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Cannes Lions 2014
This document discusses how marketing needs to change and adapt to the modern environment. It highlights three key characteristics of winning brands in 2020: big insights, purposeful positioning, and total experience. Brands that have big insights into customers and society through data, position themselves purposefully to create societal benefits, and deliver total experiences across all touchpoints will be the winning brands. The document also examines how marketing organizations need to change by becoming more integrated with other business functions, building new capabilities, and focusing strategically to drive growth.
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Cannes Lions 2014
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- 10. WHAT we doin Marketing has changed completely
- 11. … but HOWwe are organized has not
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- 13. 250 CEO, CMOand Agency Vision Interviews
- 14. 10,231 marketing participantsfrom 92 countries
- 15. The role ofMarketing
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- 19. ...to drive businessgrowth
- 20. M2020 article isnext Month’s HBR Cover Story Now: An Executive Summary
- 21. What does ItTake to Win?
- 22. Winning Marketing2020 brandcharacteristics Big Insights Purposeful Positioning Total Experience
- 23. Winning with Marketing2020 BigInsights Purposeful Positioning Total Experience
- 24. The Dove Brand RealBeauty Story
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- 32. Purpose based societalbenefits Big Insights Purposeful Positioning Total Experience
- 33. Dove Purpose To makemore women feel beautiful everyday Big Insights Purposeful Positioning Total Experience
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- 35. 30% 40% 50% 60% 70% 80% Q9 Market shareQ11 Lead generation Q13 Marketing efficiency Q14 Net promoter score Q15 Consumer engagement Q16 Revenue growth Q17 Marketing return on investment Q18 Brand health Impact of having a societally purposeful brand (Q3602) on marketing KPIs (current performance versus competition) With purpose Without purpose Purpose drives business growth Advantages to be achieved Big Insights Purposeful Positioning Total Experience
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- 40. Real Beauty PortraitsBig Insights Purposeful Positioning Total Experience
- 41. In the classroom Big Insights Purposeful Positioning Total Experience
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- 43. Organizing for Growth BigInsights Purposeful Positioning Total Experience
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- 45. Connect: Marketing is too importantto be left just to marketers 45 Big Insights Purposeful Positioning Total Experience
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- 47. Big Insights Purposeful Positioning TotalExperience Engineer less — Engage more @marketing2020EB
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- 49. Sao Paulo BarcelonaNewYork PragueCape TownTokyo Engage internally Big Insights Purposeful Positioning Total Experience
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- 52. Engage internally 72 43 47 84 60 63 40 50 60 70 80 90 I amproud of my brand’s purpose In our company we ensure that all employees are fully engaged with our brand purpose We continuously engage our consumers and customers around our brand’s purpose Under Perform Overperform Big Insights Purposeful Positioning Total Experience 52
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- 54. One Global Strategy BigInsights Purposeful Positioning Total Experience
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- 56. Big Insights Purposeful Positioning TotalExperience Orchestration & Integration
- 57. Founder — ChiefExperience Officer Big Insights Purposeful Positioning Total Experience
- 58. Collaborating more closelywith IT, Finance and HR % Always 18 14 3029 26 40 10 15 20 25 30 35 40 45 50 Marketing works closely with IT Marketing works closely with HR Marketing works closely with Finance Under Perform Overperform
- 59. SVP Marketing andIT Big Insights Purposeful Positioning Total Experience
- 60. CMO and Headof HR
- 61. New Marketing Roles BigInsights Purposeful Positioning Total Experience
- 62. Dedicated team Big Insights PurposefulPositioning Total Experience
- 63. Big Insights Purposeful Positioning TotalExperience Building Marketing capabilities drives growth
- 64. Over-Performers train more 46 29 0 20 40 60 %who receive >3 days of training per year Over-performers Rest Big Insights Purposeful Positioning Total Experience
- 65. From Digital Marketing to Marketing in adigital Age Big Insights Purposeful Positioning Total Experience
- 66. In Summary … Big Insights PurposefulPositioning Total Experience
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- 69. BUY ADS SELL MOREPRODUCT BUILD DISPLAYS MAKE PROFIT
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- 71. 17% WE SPEND MOREAND GET LESS 17% WALL STREET JOURNAL
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- 73. SMART PHONES PERSONAL PCs 20 40 60 20002007 2012 GLOBAL ANNUAL UNITES (MILLIONS) MOBILE IS THE NEW TV.
- 74. a lone game-designer canreach a world cup sized audience through his mobile phone.
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- 76. We can’t engage with consumersif we don’t live
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- 85. In Summary … Big Insights PurposefulPositioning Total Experience
- 88. 88 Developing & Embedding Strategy,Structure and Capability WHAT HOW WHY
- 89. HOLISTIC Strategic Marketing:RIGHT BRAIN & LEFT BRAIN WITH HEART
- 90. 90 Where we are SYDNEYCAPETOWN SINGAPORE LONDON NEW YORK MEXICO CITY SAO PAULO SHANGHAI AMSTERDAM TOKYO
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