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Our teams are still reflecting on this year’s Dreamforce, which was a window into AI’s fully integrated future. As Code and Theory Chief Technology Officer Pradeep Chelpati recaps, Salesforce delivered a vision of the future where Data + CRM + AI empowers organizations to get more out of their customer flywheel, from start to finish. At the event, Salesforce unveiled Einstein 1 – an AI-powered platform that integrates multiple layers that comprise a successful customer-facing AI experience and makes them all accessible via a simple subscription model. Looking ahead, if 2023 was about the explosion of disparate generative and analytical AI tools, 2024 will be about convergence into fully scaled solutions. Read Code and Theory’s full recap here.
In this edition of The Well, catch Instrument’s Kara Place in conversation with Salesforce’s Marc Mathieu in the Stagwell Content Studio about how to make AI-focused organizations work. Also, explore NRG’s comprehensive playbook from developing your organization’s AI strategy, and learn more about Instrument’s hand in the execution of Dreamforce this year.
— Beth Sidhu, Chief Brand and Communications Officer
Salesforce’s Marc Mathieu on Making AI Organizations Work
Integrating AI into your business is about more than just acceptance; it’s about embracing AI as a tool rather than seeing it as a threat. Marc Mathieu, Co-Founder of Salesforce Web3 Studio, sat down with Kara Place, CEO of Instrument, to discuss the relationship between humans and AI — expectations for the future, opportunities and responsibilities. Stream the interview here.
Developing Your Agency’s AI Strategy 2023
As companies race to embrace AI, they must also tread carefully, balancing the competitive advantages that can be unlocked through this technology against growing consumer consciousness of its risks and dangers. A new report from Stagwell’s National Research Group, “The Accountable AI Playbook,” serves as an indispensable compass for business leaders across industries looking to future-proof their organizations through the power of AI. Download the report here.
Behind Instrument’s Work for Dreamforce
Instrument – a digital shop within the Stagwell network – has been a long-term partner of Salesforce for their annual conference, and this year, the team designed and developed the conference website, along with custom features for the mobile application that extend the magic of Dreamforce beyond the boundaries of the in-person event. Explore their work here and visit Instrument’s site to learn more about their approach to building connected brand experiences.
Stagwell Can Help You Lead on AI
When it comes to cutting through tech hype cycles to find long-term innovation, you want a partner with a track record of digital innovation and a healthy dose of skepticism. Reach out to Lauren Dean, VP, Strategic Growth, to connect with experts across Stagwell who are building the runway for the next 12-18 months of AI-powered digital transformation across global marketing organizations.
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On the Main Stage and on the beaches at Cannes, BECA (Black Executive CMO Alliance) Future Leaders were out in force. BECA seeks to transform the future of marketing by investing in promising Black marketing talent, providing them with the keys to success for achieving and excelling in the C-Suite. This summer, Stagwell teamed up with BECA to spotlight its Future Leaders at Cannes and Stagwell’s flagship venue, SPORT BEACH – surfacing their brilliant ideas for marketing and technology innovations that can propel the marketing space into a new era of inclusion. Tune into our interviews from the Stagwell Content Studio below.
— Beth Sidhu, Chief Brand and Communications Officer
Seeding Tomorrow’s Success
“There are $300 billion dollars of unmet demand for Black consumers in the U.S. market alone,” says Freddie Williams, BECA Future Leader and Johnson & Johnson Senior Manager, Innovation. Learn more about Amplify, an AI tool, created by Williams alongside Kara Smith, Brianna Boles-Marshall, and Cleyana Mayweather, which empowers brands to see the positive outcomes of investing in Black creators here.
It’s Time to Give Everyone a Seat
Artificial intelligence (AI) is the biggest transformation to hit marketing in years – but it’ll take human steering to ensure it shapes an equitable future for all. BECA Future Leaders Tiffany Daniel, Amanda Mitchell, and Jared Johnson have created a human-driven AI solution, Onyx, that enhances and amplifies Black talent. Watch the interview with Jerri DeVard, BECA Founder to learn more about their team efforts toward bringing diversity to the decision-making table.
Success is a Dish Best Shared
“I think it is very important for leaders to be aware that they need to lift as they climb,” says Freddie Williams, BECA Future Leader and Senior Manager for Innovation at Johnson & Johnson. Williams joined us at SPORT BEACH to discuss how leaders can drive change and promote diversity, equity and inclusion within their organizations and the industry at large. Tune in here.
Get Your Head in the Game
Missed Sport Beach this year? Luckily for those who didn’t attend, coverage of main stage panels and more than 140 Content Studio interviews are available on Stagwell’s YouTube channel, with more great content on Instagram and LinkedIn. Interested in working with us? Reach out to Ryan Linder, Global Chief Marketing Officer, or Robyn Freye, Chief Growth Officer, North America.
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Scratching your head on where to start with AI transformation? Reach out to connect with our team of digital experts.
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Whether you’re a financial, automotive, healthcare, hospitality brand, or somewhere in between, artificial intelligence will transform your consumer experience over the next 12-18 months, and at Stagwell, we’re working hard with our partners to shape that exciting future.
One big idea for the fall: the past decade of marketing was about the race to perfect personalization, using digital tools for smarter targeting to send the right message to the right person at the right time. Now, AI is ushering in the “Age of Anticipation.” According to Dan Gardner, Chairman of Stagwell’s digital transformation network Code and Theory, holistic AI-based enterprise transformation is about making every facet of your business anticipate consumer needs, discover growth opportunities and efficiencies, and pave the way for innovation.
In this edition of the Well, hear from Dan and marketing transformers at Mastercard, Klarna, and Stagwell’s Constellation network, about what comes next – and how to reorient your business to win in the next age of the internet.
— Beth Sidhu, Chief Brand and Communications Officer
Code and Theory’s Dan Gardner on “The Age of Anticipation”
In an exclusive interview with FINTECH.TV, Dan Gardner delves into how AI is revolutionizing creativity. Stream the interview to discover how Code and Theory is collaborating with Oracle Cloud Infrastructure to build innovative use cases for GenAI across financial, automotive, hospitality, and retail industries.
Klarna CMO Talks ChatGPT Partnership and “Smooth Shopping”
Klarna, known for its bold experimentation, partnered with ChatGPT to bring “smooth shopping” recommendations to consumers, powered by conversational AI. In a candid conversation, David Sandstrom, CMO at Klarna, shares insights into the implementation of this partnership and how it’s poised to enhance the online shopping experience through GenAI. Stream here.
Mastercard’s Raja Rajamannar on the “Fifth Paradigm of Marketing”
Mastercard’s CMO Raja Rajamannar sheds light on the “5th Paradigm of Marketing” which is all about the convergence of over 20 technologies like AI, AR, blockchain, wearables, and more on the consumer experience. Hear from Raja and Constellation Network Chair Justin Lewis about how to harness this paradigm for future digital success.
10 Mini-Revolutions AI Will Bring to Marketing
Right now, we’re building the runway at Stagwell for AI-based digital transformation to enhance brand-customer interactions, make marketers and communications professionals more efficient in their jobs, and deliver personalized entertainment experiences. Read Stagwell Chairman and CEO Mark Penn’s roadmap for AI transformation sweeping marketing, originally published in Forbes.
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Creating and maintaining fandom is the ultimate goal for today’s marketers. For Gen Z consumers, brands with consistent values drive their fandom – and purchasing decisions. This highly diverse demographic wants to know they are supporting brands for the right reasons. So how can brands more effectively integrate Gen Z into their messaging? Tune into conversations from Stagwell’s SPORT BEACH Content Studio to learn more about what compels Gen Z to become a brand’s biggest fan.
— Beth Sidhu, Chief Brand and Communications Officer
The Youth: a focus group of fortune tellers
“Gen Z is the first digitally native consumer segment. They have a long path to purchasing and you need to understand them in a fully nuanced and intersectional lens. They are more than just a demographic; they are the most diverse demographic that marketers have had to address to date.” – Christine Guilfoyle, President of SeeHer.
Guilfoyle joined Christine Fruechte, CEO at Stagwell’s Colle McVoy at SPORT BEACH this June to unpack Gen Z’s important role in the consumer market, gender equality and the demand for more recognition of female athletes. Listen in here.
Make New Fans, but Keep the Old (One is Silver and the Other, Gold)
What are younger generations of consumers demanding from brands? Respect, transparency, and shared values. Hear from Marissa Solis, SVP Global Brand and Consumer Marketing at the NFL and Claudia Romo Edelman, Founder of We are All Human on how brands are leaning into equity to drive fandom among Gen Z consumers.
“Young people are not the future; they are the present”
“Today, Gen Z makes up 30% of the population. They already control over 100 billion dollars in spending power,” Seth Maxwell, Founder and CEO of Legacy Youth Leadership.
Young people want a seat at the decision-making table– and Legacy Youth Leadership is working hard to bridge them and marketers. Watch Seth’s interview with Lauryn Nwanpka, Managing Director, Brand Citizens, to learn more about how your brand can meaningfully engage young consumers.
Get Your Head in the Game
Missed Sport Beach this year? Luckily for those who didn’t attend, coverage of main stage panels and more than 140 Content Studio interviews are available on Stagwell’s YouTube channel, with more great content on Instagram and LinkedIn. Interested in working with us? Reach out to Ryan Linder, Global Chief Marketing Officer, or Robyn Freye, Chief Growth Officer, North America.
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Fandom is a driving force in today’s culture, extending far beyond media and entertainment to recognize brands and their loyal fanbases. To fortify that relationship, brands have turned to creators to forge a direct route to consumers — and now those creators are exploring ways to take ownership of their likenesses, get a bigger seat at the creative table and change their overall relationship with brands. At Stagwell’s SPORT BEACH, talk of fandom and the creator economy was huge. Tune into conversations from Stagwell’s Content Studio to learn more.
— Beth Sidhu, Chief Brand and Communications Officer
Connecting Value from Creators to Fans
What exactly does owning your own likeness look like in the age of AI? According to NBA player Spencer Dinwiddie and CEO of Calaxy Solo Ceesay, blockchain and decentralized technologies are giving “the 99%” of creators the tools to own and monetize their own likeness. Tune into their mainstage SPORT BEACH session, where they spoke with Code & Theory Executive Chairman Dan Gardner about what comes next.
Education: The Key to Success for Brands and Athletes Alike
Student-athletes are dominating the creator economy, taking over TikTok feeds, partnering with big-name brands, and successfully monetizing their many talents. With their continuously growing fanbases, it is important that student-athletes learn how to own their brand as a business, not just as an individual. Stagwell’s Shannon Pruitt caught up with Captiv8’s Senior Director Bryce Adams to discuss the importance of educating both brands and athletes about how to foster meaningful partnerships.
Harnessing the Power of Creators as Brand Ambassadors
Forming genuine relationships with creators, rather than seeing their contribution as a transaction, is how Bridget Bogee, Brand Marketing Lead from Meta, has tapped into creator content to take brand engagement to the next level. Watch her interview with Bria Bryant, Global CMO, Assembly, to learn how.
Get Your Head in the Game
Missed Sport Beach this year? Luckily for those who didn’t attend, coverage of main stage panels and more than 140 Content Studio interviews are available on Stagwell’s YouTube channel, with more great content on Instagram and LinkedIn. Interested in working with us? Reach out to Ryan Linder, Global Chief Marketing Officer, or Robyn Freye, Chief Growth Officer, North America.
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Scaling new ventures is one of the most exciting elements of brand marketing — and one of the most challenging in a world of ever-more diverse and fragmented audiences. Whether you’re starting from scratch or taking an up-and-coming brand to the big leagues, leaning into fandom can help grow global communities and tee up consumer segments and markets for future growth. While on the ground at the Cannes LIONS Festival of Creativity this June, we heard from some of the world’s top athletes, sports teams, and brand leaders about how they’re using everything from technology experiments to wily brand partnerships to help build global fanbases. Barbie is building on lots of good foundations. Tune into conversations from Stagwell’s Content Studio to learn more.
— Beth Sidhu, Chief Brand and Communications Officer
How New Teams and Leagues are Unlocking Enterprise Value
From Pickleball to Slamball and from Philly to San Francisco, new leagues are cropping up and driving massive global fanbases. As investment flocks, hear how the lynchpin of reaching enterprise scale hinges on an audience-first approach to content, products, targeting, and more from former U.S. Women’s National Team Player and co-chair of Bay Football Club Aly Wagner, lacrosse star and Premiere Lacrosse League co-founder Paul Rabil, and Andres Cardenas, director, Brand Partnerships at the Player’s Tribune
Toto, We’re Not in (LA) Anymore: LA Rams on Global Brand Partnerships
Jen Prince – Chief Commercial Officer of the Los Angeles Rams – knows long-time fans can drive big revenue. But what about the future Rams die-hard fan? Hear from Prince and Laura Likos, Global Marketing & Communications Executive from 72andSunny, about how brand partnerships help the Rams grow beyond their LA roots.
Bringing People Together Through Sports – in the Living Room or 30,000 Feet in the Air
There’s not a more global experience than flying – and United Airlines is doing everything it can to power a top-notch frictionless experience for consumers. No wonder it’s making fans – even Cardinals’ offensive tackle Kelvin Beachum. United’s Meg Mitchell took the stage with Beachum and 72andSunny CEO Evin Shutt to talk about how United’s getting entrenched in sport communities to help bring consumers around the world together.
Get Your Head in the Game
Missed Sport Beach this year? Luckily for those who didn’t attend, coverage of main stage panels and more than 140 Content Studio interviews are available on Stagwell’s YouTube channel, with more great content on Instagram and LinkedIn. Interested in working with us? Reach out to Ryan Linder, Global Chief Marketing Officer, or Robyn Freye, Chief Growth Officer, North America.
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We’re going strong after Cannes LIONS 2023 – even after hosting more than 5,000 people at SPORT BEACH. The emerging themes still on our minds:
- The consensus at Cannes was that generative AI is no passing fad. But brands and marketers need to understand how to use (and not use) AI to truly realize its potential.
- Brands need to understand the risks of embracing polarizing issues. That doesn’t mean they shouldn’t stand for something.
- Fandom is even more valuable than you think. How else could a dish soap company like Dawn have more fans than tech and entertainment giants?
Get ready, because we’re diving deep into all three …
1. AI CAN’T DO EVERYTHING. YOU STILL CAN’T IGNORE IT.
The message at Cannes LIONS from OpenAI, Google, and other tech companies was the same: AI won’t replace creatives, it will make them more creative.
- BIG TECH SHOWCASE: Meta positioned AI chatbots as a way for brands to interact with fans, and stressed that AI could help generate and target hundreds of versions of ads. Expedia touted its new ChatGPT app integration. And on the sand, Microsoft Beach dazzled visitors with otherworldly sea creatures made by artists using AI tools. (Check them out in this gallery, created in partnership with Instrument.)
- DON’T SET IT AND FORGET IT: Generative AI is a useful tool. But Google’s Robert Wong stressed at the Palais that humans with taste still need to be in charge, comparing AI to “raw clay” that will take people with “curiosity, creativity and compassion to harness.”
- BRIGHT FUTURE: Overall, people at Cannes LIONS thought AI will change marketing for the better. Code and Theory’s co-founder and executive chairman Dan Gardner envisioned the rise of “true creativity,” where innovative people can create whatever they can imagine, regardless of their technical skills.
READ MORE: 3 Quick Things from Cannes 2023: AI will lead to an ‘explosion of creativity’
How AI and AR Will Transform Sports
2. STAND OUT BY STANDING UP
There was plenty of debate over purpose-driven ads at Cannes LIONS this year. But that doesn’t mean brands can’t embrace causes – as long as they’re consistent with their politics.
- REPRESENTATION PAYS: At a SPORT BEACH panel hosted by the ANA CMO Growth Council and SeeHer, the message was clear: accurately representing people with disabilities isn’t just the right thing to do, it’s a smart business move.
Robyn Freye, Chief Growth Officer at Stagwell, shared this stat: only 1% of prime TV ads include topics, visuals, or themes related to people with disabilities. That’s despite the fact that more than a quarter of the U.S. population lives with a disability. Ultimately, brands have a huge opportunity to reach people who don’t feel seen in ads.
- BOLDEST MOVE AT CANNES: On the sustainability front at Cannes LIONS, per Adweek, Stagwell’s GALE stood out by becoming the largest agency to sign the Clean Creatives pledge not to work with fossil fuel companies.
READ MORE: 3 Quick Things from Cannes 2023: Making the World a Better Place
The Intersection of Sport and Sustainability
3. BRANDS ARE THE NEW ROCK STARS
There were plenty of Spike Lee fans at SPORT BEACH. But it’s not just filmmakers, athletes, and musicians who have fans. It’s also brands.
- WHY FANS MATTER: Fotoulla Damaskos, EVP, Brand Strategy and Innovation at Stagwell’s National Research Group, used Cannes LIONS to reveal the Fandex, based on a study of 12,500 people who were asked about 250 brands. It found that fans are…
3.5x more likely to advocate for a brand than the average consumer.
3x more likely to stick with a brand even if it does something they don’t like.
- BIG SURPRISE: Dawn had the fifth highest brand fandom score in the Fandex, topping buzzy entertainment, tech, and sports brands. The lesson? Any brand can attract fans if it creates community and connect with consumers’ values (think #Cleantok and clean baby ducks, respectively), as well as innovate new products that people love. “It’s a purposeful journey that brands need to take,” said Damaskos. “And while there isn’t any one formula to create and build fandom, there is a playbook.
- THE FUTURE OF FANDOM: Personalization at scale, fueled by AI, predicted GALE’s Brad Simms.
READ MORE: 3 Quick Things from Cannes 2023: Fans, fans, fans for your brands, brands, brands
What Turns Customers Into Fans
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How Spike Lee Helped Make Air Jordan One of the Coolest Sneaker Brands on Earth
The one and only Spike Lee talked about his relationship with Nike and Michael Jordan, what Denzel Washington taught him about creativity, and his biggest regret as an investor. (Hint: It involves Crocs.) Watch the clip.
Maria Sharapova on Her ‘Crazy Journey’ to Tennis and Business Success
Carmelo Anthony Will Never Play Pickleball (But He Would Invest)
Future Hall of Famer Carmelo Anthony broke down how he chooses business opportunities, the importance of travel, and how went from a wine novice to launching his own wine brand. Watch the clip.
Alan Shearer on How Lionel Messi Could Transform Major League Soccer
Soccer star Alan Shearer talked about how money has changed the Premier League, his experience at the World Cup in Qatar, and how social media has changed being an athlete. Watch the clip.
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We finally had a chance to recoup after Cannes LIONS and we can’t stop thinking about fandom. Aside from AI, fandom was the hot topic in the Palais, along the Croisette, and at SPORT BEACH. Today in 3 Quick Things: Let’s talk about fandom: How to build it and why it matters. (Miss anything at Cannes? Catch up on LinkedIn, YouTube, and Instagram.)
- WAIT, THE DISHWASHING LIQUID COMPANY? At SPORT BEACH, NRG’s Fotoulla Damaskos revealed a major surprise. In a survey of 12,500 people about 250 brands, Dawn had the 5th highest brand fandom score, topping major entertainment, tech, and sports brands. What’s going on? People say Dawn connects with their values. (think of clean baby ducks); innovates by releasing products they use and love; and creates community. Seriously, spend a few minutes on #CleanTok. THE LESSON: Yes, Nike, Marvel, and other buzzy brands made NRG’s Fandom 50. But any type of brand can attract fans with the right strategy.
- IT TAKES TWO Delta’s Tim Mapes put it nicely at the Palais: “Are we loyal to you when you need us?” Translation: When loyalty program members are stuck overnight at O’Hare, they expect Delta to show loyalty to them – through the empathy and actions of its employees. That’s how you build a sense of community. WHY IT MATTERS: Building a community is a huge part of attracting fans, who are 3x more likely to stick with a brand during a crisis.
- ALWAYS LEAVE THEM WANTING MORE A boring website isn’t enough. Expedia’s Jon Gieselman, speaking at the Palais, talked about attracting fans by creating a “subscription-like business.” Expedia isn’t literally selling subscriptions. The idea is to use technology (like Expedia’s ChatGPT tool) in inventive products and features that will keep customers coming back — “managing the business for lifetime value rather than a one-time transaction.”
INNOVATE OR ELSE: The key to building fandom is to keep innovating and evolving in ways that surprise and delight consumers.
Beyond the Stage
Stagwell talked to C-suite marketers, sports luminaries, and other innovators at SPORT BEACH and the Palais. You’ll find fresh, insightful videos on our YouTube page from every day of Cannes LIONS.
JPMorgan Chase’s Leanne Fremar talked with Code and Theory’s Brent Buntin about everything from purpose to Chase Sapphire’s new airport lounges.
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Bonjour! We were at Cannes LIONS, hitting the Palais, fringe stages, and SPORT BEACH to bring you fresh insights every day of the festival. Today in 3 Quick Things: Brands and agencies at Cannes LIONS get creative trying to make the world a better place. (Miss anything at Cannes? Catch up on LinkedIn, YouTube, and Instagram.)
- IT CAN BE PROFITABLE BEING GREEN Is carbon-free advertising a possibility? Felipe Thomaz, deputy director of the Oxford Future of Marketing Initiative, thinks so. At his Ad Net Zero panel in the Palais, he claimed as clients start factoring in carbon as an operating cost, agencies will follow. “Once I win your business away from you by being greener … you will be under tremendous pressure to match me.” SUSTAINABLE BUSINESS: GALE becomes largest agency to cut ties with fossil fuels
- WOMEN DESERVE BETTER Companies can’t “just pink it and shrink it,” said Wilson Brand’s Amanda Lamb at SPORT BEACH. In the same panel, Olympic champion Allyson Felix said she started her shoe company, Saysh, because other women’s sneakers were built on molds of men’s feet. The message: Brands can’t just pander to women, they have to meet their specific needs in products and marketing. Hopefully, more women in top marketing positions will help. At The Female Quotient’s Equality Lounge, Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty, shared a stat: Women now make up a majority of CMOs for companies in AdAge’s list of top 100 advertisers. WATCH: Building for the Female Athlete
- MORE AI, MORE PROBLEMS? Forget the robot apocalypse. Will AI lead to rampant copyright abuse? Lost jobs? Boring content? Those were the big questions on the Croisette. Two big takeaways from Cannes LIONS: 1) AI tools that create video and images will need to be trained on copyright-free material to be useful for (responsible) agencies. 2)
Relying solely on generative AI for creative tasks is a bad idea. As Google’s Robert Wong said at the Palais, “You always need someone with taste to choose the best line. AI does not have taste.” DIVE DEEPER: Embracing Generative AI: A Responsible Approach
Beyond the Stage
Stagwell talked to C-suite marketers, sports luminaries, and other innovators at SPORT BEACH and the Palais. You’ll find fresh, insightful videos on our YouTube page from every day of Cannes LIONS.
On the sand at SPORT BEACH, Anton Vincent, President, Mars Wrigley, North America, talked to the NFL’s Mack Hollins and Damaune Journey, Global Chief Growth Officer, 72andSunny, about treating business like sports, sustainable growth, and the importance of the Black Executive CMO Alliance (BECA).
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