{"id":301098,"date":"2020-06-22T04:00:00","date_gmt":"2020-06-22T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/no-cannes-do\/"},"modified":"2025-05-21T16:47:41","modified_gmt":"2025-05-21T16:47:41","slug":"no-cannes-do","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/no-cannes-do\/","title":{"rendered":"No Cannes Do! (Virtual) Conversations for Cannes Lions 2020"},"content":{"rendered":"

Usually at this time of year, the who\u2019s who of creativity and advertising would be descending on the south coast of France. For 2020 however, the coronavirus pandemic has meant that the Cannes Lions festival is postponed until June 21-25, 2021. The decision to postpone this event was inescapable. Certainly, the cornucopia of creativity that would have been courting the coast could well have socially distanced, ros\u00e9 in hand. But much of what makes Cannes \u201cCannes\u201d is the social element, with networking at its core.\u00a0<\/span><\/span><\/span><\/span><\/span><\/p>\n

And so, following in the footsteps of grocery shopping, family gatherings and, yes, advertising, the Lions festival has gone digital. But what would we have experienced were we on the Croisette this year? Let\u2019s explore…<\/span><\/p>\n

It\u2019s all about brands<\/b><\/h4>\n

Of the festival\u2019s eight content themes, three are specific to brands. Cannes Lions\u2019 organisers rather eloquently state that \u201c<\/span>amongst the current obsession with clicks and impressions, brand-building and long-term brand health has been neglected<\/span>.\u201d Corporate responsibility is a key part of this brand-building endeavour. Now we\u2019re not here to say that impressions don\u2019t matter – that would be like the ice cream seller telling you to watch \u2018Cowspiracy\u2019. But it\u2019s clear that in today\u2019s society, opinion matters as much as outcomes. And the halfway point of 2020, there\u2019s already a lot to think about.\u00a0<\/span><\/p>\n

We believe that Cannes content would likely have focused on brand responses; the good, bad and ugly. Agencies and advertisers would debate how businesses can pivot to a world where consumers immediately look to (read, judge) the response of their favourite brands. We may even be so bold as to compare this scrutiny towards brands, to how we examine our governments.<\/span><\/p>\n

Back to the Croisette\u2026 Instead of brands doing panels and presentations on successful creative and ingenious campaigns, brands this year would be discussing their future. How could they be on the right side of history and go from corporate conglomerate to a considerate cort\u00e8ge. Technologies, such as <\/span>contextual targeting<\/span><\/a>, offer brands control over where they appear online. With technology on their side, now more than ever, brands should have the confidence to lead on responsible advertising, and be a force for good over the next decade.<\/span><\/p>\n

Once Upon a Time in ad land<\/b><\/h4>\n

Times have changed and the CEO is no longer the only powerhouse in the boardroom. With CMOs now taking centre stage in business, storytelling is at the forefront of strategic planning.<\/span><\/p>\n

No longer do people pack out conference halls to hear all about how \u201cBrand A\u201d beat \u201cBrand B\u201d by buying out every billboard in Piccadilly Circus. No, what brings in the crowds now is turning the consumer into a champion for your brand, organically and honestly, without having them on the payroll. It often boils down to the simple algorithm of nostalgia – why do people look back with a smile on their childhood days? Because of how it made them feel, and the stories that bring them to life. Advertising is no different. Brands try to recreate our story\u2026 even if that story is to get people to buy ballpoint pens.<\/span><\/p>\n

Storytelling is the new billboard.<\/span><\/p>\n

The future isn\u2019t now, but it\u2019s near<\/b><\/h4>\n

We often talk about change, but we never really hear about what <\/span>shouldn\u2019t<\/span><\/i> change.<\/span><\/p>\n

Both a curse and glory of our industry is that digital <\/span>is<\/span><\/i> ever-changing. It means that we can innovate, and then innovate our innovation, and so on and so forth. We hear more about change at Cannes than we do about who met Fatboy Slim at the Spotify party. This year, however, we see the conversation would have revolved around what should remain unchanged, such as:<\/span><\/p>\n