Premio Cannes 2022
TV was once again the driving force of visually dazzling creativity, according to the new report Insights from the 2022 Cannes Creative Effectiveness Lions, issued by WARC. The studio found that television, which became a trusty companion for audiences kept housebound during the pandemic, was the principal medium for 47 percent of the finalists, “and the winners used it for powerful visual presentations.” This is one of the insights revealed in the WARC Report, which identifies the trends and themes common to the campaigns awarded Creative Effectiveness Lions at Cannes this year. “The findings are fundamental for understanding how marketing specialists drive business efficiency,” the studio said.The report generally notes that consumer participation, a radical change in brands’ objectives, their technological associations and agile new ways to use the media, lead to success in sales.Other key insights that WARC offers in its report about the winning entries include how wild ideas can power creative ideas, using changed ecosystems is the new motor for growing brands, and how brands are exploring the creativity inspired by artificial intelligence (AI).Of these trends, it is worth noting that in the case of exploring artificial intelligence, an increase was produced through the association of brands with technology companies. Some 40 percent of the finalist campaigns used such associations, compared with just 1 percent last year. As an example, the report mentions Michelob and the Canadian Down Syndrome Society, “where associating with a technological giant was key to the success of the project.”For the president of the jury in this category, Raja Rajamannar, chief marketing & communications officer of Mastercard, some companies are eliminating the position of CMO even as the marketing function is breaking into pieces. “For that reason it’s important to concentrate on creative efficiency by testing its marketing impact, while businesses put return on investment (ROI) on the C-suite table once again and give it the seriousness and status it deserves,” he said.
