Where Are The Jetpacks!? Cultural Experience Marketing and The Digital Revolu...Eric Shutt
As technology and marketing evolve, people are starting to question the role that digital plays in our lives - and the value it adds to real life experience in providing purpose and value.
At the intersection of this transformation in digital are the disciplines of Cultural and Experience Marketing. Only by breaking past established ways of thinking can agencies and brands continue to deliver true value, meaning and purpose to clients and customers.
In this presentation, we’ll explore the convergence of current trends, new approaches, and how to incorporate it all into your strategic planning to be ahead of the game in the years to come.
By the end, you’ll be able to:
1) Understand how the core principles of Cultural and Experience Marketing can guide digital planning.
2) Evaluate the fundamental value and purpose that people get from your Brand.
3) Identify and understand current gaps in your strategic and tactical marketing approach.
4) Apply different types of strategic thinking to content, creative, and campaign planning.
5) Be able to identify and become a true Cultural Experience brand.
+++
More @ http://SummitX.co
The End of Normal: When Brands and Memes CollideBackslash
How can brands compete for attention in a world dominated by Tide Pods and Yodel Boy? Backslash speaks with TBWA's Chris Garbutt, McDonalds' Colin Mitchell, Cultural Connoisseur Sean Monahan and the Co-Founders of Meme Insider.
Cannes 2018: Six Takeaways from the Festival of CreativityHavas
This year’s Cannes Lions Festival took a back-to-basics approach with a renewed spirit of creativity. It was a smaller festival but, still filled with big ideas.
Here are our major takeaways.
A New Brand Strategy For A 2.0 World.
This document focuses on cultural tension strategy and grassroots marketing as tools of implementation in a new media world shaped by consumer activism.
It shows a systematic way to embed culture in the strategic process and demonstrates its financial value.
Where Are The Jetpacks!? Cultural Experience Marketing and The Digital Revolu...Eric Shutt
As technology and marketing evolve, people are starting to question the role that digital plays in our lives - and the value it adds to real life experience in providing purpose and value.
At the intersection of this transformation in digital are the disciplines of Cultural and Experience Marketing. Only by breaking past established ways of thinking can agencies and brands continue to deliver true value, meaning and purpose to clients and customers.
In this presentation, we’ll explore the convergence of current trends, new approaches, and how to incorporate it all into your strategic planning to be ahead of the game in the years to come.
By the end, you’ll be able to:
1) Understand how the core principles of Cultural and Experience Marketing can guide digital planning.
2) Evaluate the fundamental value and purpose that people get from your Brand.
3) Identify and understand current gaps in your strategic and tactical marketing approach.
4) Apply different types of strategic thinking to content, creative, and campaign planning.
5) Be able to identify and become a true Cultural Experience brand.
+++
More @ http://SummitX.co
The End of Normal: When Brands and Memes CollideBackslash
How can brands compete for attention in a world dominated by Tide Pods and Yodel Boy? Backslash speaks with TBWA's Chris Garbutt, McDonalds' Colin Mitchell, Cultural Connoisseur Sean Monahan and the Co-Founders of Meme Insider.
Cannes 2018: Six Takeaways from the Festival of CreativityHavas
This year’s Cannes Lions Festival took a back-to-basics approach with a renewed spirit of creativity. It was a smaller festival but, still filled with big ideas.
Here are our major takeaways.
A New Brand Strategy For A 2.0 World.
This document focuses on cultural tension strategy and grassroots marketing as tools of implementation in a new media world shaped by consumer activism.
It shows a systematic way to embed culture in the strategic process and demonstrates its financial value.
Killer Content Marketing for Boring BrandsAran Jackson
10 tried and tested tips & tricks to make any ‘boring’ brand shine…and then some!
What will this ebook do for me?
• Teach you how to create a marketing masterpiece for your wallflower brand.
• Give you 10 actionable content tips for success.
• Spark your creativity and get you thinking outside the box
• Give you stats to fire your content campaigns.
POV: How to be a broadly relevant lifestyle brandJillian Hart
Here is a quick POV and best practices for brands who are looking to become more relevant with consumers while still maintaining luxury status.
published by www.ihartjillian.com
The best you can do to learn how to win an award is to review campaigns which have already won. So find here winning PR programs from last years at Cannes Lions, D&AD and CLIO. Listen and learn.
A 2017 trends document created collectively by the Planning department at TMW Unlimited. I oversaw the production of the piece and co-authored two of the six thought pieces around the areas of 1) Automation and 2) Diversity
Cultural Strategy Battle School - iStrategyLabsEric Shutt
Cultural Brand Strategy is the link between creative and strategy that can elevate brands, campaigns, and creative work to achieve a culturally iconic status. These creative executions side-step conventional marketing value propositions and categorical benefits — in favor of positioning Brands to address, disrupt, and resolve specific cultural tensions in a social context. Often ‘snuck in’ by agency creatives and missing from explicit client creative direction — learn the basics of how to identify, create and execute on creative strategy in a new way.
Theory and sources by Douglas Holt & Douglas Cameron; 'Cultural Strategy' & 'How Brands Become Icons'.
3 Lessons for Brands
Technology killed cheating.
Weaknesses are your greatest strengths.
Brands with purpose do better.
3 Lessons for Agencies
Agencies need more diversity.
Strategy is knowing what not to do.
Modern creativity demands collaboration.
Bonus Lesson
Take risks to stand out.
The old brand model, which advocated the creation of an external brand image to influence consumers, is a thing of the past. We think it’s time to do things differently. So, we wrote this whitepaper drawing upon the anthropological concept of culture to introduce a new model for brands. We argue that its time for true values to replace the external brand image. In other words, looking good is no longer enough. To compete in today’s fast paced landscape, brands must be better from the inside out. We call this new model Brand Culture—and we think it has the potential to transform companies into truly amazing brands.
Human to Human: The New Imperative for Creative SustainabilityArya Davachi
In 2020, NeueHouse and leading creative agency TBWA\Chiat\Day led a 6-week think tank comprised exclusively of NeueHouse Members and TBWA\Chiat\Day staffers, exploring the idea of Creative Sustainability — preserving and expanding our personal creative energy and a continued push for innovation in creative thinking.
This seminar series led to the creation of our Human to Human whitepaper.
- We surveyed 750 U.S. creatives from different backgrounds to understand their perceptions of diversity and inclusion in education and the workplace. We also spoke to 10 thought leaders from the creative industry, community and in education to get their unique perspectives. Read more and share your own actions using #CreativityforAll. For more information, check out our blog post: https://blogs.adobe.com/creativecloud/building-the-case-for-diversity/
Killer Content Marketing for Boring BrandsAran Jackson
10 tried and tested tips & tricks to make any ‘boring’ brand shine…and then some!
What will this ebook do for me?
• Teach you how to create a marketing masterpiece for your wallflower brand.
• Give you 10 actionable content tips for success.
• Spark your creativity and get you thinking outside the box
• Give you stats to fire your content campaigns.
POV: How to be a broadly relevant lifestyle brandJillian Hart
Here is a quick POV and best practices for brands who are looking to become more relevant with consumers while still maintaining luxury status.
published by www.ihartjillian.com
The best you can do to learn how to win an award is to review campaigns which have already won. So find here winning PR programs from last years at Cannes Lions, D&AD and CLIO. Listen and learn.
A 2017 trends document created collectively by the Planning department at TMW Unlimited. I oversaw the production of the piece and co-authored two of the six thought pieces around the areas of 1) Automation and 2) Diversity
Cultural Strategy Battle School - iStrategyLabsEric Shutt
Cultural Brand Strategy is the link between creative and strategy that can elevate brands, campaigns, and creative work to achieve a culturally iconic status. These creative executions side-step conventional marketing value propositions and categorical benefits — in favor of positioning Brands to address, disrupt, and resolve specific cultural tensions in a social context. Often ‘snuck in’ by agency creatives and missing from explicit client creative direction — learn the basics of how to identify, create and execute on creative strategy in a new way.
Theory and sources by Douglas Holt & Douglas Cameron; 'Cultural Strategy' & 'How Brands Become Icons'.
3 Lessons for Brands
Technology killed cheating.
Weaknesses are your greatest strengths.
Brands with purpose do better.
3 Lessons for Agencies
Agencies need more diversity.
Strategy is knowing what not to do.
Modern creativity demands collaboration.
Bonus Lesson
Take risks to stand out.
The old brand model, which advocated the creation of an external brand image to influence consumers, is a thing of the past. We think it’s time to do things differently. So, we wrote this whitepaper drawing upon the anthropological concept of culture to introduce a new model for brands. We argue that its time for true values to replace the external brand image. In other words, looking good is no longer enough. To compete in today’s fast paced landscape, brands must be better from the inside out. We call this new model Brand Culture—and we think it has the potential to transform companies into truly amazing brands.
Human to Human: The New Imperative for Creative SustainabilityArya Davachi
In 2020, NeueHouse and leading creative agency TBWA\Chiat\Day led a 6-week think tank comprised exclusively of NeueHouse Members and TBWA\Chiat\Day staffers, exploring the idea of Creative Sustainability — preserving and expanding our personal creative energy and a continued push for innovation in creative thinking.
This seminar series led to the creation of our Human to Human whitepaper.
- We surveyed 750 U.S. creatives from different backgrounds to understand their perceptions of diversity and inclusion in education and the workplace. We also spoke to 10 thought leaders from the creative industry, community and in education to get their unique perspectives. Read more and share your own actions using #CreativityforAll. For more information, check out our blog post: https://blogs.adobe.com/creativecloud/building-the-case-for-diversity/
Cannes 2018: Six Takeaways from the Festival of CreativityHavas Media
This year’s Cannes Lions Festival took a back-to-basics approach with a renewed spirit of creativity. It was a smaller festival but still filled with big ideas.
Here are our major takeaways.
The Changing Face of Diversity in Fashion and Beautyfashion00125
In recent years, there has been a growing recognition of the importance of representation and the need for greater diversity in the portrayal of beauty standards.
Oversaw the creation of, and contributed to TMW Unlimited's second annual Strategy Department document 'Viewpoint'. A collection of thought pieces covering a range of important topics relevant to us as marketeers and our clients as brand owners. It observes trends, analyses what it means and recommends actions to fully capitalise on them. This year we explored the themes of 1) Cultural Pluralism 2) Diversity within Advertising 3) Retail Innovation 4) Automation revolution 5) Gen Z and Luxury and 6) Social Live Streaming.
Reframing Diversity: Changing the Diversity and Gender Stereotypes Conversati...Dr. Martina Olbert
Diversity remains to be a big issue in business, organisations and branding today. It is primarily because the very essence and meaning of Diversity have been misunderstood and misinterpreted with the dominant meaning of Diversity becoming synonymous with inclusion and organisational policy. Diversity is a much bigger conversation in business and society, however. It is the very backbone of Humanity. In order to unlock the true value of Diversity in business and society equally, we need to reframe the Diversity conversation and offer more (diversified) angles on how to look and understand its full potential. Diversity doesn't only concern inclusion and social representation but also value creation, creativity, culture and business strategy all leading to a meaningful and sustainable growth. In the new world, Diversity is an asset to be maximised, not a liability to be minimised and tolerated. Businesses and brands need to adapt to this mindset to fully utilise Diversity in its essence.
This presentation was prepared for an expert roundtable talk at Stylus Innovation + Research Advisory in London, May 2018.
Vision: The Agents of Change Tour: The Rise of the Creative SpringJa-Nae Duane
Our Mission: Restoring Creativity through small business, social influence, and the creative class to spark innovation within our communities and culture.
The deck serves as the vision for the Agents of Change Tour, as well as the long-term vision for the Creative Spring.
If you would like more information, contact Ja-Nae Duane at janaescamp/at/gmail.com
Cultural Sensitivity in Advertisements: Avoiding Stereotypes and ControversiesGood Fellas Studio
In a globalised world, where diversity is not just a buzzword but a reality, the impact of cultural sensitivity in advertisements cannot be overstated. According to the Advertising Filmmakers in India, advertising is a powerful tool that shapes societal norms, influences perceptions, and drives consumer behaviour. However, the portrayal of cultures, ethnicities, and identities in advertising campaigns has often been marred by stereotypes and controversies, raising pertinent questions about the need for a more nuanced and culturally sensitive approach.
Similar to Diversity inclusivity accessibility (20)
ADVERTISING AND PROMOTION OF MEDICINES, MEDICAL PRODUCTS, AND BIOLOGICALLY ACTIVE PRODUCTS IN MONGOLIA Manufacturing, import, export, storage, sale, monitoring, distribution and use of medicine for human and veterinary use, including conventional medicine, bio preparations, diagnostics (hereinafter the “Medicine”), medical devices, and biologically active products are regulated by the Law of Mongolia on Medicines and Medical Devices. The Law also provides a few broad limitations on the advertising of medicines and biologically active products. In addition to this regulation, the Law of Mongolia on Advertisement governs advertising in health sector. With the regulations being too general, there have been a number of instances of illegal advertising in the health sector, as well as cases where consumers have incurred damage. Recently, a law on the revision of the Law on Medicines and Medical Devices that outlines provisions such as updating the legal framework for the state regulation and inspection system of human and animal medicine and medical supplies is said to be in the course of developing by the competent authority. GENERAL MEDICINAL PRODUCT AND ITS ADVERTISING Medicine means a preparation of synthetic or animal plant, or mineral substances in a specific form, used in appropriate dosages and quantities, for the prevention, diagnosis, treatment, and immunization of human, animal, and animal diseases (Art.3.1.1 of Law on Medicines and Medical Devices). Biologically active products means products that support human body functions, supplement with necessary minerals, and prevent any diseases (Art.3.1.25 of Law on Medicines and Medical Devices). Advertisement means information distributed through public media or in other ways by individual, business entity or organization in order to increase market demand of goods, works, services, project or operation and to attract attention of potential customers (Art.3.1.1 of the Law on Advertising). Under the previous Law on Licensing (2001), advertising of medicines and biologically active products was not necessarily regulated. On the other hand, under the new Law on Permits (2022), which is passed by the Parliament of Mongolia and has come into force from 1 January, 2023, prior to advertising of medicines and biologically active products in the health sector a regular permit shall be obtained in advance. The central state administrative organization in charges of medicines shall issue the regular permit on this matter. MEDICINE’S REGISTRATION: Medicines registration has started in Mongolia since 1994, in order to provide the population and health organizations with qualitative, safe and effective medicines. The registration of medicine, its raw materials and biologically active products is regulated by the “Procedure for registration of medicines, raw materials and biologically active products”, approved by the order № A/295 of 2019 by the Minister of Health of Mongolia. As of 2021, out of total of 4175
Засгийн газрын хэрэгжүүлэгч агентлаг Эм, эмнэлгийн хэрэгслийн хяналт, зохицуулалтын газраас “Эм зүйн салбарын үзүүлэлт-2021” эмхэтгэлийг та бүхэндээ хүргэж байна. Энэ удаагийн эмхэтгэлд эм зүйн салбарын эрх зүй, бодлогын баримт бичиг, эм хангамжийн байгууллагын тогтолцоо, хүний нөөцийн болон эдийн засгийн үзүүлэлт, эмийн бүртгэл, импорт, үйлдвэрлэл, худалдаа, эмийн чанар аюулгүй байдал, зохистой хэрэглээ, эмнэлгийн тоног төхөөрөмжийн шалгалт тохируулгатай холбоотой статистик үзүүлэлтүүдийг өмнөх онуудтай харьцуулан тусгаж, Монгол- Англи хэлээр хэвлүүлэн та бүхэнд толилуулж байна. ADVERTISING AND PROMOTION OF MEDICINES, MEDICAL PRODUCTS, AND BIOLOGICALLY ACTIVE PRODUCTS IN MONGOLIA Manufacturing, import, export, storage, sale, monitoring, distribution and use of medicine for human and veterinary use, including conventional medicine, bio preparations, diagnostics (hereinafter the “Medicine”), medical devices, and biologically active products are regulated by the Law of Mongolia on Medicines and Medical Devices. The Law also provides a few broad limitations on the advertising of medicines and biologically active products. In addition to this regulation, the Law of Mongolia on Advertisement governs advertising in health sector. With the regulations being too general, there have been a number of instances of illegal advertising in the health sector, as well as cases where consumers have incurred damage. Recently, a law on the revision of the Law on Medicines and Medical Devices that outlines provisions such as updating the legal framework for the state regulation and inspection system of human and animal medicine and medical supplies is said to be in the course of developing by the competent authority. GENERAL MEDICINAL PRODUCT AND ITS ADVERTISING Medicine means a preparation of synthetic or animal plant, or mineral substances in a specific form, used in appropriate dosages and quantities, for the prevention, diagnosis, treatment, and immunization of human, animal, and animal diseases (Art.3.1.1 of Law on Medicines and Medical Devices). Biologically active products means products that support human body functions, supplement with necessary minerals, and prevent any diseases (Art.3.1.25 of Law on Medicines and Medical Devices). Advertisement means information distributed through public media or in other ways by individual, business entity or organization in order to increase market demand of goods, works, services, project or operation and to attract attention of potential customers (Art.3.1.1 of the Law on Advertising). Under the previous Law on Licensing (2001), advertising of medicines and biologically active products was not necessarily regulated. On the other hand, under the new Law on Permits (2022), which is passed by the Parliament of Mongolia and has come into force from 1 January, 2023, prior to advertising of medicines and biologically active products in the health sector a regular permit shall be obtained in advance. The central state admin
▪ The development of the tourism sector has long been viewed as integral to Mongolia’s efforts to diversify the economy and create more jobs
outside the mining sector.
▪ Mongolia has a unique value proposition from a tourism endowment perspective, with strong niche products for leisure tourism linked to the
country’s diverse nature and stunning sceneries; the nomadic lifestyle and Mongolian culture and festivals; the historical legacy of Genghis
Khan; and sports and adventure tourism that thrive during a relatively short tourism season mainly between May and September.
▪ The business travel sub-sector is associated with Mongolia’s vibrant mining industry. The spectacular growth of the mining industry has
brought rapid economic growth. It has captured the attention of both politicians and business leaders and helped shape the Government of
Mongolia’s (GoM) policy agenda. It has also absorbed much workforce talent and led to persistent macroeconomic turbulence.
▪ The leisure tourism sub-sector has struggled to expand for most of the past two decades, underperforming its potential, but began to gather
growth momentum in 2016, achieving arguably its best year on record in 2019. However, this was followed by the worst year on record in
2020 when the COVID-19 pandemic led to the to closure of international borders, cancelled flights and reduced domestic mobility.
▪ As of the publication date of this study (June 30, 2021), it remains unclear how much longer the COVID-19 pandemic will constrain global
tourism activity. Fortunately, Mongolia has reported one of the fastest roll-outs of vaccines in the world. By May 10, 2021, Mongolia had
inoculated more than 50% of its population with at least one dose of vaccine – the world’s second highest rate at the time.*
▪ This study is presented in a visual PowerPoint format to allow readers to more readily access key data, analytical findings and policy
conclusions. It is a follow up to the previous World Bank-commissioned study of Mongolia’s tourism sector nearly a decade ago (World Bank
(2012), “Mongolia: Economic Contribution of Mongolia’s Tourism Markets”, Discussion Paper, February 2012) that was prepared by a team of
sector association and business leaders in Mongolia’s tourism sector—many of whom the authors of this new study consulted and whose
insights greatly benefited this work.
mongolian cultural and behavioral study 2022Mr Nyak
In order to develop better understanding of Mongolia and its culture, SICA LLC with the support of Hofstede Insights endeavored to score Mongolia according to Hofstede’s Six Dimensions of national cultures. Building on SICA’s prior study of Mongolian Generational Values conducted in 2020, The 2021 Cultural Generations study surveyed 1,500 Mongolians segmented according to sex, age, geography, and residential conditions.
Based on the calculations conducted by Hofstede Insights, Mongolia was assessed according to Hofstede’s five original dimensions and thanks to Dr. Michael Minkov, the sixth-dimension score was also determined. Due to the high quality of data collected, Dr. Minkov was also able to calculate Mongolia’s Five Personality Traits, to be released in academic publications and through a future SICA report.
Attached is the 6-dimension analysis with comparison to Mongolia`s five key strategic partners. Over the next few months, we will be releasing further analysis of Mongolia's internal cultural variations to better understand this amazing country.
https://www.linkedin.com/feed/update/urn:li:activity:6917125619533160448/
Technoblade The Legacy of a Minecraft Legend.Techno Merch
Technoblade, born Alex on June 1, 1999, was a legendary Minecraft YouTuber known for his sharp wit and exceptional PvP skills. Starting his channel in 2013, he gained nearly 11 million subscribers. His private battle with metastatic sarcoma ended in June 2022, but his enduring legacy continues to inspire millions.
Can AI do good? at 'offtheCanvas' India HCI preludeAlan Dix
Invited talk at 'offtheCanvas' IndiaHCI prelude, 29th June 2024.
https://www.alandix.com/academic/talks/offtheCanvas-IndiaHCI2024/
The world is being changed fundamentally by AI and we are constantly faced with newspaper headlines about its harmful effects. However, there is also the potential to both ameliorate theses harms and use the new abilities of AI to transform society for the good. Can you make the difference?
Connect Conference 2022: Passive House - Economic and Environmental Solution...TE Studio
Passive House: The Economic and Environmental Solution for Sustainable Real Estate. Lecture by Tim Eian of TE Studio Passive House Design in November 2022 in Minneapolis.
- The Built Environment
- Let's imagine the perfect building
- The Passive House standard
- Why Passive House targets
- Clean Energy Plans?!
- How does Passive House compare and fit in?
- The business case for Passive House real estate
- Tools to quantify the value of Passive House
- What can I do?
- Resources
2. Introduction
Overview of Insights
Takeaways
Trends
Diversity as a stand-alone topic
A review of the cultural moments and
industry work that led to this year’s emphasis
on diversity, inclusivity and accessibility.
• Intersectionality
• Intrinsic Inclusivity
• Perennial Engagement
• Feminism to the Front
• Reimagining How Inclusion Looks
What we as industry leaders need to do to make
our organisations and work more diverse and
compelling for diverse audiences.
From left to right: Target’s Chief Diversity Officer, Caroline Wanga, and Chief
Creative Officer, Todd Waterbury, from Monday’s A Circle Big Enough for Us All
2
3. Introduction
This year’s Cannes Lions International Festival of
Creativity brought to life a powerful emphasis on
diversity, both as a stand-alone topic and woven
throughout sessions, brands’ presences, and awards.
See how the industry is evolving its internal core values,
diversifying business objectives and marketing efforts,
and rightsizing historic inequality and
underrepresentation.
Diversity, Inclusivity & Accessibility
Shiva Raichandani, a
principal dancer and
lead instructor of
London School of
Bollywood and former
contestant of Britain’s
Got Talent, India’s Got
Talent, and France’s
Got Talent, performing
during Monday
afternoon’s Why We
Don’t Need Another
Diversity Talk.
3
4. A Dissertation
on Diversity
Capitalize on low hanging fruit
to identify a ballpark
Across industries, this year’s Festival delivered a
masterclass on the importance of representation—
ideas and policies on diversity, inclusivity, and
accessibility—shifting from tokenism and opportunistic
campaigns to meaningful investments in brand values
and commitments.
This Festival was arguably the most intersectional in its
history. Nearly every session referenced diversity as a
stand-alone topic and as an element driving change
more broadly. Brands finally put their money where
their ads have been—including the Lions themselves,
with concurrent, diversity-minded programming
premiering this year in partnership with the Cannes
Can: Diversity Collective.
Health & Wellness Grand Prix winner, ThisAbles by McCann Tel Aviv for IKEA. Made in full collaboration with two of the biggest
accessibility organisations in Israel, Milbat and Access Israel, both nonprofit organisations that specialise in providing
accessibility to people with disabilities.
4
5. I thought there should be
one consolidated space
where more subject matter
experts of colour and
underrepresented
communities could be heard
and seen. My goal is to also
help to elevate
the conversation beyond the
topic and show what it looks
like in action.
– Adrianne C. Smith, Founder of Cannes
Cannes Can: Diversity Collective,
speaking to Forbes about Inkwell Beach
Gayle King, speaking at Thrive Global’s
Unleashing Creativity to Fuel Health, Habits &
Humanity. King also spoke
at Inkwell Beach Cannes.
Diversity Given Stand- Alone
Attention
You couldn’t attend a Festival session this year without
hearing a reference to diversity. But what did they mean?
From speakers, within the work and events, diversity was
defined across race and ethnicity, LGBTQIA+ identities,
gender and its expression—with extra emphasis on
women—religious freedom, age, and ability.
Each of these elements of diversity manifested on another
plane: imperatives for organisations’ purpose or
operations, for their market-facing creative outputs, and
for the service of their people—be it staff or consumers.
To the keen cultural observer, it’s not hard to understand
why this macro-topic deserves stand-alone attention…
In 2017, the Cannes Can: Diversity Collective (CC:DC) began
to address concerns that the Lions, along with the
industries and work it celebrated, were ignoring the
contributions of communities of colour. Just two years
later, the Collective and the Lions partnered to premiere
Inkwell Beach Cannes. Named as a tribute to a historically
black beach on Cape Cod, USA, the initiative created
concurrent programming dedicated to underrepresented
talent, work, and communities served.
But the Festival’s history and timing of diversity as a ‘trend’
is likely iterative of the global industry zeitgeist of 2019,
one where people are driven and remain loyal to brands
and creators anchored by purpose, hyper-cultural
relevance, and mirrored values and makeup of the
communities they serve.
5
6. Diversity, Inclusivity & Accessibility
02
03
04
01
Intersectionality is the
plural ways in which
populations can be
marginalised based on
multitudes of identities.
While some sessions
focused on select elements
of diversity most relevant
to their ideas, many
addressed the full spectrum
of diversity and
inclusivity—all for one and
one for all!
05
Trends
Intersectionality
There’s a difference
between diversity—a
somewhat superficial
investment—and inclusivity,
which ingrains itself into
the fabric of a brand. In
several panels this week,
we heard thought-leaders
articulate why the premise
of inclusivity is inherent to
the efficacy of
diversification efforts.
Intrinsic
Inclusivity
Shifting from seasonal
platforms and opportunistic
marketing, brands and
organisations advocated
for always-on approaches
to both internal and
market-facing efforts that
build inclusive and hyper-
relevant campaigns.
Perennial
Engagement
#TimesUp continues to
change the leadership in
advertising. On the heels of
the movement, presenters
outlined the overall value
that women in leadership
build for our industries:
increased brand health,
higher market
performance, and greater
relevance and connectivity
with customers.
Feminism
to the Front
Speaking of time, there are
populations that rarely get
any of ours in the industry.
When was the last time you
received or wrote a brief
meant for folks 50 years
old or older? How often
does accessibility play a
part of your strategy or
creative?
Reimagining
How Inclusion
Looks
6
7. Intersectionality
The Muslim market is massively underserved in
countries like the UK, in France. Billions of pounds,
or euros, or dollars are being missed because
mainstream brands don’t know how to target and
create campaigns that are really creative, but to a
different audience.
While diversity was referenced in many sessions this
year, discussions underscored the importance of
understanding diversity as defined in individualistic,
human terms.
The idea of intersectionality is that there are multiple
identities we hold. For advertisers, brands, and
creatives, that’s been seen as a challenge or limitation
in the past. Why should we feature a transgender
woman of colour, for example, if there are likely fewer
individuals in my audience who fit that specific identity
set?
This year, thought-leaders flipped the idea of
intersectionality into opportunity. That example of a
transgender woman of colour is now a powerful
creative force.
She brings value, relevance, and cultural
nuance that addresses multitudes of
populations—women, people of colour,
and LGBTQIA+ individuals.
Monday afternoon’s Terrace Stage – LGBTQ
Programme was a great example of this
intersectionality. Out of the six sessions, five included
people of colour and five included trans*, non-binary,
or gender fluid individuals. One session included a
person of different ability, and
speakers’ ages ranged from college-aged
Gen Z to seasoned professionals familiar
with the Cannes stages.
Intersectionality made it to main stages too. Tuesday
featured a session named for it—
Getting Intersectionality in Advertising Right,
hosted by the Geena Davis Institute on Gender in the
Media, where speakers advocated for ‘vigilance’
in addressing representation disparities, across race
and sexual identity too.
Tommy Hilfiger Adaptive won a Silver Lion in
Design for its accessible apparel line and campaign
in partnership with Wunderman Thompson New York.
In bringing the global campaign to life, they exhibited
each person of different ability with a variety of
backgrounds, perspective of need, and insights for the
brand. This campaign was also helmed by a blind
director, just one example of the next trend from
this year’s events—inclusivity.
—Asad Dhunna, Founder of The Unmistakables, a
cultural consultancy, speaking to Euro News
01
7
8. Intrinsic
Inclusivity
02
An after-hours, informal chat with diverse, queer, atypical
creatives, hosted by Google’s Tea Uglow (far right)In our industry’s past, conversations about
diversity often focused on talent casting or
audience targeting. This year, we saw an
evolution of the discussion in parallel to
purpose-driven missions.
Speakers told us to think of inclusivity as
the second phase of diversity—it’s not just a
diverse presence of individuals, it’s actively
listening to those communities and informing
action based on their contributions. It’s
a somewhat controversial idea: that to address
Southeastern Asian families, for example, you
should enlist Southeastern Asian parents within
the ranks of your creatives, strategists and
planners.
This evolution can be seen in parallel to greater
emphasis on brand purpose.
Target’s session, A Circle Big Enough for Us All,
illustrated a marriage between diversity and brand
purpose.
Target’s CCO, Todd Waterbury, said, ‘We believe a
brand is a connection that exists between a
company’s beliefs and its behaviours. One of the
articulations that has really defined the Target
brand for decades has been this expression of
inclusivity and access,’ a concept they called
‘design for all.’
Bonobos did this well. During Thursday’s The
Evolution of Masculine at the Palais, CEO Micky
Onvural talked about the organic nature of its
campaign #EvolvetheDefinition, from the
intersections of fit: their clothing offering, and the
space we see for ourselves in the world. It became
an opportunity for men to think differently about
what it means to be a man—inclusive of trans-
identified and trans* masculine individuals.
Similarly, in Karmarama, part of Accenture
Interactive’s session Pride Over Pinkwashing, Tag
Warner, CEO of Gay Times, urged brands to
discover how they can shift their internal dynamics
and representation before they move to market-
facing efforts.
Here’s the beauty
of what happens
when you truly stay
focused on a circle big enough for us
all… even those it wasn’t for benefit. I
don’t know about you, but I’ve yet to
meet a child that likes tags and seams.
—Caroline Wanga, Chief Diversity Officer
of Target on their Cat & Jack accessible
clothing line for kids
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9. Perennial
Engagement
Tokenism has plagued creative industries for decades—the depiction of a
singular diverse individual to express a brand or idea as inclusive. There’s
another form of this that’s more nuanced and is often expressed in seasonal
or opportunistic campaigns.
LGBTQIA+ communities have a word for this concept—rainbow capitalism, when
seemingly every major brand slaps a rainbow on their creative during Pride Month to
appeal to LGBTQIA+ buyers. But this concept isn’t limited to these communities; we see it
for Black and Women’s History months, too, for example.
In addition to marrying brand purpose with goals to diversify, thought-leaders
urged brands to take meaningful actions to acknowledge underrepresented
and underserved communities year-round.
As Unilever’s CEO, Alan Jope, expressed to a packed house on Wednesday,
brands undermine purposeful engagement when their talk is different than their walk. If
part of your purpose is to diversify, it’s all in—and all the time—or nothing.
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10. 44%
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Every day of the Festival, the Cannes Lions Beach
hosted an afternoon session, Badass Women, that
showcased the best and brightest in our industries.
For the premiere session, Kristen Cavallo, CEO of the
Martin Agency, used herself as a strong case study of
how brands can right-size themselves internally. She
and her CCO were the first women execs in 54 years
of the agency. Together, they were able to erase the
gendered pay gap and support a workforce that’s 67
percent women.
The evidence isn’t just borne out in the
Martin Agency, Cavallo says, but in the better health
of business and higher-performing outcomes under
women’s leadership. The panelists, and many
speakers this year agreed—more women should be
executive leaders, and we should be asking men to
emulate the successful leadership of women.
The discussions weren’t limited to our internal cultures
or board rooms. A week before the Lions kicked off,
the UK’s Advertising Standards Authority (ASA)
banned ‘harmful’ gender stereotypes in ads. The
challenge is in our work too.
Some of this year’s most-awarded creative rebuked
those harmful stereotypes and asked audiences to
consider the double standards for women. Most
notably, Wieden+Kennedy Portland’s Dream Crazier
for Nike, which celebrated women athletes for defying
the status quo, bringing home 13 awards.
Speakers weren’t shy about their calls for equality.
Within media, Madeline Di Nonno, CEO of the Geena
Davis Institute on Gender in Media, said to a full
auditorium on Tuesday, ‘There’s only one industry in
the world that can have gender parity overnight, and
that’s media.’
Feminism
to the Front
of 2019 Cannes Lions
speakers were women.
Maye Musk
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11. Reimagining How
Inclusion Looks
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Especially with intersectionality in mind, speakers
expressed how diversity shouldn’t just be addressed by
colour and identity—age and accessibility, spoken about
less frequently, are great
examples of this.
In Thursday’s The 50+ Goldmine: Sparking Creativity's
Coming of Age by AARP, they discussed how age
diversity is seldom addressed, but presents such huge
business potential. The ‘longevity economy,’ a pithy way
describing the opportunity to access ageing
populations, is used to express this; Baby Boomers
account for half of consumer spending worldwide and
hold majority control of disposable income in western
countries. And, maybe not surprisingly, many of our
leaders felt like this macro-age segment often goes
ignored.
This year’s winners addressed this too. L’Oréal’s
Non-Issue, which raked in nine awards this year,
told us that 40 percent of women are over 50, but are
shown only 15 percent of the time in popular media.
Accessibility is a similarly oft-ignored idea—one that
marginalises people of different ability. Only 0.8 percent
of Hollywood’s 100 top-grossing family films depict a
person of different ability, and 95 percent of those
depictions are by non-disabled actors.
Microsoft won the Brand Experience & Activation Grand
Prix on Thursday for its Xbox Adaptive Controller, for
providing the best ‘end-to-end experience.’
Microsoft wasn’t alone in focusing efforts on
accessibility—Huawei and FCB Inferno also won
for StorySign, addressing deaf audiences,
and IKEA with McCann Tel Aviv for ThisAbles,
add-on products and a campaign for
accessible furnishings.
There’s little commonality between age
and ability, but they both highlight huge opportunities
for business. Aside from leaving money on the table,
many brands and creatives have also viewed the
address of this gap to be
a values imperative.
Cannes Lions Jury President Jaime Mandelbaum, Chief
Creative Officer of VMLY&R Europe, told
Ad Age, ‘We are past the point of inclusion being
done for the sake of awareness alone. Brands
are really taking action and being part of the solution,
not just talking about it: it’s almost the
cost of entry for brands.’
People over 50 in the UK control
80% of disposable income, and
70% in the US
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12. Takeaways
Find Connection
with Your Purpose
Diversity can’t just be expressed in casting
and hiring, it must be meaningfully and
carefully integrated into a brand’s core
values. And when done correctly, the stake
brands and organisations take in diversity
will make it immutable from the wealth of
its talent, its work, and its perception in the
market. Tackle the challenge like you
would a client or brand imperative—find
the white space, make strategic
connections to your mission, and use your
creativity to help your teams and business
partners rally behind the evolution of your
position in the market.
Blind casting doesn’t do the job. If we’re to
combat the innumerous
ways that our professional and
educational systems thwart efforts of
underrepresented communities to thrive,
we have to intentionally build strategies to
sourcing diverse talent. Consider how you
can look outside of traditional agency or
creative funnels. We heard several creative
thought-leaders this week espouse the
quality
of work coming from unexpected
experience—beyond thinking about
diversity from an identity perspective—
and extending to life and prior work
experience. Add another layer
of richness to your teams and
partners this year.
Intentionally
Hire Diversely Measure Differently
Consider new key performance indicators
for your efforts, ones that delineate
internal and market-facing efforts across
your diversification imperatives. For
example, building nonfinancial goals
specific to diversity and inclusion of
internal talent, of your opportunity pipeline
and of your community contributions may
hold your organisation to a different
standard of quality for those activities. With
respect to business and market-facing
efforts, craft aggressive benchmarks that
require leadership dedication to achieve
measurable results within a year. Lastly,
when you hit those marks, congratulate
each other quietly in the boardroom, then
get to work.
Mind the Gaps
If this week showed us anything, it’s that
after years of diversity being a topic,
measurable change to the industry’s
paradigm still requires major
commitments from our leaders. In
particular, we saw the numerous ways in
which we’re ignoring large market
segments, especially those 50 years and
older and those differently abled. Whether
out of fear for addressing these people
incorrectly, or the risk associated with big
investments, one thing is clear—they’re
not going anywhere, they have needs too,
and they present a big creative, economic,
and strategic opportunity.
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