The Insight
Percipient thought-pieces and opinions from some
of
the world’s most respected industry leaders.
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Having spent last week in Cannes, Managing Director & Executive Producer of Papaya Films, Iwona Mnich, lists the five most important lessons she brought back from the festival.
Ideas > celebrities: What FMCG brands can learn from this year’s World Cup
Star power is in full force at this year's FIFA World Cup. But, argues Robert Volten, Managing Partner at Chuck Studios, that power is often overwhelming what should be the central performer; the idea.
Why is the advertising industry so addicted to celebrities who don’t care about advertising?
A packed conference featuring talks from Mr Bean, Barry from EastEnders and a reanimated Josef Stalin might attract an audience but, really, what would that audience learn? shots’ Culture Editor Amy Kean takes the mic to bemoan the onslaught of on-stage celebs.
Why bravery means business
What can brands learn from the likes of Harry Styles and Bad Bunny? Carmen Rodriguez, Global Chief Growth Officer and Partner at GUT notes their success represents a cultural shift away from safe mass appeal towards bold, participatory identity building.
TV’s comeback: Small brands, big opportunities, immediate results
Despite the continued growth of social media platforms and the fragmentation of media budgets, TV is still king when it comes to viewing time. Andreas Ohlbach, Head of Client Services at Transmission, believes that even smaller brands can successfully put their trust - and their money - on the screen.
The ad of God: Five principles to help win advertising's World Cup
If you're an England fan, you might want to look away now, because Ariel Abramovici and Bruno Acanfora, CCOs at GUT Los Angeles, brilliantly, but somewhat bruisingly for Three Lions fans, dissects Maradona's two goals against England at the 1986 World Cup and equates them to how brands should approach the world's biggest sporting event.
Prompt vs perspective: Cannes Lions and the war for creative authority
AI has flattened craft, shifting value from execution to judgement. The Moon Unit believes that, this year at the Cannes Lions, the industry will be forced to decide whether creativity is defined by what can be made, or by what’s truly worth making.
When it comes to playfulness, joy pays dividends
World War Seven Managing Director and Partner, Sloane Skala, believes that the atmosphere on a set, the camaraderie and the joyfulness, leaches into the work. If you're attempting to make a comedy spot but things are tense and clients are anxious, building playfulness into the whole operation lights the fuse for creativity.
In order to win, brands need to recognise that the World Cup is a different game
With the FIFA World Cup kicking off today, Kerel Cooper, CMO at MarketCast, looks at the opportunities for brands and why football's greatest show is a huge opportunity for the brands that know how to approach it.