Towards & nbsp; Cannes Lions: 2019 Trends
Cannes Lions International Creativity Festival is not & nbsp; beyond & nbsp; mountains. What trends will take hold of minds in & nbsp; 2019? The organizers gathered the opinions and forecasts of more than 900 leading experts in the advertising market and on their basis formulated 10 key topics that will be discussed on the Cote d'Azur. Especially for Sostav, they were commented by representatives of the Russian advertising industry.
Keeping & nbsp; the brand consistent with reality, and & nbsp; maintaining an emotional connection with & nbsp; the “charmed” consumer is no longer & nbsp; relevant. Instead, brands should create engaging content, with & nbsp; that the audience would want & nbsp; to engage “on a voluntary basis”, and & nbsp; integrate seamlessly into & nbsp; contemporary pop culture. Representatives of brands, agencies, and - more broadly - the creative community plan to discuss how they use significant cultural events and & nbsp; events and & nbsp; to launch important discussions.
The most powerful and & nbsp; long-playing, in my opinion, is still the trend “brand & nbsp; - part of pop culture”, which arose from & nbsp; the need to “reach out” to & nbsp; consumer. Clatter is growing, advertising strategies are becoming more aggressive and & nbsp; sophisticated. From & nbsp; attempts to be visible through attention-grabbing media, the global advertising community has moved to & nbsp; engaging the user in & nbsp; dialogue. And & nbsp; as soon as there were too many brands wishing to “talk”, communication moved to the next level of & nbsp; - so sophisticated and & nbsp; quality content that the difference in & nbsp; significance and & nbsp; effect between the advertising message and & nbsp; Beyonce’s speech almost disappeared. And & nbsp; this is not & nbsp; never ending, because as soon as the audience gets fed up, they are offered an even more interesting alternative. This idea is confirmed by the great interest of the advertising community in & nbsp; technologies and & nbsp; startups & nbsp; - as sources of innovation.
The advertising industry in & nbsp; overall is very responsive when it comes to & nbsp; innovations that can surprise and & nbsp; attract the attention of consumers. About & nbsp; this has always been talked about in & nbsp; Cannes. And, as we & nbsp; see from the & nbsp; list of trends, they will continue to speak & nbsp; in & nbsp; 2019. But & nbsp; the topic of adaptation to the & nbsp; results of technological and & nbsp; digital progress has arisen recently, and & nbsp; it is extremely acute. This is due to & nbsp; the fact that it is important for all participants in the advertising industry to remain humanly creative and & nbsp; along with & nbsp; to keep their business in & nbsp; conditions of total automation, brewing robotics and & nbsp; artificial intelligence.
The advertising market has long been a major supplier of stereotypes that have led to & nbsp; many serious problems in & nbsp; society and & nbsp; caused not a single mental disorder. Objectification of women, toxic masculinity, imposing standards of beauty, behavior and & nbsp; image of a happy family. The list goes on and on.
But & nbsp; everything is changing, and & nbsp; in & nbsp; the future will not be taken by & nbsp; everyone. We were lucky to live and & nbsp; work in an & nbsp; amazing time when those & nbsp; brands and & nbsp; creators who are ready for & nbsp; one hundred percent empathy for & nbsp; social agendas and & nbsp; will flexibly integrate into the & nbsp; rapidly changing cultural context. Retrograds will only have to grab the & nbsp; heart from the & nbsp; "outrageous" Libresse campaign, where the brand dared to abandon & nbsp; stigma and & nbsp; not & nbsp; use the blue liquid, or the Isobar France case, where we & nbsp; let the boys play with & nbsp; tampons.
Are you ready for the nbsp; changes? This is easy to verify. If your temperature rises from the “provocative” Gillette video after the Ax, where they talk about & nbsp; new masculinity and & nbsp; rethinking the classic attributes of a “real macho” & nbsp; - most likely not.
In & nbsp; Russia there will be more and more cases aimed at & nbsp; de-unblocking and & nbsp; combating & nbsp; imposition. Yes, by trial and & nbsp; errors, but & nbsp; we & nbsp; will move in & nbsp; this direction, and & nbsp; this is a really positive trend. Now is the right moment to get better.
Andy Warhol, a man who just managed to make advertising a part of pop culture, said: “An artist & nbsp; is the one who creates things that a person doesn’t & nbsp; really need & nbsp;”. It turns out that our task, the task of industry representatives & nbsp; is to create a reality for the consumer, in & nbsp; which brands will have additional value precisely from & nbsp; point of view of the worldview, perception of the surrounding reality. The task is difficult, almost impossible, & nbsp; - you have to become Andy Warhol.
And & nbsp; what to do? In fact, Warhol’s full quote is: “An artist & nbsp; is someone who creates things that a person doesn’t & nbsp; really need & nbsp;. But & nbsp; he & nbsp; feels that giving them & nbsp; to people & nbsp; is his calling. " You won’t run away from the & nbsp; calling, otherwise you will have to leave the & nbsp; advertisement and & nbsp; retrain into & nbsp; management houses.
Storytelling & nbsp; is a hackneyed word, but & nbsp; this is the basis of the advertising industry, and & nbsp; he can change our lives. Speakers who tell stories on & nbsp; various platforms will tell how they make people cry and & nbsp; laugh. At & nbsp; Cannes Lions, creators, filmmakers, authors and & nbsp; designers will share the secrets of creating content that resonates with & nbsp; all generations of consumers, in & nbsp; anywhere in the world.
Is there still a place for Big Ideas in a & nbsp; world dominated by big data and & nbsp; other dazzling technologies? In & nbsp; & nbsp; itself, is productivity a synonym for efficiency? Experts will discuss whether it is possible & nbsp; to marry an outstanding creative with & nbsp; business results or is the industry still selling exceptionally beautiful pictures?
Guests will hear the true stories of those who managed to apply the concepts of "diversity" and "n inclusiveness" in practice and, nbsp; also formed a team on the basis of these principles. On & nbsp; what brands should pay attention to when creating socially important works and & nbsp; benefit & nbsp; from & nbsp; this society and & nbsp; culture (and & nbsp; also the brands themselves)?
Brands try to follow & nbsp; the mood of society — otherwise their reputation and, therefore, financial problems await them. Therefore, now, for example, femterising & nbsp; has gained popularity so much - before, sexism was hardly considered a problem, but & nbsp; with & nbsp; growth of emancipation, any careless word can cause consequences. It’s interesting how quickly these changes take place — the revolutionary Dove Real Beauty case now looks a little archaic, although there hasn’t been so many times since its creation. The opinion of society and, accordingly, communication have evolved. It’s great that advertising supports groups of people who haven’t noticed before. It supports the minority, and & nbsp; not & nbsp; fights & nbsp; the majority. The moral doctrines of & nbsp; faces of brands are expected to turn into scandals and & nbsp; indignation.
And & nbsp; it is clear that such communication with & nbsp; is more likely to be created by people who themselves have encountered & nbsp; similar social problems. It is very useful for advertising agencies to have a look at & nbsp; one problem with & nbsp; different points of view, and & nbsp; they themselves understand this. For example, in & nbsp; this year Cannes created “See It & nbsp; Be & nbsp; It” & nbsp; - a training program for girls working in & nbsp; agencies in & nbsp; senior positions. It seems we are & nbsp; moving in the & nbsp; right direction.
Inclusive Team & nbsp; - A diverse team. Its strength & nbsp; lies in & nbsp; the differences in & nbsp; behavior and & nbsp; players' life experiences. Discrimination has a bad effect on & nbsp; everything that & nbsp; touches, and & nbsp; the creative process is not & nbsp; an exception. It seems to me that an inclusive team without discrimination can significantly increase the agency's KPI / KPI and & nbsp; affect & nbsp; improvement of indicators. Stereotypes really slow down. And & nbsp; yes, agencies are just that. But & nbsp; this is today, and & nbsp; tomorrow agencies will be better versions of themselves, I & nbsp; hope.
The communications sector is undergoing structural changes and & nbsp; cultural shifts & nbsp; - both on the & nbsp; side of agencies and & nbsp; on the & nbsp; side of brands. Traditional agencies have to adapt & nbsp; - otherwise, they & nbsp; face death, and & nbsp; brands are reviewing business and & nbsp; marketing strategies to stay & nbsp; afloat in the & nbsp; era of the D2C (Direct to & nbsp; Consumer) approach.
It’s not easy for brands to stay on the & nbsp; wavelength with & nbsp; consumer in the & nbsp; era of mobile consumption, Amazon dominance and & nbsp; voice services. The speakers will talk about & nbsp; how brands survive and & nbsp; develop in & nbsp; conditions of the digital revolution, personalized communications and & nbsp; “seamless” customer journey.
A business in digital has to understand one simple thing: do not & nbsp; ask what the consumer can give the brand. One must ask what the brand can give the consumer. Digital & nbsp; is and & nbsp; there is a direct path to & nbsp; the consumer. The algorithm must be configured so that contact with the & nbsp; consumer results in & nbsp; target action, click, visit the site, purchase.
And & nbsp; it is necessary & nbsp; to guess the needs of consumers, if there is data? They & nbsp; just need to be interpreted correctly. New tools can make the consumer experience more comfortable if they help save consumers time / money.
Information about & nbsp; target audience is becoming more and more, digital-communication is becoming more efficient. But & nbsp; it is unlikely & nbsp; whether the consumer journey will become so & nbsp; “seamless” in the & nbsp; near future. Face recognition may not & nbsp; work, the chat bot may freeze, the self-service checkout may not understand something & nbsp ;. And & nbsp; it’s unlikely & nbsp; whether it will be fixed soon, therefore it will take a long time before & nbsp; complete automation. But & nbsp; the direction is right — the consumer experience should be as enjoyable as possible. Behind the robotic voice in a & nbsp; phone, a living person will be on duty for a long time, and & nbsp; this is not bad.
There is a need to understand the ideas that are behind & nbsp; other ideas. In & nbsp; this can be helped by strategists, psychologists, futurists and & nbsp; behavioral economics experts who have unique consumer insights. They are able to turn our minds about & nbsp; targeting, personalization and & nbsp; reach.
Most often there is a debate about what needs to be put on & nbsp; first place now: creative or technology. If earlier the most effective combination was “marketer + copywriter”, then & nbsp; now it is definitely “programmer + marketer + copywriter”. An advertising masterpiece from & nbsp; Guy Ritchie, Ridley Scott or David Lynch, a large-scale study of consumer preferences and & nbsp; the introduction of the most advanced artificial intelligence can cost nothing & nbsp; separately, but & nbsp; here in a & nbsp; unified ecosystem & nbsp; - they can turn the world upside down.
On the one hand, the modern generation prefers fast content and & nbsp; forgets it after an hour, but on the other hand, even a 5-second video can and & nbsp; should catch the attention of a particular person from the & nbsp; first second, becoming an entry point. If this happens, then & nbsp; even the most ardent adherent of ad blockers will find the opportunity not & nbsp; to only see the 5-minute full version, but & nbsp; and & nbsp; to share it & nbsp; in & nbsp; social networks or the messenger. So the best decision, I suppose, & nbsp; is not to & nbsp; choose between chicken and & nbsp; an egg, but to & nbsp; cook an omelet. At the same time, and & nbsp; to & nbsp; the creative itself, the requirements have become much tougher both from the & nbsp; side of the industry, and & nbsp; from & nbsp; the side of the public. If earlier it was possible to shock the audience by flirting with & nbsp; forbidden topics, then now & nbsp; brands are forced to balance on the & nbsp; edge. One mistake & nbsp; - and & nbsp; you & nbsp; are already sitting on & nbsp; someone’s face.
At the & nbsp; festival they will tell how to expand the brand’s presence, inspire constructive and & nbsp; construct and & nbsp; changes in the & nbsp; unstable world. Meaningful communications can increase brand loyalty and & nbsp; spur sales, and & nbsp; the slightest miss & nbsp; - upset the brand’s reputation.
The goal of a brand is always the same & nbsp; - to appeal to the consumer. If someone likes you, you will not & nbsp; not & nbsp; harm him. New generations consume brands in a new way. Because of this, ethical principles in & nbsp; advertising evolve along with & nbsp; changing attitudes & nbsp; CA to & nbsp; a particular problem. It will be difficult for a brand to do without negative consequences if he & nbsp; chooses one of the & nbsp; polar sides. Meaningfulness should consist in & nbsp; choosing a position or point of view on & nbsp; the situation.
Brands consistently build a rich consumer journey, paying attention to & nbsp; all points of contact with & nbsp; the consumer. Consumer experience may seem like a panacea, but & nbsp; everyone perceives it in their own way. Basically, it & nbsp; is aimed at & nbsp; increasing customer loyalty and & nbsp; customer satisfaction at & nbsp; every stage of interaction with & nbsp; brand, and & nbsp; this is achieved with & nbsp; using practical and & nbsp; tactical solutions.
The industry has a lot of work to do to & nbsp; restore confidence in order to re-build long-term and & nbsp; transparent relationships. The speakers will ponder how to lure consumers in the & nbsp; conditions of the abundance of communication channels, platforms and & nbsp; content.
The reality is that, unfortunately, not everyone has / turns out to be an ideal complete happy family with conventionally “beautiful” and obedient children, whose image looks at everyone from an advertisement for juice or yoghurts. Most compare themselves with this picture, which haunts them from each iron and does not experience positive emotions.
That is, it is necessary to increase the representation of different families, this applies to composition, appearance, behavior, situations, etc. And it can also be shown, not a family. That’s all insolence :)