CMOs are navigating a convergence of challenges: political and economic uncertainty, rapid technological upheaval driven by artificial intelligence, and a decline in mass-reach media, forcing them to seek new channels, such as influencer marketing, to continue connecting with consumers. All the while, they're under growing scrutiny to prove marketing's direct impact on the bottom line. We want to showcase the CMOs who are leading from the top and inspiring the next generation of marketers.
Reviving an impossible vibe: Slice & BarkleyOKRP To relaunch the iconic 80s and 90s soda Slice, BarkleyOKRP didn't just create an ad; they resurrected a cultural moment. They used Gemini to identify surprising cultural trends and build a world around them, manifesting as a fictional (but very real) analog radio station, 106.3 The Fizz in LA.
At a round table held by the UK Advertising Export Group and Marketreach in Cannes, panellists discussed and analyzed why direct mail may have been overlooked in the media mix historically, but why it's increasingly becoming the go-to channel by brands.
XLabs' demo will showcase innovative digital OOH executions tailored for brands, incorporating gamification and dynamic data-driven content to create engaging experiences for audiences.
âCreators aren't just amplifiers, they're the originators. That's where the ideas are coming from. ... they're driving commercial results and they're redefining what creative collaboration looks like,â said Marian Brannelly.
