I researched, wrote and edited a series of reports for the Cannes Lions International Festival of Creativity, to introduce the event’s new ‘tracks’ and provide industry insights and trends behind the Lions awards, the advertising and marketing industry’s global accolades. This report explores the experience economy and the growing importance of e-commerce and brand activation.
The Cannes Lions Experience Track reflects an evolving industry landscape for brands and clients. Two new Lions - Brand Experience & Activation and Creative eCommerce - recognise that creativity in today’s ‘experience age’ requires a multi- channel approach to build meaningful, emotionally connected engagement with audiences, beyond traditional advertising.
The Experience Track explores the convergence of physical and digital worlds, the transformation of retail and the role of virtual and mixed realities, artificial intelligence and machine-learning in engaging consumers at every touchpoint on the customer journey.
Delivering transformative experiences is one of today’s most powerful brand currencies. The 2017 Freeman Global Brand Experience Study reported that 1 in 3 CMOs expects to set aside 21% to 50% of their budgets for brand experiences and 9 out of 10 marketers agree that experience delivers more compelling engagement. The research also found that marketers in Asia Pacific were early adopters. 32% of Asian marketers said they would spend more than one-fifth of their total budgets on experiences.
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