May 2023

Behind the scenes at Cannes Lions: Emerging trends in creative B2B

A first-hand account of the role of a juror and the trends emerging

Behind the scenes at Cannes Lions: Emerging trends in creative B2B

Unexpectedly, an invite to join the jury of the prestigious Cannes Lions landed in my inbox, thanks to an anonymous nomination. Quite the surprise, and I can’t deny it, I was absolutely chuffed. It’s not every day you’re offered a chance to contribute to such a distinguished process and simultaneously tap into the pulse of emerging trends for the B2B community.

Now, this isn’t any old jury service. This is the B2B Creative Lion category and it’s just in its 2nd year. A ten-strong team of rather remarkable jurors, which it has been a pleasure to meet, we’ve been handed the baton and with it, the responsibility to spotlight the very best of B2B creativity. We’re a diverse bunch, with different stories and backgrounds, but united by one shared goal — to inspire B2B marketers across the globe.

I will pull back the curtain on this journey — give you an insider’s view of our deliberations, a glimpse at the standout trends, and a deep dive into what really happens in a Cannes Lion jury room.

The jury assembled in May, and we are deep in the throes of the first round of judging, with the deadline steadily approaching. This stage is rigorous and immersive, an explosion of creativity, clever marketing ideas and beautiful crafting of creatives, it offers a fascinating glimpse into the evolving landscape of B2B marketing.

Blurred lines between B2B and B2C marketing

One trend that stands out is the blurring of B2B and B2C marketing lines. B2B campaigns are increasingly employing emotion-driven, personalised elements often found in B2C marketing, resulting in more engaging, human-centred experiences.

Redefining the B2B aesthetic

Bold colour palettes and daring design choices are challenging the traditional, more reserved B2B aesthetic, signalling a shift towards a more vibrant visual language. Combined with the emphasis on clear and simple messaging in the most impressive creative ideas. Amidst the clamour for attention, straightforward messages still hold their ground as the most effective.

A fresh take on creative playfulness and emotional depth has also surfaced in the entries, amplified by the refined use of omnichannel marketing strategies. These campaigns resonate deeply with audiences, reflecting the maturation of the industry.

Business value at the forefront

Marketers have made significant strides in leveraging data and insights, aiming to deliver not only creative campaigns but tangible business value. Personalised experiences, enabled by the blending of channels and tactics, are on the rise, fuelled by the quest for a seamless buyer journey.

Brands rallying around a cause

Interestingly, many submissions underscore a compelling shift towards purpose-led partnerships. Brands are aligning with causes and missions that resonate with their audience, leveraging shared values to cut through the noise. This approach builds authentic connections, deepens brand engagement, and proactively supports many noteworthy causes.

The tech-savvy marketer

The emergence of Web3 and AI technologies within campaign execution, a shift towards a more digital, automated marketing landscape. Clever campaigns tuning into tech-savvy audiences are making the most of emergent channels such as NFTs or AI tools to harness the power of AI for personalisation. These campaigns have fine-tuned their messaging for specific industries or individuals. Demonstrating a next-level understanding of not just where the audience is now, but where they are heading.

The quality of the submissions is high, signalling that B2B marketing is moving up a gear and redefining benchmarks of creative excellence.

I’m excited to continue the journey towards shortlisting the final contenders, and I’m looking forward to the time spent discussing the entries with my fellow B2B jurors, without a doubt, there will be some lively debates on who makes the cut.

I’ll continue this series, documenting the intriguing process behind the scenes at the Cannes Lions Awards. Keep an eye out for the next update.

Zoe MerchantBehind the scenes at Cannes Lions: Emerging trends in creative B2B
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Change enablement: unlock the true potential of your people

Change enablement: unlock the true potential of your people

The business world is constantly evolving, and those who can effectively navigate change are the ones who will come out on top. That’s where our change enablement toolkit comes in – the secret weapon that prepares, equips, and supports individuals and teams to successfully adopt change.

With our toolkit, you’ll be able to embrace change enablement and unlock your true potential. No more stagnant business practices holding you back – instead, you’ll have a dynamic, thriving organisation that can take on any challenge that comes your way.

Don’t wait any longer to take your business to the next level. Get your hands on our change enablement toolkit today and watch your organisation soar!

Download your change enablement toolkit

Alexandra JefferiesChange enablement: unlock the true potential of your people
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Amplifying the Customer’s Voice: The Key To Driving Engagement

Amplifying the Customer’s Voice: The Key To Driving Engagement

The key to driving engagement and marketing outcomes through customer perception

In a world dominated by digital noise and constant competition, the power to make or break your brand now lies in the hands of your customers. Their perceptions, opinions, and experiences with your brand carry significant weight, capable of influencing not only their own purchasing decisions but those of countless others. It is more important than ever for marketing professionals to understand and amplify the customer’s voice to create compelling, relevant, and successful marketing strategies.

In this post, we’ll examine the pivotal role of customer perception, explore the value of embracing the customer’s voice, and unveil the secrets to adopting a customer-centric marketing approach that drives engagement and delivers impressive business outcomes.

The importance of customer perception

Customer perception is a powerful force that shapes how consumers perceive a brand, its products, and its services. It encompasses the emotions, beliefs, and attitudes they associate with your brand, all of which contribute to the overall customer experience. The key to unlocking the potential of customer perception lies in understanding it, harnessing its power, and aligning it with your marketing efforts.

As marketing professionals, it is essential to recognise that customers hold the power to make or break a brand. Negative perceptions of your brand can spread like wildfire through social media, online reviews, and word-of-mouth, greatly impacting your reputation, sales, and ultimately, your success. The opposite also holds true: word of mouth from a positive experience can do wonders for your business.

The customer’s voice: a catalyst for engagement

Above all, one of the most effective ways to understand and leverage customer perception is by actively listening to and engaging with the customer’s voice. This involves gathering customer feedback, opinions, and insights through various channels, such as surveys, reviews, social media, and direct interactions.

London City Airport worked with Bright to deep dive into consumer and market research, identifying five key personas which embody key characteristics and preferences to deliver a seamless customer experience. This resulted in a 54% increase in website revenue within the first six months.

 

Basically, by incorporating the customer’s voice into your marketing strategies, you can create content and campaigns that resonate with your target audience, driving engagement and fostering lasting relationships. Listening to and valuing the customer’s voice is key to meeting their needs and exceeding their expectations, leading to customer loyalty and advocacy.

Shifting to a customer-centric marketing approach

In today’s business environment, embracing a customer-centric marketing approach is not just beneficial—it’s vital for success. This transformative strategy encompasses a comprehensive process that begins with in-depth market research and the development of insightful buyer personas to effectively identify and understand your target audience. Achieving alignment between marketing efforts and customer needs and expectations is accomplished by delivering highly personalised content and messaging and offering unparalleled value via compelling unique selling propositions (USPs).

Measuring what matters: the 4 measurements to embed into your strategy

To measure the impact of customer-centric marketing on business outcomes, focus on:

  • Key performance indicators (KPIs) such as customer satisfaction
  • Net promoter score (NPS)
  • Customer retention
  • Lifetime value (LTV) to effectively evaluate the success of your marketing strategies.

To learn more about how to track and measure the right metrics, read our blog here.

After all, the key to devising powerful and effective marketing strategies lies in wholeheartedly embracing customer perception. This means placing the customer’s voice at the forefront of your decision-making process. By steadfastly adopting a customer-centric approach, you can drive exceptional engagement and foster unwavering loyalty and propel your business towards unparalleled success.

At any rate, in today’s ever-evolving and fiercely competitive market, it is imperative to listen attentively, adapt swiftly, and seize every opportunity to thrive. Empower your brand by amplifying the customer’s voice and unleashing the full potential of customer-driven marketing success.

If you’re interested in refocusing your marketing strategies toward your customers or audience, get in touch with one of the Bright team here. And together let’s drive the engagement you and your business want to see with your customer at the heart.

Alexandra JefferiesAmplifying the Customer’s Voice: The Key To Driving Engagement
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