake up with the Economist’ is a daily panel on the Cannes Lions Beach, which features three CMOs from a broad range of industry sectors. Together with The Economist, panellists share personal perspectives on the value of creativity in the challenges they face.
The course equips rising stars with the tools they need to develop effective client-agency relationships, to navigate the ever-changing nature of communications practice and to understand the role of the marketer, and indeed brands, in the wider commercial and cultural context.
Stepping up into a senior management role requires a well-rounded yet comprehensive knowledge of every area within creative communications, as well as the ability to develop and lead an efficient team. This five-day professional qualification is designed to help hone skills in everything from selling creativity to strategic leadership.
The course is designed to give a whole new perspective on the future of marketing, and equips marketing directors and SVPs with the tools they need to create 24/7 content strategies, build brand equity and raise the impact of marketing around the boardroom table. It's led by Jim Stengel, former global CMO of P&G.
This Lion recognises a Lion-winning campaign that has had extraordinary commercial success. It's announced on Friday 23 June. The jury president this year is Jonathan Mildenhall, CMO of Airbnb.
"My marketing leaders are P/L owners. I wouldn’t let them out of the office for anything if I didn’t know it was absolutely essential."
A chief marketing officer at a global telecommunications company
The Creative Clients Experience
We understand that a trip to Cannes is a big commitment. That’s why, in response to feedback from clients like you, we’ve developed a new package for 2017 to give you peace of mind about getting the best possible value out of your trip.
For five people or more
Pre-event planning call
With one of our team: to build a super-relevant itinerary that fits with what you need creatively, right now
Two, four and eight-day options available
12 months' access to the Cannes Lions Archive
Containing all talks since 2011 and all submitted work (not just shortlist and winners) since 2001
Personalised post-event debrief presentation
From the one of the Cannes Lions Executive team. Your choice of either Festival themes and key trends - what’s now and what’s next; or How to Win a Lion - what’s winning and why in your sector
Bespoke services and added extras
To build the most valuable experience for your team
Of shortlisted work in your sector
To get involved or to find out more about the Creative Clients Experience at Cannes Lions 2017, contact:
Business Development Director
T: +44 (0)203 033 4086
M: +44 (0) 7568 104 022