Maintaining brand relevance at the Cannes Lions Festival
Challenge. The Cannes Lions International Festival of Creativity is the biggest advertising event of the year. Since 2002, Wunderman has been actively engaged on the agenda, in the jury room, as a sponsor and supporter. However, the walk on the red carpet as the years progressed waned compared to competitors. The challenge in 2014 was to keep the agency relevant externally as it addressed its issues internally.
Solution: Connect festival-goers to what they want to see and hear—live content, football and industry influentials. The hub was Wunderman’s beachfront cabana that sported a refreshed logo and promoted Wunderman as the world’s most connected agency. In addition, get involved with the Festival’s most prestigious events and discussions, including Jim Stengel’s Cannes Lions CMO Accelerator Program and Young Marketers Academy as well as the Festival’s inaugural “See it Be it” women’s initiative, and use LINKEDIN’s influencers to merchandise our efforts.
Results: Social media sums in up this way: