marketing
In the spring of 1999, word started to spread among college campuses in America about some missing students. Leaflets were handed out, stories were planted in newspapers and rumours peppered through chat forums. An official website was updated with theories, images of the students and mythology about what they had last set out to document: a haunting local legend known as the Blair Witch. None of this was real, of course. It was an extremely clever marketing campaign for the found footage movie The Blair Witch Project, famously made on a shoestring budget of $60,000 (€55,429) and garnering $24...
Euronews (English)
Scott Larson knows how to sell ideas. As the current head of global brand marketing and creative for Salesforce and a former creative director at Facebook, Larson has led numerous campaigns, producing inspiring and award-winning content across traditional, digital and social media platforms. Yet, his approach to making successful campaigns is surprisingly simple. Euronews Business sat down with Larson at the 2024 Cannes Lions Festival of Creativity to learn more about his perspective on creativity and storytelling. “I'm happy as a creative. If you gave me a rock, I’d get so excited I'd lock my...
Euronews (English)
There’s been a lot of talk about personalisation and hyper-personalisation at this year’s Cannes Lions Festival of Creativity. As well as the drive by advertisers to strike up much more focused and targeted relationships with potential customers, with digital growth raising the game. Looking through a ‘personal lens’“Over the last 15 years, we've commissioned research into what makes a brand really meaningful. “What we've seen in the data is that actually there's a big shift back towards a personal lens on everything,” Joanna Lawrence, Global Chief Strategy Officer at Havas Media Network, told...
Euronews (English)
Personalisation and hyper-personalisation are trends already being jumped on by consumer-facing companies. But marketers working in the B2B sector are also increasingly recognising its value, with ‘relevancy’ now a buzz word in creative communication circles. “You want to be surgical,” Sylvain Bloche, International Digital Media and Strategy Director at Dell Technologies, told Euronews Business at the Cannes Lions International Festival of Creativity. “We use AI across various forms within B2B marketing. “One is about signals and data capture. Once you've captured more and more of these signal...
Euronews (English)
You’re in an Uber on route to the airport when you realise you forgot your make-up bag - an essential item for your summer vacation. Wondering whether to turn back home, an ad suddenly appears in your Uber app advertising products available at your destination airport. The ad even includes a QR code offering a discount. Suddenly, replacing your foundation seems much simpler than you initially thought… This scenario exemplifies the power of targeted, contextualised advertising on the go, also known as mobility media. How does mobility media work?This innovative advertising method is gaining tra...
Euronews (English)
“AI is not going to replace people, but people that use AI may be replacing the people that don't use AI.” It was a stark warning from Adobe’s Eric Hall, Chief Marketing Officer of Digital Experience Business at the Cannes Lions Festival of Creativity this year. AI's influence on the creative business sector is growing rapidly, but its exact impact is still unknown. Many leaders are trying to understand and integrate it at both the employee and broader business levels to create transformational impact and future-ready businesses. This is further evidenced by recent research by Adobe which surv...
Euronews (English)
Hit the coast of Cannes this week, and you won’t just see holidaymakers sunning themselves on the golden sands, you’ll also find a throng of creatives and communicators filling the Boulevard de la Croisette. This year’s Cannes Lions Festival of Creativity is set to welcome thousands of industry representatives. Inspiring them will be 500 speakers, ranging from monks to the CEO of Mattel, of Barbie fame. But brands, advertisers, marketers and media come together in 2024 amid continuing geopolitical and economic uncertainties, combined with rapidly changing consumer behaviours. Euronews Business...
Euronews (English)
Austria, Finland, France and the Netherlands have called on their EU peers to back tough measures to clamp down on the wasteful trend for cheap and disposable garments, by enabling governments to levy charges on firms whose marketing strategy promotes ‘fast fashion’ consumerism. They make their case in a discussion paper, seen by Euronews, which has been circulated among national delegates ahead of a summit on 17 June where environment ministers are due to adopt their position on proposals to limit textile and food waste through amendments to the Waste Framework Directive (WFD). “While the qua...
Euronews (English)
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