Shorten the distance between marketing and senior management, work consistency or avoid the loss of quality in products and services were some of the topics discussed in “Creative Impact”, The space driven by WARC At the festival Cannes Lions. The consultant collects some of the main conclusions in the report “Creative ImpactoCacked”.

Throughout the five days of the contest, held in Cannes between June 16 and 20, WARC hosted 29 sessions with 65 speakers participation. They addressed the value of creativity in the Construction of resilient marks and in the generation of commercial results, as well as the need to balance consistency and agility in a fragmented media landscape.

“If there was a word that summarized this year’s Creative Impact program in Cannes Lions, it would be ‘consistency’“said David Tiltman, WARC content director and senior vice president of Content in Lions Intelligence.”The continuous power of a creative idea that is repeated and renewed over time. And the multiplier effect of brand and performance techniques working together”

To achieve this, WARC has collected some keys and trends of what was commented throughout the festival:

The power of brand construction

The consultant points in her report that there is evidence that supports marketing professionals when defending the brand, marketing and creativity to senior management.

Mark as risk mitigator

In a context of uncertainty, the brand can Help reduce risks. Throughout the years, different studies have pointed out that strong brands recover faster from a crisis or that disintesting in brand can endanger commercial performance.

The potential of creativity

Pointing to data shared by the researcher amplified Intelligence and the consultant Eatbigfish, points out that the cost of weak content in low quality means implies an average loss of 43 cents for each dollar, that is, about 198,000 million dollars globally. In addition, an Interbrand study on the most awarded companies in Cannes Lions indicates that they exceed 2.7 % to the annual Ebit average (benefits before interest and taxes).

Focus on portfolio

During the sessions the return on investment was also discussed. Instant’s marketing director said that a key to convincing the power of marketing was changing an approach based on channel return to one based on The return of Portfolio, That is, frame advertising investment as an asset portfolio.

The challenge of consistency

A prominent theme along “Creative Impact” was the impact of media fragmentation and the scenario of “many small efforts” on brand consistency.

Consistency: the challenge

The fragmented media market and the algorithmic models of the large technological platforms are causing the need to multiply assets and generating a consistency challenge. However, there are diverse opinions regarding the impact of the situation.

Some voices point out that it can generate opportunities, since having messages in multiple media can boost synergy effects. Others, on the other hand, consider that fragmentation can generate loss of consistency between executions and that working with different types of emotional impact on the different channels can reduce the impact.

Flexibility and brand universe

Several speakers pointed out that one of the keys to addressing the aforementioned fragmentation is to adopt a approach to flexible brand universeinstead of a rigid marketing approach. This means maintaining distinctive brand codes and a system of ideas, but facilitating flexibility and contextual adaptation in executions.

Experiments and processes

Duolingo shared his strategy in the WARC space. He pointed out that they attribute their brand success 30% of their budget to experiments and 70% to which they know that it works, that is, to more structured marketing processes. However, they point out that the already iconic owl who exercises as a pet has become the conductive thread, but highlight the importance of creative freedom and appetite for assuming risks.

Avoid loss of value

As the consultant points out, marketing professionals must combat the “shittification”, that is, the deterioration of the service for loss of quality. And for this it is convenient to align the brand promises with the customer experience.

Break silos

As stated, a good Customer experience must be fluidbut many marketing organizations maintain separate brand teams from those who really configure the contact points, such as Push notifications, messages in the purchase process or packaging. Collaboration and coordination are essential not to generate messy brands.

Design for emotion

When addressing the client experience, not only should one think about efficiency, but also The emotionhow the experience feels. In this sense, brands must review each contact point under a strategic vision for generating memorability. The Samplig, for example, can be a good occasion for it.

Logistics as a brand construction company

Logistics can be a point of pain in the relationship of many brands with its customers, but it can be a unique context for work brand attributes. This is the case of Livre Market with GUT, which made the code delivery to generate confidence, giving rise to the new slogan “the best is coming.”