As one of the world biggest brands, Nike has continued to grow and innovate despite the impact of COVID-19. Andy Walker, VP, Creative, at Nike and a juror for the Entertainment – Sports category at Cannes Lions 2021, shared with WARC’s Anna Hamill the secret to Nike’s creative culture, why ‘Dream Crazy’ connected and tackling big issues.
As Cannes Lions Live streamed into the makeshift home offices of the advertising industry for a second year, brand marketing leaders speaking at the event shared their hard-learned lessons from the COVID-19 era, and the new changes that they believe will shape the future of marketing as the industry emerges from the toughest year in living memory.
A skit for Cannes Lions Live about marketers and consumers in relationship therapy, by Professor Mark Ritson, is enlivened by digs at a rival antipodean marketing professor. But the real issue for him is the marketing industry’s midlife crisis, WARC’s Brian Carruthers heard.
In the brand's media portfolio strategy, how to optimally allocate budgets for brand advertising and performance advertising according to short, medium and long-term needs is a question that companies must ask themselves every year. Behind this problem, there is actually a need to solve the problem of mutual promotion of corporate brand and effect, especially under the digital tide and the disappearance of traffic dividends, let online and offline marketing achieve synergy, and the closed-loop offline post-link effect conversion , Is a top priority. Among them, knowing how to use big data to achieve brand growth in new scenarios is a breakthrough.
With the digital development of marketing, brands have gradually increased their media placement on and off the site. However, due to technical limitations, brands have to face pain points such as fragmentation of media strategy, difficulties in media budget allocation, and faulty media effect tracking. In this regard, data service providers can help brands to maximize the value of global marketing in the five dimensions of budget planning, route design, launch landing, execution monitoring, and effect evaluation.
Sean Hargrave, Event Reports, Advertising Week Europe, May 2021
The world may be emerging from lockdowns but it won’t be returning to the sort of business events the pandemic stopped; virtual and hybrid (a mix of physical and online) events will dominate the next 12 months according to LinkedIn.