Chief Marketer
we've got a lot to talk about
June 26, 2022

The Cannes Lions International Festival of Creativity descended upon the south of France in person last week, after a three-year hiatus, to honor some of the marketing and advertising industry’s most outstanding work. While touring the mega beach activations and chatting with marketing executives, we noticed a key through line: It’s back to business, folks—but it’s also time to celebrate.

We noticed more open floor plans conducive to creative discussions and cutting deals, more top-notch entertainment than in years prior, as well as some newcomers, like Reddit, showing up strong for brand creatives for the first time. As Keyana Kashfi, Spotify’s Global Experiential Content & Production Lead, put it, “2019 was very focused on sales meetings. The biggest structures you saw here [in our footprint] were three closed-door meeting rooms. It was a decision to make sure we had spaces to meet and have conversations, but really focus on the celebration of being back.”

“It has been a heavy time, and it still is a heavy time, but at least we could be together and celebrate the good things—and talk out some of the more uncomfortable things,” she continued. “We wanted to have more open spaces to congregate… and use this time to celebrate being back, being out and to celebrate creativity.” Check out this photo tour of the brand activations at Cannes this year—and stay tuned for a full field report in sister pub Event Marketer on what we experienced along the Croisette.

Cannes Lions is also about the awards, of course. So we also picked the brain of one of the boldest risk-takers in consumer health marketing at the moment: Patricia Corsi, Global Chief Marketing & Digital Officer at Bayer Consumer Health. Tackling the taboo surrounding conversations about women’s intimate health, Corsi created an educational, entertaining, influencer- and expert-led campaign on TikTok for the global brand Canesten dubbed the “Vagina Academy.” Explore the brand’s journey through developing the campaign, its strategic marketing goals, obstacles encountered along the way—including censorship—and the importance of taking risks within the consumer health category.

Until next week,

Kaylee Hultgren
Group Content Manager
Chief Marketer

If you would like to sponsor this e-newsletter please contact Dara Brooks at dbrooks@accessintel.com or call (203) 899-8494.

Looking for a partner, technology provider or supplier? The search is over. Check out the marketer's #1 choice in partner resources, the Marketing Resource Directory, and find your next solution provider today.
This newsletter is brought to you by:

 
It’s Business—And It’s Personal: CDK Global CMO on Delivering Omnichannel Marketing

How connection, influence and experience deliver outstanding omnichannel marketing.
Read More

 
Brands on Fire: A Chat With Boardroom CMO Sarah Flynn

We spoke with Flynn about Boardroom’s growth strategy, its three-tiered target audience, experiential marketing plays and next steps for the brand moving forward.
Read More

 
Not Just Another Pretty Booth: Paul Mitchell's AR-Fueled Garden Activation

Paul Mitchell’s blooming, garden-themed activation at Ulta’s annual Beauty Field Leadership Conference recently leveraged a mix of augmented reality-fueled storytelling and sensory touchpoints to unveil its newest products and sustainability messaging to attendees.
Read More

 
Three Ways Marketers Can Prepare for the Metaverse

Conversations about the metaverse are ubiquitous, but not every brand has a strategy in place on how to approach it, or even a solid grasp of the concept itself.
Read More

 
Listen Up: Five Audio-Centric Experiences From FX, Valspar, Mercedes-Benz

How five brands stimulated attendees’ senses to create more compelling and memorable experiences.
Read More

 
Partner Content
Every small business has a story. What

Your story is a big one. To tell it online, you need the right marketing tools.

That's what Semrush does. It's the all-in-one platform developed to tell your story, drive new customers, and outperform your competition.

Create content your audience (and Google) will love, get insider info on how your competitors drive traffic, and save time and money on advertising.

Your time is now.

Try it free.

Facebook   Twitter   LinkedIn

read more about
Marketing Data: Determining What Matters Most
The Secret to Driving Revenue in 2022 and Beyond
Critical Data Enabling Brand Outcomes and Media Value
Never Mind the Next Normal: Bring On the New Now
Succeeding in a Privacy-First World
Global Versus Local Marketing and PR for Luxury Brands