CANNES LIONS 2016: INSIGHTS
With that said, here are a few key takeaways coming out of the exciting week.
Many campaigns were insight-based: stats, research, data and insights proved once again to be powerful and inspiring.
Our all-time hero Will Smith stated boldly:
So what does that mean for brands? People are tired of marketing and sales tricks. We couldn’t agree more, Will.
Effective creative ideas are always inspired by solid and irrefutable insights. This means strong, impactful results can only occur after robust research and human analysis – the ability to distill raw data into powerful insights that can inform a solid strategy and ignite an award-winning creative process.
That being said, human conversation is much more powerful than interruption, and an understanding of social behaviour is key to cracking the code of your marketing campaign’s success. It’s all about people – not products.
In order to demonstrate how rich data can change our brand perception, here are a few key messages from Contagious and Razorfish in their inspiring presentation “Cracking the Code of Creativity”.
INVEST IN RELATIONSHIPS
Data: 10+ year client/agency relationships experience 2x the win-rate.
Insight: “Great creativity may not cost money, but it does require an investment of time, bravery and trust.”
KILL THE ROCKSTARS
Data: Winning work has 26 percent more team members credited.
Insight: “Creativity is a reflection of company culture — make yours open, inclusive and free from ego.”
PLAY NICELY WITH OTHERS
Data: 50 percent higher representation of supporting disciplines were found in winning work.
Insight: “Modern creativity demands collaboration — internally and externally — so make sure you know your strengths.”