28 min
10 | Creative Excellence is Measured by Strong Commercial Returns with Spencer Fox (Cannes Lions Advisory) Good Revenue
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- Business
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
_
Where to find Spencer Fox:
https://www.linkedin.com/in/spencerjordanfox/
Where to find Neeta:
https://www.linkedin.com/in/neetabidwai/
_
Where to find Good Revenue:
https://dfnstrategy.com/goodrevenue
Sound by RPS Audio
Hosted on Acast. See acast.com/privacy for more information.
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.
_
Resources:
-Cannes Lions Marketing Challenges report
-The Long & the Short of It by Les Binet & Peter Field
_
Where to find Spencer Fox:
https://www.linkedin.com/in/spencerjordanfox/
Where to find Neeta:
https://www.linkedin.com/in/neetabidwai/
_
Where to find Good Revenue:
https://dfnstrategy.com/goodrevenue
Sound by RPS Audio
Hosted on Acast. See acast.com/privacy for more information.
28 min