Cannes Briefing: TikTok wants its ‘low key’ approach to the festival to cement it as a serious player

It was anticipated to be a tempered return after a two-year hiatus, given the present state of the world. However the many maskless faces, swanky cabanas and large tents alongside the Croisette seemingly show that the Cannes Lions Worldwide Pageant of Creativity is just about again to what it was pre-pandemic. 

On the primary day of the four-day-festival, Omnicom introduced a newly stricken pact with Walmart. It’s anticipated to be the primary of a number of e-commerce strikes made by the media group at this yr’s occasion. In the meantime main corporations like Pinterest, Spotify, Dentsu Inventive (which introduced right here at Cannes that it’s merging its artistic businesses to develop into an built-in community) and others have re-staked their claims down the highway from the Palais. 

With a more in-depth look, it appears Meta’s rivalry with social media’s present golden baby TikTok is enjoying out in actual time at this yr’s pageant. On one finish of the Croisette, TikTok has quietly launched its first presence to do the wheeling and coping with the trade it has missed out on the final two years in addition to associate with entrepreneurs and advertisers on a private degree. Somewhat methods down the highway, farther from the Palais, Meta has returned in an identical drive to years prior.

For its Cannes debut, TikTok has two areas with a number of govt group members current. The primary is a small cabana alongside the seaside, the place there’s area to make TikToks in addition to public programming. The second is a seventh-floor condominium suite throughout the road, which serves as a quiet area for advertising and marketing and promoting executives to get some face-to-face time with the TikTok C-suite. 

It’s a really totally different look from the lavish seaside presences from the aforementioned corporations, and definitely a far cry from the notorious Snapchat ferris wheel.

TikTok has borrowed closely from the platform playbook, which regularly reads go massive or go residence,  in its three years of existence. However its “low key” presence at this yr’s pageant, as Stuart Flint, head of worldwide enterprise options for Europe, places it, is seemingly much less about wooing festival-goers and extra about positioning itself as a critical participant within the social media stratosphere. 

TikTok has been thought-about a rising challenger since gobbling up its fair proportion of advert {dollars} in mid to late 2020. Again then, the short-form video platform was pitching advertisers on the concepts that it was a brand-safe haven for advertisers, that its consumer base was rising at an astronomical charge and that it provided extra versatile methods by which advertisers measure advertisements. Since then, TikTok has bolstered itself to grew to become a staple merchandise in advertising and marketing budgets, drawing curiosity from massive names manufacturers like Silk, Hollister and L’Oreal.

That being stated, it’s curious that TikTok took a comparatively low-key method at its first Cannes Lions, given the app has confirmed itself beneficial to entrepreneurs and advertisers. Which means, many don’t want handholding by how the content material creation course of works.

Per Flint, TikTok’s presence on the trade’s most anticipated occasion is about engagement and constructing in-person rapports, one thing the platform could not have been in a position to do at this scale given the final two years of pandemic, which stifled in-person networking alternatives. “For those who’re a part of the artistic [industry], it’s necessary to be right here,” Flint stated. 

Versus a star-studded presence or swanky exhibition, these {dollars} are reserved for analysis, Flint stated with out disclosing any specifics. It’s an attention-grabbing level contemplating that the corporate continues to be working to determine its measurement and attribution programs throughout a time when CEOs need entrepreneurs to do extra with much less. 

TikTok executives say the platform was very intentional in offering an area for training — considerably of a protected area for entrepreneurs and advertisers, lots of that are nonetheless assessing whether or not or not an funding within the brief kind video app is value it. 

Simply down the Croisette, TikTok competitor Meta-owned Instagram is working to woo creators, manufacturers and advertisers through Meta Seashore, the place there’s as soon as once more programming, activations and experiences deliberate across the metaverse, Reels and the burgeoning creator financial system.

Meta is seemingly working double time to keep up its standing by offering hands-on expertise with Reels for these attending this yr’s pageant. This yr’s expertise is its Reels studio, the place guests can create their very own brief movies with the assistance of a video producer. Reels, Meta’s short-form video providing that goals to compete with TikTok, has been a predominant focus for the platform just lately because it seems to maintain up client utilization, and thus rake in additional advert {dollars} as manufacturers chase behind stated customers. Whereas it’s a fan favourite for creators themselves to extra simply monetize their content material, Reels has but to develop into a line merchandise in marketer budgets. That stated, it’s no shock that’s the main target of this yr’s expertise.

“It’s necessary for manufacturers and companies to see creators as enterprise companions,” stated Grace Kao, head of enterprise advertising and marketing for Instagram. Meta is predicted to host plenty of creators at its workshop collection and programming.

In fact, TikTok isn’t the one firm new to the Cannes seashores. Amazon has moved from resort room dealings to an enormous seaside presence this yr. (Learn extra about Massive Tech’s plans to court docket adland throughout Cannes right here.)

Whereas there’s no phrase on this yr’s attendance numbers (Ascential Plc, which owns and operates the pageant, wouldn’t disclose what number of attendees or delegates will likely be right here this yr), the week is simply getting began with extra flying in up till Monday afternoon. — Kimeko McCoy

3 Questions With Verizon CMO Diego Scotti

On the Cannes Lions in 2019, you had stated throughout one discuss that advertisers have gotten lazy and must be extra artistic. Do you suppose that’s modified, and are they taking extra dangers three years later?

I see what’s happening proper now as a interval of adjustment. An adjustment within the sense of I see in all probability greater than ever a proliferation of wonderful expertise in all of the businesses, all these artistic organizations, [and] media. So there may be actually a burst of creativity of expertise. We want to ensure as entrepreneurs that we impress. Everyone is attempting to determine make sense of all of those various things which might be taking place on this planet proper now in our manufacturers and companies and apply that immense degree of creativity to new scenario we’re coping with. We’ve got to inspire shoppers which might be in a cool place proper now who’re additionally attempting to determine post-pandemic and all of the uncertainty. Now we’re going into one other interval of uncertainty, this time with the financial system. And likewise as enterprise folks attempting to try this in a second the place have to inspire within the context of nonetheless attempting to determine the distant work and hybrid work actually works and what it means for our corporations.

Final week, Verizon printed the outcomes of its DE&I advertising and marketing efforts. How do these inform the remainder of the yr?

With a purpose to make progress, we selected — and we consider you want — to make a holistic method. That’s why we’re working in 4 areas concurrently. The primary is growing range throughout the artistic provide chain. Then constructing an inclusive work setting and numerous expertise and the way we have a look at the expertise at Verizon and its businesses. Then accountable enterprise content material insurance policies when it comes to how we purchase media and consider the effectiveness of our artistic when it comes to range and inclusion. After which lastly eliminating any bias in media and any promoting. We had a objective to spend 30% of video, experiential and pre-production budgets on diverse-owned corporations. This implies manufacturing corporations, administrators, photographers, the entire above. On video, we’re already spending 65% with diverse-owned video manufacturing corporations and 49% utilizing numerous administrators. Experiential is at 46%, print is at 45%. And for this yr, since we’ve handed that 30% objective with flying colours, we’re going to extend the objective total from 30% to 40%.

Verizon’s centered a whole lot of its advertising and marketing efforts round 5G and numerous use circumstances for augmented actuality experiences. How has the trade’s concentrate on the metaverse factored into that?

A key part of the success of this will likely be funding within the expertise and the expertise must catch up. And I don’t imply the networks…The {hardware} must meet up with the experiences, each the performance and the shape issue. That may be a massive problem. Doing cool demos of issues shouldn’t be terribly tough. Doing the demos is an effective factor. The necessary and important factor is popping these demos into use circumstances and purposes which might be going to stay as a result of individuals are going to make use of them. We are able to create a whole lot of demos of issues that individuals are going to make use of as soon as, however usually are not going to try this daily as a result of it doesn’t add worth to day by day life. We have to shift our minds as entrepreneurs and builders from doing cool issues that is perhaps actually cool however have little or no utility and solely value doing as soon as to what are these issues which might be going to peoples lives of their day by day life and the methods they devour leisure and work. — Marty Swant

What to do immediately

  • 10:00-10:30 – LinkedIn – Again to the Inventive Future-the Struggle for Nice Expertise
  • 10:30-11:00 – VaynerX – The NFT Revolution and What It Means for Manufacturers
  • 10:30-11:15 – Cannes Lions and Deloitte – CMOs within the Highlight
  • 11:00-11:45 – Spotify – Way forward for Media, Creators, and Fandom
  • 3:00-3:30 – Google – Reimagining Search – Any Approach, Wherever

What To count on

  • For the primary time this yr, Cannes Lions has added a brand new commerce award, Inventive Industrial Lions, which could have the jury award the manufacturers for his or her innovation in new types of commerce.
  • Many manufacturers are internet hosting classes on NFTs and the altering panorama of commercial all through the week, emphasizing the shift within the trade for the reason that final in-person Pageant.
  • Spotify is internet hosting many high-profile musical visitors this week like Kendrick Lamar, The Black Keys and Dua Lipa. For those who aren’t already on this record… good luck! — Carly Weihe

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