In the Kannes Lions International Creativity Festival, the best agencies and brands are to close the brands and brands close to brands and brands. After the event of this year, the Trebrer of Autodesk CMO, insider, insider Buzz – the steady increase in the creative administration continues to draw attention to a polar market in a polar market.
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What are you talking about here in the festival?
Lots of things going on. There is a recurring theme. I think. . . Everyone is trying to understand, How do I cut without cutting? How can I cut the main part of my audience from alienation? Because we live in a polar time, as much as many things people can align. So you really have but hard to draw attention and draw attention because you don’t have to make this attention to intention? People actually take into account, take into account and eventually get.
So it focuses on the fact that it does not just get attention, but to fit your brand.
Exactly. Pay attention to your brand in a suitable way and driving movements, driving. And now, there are many things that are attracted to people, so don’t pay attention. In fact, he turns attention into the intention and the intention of the buyer.
Are there any rules for this or that every brand does it?
I think that the brands in general are, B2B, B2C, Health, Technology, Beauty, Retail, Retail, Retail, Retail, Retail. We see some recurring topics. I think one of the great topics is based on creators and society because people show for people. As we have seen in the past, the brands may not necessarily appear according to brands. So the brand is a lot of brands [that]. I want to say that the creators are everywhere. Developers and athletes. Because creators and athletes are more dedicated and more engagement and more come with things, I use the word rabidA little, fan base.
Yes, real fans.
Not the celebrities you see, but true fans.
I want to say that those who have been affected for several years and how it has changed the marketplace. Sounds a bit like we broke with a new layer with that?
Of course broken with a new layer. And in fact, they do not want to call those who influence. They want to call creative. Because “Hey, I’m here to influence. I’m here to create with you to draw a certain conclusion.” So we see it happening now.
And does this change the connection with a traditional advertising firm of a brand like you? Do you go to creators in a different way?
Because it’s definitely changing, because there are creators, I think more and more and more power and more in the table. So the days have passed, I think you find a creative, you are exactly what you want to do. If you are in fact trying to drive real results and want to show their fans, they take a spectator-first approach. Therefore, first of all, you need to find the creator who adapts with your values.
So you need to know that they are sympatico in this way before they agree or start with you.
Need to be trusted. . . . And the trust is going to both ways. If you have to adapt to your brand values, they should be adapted to your customer base, because if you want to pass, you want to break down, but you do not try to cut a large part of the customer base. So you need to make sure that you need to be sure that they are adjusted to your brand values, adapted to your goals, aligned with results, but you must trust them to give them a place to do what they do. Because it cannot be encountered as an advertisement. It is important to act like something more organic, because it’s something they really want to do because it determines when their audience appears and the result.
You hear the other Cmo with your peers, with other CMOs, “Oh, didn’t we do it well? We are in a group we don’t want.”
Hundred percent, especially in today’s world. . . . As we have this Private CMO round tables, we share all, where there was a mistake, where I went here, I have learned here. And many, just margin for the mistake, it’s more thinner than ever. There is a very thin line between cutting with cutting. It’s like a walk on a teeny-small rope walking in high heels. There is no margin for the mistake. And so. . . Many CMOs think, How do I do that and how do I do that? . . . I think that one of the things that really matters is sure to make a wide draw on the table because these decisions are made, and this is confident that you can adjust and regulate very quickly.
I want to say that before me you talked about this idea with a waist with me?
Yes.
The idea to pass, you need to say something sharp, but you say the risk is higher than ever, but you should get this risk. There is no way out of this parcel.
There is no way out. Let me tell you. CMOS and marketers, we must give all marketers at all levels, we must give [them] a break. A difficult world there. So yes, so you should be opened with a waist but you need to be careful about what you open. So you have to choose what is really meaningful for your brand and work. You can’t open everything. If you are talking about everything you are talking about anything. If you end up talking about things you don’t have to talk about, there is no reliability to talk, you can end up in some real hot water you don’t want to be with. The bathroom is not a good bath of the bath. So this thought that should come in is really there.