SBP132: Beyond Cannes: Creativity, Effectiveness, and Lions Intelligence. With David Tiltman.

In this conversation, Vassilis Douros and David Tiltman discuss the evolution of the Cannes Lions Festival, highlighting its growth and the dual nature of the event (The festival within the festival), which encompasses both creativity and marketing effectiveness. They explore the importance of connecting creativity with commercial frameworks, the impact of AI on marketing, and the significance of craft in advertising.

The discussion also touches on the American marketing landscape and the future of Lions Intelligence, emphasizing the need for effective communication in marketing strategies.

We hope you enjoy the show!

Our Guest:

David Tiltman

Chief Content Officer, WARC; SVP Content, LIONS Intelligence

https://www.linkedin.com/in/david-tiltman-5a2a6614/

Follow our updates here: ⁠⁠

https://www.linkedin.com/company/sleeping-barber/⁠⁠

https://www.sleepingbarber.ca

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Episode Takeaways:

• Cannes Lions has evolved significantly since 2008, becoming a major global marketing event.
• The festival includes both a core event and a vibrant fringe, offering diverse experiences.
• Creativity must be linked to commercial effectiveness in today's marketing landscape.
• The rise of AI is reshaping how marketers approach creativity and effectiveness.
• Craftsmanship in marketing is essential and cannot be easily automated.
• The American marketing landscape is sophisticated but has its challenges.
• The Multiplier Effect highlights the importance of effective marketing strategies.
• Marketers need to communicate effectiveness in relatable terms to a broader audience.
• The tension between best practices and market trends is a significant challenge.
• Lions Intelligence aims to provide valuable insights and tools for marketers.

Chapters

00:00 - Introduction

00:58 - The Evolution of Cannes Festival

03:48 - Experiencing the Fringe and Spontaneity

05:55 - Making Effectiveness Entertaining

07:54 - Balancing Creativity and Effectiveness

09:45 - The Shift in Festival Programming

11:48 - The Multiplier Effect and Industry Response

14:24 - Emerging Trends and Frameworks

16:10 - The Evolving Landscape of Marketing Practices

18:40 - Navigating the Creator Economy and Brand Recognition

21:30 - The Craft of Marketing: Balancing Creativity and Consistency

22:46 - American Marketing: Insights and Challenges

27:34 - Introducing Lions Intelligence: A New Era in Marketing Research