Day 4 of Cannes LIONS noticed the theme of ‘sustainability’ take middle stage and, in all probability for the primary time ever, with correct intent. Waves of change are barrelling towards the media business, with imprecise makes an attempt at ‘greenwashing’ being changed by severe makes an attempt at deep, profound transformation.
Cannes LIONS, in its personal State of Creativity Research, implores advertisers “to set a brand new customary for sustainability or danger being left behind”, including, “disruptive motion is required now if we’re to save lots of our planet”. The paradigm of infinite progress on a finite planet is coming to an finish – manufacturers and publishers might want to adapt to outlive.
85% of artistic companions and types agree creativity driving sustainability will likely be crucial in 2022. The business ought to repeatedly be fixing issues with its services, not contributing to them. We should preserve looking for out options as a substitute of merely highlighting the problems.
Cannes LIONS ‘State of Creativity’ 2022 report
Nowhere is that this being extra felt than by the most important media shopping for teams, who’re starting to pick out writer advert stock utilizing a guidelines of ‘sustainability standards’.
GroupM, as one instance, just lately introduced its ‘Accountable Funding’ framework which, amongst different issues, “evolves strategies to account for social and environmental influence like a media placement’s carbon emissions”. Related bulletins peppered Cannes and publishers must be conscious that media teams are beginning to purchase advert stock (partly) based mostly on their sustainability standards.
GroupM’s ambition is to evaluate and scale back media-related emissions via its footprint evaluation and offset-approach software.
GroupM “Accountable Funding” shopping for framework.
Jeff Meglio, VP of Demand at Sovrn, informed What’s New in Publishing at Cannes, “Advertisers and media consumers want to guarantee effectivity and remove waste, in all types.”
Meglio added, “For instance, publishers who can ship to consumers clear consideration alerts that point out excessive ranges of reader engagement lead to excessive consideration campaigns that use much less impressions to ship the identical outcomes.”
The theme was picked up by Pum Lefebure, Chief Artistic and Jury President at Cannes, who stated “Cut back, reuse, recycle is not sufficient. Now we have to rethink, repurpose, reinvent and reimagine. Now we have to continually set new requirements for artistic options”
The promoting business doesn’t want a brand new path, it wants a restart. I discovered that we have to rethink it from scratch, to seek out our method out the vicious circle. And no person can do it alone – we are able to solely do it collectively.
Anouk Jans, Artistic Director and lead of Kill Your Darlings, the documentary movie launched at Cannes (Fiverr/Togetherr)
Publishers begin hiring ‘sustainability’ execs
A number of progressive publishers are responding by hiring ‘sustainability’ professionals to rework their companies from the bottom up. Recurrent, the digital media firm with titles comparable to Fashionable Science, Discipline & Stream, Donut Media, and others, has simply introduced two new sustainability-focused roles together with a brand new VP of Sustainability to cut back its environmental influence. On the editorial facet, additionally it is hiring a Sustainability Commerce Editor.
Each of those roles are vital for our firm and our dedication to sustainability, however we additionally hope our work will set an instance for different media corporations. We’re engaged on a path to sustainability for every of our manufacturers.
Lance Johnson, CEO, Recurrent
ID Ward, first-party knowledge
The afternoon of Day 4 additionally noticed us sit down with Mattia Fosci, Founder & CEO of ID Ward who give attention to “cohort-based promoting for a privacy-based net”. Fosci is without doubt one of the world’s main authorities on anonymized knowledge – certainly, we have been fortunate to seize him, sandwiched as he was between conferences with two of the world’s largest banks and media teams.
Fosci was adamant identification will likely be redefined and that promoting might want to “transfer away from the person shopper to patterns of conduct, curiosity, and intent”. He additionally argued that there will likely be a transition away from open marketplaces to non-public marketplaces the place publishers can have extra management over their audiences – “however with that management comes elevated accountability.”
We’re in peril of going to a two-tier world the place the bigger publishers who can afford to construct their stack, perceive their audiences, and create DMPs will likely be in a far stronger place than those that can’t.
Different publishers might want to be a part of forces and are available collectively – businesses aren’t going to chop offers with million of particular person publishers.
Mattia Fosci, CEO and Founder, ID Ward
Rankin takes our picture
We rounded off Day 4 with a go to to The Drum Pub in downtown Cannes the place one of many world’s main photographers, Rankin, was being interviewed about his profession and a few of his most well-known advert campaigns, together with the enduring Dove ‘Actual Magnificence’ marketing campaign.
Regaling tales about photographing the Queen for her Platinum Jubilee, in addition to celebrities comparable to David Bowie and Kate Moss, Rankin laid into advertisers for pretending to know in regards to the metaverse, saying, “Nobody is aware of in regards to the Metaverse and if they are saying they do they’re mendacity – it’s the Metaverse for heaven’s sake!” All the session is embedded under:
We go away with closing ideas of the week from GingerMay’s CEO, Victoria Usher, “Everybody anticipated Cannes Lions to be greater, bolder and higher this 12 months — and nobody was upset. However there are notable variations for 2022. We’re seeing a higher mixture of digital and bodily, with Cannes dipping its toe into the Metaverse alongside real-world occasions.”
“The gang can also be more and more worldwide, together with extra business leaders and decision-makers from North American shores, including a component of additional vitality and deal-making.
“For any gamers not sure whether or not attending nonetheless has worth, this underlines the actual fact Cannes has nonetheless received it; and greater than it had earlier than.”