Added Value Edits: Cannes Lions Special

20 Jul 2015|Added Value

As the sun sets on this year’s Cannes Lions Festival, Mathilde Lauriau-Tedeschi (MD, Added Value France) and Claire-Anne Boukaia (Director, AV France) look to the future of technology and innovation after attending the Lions Innovation Festival. With 54% of marketing leaders claiming they want their company to be more innovative, but are not sure how to go about it, we take a look at the latest innovative inspiration coming out of Cannes.

Cultural Vibrancy: The New Essential Partner for Growth
At this year’s Cannes Lions Innovation Festival we took the stage with Syl Saller, CMO Diageo, to to talk about Cultural Vibrancy as the essential partner to drive meaningful brand growth. Does your brand have a cultural mission? Find out how Diageo is changing the way it works to embed its brands in culture. Click here to read more…

Top 5 Brands with a Cultural Mission
Culture should be an integral part of a brand’s agenda. Those with a cultural mission (and activation to deliver their mission in a meaningful way) will authentically talk to consumers in the conversations that matter to them most. We’ve identified five brands that have actively engaged with culture and re-written the rules to not just participate in, but contribute to culture in relevant ways. Click here to read more…

Tech centric
Data and technology have taken centre stage. For example, Bio Ranger, a handheld biology lab engineered to identify crop disease on-site and manage its movement, is now being used by food producers. Whilst technology is a key tool to make innovation happen, it’s important that it makes the lives of consumers easier. Take General Motors’ progressive insurance idea, which adjusts the insurance fee to your driving habits recorded in the car software.

Brand = purpose
In the most innovative companies brand and purpose are inextricably linked, giving brands the opportunity to stretch their offerings into new relevant areas. Tom Tom has evolved its core purpose by moving from simply getting people from A to B, to participating in the total life journey through launching new breakthrough products beyond GPS systems.

Less is more
Innovative ideas do not always require large budgets. The Hope Soap is a great example of a habit change programme designed without a communication budget, relying solely on the product and user experiences. Often, limited resources spur innovation by doing more with less as illustrated by a group of African teenagers who invented a battery fuelled by human urine with an investment of just $60.

Waste innovation
What if the waste from your product was the basis for a completely new innovation? This was the origin of UK Marmite or Australian Vegemite but think also of Hermes which recently launched Petit H, a range of products designed and crafted with unused parts of leather and fabrics throughout the production process. This is even more common in developing countries where creativty is driven by the lack of budget and resources, for example a baby incubator made out of scrap car parts.

Data driven
What can you learn from behavioural data, observation or ethnography to enable innovation? When Netflix launched in France last year, it analysed two years’ worth of digital conversations to inspire real time relevance of its outdoor launch campaign.

What’s your cultural mission?
CSR is also an opportunity for innovation as illustrated by Toms. The shoe brand has seen particular success and growth because its policy to donate a pair of Toms for every pair sold is not only considered as a philanthropic initiative but as a way to reinforce their meaningful cultural mission.

Get in touch if you’d like to hear how Added Value can help you think about strategic marketing that works.

Jonathan Hall, President North America Consulting, Added Value
Follow Jonathan on Twitter @HallCJonathan

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