The category has its classification well distributed, which reflects the use of data since the beginning of the idea
The head of digital business and media Gláucia Montanha leads, at Artplan, a work that led her to the Cannes Lions 2022 jury for the first time. With a career spanning over 20 years, the executive completes one year in the position this June, in addition to serving as head of Convert, a business unit of the Dreamers Group dedicated to digital business and performance. It will review entries in the Creative Data Lions category. “The expectation is in the search for a deeper exchange about the works, which should happen with the different visions about the moment we are going through”, expects Gláucia. Artificial intelligence and the use of data to take care of the customer base are the movements that should appear in this edition of the festival.
Debut
It is the first time that I participate as a judge at Cannes Lions and it has been a very rich experience. With each meeting and orientation, my admiration for the festival increases, whether for the care and seriousness or the way of receiving and welcoming, allowing a greater involvement and exchange with so many brilliant minds that will certainly transform me into a better professional to contribute to the market. and customers.
Criteria
The use of data must be at the heart of the idea for the
works entered in the Creative Data category, which can range from application to creation, product, service, insights, technology and data integration, among other ways that can demonstrate which data ran through the narrative
of the presented idea. The category has its classification well distributed between strategy, application, innovation, impact and result, which reflects the use of data since the beginning of the idea.
influences
The pandemic will have a reflection, mainly due to the rapid change that everyone has gone through. And this has had several impacts, such as the emergence of new habits, needs, behavior and ways of relating to brands. The consumer has changed in different ways, from its digital maturation to the experience and its quest for ultra-convenience. I believe it is a special year not only for the resumption of the event, but for the contact and exchange of experience. The desire to welcome and direct brands and consumers was represented in different ways, which changed according to each moment and place of the pandemic. This episode must be reflected in each analysis, and the judgment must be able to adapt and transcend the eyes of communication.
Audience signals
The expectation is in the search for a deeper exchange about the works, which should happen with the different visions about the moment we have been through. We know that, globally, brands lose relevance to need and benefits because they fail to use audience signals to their advantage, reflecting a continuous search for relevance at a high cost. I believe that this face-to-face meeting will be even richer and deeper.
Tendencies
Two movements are expected to appear this year, and they will undoubtedly be a need for differentiation for 2023. The first is about the use of data. We have spent the last few years collecting data, but still in a complex and inaccessible way to be translated into actions and responses. We will see cases that go beyond the use of data, with the use of technologies and boosting tools involving artificial intelligence, the real impact of actions on the need and respect and ethics in the use and application of data, which will be reflected in results. The second movement is to think about “care” actions. We are always looking for new consumers, and we use little data to take care of current customers, ensuring loyalty and recurrence. With the change in recent years, the pain of taking care of the current customer base has become even more latent, so that they maintain active consumption.
Homework
I am very focused on the guidelines explained, which can mitigate an opinion about the work, but which are secure in the purpose and result of the objective sought. For this, I have analyzed and studied the behavior and signals of the audience in the main countries, so that I can look at each play with the local audience in mind. It has been a very rewarding challenge to study the reflex and the different consumers who were born in the pandemic. This fact has allowed the opportunity, not only to have greater depth in the trial, but in the real impact of that action.
