Cannes Lions 2023: Connecting the dots between co-creation, data and storytelling.

Another Cannes Lions, another mind-altering experience. As MG Empower’s Senior Innovation Manager, my head is constantly churning with the latest and greatest ideas in the marketing world and beyond – so spending a week at the International Festival of Creativity, in a cabana nestled in between Reddit, Meta, and so many other incredible brands, was like being a kid in a candy store. 

My champagne moment? Seeing the synergies between the three core pillars that we built into our cabana – co-creation, data and storytelling – and the wider conversation that permeated the zeitgeist of the festival. Almost every panel I attended, and person I spoke to, related to the idea that these pillars add immense value to the creative process, and are the elements to watch as the media landscape evolves over the next few years. 

Synergy is great because not only does it suggest that we’re doing something right, but that the entire industry is singing a similar tune. As we continue to push the boundaries of innovation at this particular agency, we are committed to leveraging these insights to create campaigns that not only captivate audiences but also drive tangible business results. Cannes was just the beginning of our journey, and we are excited to embrace the transformative power of data and storytelling in shaping the future of co-creation to lead transformation across the marketing industry.

So without further ado, here are my three biggest takeways from Cannes Lions, from harnessing the power of data to immersive storytelling.

Harnessing the power of data

Data-driven insights allow marketers to understand their target audience better, enabling them to craft more personalised and impactful campaigns. Particularly with the recent explosion of AI, and the myriad of talks and experiences that demonstrated it, the festival provided a platform to witness the true potential of new technology in marketing and storytelling. 

At the MG Empower cabana, we launched our own tech-inspired product: MG Platform, a proprietary campaign tracking and social listening tool which has enabled our teams and clients to co-create campaigns that resonate deeply, adapt and pivot on the fly, and enhance every aspect of storytelling with AI-driven recommendations to make the process truly intelligent. 

In the age of data, measuring the success of marketing campaigns is more crucial than ever. Cannes emphasised the significance of incorporating measurable metrics into the co-creation process. 

By setting clear objectives and utilising our MG Platform as a data analytics tools, we can track the impact of our campaigns in real time. This iterative approach allows us to refine our strategies, optimise the creative process, and deliver exceptional results better, faster and smarter than ever. Placing us, as an agency, right up there with the best of them. 

Empowering co-creation

Co-creation is all about involving consumers – and other key partners – in the creative process, scaling the point of view in order to maximise the opportunity. And the Cannes experience reinforced the importance of empowering consumers and giving them a seat at the table when creating new campaigns. 

We decided to take this approach from ideation to action, inviting key partners such as Pinterest and Dove, and clients like Costa Brazil and MG Talents Brett and Scott Staniland, to participate in our interactive panel sessions. 

The mission we accomplished? Building a safe space for key players to share their thoughts about how the relationship between brands, talents, agencies and social platforms has evolved, and how it should continue to pivot, adapt and transform, to valuably fuel the co-creation process. 

Immersive storytelling

Storytelling has always been a powerful tool for marketers, and the festival reminded us of its enduring impact. The festival showcased captivating narratives through film, advertising, and immersive experiences. We leveraged this powerful tool in our own cabana, creating immersive moments that brought our brand to life. 

For example, by inviting the attendees to co-create with us on defining the key components of any given campaign to generate impact, our co-creation board drove great insights into what the festival community truly believe moves the needle. 

The overriding concensus? Balancing a creative approach to storytelling with data-driven insights is the perfect recipe for creating a memorable experience that will keep consumers coming back for more. 

Andrea Cortes is our Senior Innovation Manager. With her track record of pushing the boundaries of storytelling and experience for our clients and beyond, she’s the one to watch if you’re interested in taking your marketing & communications to the next level. If you’d like to learn more about our Cannes experience, you can watch our panels – Why Co-Creation is the Future of Marketing Strategies and Evolving Relationships: What’s Next for Brands & Creators – or check out our recap here. Or if you’d prefer to catch up directly with our team, connect with us today.