Every Chief Marketing Officer(CMO) will tell you that they learn at the Cannes Lions International Festival of Creativity.
They come away “inspired” and “provoked” to do better work, to do
things differently, and they feel empowered by the great work they see
and the illustrious speakers they hear.
But for CMOs looking to up their game in a more structured way other than picking and choosing presentations and reviewing the work, there is the CMO Accelerator Program for senior marketing leaders, as well as the Cannes Creative Leaders Program in association with the Berlin School.
Jim Stengel, former global CMO of Procter & Gamble PG +0.4%, led the Accelerator Program for its second year, which was attended by 18 marketers representing eight countries. And in a year when a special focus was placed on women in marketing by the Cannes organizers, including having more women on juries, it was interesting to note that over 75 percent of the delegates for the Accelerator Program were women. As Stengel said, “I like to make sure we have diversity in the kind of CMOs invited on to the course. We encourage them to share their successes and failures. We explore all the issues they are wrestling with.”
The three-day program featured a wealth of notable experts on a range of topics, including personalization, ‘always-on’ digital marketing, and the challenge of creating sharable content. A special ‘behind-the-scenes’ look at Creative Effectiveness and Titanium Winners provided invaluable insights from the creative leaders of Droga5, Wieden & Kennedy, and DAVID, the new division of Ogilvy & Mather created in Brazil that led the Dove’s Real Beauty Sketches work.
Veronica Beach, global head of production for DAVID led a particularly inspirational talk about how the Dove Sketches were conceived and created, and then how the campaign went global and viral – a campaign that won 19 Lions including a Titanium Grand Prix which was a first for Latin America in 2013. Beach said that the campaign could not be replicated, but one couldn’t help but wonder what would happen if you reversed it for men, sketching them the way they would describe themselves versus how others would describe them.
Stengel said he was particularly excited to have the Young Marketers from the Young Lions Academy (another training steam at Cannes) join the CMOs at the end of the week to talk about what they would like to see from senior marketing leaders. ”It was great reverse mentorship.”
Also present at Cannes this year was the Creative Leaders Program in association with the Berlin School of Creative Leadership.
This two-week course provides training on driving creative excellence
within an organization, and the course is split between the school in
Berlin and the Festival in Cannes where it taps into the Cannes Lions
content program.
The Creative Leaders Program featured an open house this year during the festival that was open to all delegates on Thursday for an exclusive seminar session entitled ‘Building New Strategies for Leading Creative Excellent’. The content focused on the shift away from traditional approaches to strategy associated with Harvard University’s Michael Porter to newer approaches built through consistently engaging and interacting with customers, such as the work done by Chuck Porter at Crispen Porter + Bogusky.
The Cannes Lions International Festival of Creativity returns in 2015 running from June 21 through 27.
But for CMOs looking to up their game in a more structured way other than picking and choosing presentations and reviewing the work, there is the CMO Accelerator Program for senior marketing leaders, as well as the Cannes Creative Leaders Program in association with the Berlin School.
Jim Stengel, former global CMO of Procter & Gamble PG +0.4%, led the Accelerator Program for its second year, which was attended by 18 marketers representing eight countries. And in a year when a special focus was placed on women in marketing by the Cannes organizers, including having more women on juries, it was interesting to note that over 75 percent of the delegates for the Accelerator Program were women. As Stengel said, “I like to make sure we have diversity in the kind of CMOs invited on to the course. We encourage them to share their successes and failures. We explore all the issues they are wrestling with.”
The three-day program featured a wealth of notable experts on a range of topics, including personalization, ‘always-on’ digital marketing, and the challenge of creating sharable content. A special ‘behind-the-scenes’ look at Creative Effectiveness and Titanium Winners provided invaluable insights from the creative leaders of Droga5, Wieden & Kennedy, and DAVID, the new division of Ogilvy & Mather created in Brazil that led the Dove’s Real Beauty Sketches work.
Veronica Beach, global head of production for DAVID led a particularly inspirational talk about how the Dove Sketches were conceived and created, and then how the campaign went global and viral – a campaign that won 19 Lions including a Titanium Grand Prix which was a first for Latin America in 2013. Beach said that the campaign could not be replicated, but one couldn’t help but wonder what would happen if you reversed it for men, sketching them the way they would describe themselves versus how others would describe them.
Stengel said he was particularly excited to have the Young Marketers from the Young Lions Academy (another training steam at Cannes) join the CMOs at the end of the week to talk about what they would like to see from senior marketing leaders. ”It was great reverse mentorship.”
Palais des Festivals, photo courtesy of Getty Images
The Creative Leaders Program featured an open house this year during the festival that was open to all delegates on Thursday for an exclusive seminar session entitled ‘Building New Strategies for Leading Creative Excellent’. The content focused on the shift away from traditional approaches to strategy associated with Harvard University’s Michael Porter to newer approaches built through consistently engaging and interacting with customers, such as the work done by Chuck Porter at Crispen Porter + Bogusky.
The Cannes Lions International Festival of Creativity returns in 2015 running from June 21 through 27.
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