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Cannes Lions Awards in numbers
Award stats, Mindshare’s success & learnings from the jury
Mindshare at Cannes Lions
Mindshare showing up across the festival
Three core topics from 2024 overview
Fun for Fun’s Sake, Community Multiplier & Brand Bravery 04 05 06
Fun for Fun’s Sake
Key take-aways and award-winning work Community Multiplier
Key take-aways and award-winning work Brand Bravery
Key take-aways and award-winning work
Cannes Lions confirms 26,753 awards submissions for 2024.
Media Lions had 1885 entries, with 10% of entries being shortlisted. 3% of entries went onto be winners. 30% of the shortlisted work in Media Lions were awarded Lions.
Across all Lions: § 24 Grand Prix’s in total – 0.09% of entries
Read more from this Cannes Lions release on entries numbers and key stats from 2024, such as 6% increase in entries directly from brands and how work into the new humour category shows a lift in tone. Notable things to know
Mobile Lions category was retired – everything is mobile now Glass Lions entries up 30% YoY
Humour sub-categories added across all Lions
AI disclaimer added to entry process to disclose use of AI
DEI/Sustainability context added to disclose in entry process
New Luxury Lions categories
Expanded Social/Influencer Lions – celebrates role of creators
We proud of our 40 Lions awards and credited campaigns, including 5 x Grand Prix, 8 x Gold, 9 x Silver and 18 x Bronze at Cannes Lions this year, across a wider more diverse range of categories than ever before! These wins are a testament to our ambition to accelerate Good Growth for our clients by being the best solutions consultants possible.
Congratulations to all our dedicated teams, fantastic clients, and amazing partners who helped make this happen.
Here’s a snapshot of some of our wins: Grand Prix in Glass Lions for Unilever Vaseline's Transition lotion by Ogilvy Singapore and Mindshare Thailand. A Grand Prix in Creative Strategy for KPN's A Piece of Me by Mindshare Netherlands and Dentsu Creative. Gold in Digital Craft Lions for Deutsche Telekom’s Without Consent – Share a Message from Ella. Also, Dove won 13 awards for 6 different campaigns, in 7 categories by Mindshare and Ogilvy in multiple markets – this truly highlights Dove is a brand leading the agenda on diversity and purpose in multiple ways.
See a full list of our winners and shortlists here
Aside from how honoured I felt to be asked, being a Cannes Media Lions juror filled me with hope and joy. Hope that across the world –from Peru to Kuala Lumpur and everywhere in between – the craft of creative media is alive and very well. And joy at the passion and energy apparent in pretty much every entry. It was all good.
That said, there was some work that really stood out for its focus on solving people’s problems, using media for good and driving outstanding business results via smart, new thinking.
Technology was implicit in all of the winning entries – invisible to the end user (mostly) but powering the media in the background. Lots of the winning entries opened up new or under-used media channels – the Gatorade SweatSide case is a great example of this. And many of them were so simple they were
genius. The Molson See My Name campaign offers a great example of doing the right thing, and doing it right. Use of insight to delight or surprise people was a strong theme too – the Slurp campaign a fantastic example of this.
All of the winners were hotly debated – one of the standout things about the organisation of the jury is that every case gets airtime, every piece of work gets a fair chance, and all the work is appreciated. Having a diverse, intercontinental jury really helped ensure everyone understood each case in the context of its locale.
Of course, the best part of Cannes Lions is that it inspires the next generation of Lions winners to challenge themselves to do awardwinning work. The whole experience was brilliant in that respect.
Read more here
Tom diSapia interviews Reddit CEO Steve Huffman and COO Jen L. Wong.
“Reddit is the antidote to AI”
Steve Huffman, Founder, Reddit
Exchange4media interview with Global CEO, Adam Gerhart on growth of commerce and retail media and more.
“The best technology isn't disruptive, it's transformative"
Instacart’s CEO and Chair Fidji Simo and Mindshare’s Global CEO, Adam Gerhart discussed the future of shopping and the opportunity for innovation
Adam Gerhart, Global CEO, Mindshare
“The key for me is how to blend the best of online and bring that to the store and take the best of the store and bring that online.”
Fidji Simo, CEO, Instacart
In conversation with Nancy Hall, NA
CEO of Mindshare, Jennifer Murillo, CMO of Discover Financial Services
SailGP’s Fiona Morgan, Mindshare’s
Ollie Joyce, Scope3’s Brenda Tuohig and IBM’s Jonathan Adashek joined Bloomberg Media to share strategies on making marketing and advertising more sustainable.
Rachel Lowenstein, Mindshare
Global Head of Inclusive Innovation on Future of Girlhood and the blossoming impact on global brands.
Mindshare India duo, Nikita Mehta and Ronak Thakkar (pictured here with Adam Gerhart) won the Young Lions Competition in India, in the Media category. So, they had the opportunity to compete on the global stage at Cannes Lions Festival. Congratulations on such an amazing experience!
The Young Lions Competitions are run around the world by local media partners. Winners of those local competitions will attend Cannes Lions for the global competition at the festival. At the festival, teams respond to a media brief by an NGO/charity and have 24 hours to present their campaign ideas to the judges.
Humour made a comeback at Cannes Lions last year. And this year, it’s levelled up and gone full belly-laugh; from wiping out Valentine’s Day with doubtful science to saying sorry for slurping!
Communities passionate about music, gaming and sport are the stars of this high-growth trend, allowing brands into their territory in return for brilliant fan access and experiences.
Purpose-led work is always a winner, but this year it’s laserfocused as brands take courage and tackle our most divisive issues.
Humour made a comeback at Cannes Lions last year. And this year, it’s levelled up and gone full belly-laugh; from wiping out Valentine’s Day with doubtful science to saying sorry for slurping!
Put simply, humour works. Especially when it comes to broad reaching brand campaigns. Marketers of everything from electronics to fast-food to packaged goods know it. And consumers respond to it. According to research from Oracle, 90% of consumers say they’re more likely to remember a funny ad and 72% would select a humorous brand over the competition. And it delivers an 11point increase on Kantar’s distinctiveness measurement.
But between a preponderance of serious purpose-driven marketing and a half decade (or more) of geo-political strife and pandemic, there hadn’t been much love for laughter. In fact, our ad doldrums started well before then. Research from Kantar found that humour in advertising had been dropping fairly consistently since 2002, with major dips seen around the 2008 financial crisis and the Covid-19 pandemic.
The good news is that humour is making a comeback. This year, the Cannes Lions organisers introduced a humour category to the Cultural & Context sections that sit across the Lions, which made up 5% of all entries within those Lions. A Film Lions Grand Prix was awarded to Sydney Opera House 50th anniversary, a fitting, satirical homage to the unique architecture of Sydney’s most recognisable landmark.
Last year, over half the Film Lions winners (52%) were intentionally funny – a Film Grand Prix went to Apple’s “RIP, Leon”, a darkly comic tale of a lizard and his pet sitter. In 2022, just one in every 10 Cannes Lions Grand Prix and Gold winners employed humour.
Humour, of course, is subjective. And when Unilever’s Pot Noodle brand rolled out an advert featuring fairly aggressive slurping sounds, a significant portion of the audience found it off-putting rather than enticing. Instead of pulling the spot, the Mindshare client, decided to have a little fun with it. Using data and targeting, it personalised digital ads with remixed audio so that online fans would hear sounds that they enjoyed – babies laughing, race cars, sound effects – rather than the slurping. The ad was even put back on TV with replacement sounds perfectly matched to the interests of the people watching.
In China, Coca-Cola Co’s Sprite brand had a little fun with a cultural trend. Riffing off the prestige of 1982 Chateau Lafite Rothschild – a pop-culture touch stone across decades of movies that also happened to be incredibly expensive –Chinese social media users had started jokingly referring to something more affordable to help them celebrate milestones: 1982 Sprite. Unfortunately, there were no vintage
bottles of Sprite. But the EssenceMediacom client saw an opportunity. It officially launched 1982 Sprite in special packaging, starting with a live-stream auction for the first bottle. It opened Sprite Chateaux in locations across China so that soda connoisseurs could enjoy an immersive experience.
Eating candy and doing nothing sounds like fun to millions of people the world over. But Valentine’s Day can harsh your mellow if you’ve got no one to spend it with. Cadbury’s 5 Star brand in India figured it could help those people have a good day with a time travel stunt that would erase the holiday entirely. The Wavemaker client would launch a ship called the Cringe Crusader that would sail in the vicinity of the International Date Line, crossing it at 11:59 p.m. on February 13 and going directly to 12:01 a.m. on February 15. Those on board didn’t have to worry about the holiday, but rather could “Eat 5 Star, do nothing.”
90% of consumers say they’re more likely to remember a funny ad
“Humour in advertising drives growth. Data largely suggests that humor works. It translates to greater effectiveness in advertising – even in tense sociopolitical climates and amid growing channel fragmentation.”
Arthur O’Neill, Joint Head of Invention, Mindshare WW
“Work into the new Use of Humour category, which sits across 13 Lions, makes up 5% of all entries within those Lions, demonstrating a shift in tone and the rise of effective commercial work designed to entertain.”
Brannelly, Global Director of Awards, Cannes Lions
Speakers: SNL cast member Kenan Thompson; Hellmann’s Christopher Symmes; VML’s Debbi Vandeven and moderated by VML's Global CEO Jon Cook
Humour isn’t just for entertainment — it’s a powerful tool for brands to drive connection, shape cultural discourse, and capture market share.
Kenan Thompson, Comedian & SNL cast member quotes:
“Humour cuts through the noise. In 2024, we live with a constant assault on our attention, from texts, emails, social media. There are event video ads begging to be heard at your gas station pump. But if something is funny, it
doesn’t need to fight for your attention. You’ll seek it out. People will even pass it around just to lighten your day. People ask me ‘how do you make a sketch that goes viral and transcends the show?’
Here’s my answer: I don’t know.”
“For decades, SNL had only one maybe two Black cast members. Today, I’m one of five, and we also have Asian, Hispanic, LGBTQ+ members in our cast. It’s just not about appearances, it allows the show to do comedy it never could before.”
Humour has left the chat. It’s time to bring it back
Speakers: The Martin Agency CEO, Danny Robinson + AXE Global Brand Director, Caroline Gregory; OREO Global Head of Brand and Marketing Eugenia Zalis; GEICO Vice President of Creative and Content Michelle Moscone; Liquid Death’s Andy Pearson; and Rob Gregory of The New York Comedy Festival
This conversation focused on helping marketers regain the confidence to give consumers what they really want — a return of laughter that’s long overdue.
Caroline Gregory, AXE, Global Brand
Director
“Gen Z loves absurdity, and they found out about this by spending hours on their feeds. Laugh with them, don’t try to understand them.”
“The path to find this “new” humor was trusting their audience.”
Andy Pearson, Liquid Death, VP Creative
“Keep it small. Not everyone has to like or approve the joke. Big agencies are killing the ideas with so many layers of approvals. The secret is “test > improve”, the more you do, the better you get.”
“Don’t be scared of failing. You make an ad for somebody specific, but you have to know that there are a lot of somebody’s out there, so you might get it right. Take a chance on it.”
“It’s ok if you as marketing chief don’t get it, because your audience will.”
“Brands are competing with content, not with brands. So, your content has to be better than memes and everything else out there.”
It’s time for brands to be funny again
Tom diSapia
Global Chief Strategy Officer, Mindshare
With Cannes introducing a humour category in this year’s awards, it’s a reminder that brands can and should be ‘fun’. But it’s not just about being funny, it’s about making sure your jokes land, within the context of their audiences. Reading the room and connecting with your audience requires authenticity. So how can brands deliver punch lines that drive growth?
This year’s Media Lions Grand Prix was awarded to Mercado Libre’s Handshake Hunt – a Brazilian retail store, which tapped into the insight that handshakes are everywhere, including the logo of Mercado Libre. The e-commerce and financial tech company worked with Brazilian TV network Globo TV to scan media using AI so that whenever a handshake Mercado Libre’s logo—appeared on a viewer’s screen, a QR code
would pop up linking to a Black Friday deal. Humour has always played a critical role in communications – the most memorable people are the ones that make you laugh. Today, the brands doing it best are using it authentically to get closer to their communities. Delivering punchlines that make them laugh and grow together.
Read the full article here
AI-powered Black Friday campaign that marketed holiday deals outside of commercial breaks.
Leveraged the Super Bowl to redefine its role as more than a condiment, positioning itself as a kitchen ally for reducing food waste.
Specsavers, The Misheard Version Grand Prix, Audio/Radio Lions & PR Lions
Destigmatized hearing tests in the U.K. with a humorous spoof of Rick Astley’s 'Never Gonna Give You Up'
Lions
Campaign that planted and spread a conspiracy, only to be debunked on America’s biggest advertising stage.
Cannes Lions looks to laughter as ad industry feels threat of AI
Cannes Lions entries drop slightly as new humour category attracts 798 submissions
After decades of consistent decline, humor in advertising is roaring back in 2024
In Cannes, is humour back on the menu?
Communities passionate about music, gaming and sport are the stars of this high-growth trend, allowing brands into their territory in return for brilliant fan access and experiences.
According to Cannes, work entered into its new humour category “should use wit and satire to provide amusement and create memorable, laughterinducing connections with audiences.”
Perhaps the most important word in that requirement is “connections.”
More and more, brands are learning to lean in and connect with communities. That could be why entries into the Social & Influencer Lions have grown by 21%. Social gives brands the ability to connect. But the best brands will strive for more than a one-off or momentary connection. They’ll use their power to help build communities. Mindshare research found that almost half (46%) of global consumers say their community influences their decisions and behaviours. That goes beyond the physical world: 48% of 18to 44-year-old global respondents engage in digital communities. Communities passionate about music, gaming, and sport are the stars of this high-growth trend, allowing brands into their territory in return for brilliant fan access and experiences. Consider the mutually beneficial relationships springing up between marketers and women’s sports at the moment (one of the big topics at Cannes this year).
Build the right kind of connections and your messaging can be boosted into the stratosphere. But real communities cannot be created artificially, it's an organic process that comes about in both digital realms and the physical world.
The sports community was the entry point for EssenceMediacom client Airtel when telecom marketers ran into some resistance to 5G in India. To build excitement and overcome scepticism, Airtel turned to the country’s most important event for its favourite sport – the eight-week cricket Premiere League tournament. Merging virtual and real worlds, Airtel and partner Star Sports, teleported passionate cricket fans into the Star Sports studio enabling them to interact with their cricket heroes. It provided fans with the sort of access that they dreamed of in a way that only 5G could enable.
While traditional sports is a known quantity for marketers – and an increasingly expensive one – the world of eSports and gaming is still fairly nascent, but with fans as passionate as those of any soccer club and players who are often more approachable to viewers and brands alike. Unilever’s Knorr brand tapped into this community for a fairly daunting mission: make vegetables cool. Interestingly, vegetables’ real-world issues carried into the digital world. When they did appear in gaming environments – which wasn’t often – they weren’t as desirable as other in-
game fueling options. So the company turned to gamers and developers to help it “mod veggies” in some of the world’s top video games, making vegetables “the ultimate power-up.” Vegetables appeared as armour and means of transport, weather patterns and power-ups, even as playable characters that gave gamers a chance to form bands of “salad allies.” The mods were launched online and featured in e-tournaments around the world.
Oreo is a brand around the world loved by people of all ages, but in Korea it was seen as a snack for children. Mondelez, a Wavemaker client, wanted to grow by shifting the market from mothers to GenZ. So the world’s No. 1 cookie turned to the community surrounding the world’s No. 1 girl band, BlackPink. They started with the easy part, creating bespoke black and pink cookies as well as the packaging to match. These were distributed via an exclusive pre-sale to K-Pop fans who flocked to social media (and a secondary sales market). After that, the company went wide, collaborating with BlackPink for a new song and video, then launching the product wide across stores in the region. This was followed by an AI-driven media campaign that let fans get custom-tailored messages from their favourite band member in real time. A partnership with TikTok let fans transform themselves into virtual members of the band – and band members posted some of these to their own personal profiles, driving massive spikes in engagement and sales.
“Value your community and earn their trust. They will return to you. And you need them to return to grow your community and grow your business”
Tieghan Gerard, Half Baked Harvest – interviewed by Sonoo Singh, Co-Founder of The Creative Salon
“Accepting risks is a more modern way of approaching marketing going forward. It is about authenticity”
Afke Van de Klashort, Unilever
“Our world has changed, but media strategies haven't always kept pace, leading to a slowdown in global growth.”
Tom diSapia, Chief Strategy Officer, Mindshare
“If you design for niche that can break into broad culture but it’s not going to work the other way
round.”
Janet Levine, Executive Director, Strategy and Invention, Mindshare
We have entered the era of slow growth. As a result, marketing is shifting towards social-first. In order to grow, we need a new approach – the power of community building. Gone are the days of advertising only through campaigns and moments - marked by a fast, fleeting & finite nature. Modern marketing builds expansive worlds via culture/community.
Implications for brands:
Modernise marketing by worldbuilding instead of a narrower focus on campaigns
Identify which fandoms, communities and subcultures to create worlds with (both scalable and niche)
Embrace social circles of interconnected influence
You – the people who act as a muse. You – the creative who brings experience, overcomes bias and sees the whole person to ensure everyone’s stories are reflected in media. See the Whole Person
Move beyond demographics and connect with individuals on a deeper level, understanding their unarticulated needs and desires.
"Tapping into a person’s full needs and desires, those that may not be immediately obvious on the surface, that may not be articulated, or those that some may not know they even have."
Reflect the evolving global landscape by embracing diverse identities, stories, and experiences in advertising and brand messaging.
“When we conform it makes it even harder for people who don't fit the norm to be themselves. We are role modelling that we can't be different and if you are, that you can't make it."
Integrate brands into culture by tapping into genuine passion points, fostering long-term affinity and memory structures.
“Brands know what they stand for when they find authentic and relevant ways to tap into people's passions and spark emotions, you build long term memory structures and deep affinity for the brand”.
Speaker: Esi Eggleston Bracey, Chief Growth & Marketing Officer, Unilever
“Your business is you, your business is your creativity”
John Legend
Longevity can be a good way to build credibility and trust as it demonstrates passion and authenticity. We live in a very saturated environment and consumers often see through money driven business pursuits.
On With Kara Swisher – Featuring John Legend And Chrissy Teigen
Chrissy and John share their family on social media, this enables them to be honest and authentic especially when they were so open about their IVF
journey with the public. They often speak up for reproductive rights and politics, including criticising Trump. They acknowledge that being politically active can have negatives, but they are consistent in their beliefs and stand by them. Some fans may not agree with their politics, but they are okay with that.
“People that do love you, they love you because you’re being honest, authentic and you’re being yourself and they respect your values. You can’t win everybody, and you don’t need to win everybody.”
John Legend
Xbox decided to help the small club Bromley FC recruit its next tactician from an untapped talent pool: gamers
An anonymous social experiment, in which people were asked to simply 'draw ketchup'. Sure enough, 97% of them drew Heinz.
Lions
Seeks to help French people who live in areas where it's difficult to reach a place of employment by public transport.
Partnered with LinkedIn, with nearly 1bn engaged members, to highlight the issue of race-based hair discrimination.
Don’t try to fit in, stand out
NAB CMO lauds the opportunities presented by women’s sports
Community first thinking for advertising and creativity
The rise of the customer is really important
Consumers are brand’s muse
Rob Reilly on WPP’s creative journey
Ideas with simplicity, patience, and business impact prove successful
5 Cannes Lions sports marketing takeaways
Purpose-led work is always a winner, but this year it’s laser-focused as brands take courage and tackle our most divisive issues.
Purpose marketing isn’t a new trend, but it’s an enduring one. And purpose-led work has been a perennial winner at Cannes for at least a decade. More recently, due to political trends around the globe, some brands have seen pushback – and sometimes boycotts – for this sort of marketing, which is seen by some as too progressive or too “woke.”
Yet a number of brands are willing to take the risk to keep pushing for causes they think need championing and tackling topics that many would see as divisive. Where the real magic happens is when a brand can push a cause that ties directly to its own brand promise and purpose.
Wavemaker client Novo Nordisk is the maker of Ozempic and Wegovy, two weight-loss drugs that have been so successful, they likely don’t need marketing at this point. But the issues of obesity and weight-loss can be extremely divisive, with a large swath of society –including medical professionals – forming preconceived notions of people with obesity that have the potential to damage their mental and physical health. Novo Nordisk wanted to change the way people with obesity are seen and treated, fighting bias and telling the truth about the causes of the disease. So, it launched a four-part docuseries called “Thick Skin,” which ran on AMC and Sundance in the U.S. The documentary focused on the struggles of four women with obesity – and others were featured during vignettes that ran in commercial breaks. The series, which reached 11.6 million households, drove massive social conversation, shifted the perception of viewers, and empowered those with obesity to speak openly about their struggles.
Dutch telecom company KPN, a Mindshare client, tackled the issue of teen safety online. That’s no small task in a world in which 33% of teens engage in sexting – a normal part of development in the 21st century – but also a world in which 1 in 100 fall victim to online shaming. The company collaborated with Meau, the biggest singersongwriter in the Netherlands, in an attempt to make the internet safe for everyone. The team came up with “Piece of Me,” a song and video built around the heart-wrenching real stories. The film showed how forwarding without consent can ruin someone’s life and shifted the blame from the victim to the person who forwards. The song not only trended on YouTube and Spotify, but passed Beyoncé on the charts – and led to the largest nationwide debate about online shaming.
When EssenceMediacom client Sky Broadband teamed up with Guild eSports, they ran into a very real problem that couldn’t be fixed by broadband speeds. Three out of four women under 25 face abuse while gaming online. And it’s not simply a matter of teasing. Vile language, sexual harassment, and threats of violence abound. The company created a “training facility” within the Sky Guild Gaming Centre and invited male gamers to see if they had what it takes to become a pro gamer. But halfway through game play, the men were suddenly subjected to a barrage of abusive language taken from real-world game play that women had experienced. Shaken by the level of abuse, the influencers became advocates themselves and took their experiences to social media, increasing awareness of the problem by 33% within the gaming audience.
Shifting from competition to collaboration is what it takes to drive more sustainable behaviours
Mariana
“Research by the Institute for Real Growth and Said Business School finds that brands that take a multi-stakeholder approach outperform businesses whose focus is more narrowly on profit.”
Officer, Mindshare
“It is about collaboration, unlocking insights, asking questions and being connected to other parts of the business we haven’t traditionally done as a media agency.”
Fleur
UK Managing Director, Mindshare
Speakers: Mark Read, CEO, WPP and Elon Musk, CEO, X
Musk emphasizes the importance of having a global free speech platform while acknowledging that brands should have the right to choose where their ads appear. Musk argues that tailored ads based on individual wants and needs are more effective than spam, which can be considered as ads showing products or services of little relevance to the user. X presents an opportunity to ad match to users. The platform also allows for brands to connect with a highly engaged audience, particularly senior decisionmakers. Artificial Intelligence There are many reasons to be
optimistic and cautious about AI and its potential impact. Musk believes that AI can enhance human creativity and intelligence but also acknowledges the need for training AI to be truthful and curious.
Musk shares his motivations for starting businesses, including his ambition to make life multiplanetary and explore the universe. He highlights some of his current projects, such as Starlink which provides low-cost, high bandwidth internet connectivity, and Neuralink which is working towards achieving human-AI symbiosis.
‘Technology will help you do anything that you want to do, and more of it. So, I think we are headed to a very interesting future, the most interesting because this is the most interesting time in all of history. So, enjoy the ride.”
Elon Musk CEO, X
Marketers have “overstated” the importance of creativity and in doing so taken their eyes firmly off the 4Ps.
Mark Ritson, brand consultant writer and former professor
“Clearly creativity is important, but equally, clearly, we have overstated it. We have reified it and we’ve over promoted it, while other things, more important things, have been neglected.”
“Creativity is important… but more important things have been neglected”.
“Marketers don’t start with tactics; they don’t start with strategy. They start with understanding the one thing no one else in the company understands, the consumer. We are market-oriented.”
This means the 180 exercise, market research, and segmentation – which he describes as establishing your map. The next step is thinking about how to attack it.
Leaders are embracing vulnerability as a key strategy for fostering truly inclusive workplaces. Vulnerability fosters empathy, paving the way for a safe space where disabled, differently-abled, and neurodiverse employees can thrive alongside their colleagues. The Female Quotient invited a diverse group of leaders to unpack how owning your journey and differences unlocks psychological safety and innovation.
Mindshare’s Rachel Lowenstein, Global Head of Inclusive Innovation, says:
§ It’s one thing to say you support disabled talent and another to provide material supports for them to do their job well because they have different needs.
§ With that in mind, listen and trust people when they tell you what they need to be able to thrive in their careers. They’ve probably put a lot of thought in to approaching you when they’re struggling so treat their needs with dignity.
§ Accept and embrace differences as an opportunity for creativity, not a hindrance to process.
Watch the full session here
WPP and IBM team up to revolutionize business-to-business marketing with generative AI
WPP and IBM announced the launch of a new business-to-business (B2B) solution powered by IBM’s AI and data platform watsonx designed to reinvent how B2B marketers identify and engage clients and prospects across the buying journey.
WPP and IBM have used watsonx to build capabilities for the platform including:
§ AI-powered Buying Group Brain™ – a WPP AI model that can more accurately identify target buying groups in a B2B client account, built with IBM watsonx.ai and trained on trustworthy data from the client and third parties through IBM watsonx.data.
§ Orchestration and optimization – using insights from WPP’s Buying Group Brain™ AI model to optimize engagement and opportunity progression for buying groups.
§ Chief Marketing Officer command center – an AI assistant that serves as a command center for CMOs, bringing forward data and insights and connecting underlying systems so senior marketers can plan and model scenarios, predict results, make more datadriven decisions and execute recommended actions.
Short film depicting the true story of WhatsApp's role in helping the Afghanistan Women's Youth National Football Team escape the Taliban.
Transformed shelter dog photos into high-quality studio images for their digital ads using AI, helping adoptable dogs find homes.
Raised awareness and changed entrenched cultural attitudes of sexting being shameful in the Netherlands.
In a film, Ella confronts parents with the consequences of sharing kids' data online, pleading with everyone to #ShareWithCare.
Chronicles the real story of Mary who in archival footage we see as a sweet, happy girl, and the terrible impact social media's images of perceived beauty have on her.
Unilever wins Creative Marketer of the Year
WPP is the most creative company at Cannes
Lions
How AI showed up at Cannes
How Cannes Lions 2024 became the Festival of
Creators
How brands, agencies and influencers are interacting at Cannes Lions
Deepak Chopra’s 9 steps for creativity, spelled out at Cannes
Nisha Ashra, Global Marketing, Content
Tom diSapia, Global Chief Strategy Officer
Bethan James, Global Account Executive, Worldwide
Jem Lloyd-Williams, CEO UK
Paula McCarthy, Global Marketing, Worldwide
Arthur O’Neill, Joint Head of Invention, Worldwide
