Working for a Tech B2B client can mean stringent campaign parameters – acquiring sales-ready leads with the intent to purchase big ticket enterprise solutions. Developing effective content and communication becomes even more crucial – not only in compelling an initial engagement but to nurture and ultimately convert the right user. The Cannes Lions session themes that have peaked my interest are therefore, ‘Back to Basics’, ‘New Digital Era,’ and ‘Commerce’. The specific sessions I will be attending call out creativity and content as powerful tools needed for effective audience engagement – especially when driven by AI, blockchain, storytelling or adopting a ‘humanized’ approach to marketing. In the session, “In a World of Disruption, Storytelling Wins”, storytelling is emphasized as a prime means of successfully cutting through the ‘clutter’, to build authentic audience connection.
Written by Elizabeth Lor