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Ad spend is bouncing back but audiences are changing – and data continues to be a marketer’s guiding light. Agility, always-on prioritization, authenticity, accountability, and trust will be essential for navigating this changing world and building strategies that are future fit.
Cannes was, as ever, a hotbed of tech news from the latest metaverse activations to TikTok trends. But the reality is that the most important tech news took place outside the marketing festival – developments that will have ramifications for the marketing and media worlds for the foreseeable future. Here, then, is all the tech news you missed while sipping wine on the Croisette.
Amazon Web Services (AWS) is rolling out its latest tool to navigate the shift to the cookieless future.
L’Oréal and Louis Vuitton Moet Hennessy (LMVH) have both taken tentative steps into the metaverse. Senior leaders explain how they’re approaching this new space – from deciding which brands in their portfolios are best suited to the emerging environment to how they find the budget to fund their experiments.
For his Cannes Lions keynote, P&G’s brand chief Marc Pritchard urged marketers to “double down” on creativity and innovation to drive brand growth against crippling economic headwinds. A noble challenge, but it is one that S4 Capital founder and executive chairman Sir Martin Sorrell doubts the market will respond favorably to.