Welcome to the Cannes Lions, which is assembly in-person for the primary time since 2019. This week goes to be equal elements exhausting and exhilirating. Though the Lions have a good time all of promoting, the media company world has taken extra of a center-stage place lately.
“Fairly than simply speaking about servicing our purchasers and understanding our purchasers’ enterprise, what we’re actually doing extra about and speaking extra about now could be how we may also help them of their journey of transformation, and I believe that has been the factor that I’ve actually seen the language shift through the years,” mentioned Philippa Brown, international CEO of PHD and a 15-year veteran of Omnicom.
Brown addressed the realities of coping with scope creep from purchasers, citing the have to be easy and trustworthy when having these discussions. “We have to be paid pretty … Increasingly more purchasers as we speak understand they’re asking a whole lot of us, and understand that we’re not a charity — that we do have to pay our folks pretty and now have a return for our shareholders like they should have a return for his or her shareholders.”
Brown has needed to alter to a brand new boss in Florian Adamski, who took over lower than a yr in the past from Daryl Simm as international CEO of Omnicom Media Group. Flo, as he’s identified within the firm, “may be very a lot within the element .. and really a lot a roll-up-sleeves govt, which I admire,” mentioned Brown. “He’s additionally extremely future going through, which once more is basically essential, and units a really clear imaginative and prescient for us transferring ahead.”
The digital business’s give attention to efficiency advertising and marketing that comes so simply with a whole lot of newer improvements is usually a harmful path to go down if one overlooks the significance of brand name, Brown defined.
“A few the watch-outs are that you just transfer too far into efficiency advertising and marketing and also you overlook concerning the model, the power of the model,” she mentioned. “And that’s what you’ll see coming by way of in Cannes, I hope. The model hasn’t gone wherever — it nonetheless must have nice concepts behind it, [and] it must seize the creativeness of shoppers and minimize by way of. Typically I do fear that through the years we’ve gone too lower-funnel, efficiency, and we’ve forgotten concerning the model.”
What does she hope to get out of Cannes Lions most of all? Connecting with folks in-person once more. “The primary factor for me is to see folks,” Brown defined. “There are some purchasers who’re going to be there that I’ve solely seen ever on a display as a result of they began their jobs through the pandemic … so for me, that’s one of the vital thrilling elements of the pageant.”
Try our each day podcasts from Cannes with company leaders and analysts this week.