In an exclusive interview with BW Businessworld, WPPs Chief Creative Officer Rob Reilly discusses the importance of creativity as a growth driver & the big trends emerging at Cannes Lions Read More: https://lnkd.in/gUV26yrM Annurag Batra | Noor Fathima Warsia
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Geoff de Burca, Chief Strategy Officer, shares his insights on why full service has come full circle and discusses what the advantages and drawbacks are. Read the full article in Creative Salon Worldwide here 👉 https://bit.ly/4b4QqnO #AgencyModel #BreakthroughForBrands #NewCommunicationsEconomy
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The industry’s growing again – but between brands and agencies, juniors and execs, communication is broken. Did you know that 45% of creative partners say their working relationship with brand counterparts is difficult? Or that companies prioritising creativity this year are 6x more likely to predict growth? Get actionable insights from these stats and more, put them into action across your business, and drive creative growth in 2024. Download the State of Creativity from LIONS Advisory today | https://lnkd.in/ez9n__pw
LIONS State of Creativity 2024
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Brands who predict higher growth in 2024 are 6x more likely to prioritise creativity, and are actually 4.6x more likely to have a higher marketing spend than last year. Discover the views of 3000 marketers and creatives in our annual survey.
The industry’s growing again – but between brands and agencies, juniors and execs, communication is broken. Did you know that 45% of creative partners say their working relationship with brand counterparts is difficult? Or that companies prioritising creativity this year are 6x more likely to predict growth? Get actionable insights from these stats and more, put them into action across your business, and drive creative growth in 2024. Download the State of Creativity from LIONS Advisory today | https://lnkd.in/ez9n__pw
LIONS State of Creativity 2024
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One of the boldest presentations at the Cannes Festival was Mark Ritson's. In a packed room, Ritson questioned the true importance of creativity in advertising. His standout chart was bold: Cannes-awarded creatives from the past three years, measured by System 1, haven't outperformed the market average. This highlights a critical lesson: we often award creativity for its own sake, not its business impact. Cannes celebrates creativity, but Ritson's analysis challenges us to rethink our priorities. Creativity is important, but it's only one element of an entire marketing strategy and, when measured, is not one of the leading factors of success. #CannesFestival #MarkRitson #CreativityInAdvertising #BusinessImpact #MarketingInsights #RethinkPriorities
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The Constraining Choice article reminds us that constraint is the Challenger’s ultimate fuel. Where the natural first response to a lack of resource, experience or interest, is to lower the ambition. Challengers work hard to find the opportunity within the constraint, disrupting the status quo to find a more creative solution. Africa is no stranger to constraint. There is a significant need for entrepreneurship on the continent, which often requires 'anti-system' thinking: thinking like an entrepreneur, creating a supportive ecosystem, and overcoming the existing constraints. Yoco is a fantastic local example of doing precisely that. They set out to break free from the constraints imposed by the broader payment systems industry, serving a market of creators that was previously underserved by providing solutions that integrated them into mainstream commerce. (eatbigfish is brought to you in Africa, by Delta Victor Bravo) #TheChallengerProject #ChallengerBrand #ChallengerMindset
This week’s Challenger of the Week, The Ordinary, shows the power of a brand constraint in their new global campaign from Uncommon Creative Studio. Toby Brown and Liston Pitman discuss how challengers use constraints to their advantage in our new report: https://lnkd.in/egfWcEwW #thechallengerproject #challengerbrand #challengermindset
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As our very own CEO, Owen Rees, says, its about the pursuit of the three 'Rs': is it responsible? will it drive results? and does it enhance you (and your client's) reputation? Thanks so much LBBonline - Little Black Book for the inclusion in this feature!
As DDB co-founder Bill Bernbach famously said, ‘A principle is not a principle until it costs you money’. Some of the industry’s wisest leaders discuss how their businesses have been shaped by their principles, and the lengths they’ve gone to when standing by what matters most, writes LBB’s Josh Won Neufeldt. This piece features analysis from Funday's Jeff Dack; Riverside Entertainment's jeff molyneaux; Big Pig Production Co.'s Mark Delottinville; SLMBR PRTY's Sarah Donnenberg; Build in Amsterdam's Tim Weers; Scheme Engine's Alexander Kaplan; ByAssociation's Harriet Cauthery; Public Inc.'s Phillip Haid and The Maverick Group's Owen Rees.
‘It’s Not a Principle Until it Costs you Money’: Values Worth More Than their Weight in Gold | LBBOnline
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We've just published the 2024 Contagious Pioneers: our list of the most exciting, creative and innovative agencies on the planet. The ranking is created by analysing the campaigns our editors have selected over the past year, filtered from thousands of submissions from all corners of the globe. A huge congrats to the 8 winners selected -- you can read about them here: #creativity #campaigns #advertising
Contagious Pioneers 2024
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Check out the link below to read an article on Creativebrief, where our Group Impact Officer, Niki Hunter Ekins, shares her thoughts on whether brands are doing enough to consider cultural context within the work they do. 💭 https://lnkd.in/ej9e2P59
Are brands doing enough to consider cultural context within the work? | Creativebrief
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A recurring topic at this year’s Cannes Lions International Festival of Creativity I believe deserves our attention was the growing disconnect between agency fees and perceived brand value. Many brands voiced concerns that agency fees are too high while they view a lack of value in the work delivered. On the flip side, agencies argued that they are not being compensated enough for their efforts and creativity. Where is this disconnect originating and what could be a proper solution forward? This disconnect seems to stem from several factors: 🚩 Expectation vs. Reality: Brands may have high expectations for the impact of creative campaigns, sometimes unrealistic given budget constraints. 📊 Measurement of Value: There is often a lack of standardized metrics to measure the true value of creative work, leading to subjective evaluations. 🧐 Transparency: A lack of transparency in how fees are structured and how the value is delivered can cause mistrust and dissatisfaction. To bridge this gap, both brands and agencies could benefit from: 🤝 Longer-term Partnerships: Stronger creativity stems from longer-term partnerships, if brands embark on this they can lock in their fees multi-year. 📈 Value Metrics: Developing and agreeing upon the right standardized metrics to assess the value of creative work effectively. 💸 Transparent Pricing: Creating transparent fee structures that both parties understand and agree upon for better or worse. Addressing these issues collaboratively can lead to more successful partnerships and better outcomes for both brands and agencies. What are your thoughts on finding a middle ground in this ongoing debate? #CannesLions2024 #CEOinsights #CMOinsights #Marketing #Branding
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