MMA Germany Members Reveal Top Trends from Cannes Lions 2024
As advertisers grapple with the latest phase of transformation in digital advertising, Cannes Lions offers a much-needed retreat, revitalizing spirits and sparking joy amongst creatives who have long chewed over the consequences of privacy regulations, shifts in consumer behavior, and the rise of AI as both a coworker and invaluable asset in the modern marketer’s toolbox.
The industry is indeed undergoing a metamorphosis, transitioning from the data-rich days of programmatic advertising to a privacy-first, smartphone-centred market. This shift was evident with the increased presence of investment bankers and private equity firms at this year’s conference, priming their clients’ companies to sell and parsing through pitches for the media deal to define this new era.
Cannes Lions also recognised the expansion of the creator economy. The festival host added a formal Creators track in partnership with Viral Nation to the roster, highlighting the industry shift — and consumer craving — towards authentic advertising driven by influencers and content creators.
Festival goers surged to Stagwell’s Sport Beach. Here, attendees raised their glasses — and heartrate — alongside stars like Travis Kelce and Megan Rapinoe, proving how closely connected marketing, culture, and sports are in the modern landscape.
Perhaps this year’s piece de resistance, though, was MMA Europe’s first-ever Guided Tour. The epic event granted attendees exclusive access and networking opportunities with industry leaders from YOC, Ogury, SNAP, Kantar, Google, GroupM, Pinterest, Reddit, and META. And it was a hit! Attendees called the tour and accompanying Networking Drinks event, presented by YOC, “a blast” and are already gearing up for next year’s party.
These are just a few of the highlights from this year’s conference, though. We asked our MMA Germany members for their insights into the event and what they see dominating digital advertising in the future. Here’s what they had to say:
Jan Gräwen, CCO, YOC AG
Cannes Lions was “higher, faster, and [went] further” than before, according to Jan Gräwen. Like last year, major names in US advertising drove the conversation around trends and market developments, but one topic stood out.
The application of AI was on everyone’s minds this festival season. However, many marketers strayed from conversations on AI’s generative ability and focused instead on how it can increase efficiency. “The industry should be focusing on optimising respective media and scaling these impacts, “ Jan says, “rather than just looking at the usage of AI for the ad creative only.”
Tobias Kellner, Industry Relations Lead, Google Germany
“If last year’s driving question was ‘What is AI?,’ this year’s was ‘How can I use AI?’” Kellner states. Based on Google Trends data, search interest in the phrase “how to use AI” increased 450x in the US and 350x in Europe over the past 12 months, showing marketers’ rich interest and drive to integrate these emerging technologies into their toolbox.
“It’s an exciting time to be a creative experimenting with AI,” Kellner comments. “And there is no wrong way to experiment.” To help inspire others, Google recently published a list of how over 100 businesses use AI.
Oliver Wendt, Head of Sales DACH, Reddit
Oliver Wendt says that connecting with consumers “at the moments of decision-making” and with the “context that matters most to them” is paramount in today’s digital advertising landscape. However, engagement should feel authentic and serve both parties.
Echoing Gräwen, Wendt notes that “AI can serve as a supportive tool for creativity, but it cannot replace the unique creativity and emotions of humans.” Cultivating community is one major way brands can craft compelling campaigns that look and feel human while capitalising on AI’s time-saving and personalisation tools.
Yulia Kalner, Head of Creative & Media, Insights Division, Kantar
At this year’s Cannes Lions, themes like purpose, sustainability, and DEI were more seamlessly integrated into the events, highlighting their relevance in a CMO’s role, Kantar observed. Yulia Kalner noted that “sustainability can help predispose your brand to more people,” with Kantar BrandZ data showing a strong correlation between how sustainable consumers perceive your company to be and brand demand.
Inclusive advertising also proved its value. The viral ‘Assume That I Can’ campaign for World Down Syndrome Day, which amassed over 150 million views in one week, demonstrated the power of challenging stereotypes through co-creation and user-generated content.
Cannes Lions provided an exceptional platform for brands and marketers to connect and explore new creative frontiers. Another significant event is on the horizon for those seeking more quality content and networking opportunities.
Join us on September 17th, 2024, for the ultimate networking party for the marketing ecosystem, PREMEXCO. Request your invitation today.
And save the date for DMEXCO, Europe’s premier digital marketing and tech event, in Cologne on September 18–19, 2024. Contact burcu@mmaglobal.com for information on partnering with MMA, gaining exclusive event access and earning a first-class exhibit spot in this year’s first-ever MMA Pavillion at DMEXCO.
