Cannes in Cairns
Last week, a few lucky Kaimerian’s jetsetted up to the sunny sunny FNQ for Cannes in Cairns and have reported it was nothing short of spectacular. The event was a melting pot of brilliant minds, innovative ideas, and valuable networking opportunities. From inspiring keynote speeches to engaging panel discussions, here's a rundown of their highlights that made this event a resounding success.
The Temptation of the Modern Marketer – Fernando Machado
Fernando Machado's session was a masterclass in understanding the core principles of marketing. His key takeaways included:
Understanding Your Brand: Know the history and essence of your brand. This doesn't require extensive research; sometimes, simple conversations can provide deep insights.
Brief Right: Effective briefs are concise and focused on what needs to be achieved.
Deliver the Rice and Beans First: Focus on getting the basics right before anything else. Ensure sales and traffic are strong before pursuing flashy new strategies.
Purpose-Driven Technology: Only adopt new technologies if they serve a clear purpose.
Machado's engaging examples, like the "Not Mayo" ad, highlighted the importance of these principles in creating successful marketing campaigns.
Aussie NBA Legend Luc Longley on Triumphs, Turbulence, and Resilience
Luc Longley's session was a personal favourite session for Marianne, particularly the put your bag of poo in the bin analogy – puts a real emphasise that no matter how skilled you are, if you have a stinky attitude people don’t want to be around you.
The Eff-off Efficiency Panel
The Efficiency Panel shed light on the power of regional marketing. Key insights included:
The power of marketers buying into regional areas - Even with a limited number of stores, companies like IKEA are investing in regional areas to drive online sales. This strategy targets the 10 million Australians living outside capital cities.
Efficiency vs. Effectiveness: As highlighted by Andrew Tindall from System 1, creatively awarded ads are becoming less effective over time. The focus should be on creating entertaining content that resonates broadly.
Body Image and Responsible Media
Sunita Gloster and Taryn Brumfitt, along with a representative from Pinterest, discussed the importance of responsible media. They emphasised:
Positive Emotions Amplify Attention: Media that evokes positive emotions tends to capture and retain audience attention more effectively.
Challenge Briefs for Inclusion: Marketing briefs should actively support inclusion and diversity.
Authenticity in Content Creation – Gina from Alone
Gina's session on the show "Alone" highlighted the power of authentic, unscripted content. With 5.4 million viewers driven purely by word of mouth, the show exemplifies how trust and a well-set process can lead to success.
AI in Advertising – Pip Bingeman
Pip Bingeman's talk on AI in advertising was thought-provoking. Key points included:
AI's Role: While AI can enhance efficiency, it doesn't replace creativity. It should be used as a tool for inspiration and to support, not replace, human talent.
Value-Based Pricing: Agencies should consider moving towards value-based pricing models instead of competing on price alone.
Insights from the ContentFX session underscored the evolving landscape of video consumption:
TV Dominance: Despite the rise of digital platforms, TV remains the dominant screen for video viewing.
TikTok's Growth: TikTok has surpassed Snapchat as the third most popular social media network, particularly among younger demographics.
The event in Cairns was an incredible experience, brimming with practical marketing insights, inspirational stories, and the latest trends…we made sure to pack them all up in our check-in luggage and take back to Surry Hills with us. It wasn't just about learning, but also about connecting with peers and industry leaders in a truly collaborative spirit. The energy and enthusiasm were infectious, making it an cracking week for networking and forging new relationships. We're leaving Cairns with fresh ideas, renewed motivation, and a ton of great memories. Can't wait to see how these insights spark innovation in the coming months! Until next time, Cairns – thanks for the amazing time!
