The Cannes Lions International Festival of Creativity in Brazil announced Creative Impact, a project carried out between LIONS and WARC – authority on marketing effectiveness. The contents of the curated project will be broadcast every day, on several stages of the event.
The intent of this program is to uncover and tip what it takes to build a business through creativity in 2023. In addition to showing that marketing budgets – in the current economic climate, and the urgent need to prove the role of creativity in driving and sustainable business growth.
In the 2022 LIONS State of Creativity study, only 12% of customers said they felt extremely confident in convincing their CFO to invest in creativity. However, studies repeatedly find that creative marketing is an asset, not a liability when budgets are under pressure, and an example of this is that higher creative quality translates to lower CPM and lower cost per engagement (Creative X, 2022) – while high-quality creatives don’t wear out over time. (System 1, 2022).
The curatorship’s emphasis will be as much on the ‘creative’ part of the equation as it is on ‘effectiveness’ – ensuring that delegates have a vision of how the two work together. In addition to the keynote sessions, the project will feature workshops and accelerators, ensuring delegates return equipped with tools and insights that can be directly plugged into their own organizations and marketing plans.
Creative Impact will serve as the premier global forum for creative effectiveness. It will feature:
· Actionable ideas and industry-wide examples that set the agenda and are challenging;
· Provocation and inspiration from brands that have built businesses based on creativity;
· Exclusive research on effectiveness drivers – and how to convince the C-suite to invest in them;
· Clear guidance on the industry’s challenges ahead – and how to respond to them effectively.
Anyone can submit suggestions for consideration for the project’s content stream, as well as any other part of the Festival or LIONS content schedule. Just log in here.
Cannes Lions 2023 attendees will be able to stream Creative Impact content as part of their Delegate Pass. This year will also see the release of the Creative Brand Marketer pass. Exclusively for brands, the pass is designed to help marketers learn how to unleash their creativity with unique learning opportunities, insights and networking invitations.
The information was officially disclosed by Estadão, representative of the Cannes Lions Festival in Brazil.
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