Cannes Lions was a triumph for Unilever, which was named advertiser of the year by the festival’s awards jury.
Unilever has placed a premium on creativity in advertising over the years and Unilever’s use of outstanding ads to promote products in developing and emerging markets must also have helped to win the award.
The most important take-away from Cannes Lions is that creativity is the remaining differentiator between brands and their rivals, whether in the UK or the emerging markets of Asia, South America and Africa.
So how does creativity lead to winning strategic, tactical and financial goals, delivering Brand equity? The glib answer is this, listen to what consumers in different segments of your buying population are saying and then intelligently tailor your approaches to them . . . . .
Latent and Spurious loyalty, the two groups with a kinship to the True loyalty population are most likely to be won over by targeted messaging that flatters and favours their values. These segments – Latent loyalty in particular – can deliver the most brand equity fastest. Getting the messages right is what matters. That takes research and intelligent positioning coupled with arresting creativity.
But what of the obstinate lower left quartile – Low loyalty and low repeat purchasing? To find out, talk to Creative Nation. There are myriad strategies to deliver brand enhancements, engagement, interaction and bottom line results.
Creative Nation’s unique model can deliver Brand equity and more. To find out more about how we work and who we are see our website . The clue is in our name – Creative Nation – creativity and collaboration, the perfect mix . . . .
Here’s a flavour – we worked with Aegis Meda to create this for Cannes Lions:
Avatar movie media video from Creative Nation on Vimeo.
