Cannes Lions Live Day 4: Industry reflects on effects of COVID & post-pandemic reality

On the awards front, Procter & Gamble took home the Brand Marketer of the Decade Award

e4m by Misbaah Mansuri
Updated: Jun 26, 2020 9:39 AM

On day 4 of Lions Live, the industry addressed issues like retaining creativity, the post-lockdown world and the roadmap for brands and agencies from here on to navigate this volatile landscape. The day kicked off with Saatchi & Saatchi New Directors' Showcase celebrating 30 years of New Director talent highlighting the past and looking to the future. On the awards front, Procter & Gamble took home the Brand Marketer of the Decade award while Wieden+Kennedy Portland was awarded Independent Agency of the Decade.

 Industry mavens-Izzy Farmiloe, Priya Matadeen, Fred Paginton, Ahmad Swaid shared insights from the global report, The Era of Monomass. They presented a comprehensive view on the seismic shifts that are taking place within brands, in the media, and for people. The extensive study went on to show how the world is changing, offers a reflection on what was, and shares insight into what's next in a fluctuating landscape for brands and media.

Every year at Cannes Lions each Jury President is asked to put together a President’s briefing for their jury - a set of guiding principles used to assess every piece of work. Looking ahead to 2021, Simon Cook, MD of Cannes Lions invited the President of the Outdoor Lions, AlmapBBDO's Luiz Sanchez to share what that briefing looks like and how the category is set to evolve in response to changes in the wider world at present. Sanchez shed light on the new trends he's keeping an eye on, and looked back at some of the award-winners that moved the industry forward, helping set the standards of exceptional creativity that the Outdoor Lions demand today.

Next up was VICE TV presenting a Lions Live special episode of its primetime show, NO MERCY, NO MALICE with Professor Scott Galloway. Galloway looked at the implications of Coronavirus on society, the markets, and business. Through the lens of the "Four Horsemen" - Amazon, Apple, Facebook, and Google - Galloway unpacked how industries including retail, media, healthcare, and technology will be impacted by COVID-19.

To be sure, the coronavirus pandemic has exemplified how crises most aggressively affect those most vulnerable. Minorities globally suffer the most but are supported the least. Taking on the topic, industry maestros like Luis Miguel Messianu, Claudia Romo Edelman, John Leguizamo, Ivanette Bonilla, Jeronimo Escudero, Pepe Aguilar, Lisette Arsuaga came together to discuss how through unity, creativity and a sense of purpose, minorities can emerge stronger from crises. This session showcased how a creative idea allowed the Hispanic community to unify, to emerge from the shadows, and to support their recovery from the global COVID-19 pandemic. It overviewed how cultural insights are transformed into relevant communication for Hispanics and minority groups to reach, impact, and support multicultural segments, both in response to the crisis, but also how it can be implemented in general marketing efforts.

Tumultuous times marked by the deadly viruses of COVID-19 and racial injustice seem to have unmasked grave disparities in our society. In this discussion, Monique Nelson, chair & CEO of UWG, the longest-standing multicultural marketing and advertising agency in the United States discussed how creativity is more necessary than ever to accomplish justice, equity, and change. In that spirit, Nelson brought together key members of her team who shared their ideas, insight, and inspiration in our journey towards progress.

One of the most awaited sessions of Lions Live was on day 4 featured Cannes Lions Chairman, Philip Thomas, leading a debate with five industry leaders from across the globe on how our industry will emerge amidst the humanitarian and economic crisis that the world is grappling with. It brought Jean Lin, Global CEO - Creative, Dentsu Aegis Network and Global Executive Chairman, Isobar, Mark Read, CEO, WPP, Lorraine Twohill, Google’s Chief Marketing Officer, David Droga, Founder and Creative Chairman of Droga5, and Steve Stoute, Founder and CEO of UnitedMasters and Translation discussing subjects like how will creativity retain centre stage and how great talent can be attracted and retained. Furthermore, they deliberated on the future of the agency model and where social media goes on from here.

A new study ‘Entertainment in a New World’ from Vivendi Brand Marketing revealed that for 77% of people, entertainment was a priority to get them through the Covid-19 crisis. The global study shed light on people’s changing entertainment habits during confinement—and crucially, explored what the future could look like for entertainment in a post-lockdown world. 

Maria Garrido, SVP, Brand Marketing, Vivendi and Chief Insights Officer at Havas made key predictions about gleaming opportunities for brands regarding new spaces in entertainment.

Next up was Dana Anderson, Chief Transformation Officer of MediaLink and long-time CMO, in conversation with Katie Riccio Puris, CMO, TikTok finding out what the company is focusing on now, how they're managing remote leadership in lockdown and whether the world of marketing will really change forever.

Another insightful session had Cleve Gibbon, Chief Technology Officer North America, and Daniel Bonner, Global Chief Creative Officer, Wunderman Thompson sharing some examples of brilliant creative work that has inspired them from across the globe and addressing how the last few months have unleashed a flurry of creativity as brands, businesses and communities have had to adapt to unprecedented challenges.

Ann Mukherjee, Chairman and CEO North America, Pernod Ricard spoke with Philip Heimann, Chief Marketing and Growth Officer Worldwide, Ogilvy to discuss what a jury judging creative work looks for and what work should win, as well as what actions Pernod Ricard is taking in the fight against racism and to support future female leaders. Meanwhile, Sinead Burke, Writer, Academic, Influencer and Activist and Christina Mallon, Inclusive Design Lead, Wunderman Thompson spoke with Ella Kieran, Editor, WPP TV about how to tackle the lack of inclusivity within the fashion and design industry and the importance of having people with disabilities in the conversation.

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