Creative Denmark’s Post

Thanks adobo magazine for this great article! The ACT Good Report is resonating with an increasing audience every year. Stay tuned, others great initiatives are coming 🎉 #ACTGoodReport2024 #WARCRankings #WARCCreative100 #ActResponsible #GoodAds #Ads #PublicInterests #CSR #AdvertisingCommunityTogether #Advertising #Creativity #CommunicationIndustry #SustainableDevelopment #SDG17

Cannes Lions is only a few weeks away and the excitement is building. With sustainability in Media being a key topic of conversation for many Brands, Agencies, Ad Platforms and Publishers we should all be very excited to learn more about the release of the industry standards around measurement from GARM #canneslions #sustainability #carbonreduction #media #advertising https://lnkd.in/gtsKBmGD

This week the full Cannes Lions UK agency rankings were released. Some people might have raised their eyebrows at the UK agency in the No2 position, Edelman. Who they? Our agency is, perhaps, an ‘Unusual Suspect’ ranking ahead of those well-known creative powerhouses Adam & Eve, Mother, Uncommon and Ogilvy. For decades we have been the world’s leading independent PR and Communications firm but while those in Creative Agencies might not be familiar with our name, they will be familiar with our work over the years; IKEA Buy Back Friday, ASICS Eternal Run and Hellmann’s Mayo McHack to name just a few of the big award winners in past years. This year’s phenomenal achievement makes us all particularly proud because it was not just down to one lucky piece of work winning big. Instead, our winning work was from a very diverse range of our clients; Dove’s ‘Code my Crown’, Sanofi’s ‘Allegra Airways’, Heineken’s ‘Social Swap’ and DP World’s ‘The Move to -15’ (the latter bagging the first ever Titanium Lion for a PR agency) One of the special things about Edelman, as our teams will tell you, is that the briefs we get are different from your usual creative brief, digital or otherwise. We use the power of creativity not just to execute a solution, but much further upstream to create the solution. Put simply, we use creativity to solve problems. That’s key when you are creating ‘earned’ ideas, ideas that have to capture the public’s imagination without a paid media budget behind them. If you are a forward thinking creative (or anyone from any part of the industry for that matter) who understands that earned creativity is the future of creativity, and would like the opportunity to do the best work of your life, Edelman is a name you should get more familiar with.

Big news in marketing today as Havas is stripped of its B Corp status after taking on Shell's media buying account (reportedly worth £22m) It's a cautionary tale for brands on the importance of living by your values & steering clear of greenwashing - Havas' CEO had attempted to justify the win, claiming "as long as we are making things better, B Corp agrees that we can partner with controversial industries." Seems B Corp in fact did not agree - while a lengthy investigation took place, in reality the decision was probably a foregone conclusion to protect the B Corp brand & safeguard its credibility #pr #marketing #comms

I'm thrilled about Havas Creative's 1st place in the integrated campaign category at Mi:t&Links. Baltic Communication Awards 🥇. At the same time, it's doubly exciting to see the intense competition that continues to grow each year at this festival, where evaluating effectiveness plays a crucial role. This provides much clearer support from clients because it's evident – effectiveness for profit is much closer than creativity. However, my observation about Mi:t&Links aligns with the conclusions and discussions following Effie’s Best of Europe judging experience. Specifically, there's a growing volume of submitted work that consists of social campaigns, where effectiveness is certainly not measured by the same parameters as commercial campaigns. Therefore, looking ahead, it would be valuable to establish different criteria for social and commercial campaigns, ensuring we don't lose interest in commercial campaigns in the latter. After all, partners in commercial campaigns, whether at Mi:t&Links or Effie’s festivals, are crucial. Share your thoughts or comments below. ⬇ At the same time, I can only express my joy that on a Baltic scale, the proportion of social campaigns demonstrates the courage to address socially sensitive issues through communication.

The Cannes Lions International Festival of Creativity is a prestigious event, celebrating the most innovative campaigns globally. Winning a Cannes Lion is often seen as the pinnacle of an advertising career. However, the essence of advertising lies in effective communication, conveying messages that resonate, influence behavior, and drive positive outcomes. The most impactful campaigns address real-world issues, whether promoting life-improving products, advocating for social change, or raising critical awareness. By prioritizing these objectives, advertisers can create work that stands out creatively and makes a significant difference. A Cannes Lion win and solving real-world problems can coexist, however, an overemphasis on awards can overshadow the true purpose of advertising. We must remember that while awards validate creative excellence, the ultimate goal is to create work that benefits and resonates with the audience. Let’s be brutally honest. Winning all the Cannes awards won't matter if the agency loses any clients, you'll lose your job. Focus on meaningful work. Producing more impactful campaigns and building stronger and more authentic connections with our audiences is the real win!

The myth (🤷🏻♂️) around advertising industry awards is that they are overly expensive and self congrtulatory however some are understood to have grown in esteem amongst marmeters. Certainly that seems to be true of such gongs as those dished out at Cannes Lions International Festival of Creativity. 🦁 So much so they might now be included as part of their campaign success metrics. 🏆 🤵 👗 Really though? Dani Gibson takes a look at why, if so. #advertising #marketing #measurement #creativity #awards #canneslions

Marketing should be boring (just not to you). Let me explain. We’re about a month out from the Cannes Lions and that means it’s about time to take a look at what everyone has to say about it. Cannes gave us a good look at the best and most creative work of 2024. We see in real time the hold that comedy and ‘weird’ factor has, especially in social media channels (a personal favourite would have to be the Gold-winning ‘No Smiles’ McDonalds recruitment campaign which does just that — it’s weird, it’s funny, and it works). This doesn’t mean the festival came without its criticism. Creativity is at the centre of the festival but its role in marketing is perhaps overstated. That’s not to say your marketing should not be creative. Especially in communications, creativity can be key to engaging target audiences. But in the overall scope of marketing, a flashy creative team can distract from some of the core fundamentals. And you know why? Because it’s boring. (That’s a lie, but give me a minute and I’ll explain.) As you’re here, I’m going to assume you’re passionate about marketing. In fact, I’ll assume you have an interest in #B2Bmarketing specifically and, in many cases, improving the thinking behind it. But it’s hard to make that sound sexy. But that should be the point. #Strategy that drives success shouldn’t be sexy. That’s not to say it shouldn’t be incredible — it absolutely should be — but it should primarily be concerned with aligning the needs of your consumer with solving key pain points of your client or organisation and masterfully creating a plan based on research and customer-focus to do this. That’s not boring. It’s also not visible. The point of Cannes is to show the most creative marketing and #advertising work of the last year and it absolutely did that. And creativity in communications is fantastic — if it speaks to your audience and has measurable results then it can become integral to audience retention and creative campaigns. See, again, the McDonalds campaign. No Smiles led to a 115% increase in McDonalds applications so it’s hard to argue creativity doesn’t work. But that’s not all that marketing is. Don’t let the showy comms at Cannes let you forget it. In today’s podcast, we hear from perhaps the biggest critic of Cannes, Mark Ritson, as he sits down with Conor Byrne and discusses the overemphasis of creativity in marketing (along with a whole host of other great insight as can be expected from him). He discusses his somewhat controversial views on Creative’s role in marketing and his insistence that Marketing needs a bigger seat at the (less flashy) table to really see the results that your senior leadership wants. Give it a watch at the link in the comments and either sign up there for email updates or give me a follow for great content in your LinkedIn feed.

Australian brands struggle with reputation relevance, says report Australian businesses face significant challenges in maintaining reputation relevance due to rapidly evolving stakeholder expectations, according to a newly released report by strategic communications agency Sefiani. The 2024 Communication that Matters Report, entitled "Reputation Relevance: Evolving the Corporate Self," highlights the gap between corporate intentions and stakeholder perceptions. The report indicates that while 93% of Australian brands have recently updated the approach to executing their purpose or mission, many lack sufficient insights into what matters to their local customers and stakeholders. https://lnkd.in/d7KrtPD3

Following the conclusion of Cannes Lions 2024, some of the agencies that have won awards include Colenso BBDO, TBWA\HAKUHODO, Howatson+Company, The Monkeys, GIGIL Manila, LePub, Ogilvy, Leo Burnett, among others. It is worth noting that during this year’s event, Ogilvy Singapore also has won the Agency of the Year - Good award, with Revolver from Australia receiving a Palme d’Or special award. #industryawards #advertising #asiapacific ------ -[Awards] MARKETECH APAC is launching its inaugural "Marketing Technology Awards" where we recognise the groundbreaking achievements in marketing technology, uniting the brands and tech organisations within the region’s marketing community. Learn how your brand can be a part of it by checking it more details HERE: https://bit.ly/3SVtoIa -[Industry Series] We have launched our latest industry initiative "E-commerce Marketing Series" where we aim to equip businesses with the latest strategies and insights to navigate the dynamic world of e-commerce, as well as discuss cutting-edge concepts, trends, and case studies shaping the future of online commerce. Learn how you can be part of this industry discussion by checking out more details here: https://bit.ly/4aiMEX4 -[Report] Discover the latest trends in business communication, and explore how mobile messaging channels are preferred by consumers to seek deeper connections with brands by checking out this report HERE: https://bit.ly/3RckF4z