Olaf van Gerwen on LinkedIn: Cannes key takeaways: brand purpose is out, brand authenticity (and AI)… (2024)

Zonder makers geen werk. Afgelopen week tijdens het Cannes Lions International Festival of Creativity werd het overduidelijk dat productiemaatschappijen lastig zichtbaar zijn geworden in het advertising ecosysteem. Daar zijn allemaal uitstekende verklaringen voor, maar misschien moeten we focussen op waar we als gemeenschap enige invloed op hebben, namelijk hoe we het zelf doen. Verdiepen we ons genoeg in de belangen van de ultieme belanghebbenden, de merken? Vaak horen we dat we duur zijn. Is er een betere manier om uit te leggen hoe complex en riskant ons vak kan zijn? En om minder inwisselbaar te worden?Om elkaar daar bij te helpen heeft VIA Nederland nu een Taskforce Craft. Op 11 juli houden we de eerste kennis-sessie over reputatie, met experts uit de wereld van positionering, marketing, PR en journalistiek. Volledige line-up volgt snel, maar in ieder geval zul je Kerrie Finch en Lucas Boon van Adformatie horen uitleggen hoe die game werkt.Deze sessie is bedoeld voor leadership teams van productiemaatschappijen in advertising in Nederland. Denk aan film, foto, web, audio, muziek, animatie, et cetera. Dus hij is voor jullie Studio Studio Holy Fools 100% PINK RABBIT Bonkers CZAR - Amsterdam Wefilm Creative Agency EYEFORCE - AMS | CPT | LIS suikerdepôt SuperEasterfeather Better Call Sol Scoville Hazazah FAT FRED DPPLR Drbarefoot bv Annoman 25fps HOBBY Signum 10/10 SIZZER Wolfstreet Revolver Glassworks Amp.Amsterdam // The Sonic Branding Company ronnie® Lab³ Brave Media EYEFORCE - AMS | CPT | LIS Soundsright Popcorn Stories Audentity QV Creative Vigics Big Shots en zo velen die ik gemist heb ;-)Aanmeldlink: https://lnkd.in/e3X9T96SWe hopen je dan te zien!

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So, we did this. Backdrop ✅Coffee & tea ✅ Global F&B brand leaders ✅ There's but one event where we can meet our international clients, and future clients, in person: the Cannes Lions International Festival of Creativity.We held a C-level only masterclass in Culinary Identities, hosted together with VaynerX and worded by the amazing Nick Miaritis. Laser sharp focus on one relevant topics for food & drinks brands: distinctive power, taste appeal and ultimately, brand equity.That was SO much fun 🥐Thank you all for showing up!

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[amazing food campaign Chuck Studios had absolutely nothing to do with]Mid funnel product ads don't have to be boring. Even though they often are. Kraft Heinz brand OSCAR MAYER FOODS hacks traditional food advertising to underline an impressive 12 hour smoke to flavour their Thick Cut Bacon. Take a look, it's clever stuff by Johannes Leonardo, playing on food and non food category codes.

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1999 was the first year I visited Cannes Lions International Festival of Creativity, as part of JongeHonden | YoungDogs. After a quarter of a century and hundreds of zombie mornings, I finally think I understand what really happens here and how we at Chuck Studios fit in.Testament to it, very happy to share my thoughts on Ad Age about what's hot in the field of food & drinks. Thanks a mil Tim Nudd 🙏🏻✅ DM if you're C-level marketer and would like to attend our Masterclass breakfast session on Culinary Identities, together with VaynerX and VaynerMedia, Wednesday morning✅ follow for more food & drinks branding, marketing and advertising news✅ let's have a rosé anyway Good luck Unilever MullenLowe UK Carlos Andres Rodriguez Wieden + Kennedy LVMH AB InBev DAVID New York KFC KFC Canada (Yum! Brands Subsidiary) Courage Inc McDonald's Barilla Group LePub Publicis Groupe LOLA MullenLowe Mondelēz International The Martin Agency Impossible Foods BURGER KING UK BBH London Uber Mother

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Breaking news - What the f*ck did I just watch?Mother and break every code in the QSR industry, like showing positivity, delicious food, and not showing animals. The campaign dismisses very famous DBA's, like The Colonel and the three stripe pattern and more. Brave score - off the charts. I have yet to form an opinion. However, I was 100% mesmerised. Still am. Who has any?

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NIMA Marketing Day is big! Even though The Netherlands is but a small country. I had the pleasure of speaking about Culinary Identities to a large group of marketing folks, thanks to Haystack Consulting's Stefan Peters and Ronald Laan, who had the room fascinated by sensory branding and intoxicated with pink vodka. Thanks NIMA, Nederlands Instituut voor Marketing and MarketingTribune for doing this 😍✅ DM if you'd like to see case studies, theory or learn about the process of making your food product a distinctive brand asset.✅ follow for more global food & drinks marketing and advertising news

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Well done PepsiCo and Doritos.

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Young Tyler Hutton here sums up what the company culture at chuck studios is all about: alowing and encouraging people to become their besy selves. Even if that means letting go 😩Great moves Tyler! And agency partners: watch him.

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Things are heating up....Next week, we're all off to the Cannes Lions International Festival of Creativity. Dutch magazine Adformatie asked a few industry professionals to predict what's going to win.Thanks Lucas Boon and nice rubbing virtual shoulders with you Bas Korsten Baba Touré Patritia Pahladsingh Darre van Dijk and Mara Janssen. Having said that, it was haaaard to choose. So much great work.A top ten in food & drinks may just follow soon.[Dutch only]

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