Cannes Lions - The 3rd Age of Effectiveness with Les Binet, Grace Kite & Tom Roach
Uncensored CMO21 Kesä 2023

Cannes Lions - The 3rd Age of Effectiveness with Les Binet, Grace Kite & Tom Roach

Following on from the IPA EffWorks and WARC session on the Terrace Stage in Cannes, I speak to effectiveness legends, Les Binet, Grace Kite and Tom roach to outline the big shifts in advertising effectiveness in the digital era, suggesting that we’re leaving the trough of disillusionment and moving onto the plateau of productivity.


Digital once promised so much in terms of effectiveness, efficiency, tracking, and accountability. But the reality didn’t live up to the hype. And now we’re entering a new era - one where the best understanding about things have always worked are being blended with new ways of doing things, and the evidence suggests things are beginning to work better as a result. They challenge the narrative that creativity is declining and digital is the culprit. On the contrary, analysis of the ARC database shows effectiveness is improving in some places, (less so in others).

It will also shine a light on brand-building in the platform world, specifically, creativity within the platforms. Tom talks about how clients, agencies and creators are getting to grips with the new environment, showcasing examples of effective creativity from around the world.

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Chaos, Creativity & Courage - how Tubi took on the streaming giants - Nicole Parlapiano

Chaos, Creativity & Courage - how Tubi took on the streaming giants - Nicole Parlapiano

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How not to be boring in B2B, AI agents and lessons from F1 - Colin Fleming

How not to be boring in B2B, AI agents and lessons from F1 - Colin Fleming

Colin Fleming is a returning guest, and the CMO of ServiceNow, a B2B company ripping up the B2B marketing playbook. It’s not the first time Colin has done this, having previously spent 13 years at Sal...

7 Touko 202541min

Scott Galloway vs Rory Sutherland - is the era of brand over?

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In a world first, Scott Galloway and Rory Sutherland go head to head to talk about some of the biggest topics in marketing. They lock horns on Scott's controversial statement "the era of brand is dead...

30 Huhti 202544min

Who killed Duo? How Duolingo built a brand on entertainment

Who killed Duo? How Duolingo built a brand on entertainment

Today, I’m joined by James Kuczynski, Creative Director at Duolingo, and Dan Salkey, Founding Partner at Small World, for a conversation on how to build truly entertaining brands.Fresh off their SXSW ...

23 Huhti 202553min

Dan Ariely: the hidden forces that shape your customers' decisions

Dan Ariely: the hidden forces that shape your customers' decisions

In this episode, we deep dive into the irrational world of customer behaviour with legendary behavioural economist Dan Ariely. Dan reveals why we’re all predictably wrong, how tiny invisible cues can ...

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Rory Sutherland on why marketing is the answer to economic growth

Rory Sutherland on why marketing is the answer to economic growth

Rory Sutherland returns to the Uncensored CMO podcast, tackling the economic crisis with his signature wit and wisdom. As ever, he offers a refreshingly unconventional perspective on the world’s bigge...

9 Huhti 202551min

Prof G on AI eating itself, social media rage & the end of the CMO

Prof G on AI eating itself, social media rage & the end of the CMO

Scott Galloway (Prof G) has returned to the Uncensored CMO podcast for a second time, in a special live episode. Galloway is Professor of Marketing at NYU Stern School of Business and host of the Prof...

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AI agents - personalisation, productivity & performance with Adobe, ServiceNow and IBM

AI agents - personalisation, productivity & performance with Adobe, ServiceNow and IBM

Live from Adobe Summit in Las Vegas, in this bonus triple header, Jon speaks with Colin Fleming (ServiceNow), Stacy Martinet (Adobe) and Billy Seabrook (IBM) about the hot topic in marketing today, AI...

31 Maalis 202535min

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