Marisa Pierron’s Post

The countdown has begun! Join us THIS Wednesday as we get ready for the best week of the year in both advertising and the french riviera! We're talking about everything you need to know about packing, planning, and conquering your week at Cannes! Register to join us for this informational session through the link in the comments! #cannes #events #advertising #marketing #canneslions

Being on the ground at Cannes Lions International Festival of Creativity, here’s my initial dispatch: In 2010, Cannes Lions dropped the word “advertising.” It made sense at the time because there were starting to be so many new forms of advertising that didn’t fit the old mold. Branding-wise, I believe it was a great positioning move. Since then, the festival has grown tremendously. It now attracts so many people from so many different job functions and companies, not just agencies and production companies. So many new categories have been added also. Naturally, I thought there would be way more creative work entered into the show. Not so. Almost 40% less creative work. Does that mean this industry is now less about the work and creativity? Creatives used to own the word creativity. That may have been true in the context of advertising. However, in a borderless, always-on world where anyone can create, creativity no longer belongs to creatives only. I made this point to a strategist friend of mine near the Croisette today. He said candidly. It never did. #CannesLions #creativity #advertising

Never much mention in these articles about people not being invited back to judge again if they speak their mind about the work. Or they point out the collusion and fraud rampant in the award shows circuit. SEC take note. It's a small part of why I quit the 'industry' – though there really are some great people and ideas left (up in the rarest crema part), it's mostly become an engineering and accounting industry and it's getting a bit..."too hyper" and interconnected with other industries for quite many of us. And really, though real peer recognition is great - especially for craft – it's just become too clear the role the shiny awards play in keeping us all distracted from the harsh reality of how our world is working. "Well, what can we do?" is basically what thousands of people say when we all go "yeah, we know." Well, what have you been saying with YOUR mic? We always knew they'd come to gut the real creative departments first. I'd rather work with a real storyboard artist any day than the homogenous templates and ai bullshit now permeating the industry – and industries – at large. Farm or be farmed? How about them seeds...? It's becoming an autotune, lease-our-lives, pay-ahead-as-we-go panopticomic con and I decided to try something different. I'll walk away with my last award. Scriptwriting Gold. You can decide if it was worth it. I creative directed that project. I could've contacted them to change the credentials. But really, it's already on the record. Judge work for what it really is. That's all that ever matters. Sorry to self promote on here by pointing to my last award but hey, I know my job and I do it better than a lot. Not all. But a lot. Just need to edit better. Working on it. On what? It. What is it?

Cannes Lions has its own ‘walled garden’ – but is it a bug or a feature? In my final column covering this year’s festival, I ask why there is still a (very physical) disconnect between the creative and media industries here in Cannes - and why creativity isn't just a realm for the ‘big ideas’ visionaries. With even the Lions judges themselves saying that the standard of some entries “just wasn’t exceptional” and with creatively awarded ads now performing ‘average’ compared to previous years, do we need a rethink on what modern marketing creativity actually is? And is this a way to build a more joined up festival next year? Read my full column in the comments below, FREE TO READ today alongside my five daily travelogue articles written on the ground in Cannes Lions 2024. Just login or create a free account for early bird access to all 6 articles. Thank you to... Hugh Stevens, LiveRamp, Orlando Wood, System1, Sir John Hegarty, The Garage Soho, Charlotte Rawlings, Campaign UK, Andrew Tindall, System1 ...for their input and/or inspiration in writing this article. Joseph Arthur Jyoti Rambhai Reem Makari Celine Yaseen Samantha Johnston Jess MacDermot #performancemarketing #canneslions #marketing #creativity

It's almost time for Cannes Lions Festival of Creativity.   For most attendees, the event is about toasting the efforts of creative departments, and getting a few deals underway (with some employing an approach of rosé-powered persuasion).   I love Cannes because it's a bellwether for the ad industry - and for business more broadly.   This week I wrote a column for The Drum about that very thing.   You'll find the link - as always - in the comments.   #cannes #advertising #creativity #ape

Heading to #canneslions next week ? Let's meet to talk about the current & future #adtech industry challenges as well as solutions to help you boost your yield while improving UX and ads quality on your medias ! Send me a DM or book a time slot in our agenda https://lnkd.in/gmk2QFdq #canneslions #advertising #adtech #programmatic

I am in the throes of Cannes FOMO, not because I just wanted to go, but because I wanted to have work in the show. I can’t shake it. I'm VCU Brandcenter, through and through. So, I’m OPEN FOR WORK again as a creative. In 2015, I told Cindy Gallop and the audience at the The 3% Movement that “I wouldn’t work for a job that didn’t work for me.” But, it still holds true. To the agencies and brands, I say: 1) LOVE ME, OR LEAVE ALONE: I am many things. I’ve been advised multiple times (and it was likely correct) to leave more than half of myself at the door, when looking for a creative leadership role. But, nah. I am who I am. I’m also way too seasoned to be a CD, but not seasoned enough to be a CCO (although some of my ad peeps say otherwise.) In addition to creative direction and copywriting, coaching is my superpower. A DEI perspective is more important than ever. And, travel is life. And, all of this makes me an exceptional people leader. 2) PAY ME: I’m a blessing, not a bargain. This is my 25th year in the industry. I know what I'm doing. I know what people make and most importantly, I know what I’m worth. I bring a lot to organizations because there’s no one else quite like me. See point 1. 3) DON’T BULLSH*T ME: If your leadership is more interested in optics than my talent, I’m not the one. I want to be OF USE because of my difference, not USED FOR my difference. The latter is a form of tokenism and I have walked off a gig because the intent was to use me as a figurehead. I am many things, but a token is not one of them. See point 1. 4) NYC IS NOT A DEALBREAKER: I’m open to 2-3 days hybrid, as long as I can get back to NYC as often as possible, preferably each week. *Adds mom of two teen girls to the list of things I am.* 5) DON’T DAWDLE: Returning to the ad business is like reconsidering a bad relationship. Will it really be different this time?? Probably not. So, let's not waste any time. This Cannes halo effect may dissipate as quickly as it appeared! Go ahead, judge me: https://thebrownscribe.com #CannesFOMO #PutItOutThere #SeeWhatComesBack

Attending Cannes Lions International Festival of Creativity this year? Keep 30 mins on Tuesday mng free & come over to the Forum stage. Gautam Reghunath and I ragebait on Pricing Creativity - the karma, curse and cure to our strangely priced industry. On how we got here over 6 decades. On what the employee-hour based pricing has done to us. Why it's at the core of every other issue the industry faces. And what cures for a confident, high-risk, high-growth future for advertising actually looks like. PS - We MIGHT also dish out free beer as part of the act 🍻 https://lnkd.in/gGZfWfUa

What’s #DeloitteDigital Creative Director Shamel Washington’s top advice for fellow jurors heading into the #CannesLions2024 deliberation room? 📣“Advocate for the work you truly believe deserves recognition because it can change someone’s life.” Washington, a 2024 Pharma Lions juror, shared thoughts about his upcoming judging duties with SHOOT Magazine / SHOOTonline : Q: What have you learned from your prior experience at Cannes that you will apply to this year's tour of duty? ✅ That no matter how much time you are spending reviewing a piece of work, keep in mind that the creators spent so much more time creating it. Q: What’s the appeal of serving on the Pharma Lions Jury? ✅ We are in the midst of a creative renaissance in the pharma field. Campaigns are getting bolder and the skill level is on par with any other category in the field. Q: What’s your take on the value of the in-person jury room dynamic? ✅ I love hearing how other jurors perceive work and how it aligns (or clashes) with my perception. Q: How does judging a competition like this inform you and your agency? ✅ It furthers my appreciation for the process of getting an idea to the award show level. We must always find new and innovative ways to keep jurors engaged and break through the clutter. Read Washington’s full interview in SHOOT Online ➡️ https://deloi.tt/4ebO2h6 See you soon at Cannes Lions International Festival of Creativity!

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