10 | Creative Excellence is Measured by Strong Commercial Returns with Spencer Fox (Cannes Lions Advisory)

Spencer Fox is Global Business Lead at Cannes Lions Advisory, an arm of Cannes Lions -- the internationally recognized authority when it comes to brand, marketing, and creative excellence.

Non-marketers sometimes underestimate the value of brand & creative excellence while marketers sometimes underestimate the power of a strong business case in securing the support of CEOs, CFOs, and boards.

Lions needs no introduction to many of us, but they've been an internationally renowned leader for 70+ years when it comes to brand, marketing, and creative excellence. Spencer provides helpful insights and recommendations for & from the world's leading brands based on Lions research: Marketing Challenges - What the global marketing industry thinks about the challenges it faces, and what needs to be done about them.

Key Takeaways:

-Creative excellence is really about above-average commercial returns, not just winning awards. It's about creativity in service of the business.

-It’s important for CMOs to present a business case for creativity, that’s the starting point. 

-Don't get bogged down in tactical metrics, we need to re-establish the connection between marketing and big, strategic outcomes.

-We’re entering a new phase of marketing. We’re coming out of the marketing efficiencies, relentless pursuit of performance phase, and we’re coming back around to strategy. 

-Whatever you do in marketing needs to be linked to longer term business results.

-Brand building is the critical balance between long term & short term strategies, and it takes time. You need both.

-To deploy creativity for growth requires a shift in strategy, decisions, culture, and capabilities. It’s a heavy lift, but there are validated business payoffs for creative effectiveness. 

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Resources:

-Cannes Lions Marketing Challenges report

-The Long & the Short of It by Les Binet & Peter Field

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Where to find Spencer Fox:

https://www.linkedin.com/in/spencerjordanfox/

Where to find Neeta:

https://www.linkedin.com/in/neetabidwai/

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Where to find Good Revenue:

https://dfnstrategy.com/goodrevenue 

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