Jan Trichterborn’s Post

Day 4 at the 71st Cannes Lions International Festival of Creativity concluded with the prestigious Cannes Lions being awarded for the Brand Experience & Activation, Creative Business Transformation, Creative Commerce, Creative Effectiveness, Creative Strategy Innovation, and the newly introduced Luxury and Lifestyle Lions. The night also saw the Regional Network of the Year Awards announced. Here's a list of winners Regional Network of the Year - Asia : Ogilvy Regional Network of the Year - Europe : Publicis Worldwide Regional Network of the Year - MENA : BBDO Worldwide Regional Network of the Year - Latin America : DDB Worldwide Regional Network of the Year - North America : FCB Global Regional Network of the Year - Pacific : BBDO Worldwide Regional Network of the Year - Sub-Saharan Africa : TBWA\Worldwide Weber Shandwick Chicago | Pop-Tarts | Loewe Madrid | Klick Health Toronto | KVI Brave Fund Inc. | Rethink Toronto | Kraft Heinz | Dentsu Creative Amsterdam | KPN | LePub | Amsterdam | Philips | Publicis Conseil Paris | Renault Group Congratulations to the winners!  #Creativity #CannesLions #Advertising #Winners #Adtechtoday

It is a pleasure to introduce today Marianna Ghirlanda – President of the IAA Italy Chapter. Marianna..... 1. What do you do? As CEO of BBDO Italy, I have the privilege and responsibility of leading one of the most creative and influential advertising agencies in the industry. My role involves not only driving business growth and operational excellence but also fostering a culture of innovation, collaboration, and inclusivity. I believe in empowering our teams to push creative boundaries while staying deeply attuned to the needs of our clients and the evolving expectations of society. At BBDO, our focus is on creating meaningful, impactful campaigns that resonate with audiences, deliver results for our clients, and contribute to a more responsible and conscious advertising landscape. 2. Why did you join the IAA? I joined the International Advertising Association because I believe in giving back to the industry that has given me so much. I am passionate about fostering the growth and development of young talent, empowering them to shape the future of advertising. By contributing to the IAA's initiatives, I aim to create opportunities for the next generation and help build a more innovative, inclusive, and responsible industry. 3. Which IAA value is closest to your heart and why? We believe creativity inspires people to take action and solve business and societal challenges. I appreciate this value because it captures the transformative power of creativity. It reflects my belief that creativity is not just about making things beautiful or compelling but about driving meaningful change, inspiring action, and addressing both business and societal challenges. It aligns perfectly with my vision of advertising as a force for good, capable of leaving a lasting impact on individuals and communities 4. What is your favorite example of IAA serving the marketing communications community? What I love most about the IAA is the incredible work we do with Young Professionals. Supporting and empowering the next generation is something I deeply care about, as they are the future of our industry. The IAA provides them with opportunities to learn, grow, and connect with experienced leaders, fostering their creativity and potential. By investing in their development, we are not only shaping stronger professionals but also ensuring a brighter and more innovative future for the advertising industry. #UNofIAA #MarCom #creativity #innovation #Diversity #collaboration #education #internationality #eduction

#Dooh-better… Here is a great example of just that. We took an existing asset of a creative, beautifully stylized with Cuban hazy notes and cool environments—a true classic for the brand. Give it to us, and we elevate it. We drive the attention to the message, a perfect example of adding ad-tech to your existing #campaign. We didn’t mess with it or change its narrative; we just got people looking at it. That’s ad-tech, and that simply is #3rock. #AdTech #dooh #DigitalMarketing #ProgrammaticAdvertising #3DAdvertising #AttentionEconomy #InnovationInAdvertising #MarketingInnovation #OOHAdvertising #CreativeTech #3rock #3rockar #3rockglobal #aradvertising #3Ddooh #webar #playdooh #advertising #ooh https://lnkd.in/eycBjRrZ

Let's unpack this "18-month long pitch" (there's almost no one that should be celebrating). Lego's Marketing Team cannot make a decision and clearly is horribly aligned internally. There is no reason why it should take this long to select a media agency. Especially when so much of the budget is digital (~75%). My guess is the regions couldn't agree, the CMO couldn't pull them together and the CEO should be wildly concerned about how much time and money was wasted on this review. Publicis probably gave away the farm to win this. An 18-month pitch is not a battle of titans trying to edge each other, like the famous 11 hour Isner/Mahut Wimbledon Match. This is likely painful negotiations both internally at Lego and with Publicis/the other agency participants. It also sets a horrible precedent for future reviews and agency employees should be concerned. Also don't forget, the best of the best get staffed on these reviews... participating in a pitch like this risks your best talent. Every Publicis client should be concerned. Since Publicis likely gave away the farm to win, they are going to look for it somewhere else. Every client of the losing agencies should be concerned. They spent millions in aggregate to pitch this, they are going to look for it somewhere else. Lego's HR team should be concerned. Their new office in Boston is attracting quite a bit of interest from talent. If it takes this long to make a decision, it's going to be a concern for new applicants. This kind of pitch process is a big part of what is destroying the ad agency model. These Lego clients should be ashamed of themselves and the rest of the ad community should hold them to task. There is only one winner... the pitch consultant. And they should be grateful they are not listed in this press release. No brand client should ever hire them again. (and if you're curious... I've won pitches this big on the agency, held reviews this size as a client, and managed some as a consultant.) #adagency #mediaagency #RFP #Lego

Carlsberg Group Middle East partners with M&C Saatchi Group for creative and strategic services across key brands in the GCC. read more: https://lnkd.in/dKFXTqeA Scott Feasey | Dario Cavalcanti de Albuquerque | Dorothea Drews #CreativeAgency #BrandStrategy #GCCMarket #FMCG #Marketing #Partnership #Adtechtoday

It’s all about the insight.

This is truly one of the greatest ads I’ve seen in a WHILE. Why? I watched it sound off. I watched it while checking my email and listening to a true crime podcast. I watched it on my phone without turning it sideways so it was basically the size of my thumb the whole time. And I got it, quickly. And loved it. ➡️ It marries perfectly a clear product feature with a unique cultural audience insight. The flavored water now has no gas + Argentines gesture a lot when speaking = new engineered, memorable benefit. The ad rewards you as a viewer for completing the rest of the equation in your mind. ➡️ It’s riddled and threaded with humanity. We flinch when they flinch. We’re rooting for these folks to not get drenched - or maybe some of us are on the bottle’s side. And we all know someone who gestures without abandon when speaking. ➡️ It shows the product the entire time but in a way that doesn’t feel forced, or limiting, or annoyingly staged. ➡️ Though it is beautifully and specifically crafted for the Latino/a/x audience, it still works fairly universally in that it isn’t isolating. It welcomes you in to share a cultural nuance. Keep making human ads, folks. Buenisimo.

Disruption = Creative Excellence x Cultural Impact x Business Results

British Airways going against grain to restablish and breakthrough! Delivering precisely what you want from an OOH campaign, where you have 1-2 seconds to attract viewers' attention. Evoke emotion, establish the brand, and resonate with the audience! It accomplishes precisely that. Every viewer's mind drifts to a past or future holiday, sparking excitement; sandy toes, Pina Colada’s on the beach - my emotions! Now, everyone knows who BA is, granting them creative freedom similar to Coca-Cola, McDonald's, Heinz, etc., enabling them to execute an ad like this successfully. However, as BIC, OOH needs to be simple, easy to digest, and consistently achieve the campaign's objectives. Personally I love this ad - it sparked my emotions straight away! What do you think? #campaigns #ooh #britishairways

📣 Bringing #Martell to Life, One Conversation at a Time! 🥃 Excited to share a glimpse into my world as a Brand Marketer and Activator for Pernod Ricard Kenya! 🌟 In this video, you'll see me in action, engaging directly with our valued clients and brand enthusiasts. Watch as I break down the rich heritage and unique qualities of #Martell, turning curious listeners into passionate advocates. 🗣️💫 As a Brand Activator, my mission is to create genuine connections. Through personalized storytelling and immersive experiences, I'm not just sharing a product – I'm crafting memorable moments and igniting a love for our brand. 🔥 It's incredibly rewarding to see the spark of interest turn into true appreciation. This is how we build lasting relationships and foster brand loyalty, one conversation at a time. 🤝 Curious about the art of brand storytelling and client engagement? Let's connect and exchange ideas! 💡 #PernodRicardKenya #BrandActivation #ClientEngagement #BrandStorytelling #MarketingStrategy #BrandAmbassad