2018 take aways suvituuli tuukkanen | veikkaus sanoma | 21.8 · suvituuli tuukkanen | veikkaus 2018...

Suvituuli Tuukkanen | Veikkaus

Sanoma | 21.8.2018 2018 TAKE AWAYS

@suvituulit | Sanoma Hot from Cannes | 21.8.2018

PIENEMPI,

HILLITYMPI,

BUSINESS-

RELEVANTIMPI

CANNES

(VIIME VUOSIEN TAPAAN) VALTAVA

MARKKINAMURROS, JA SITÄ

KAUTTA JATKUVAN

MUUTOKSEN PAKKO


“we’re reinventing media from mass blast to mass one-to-one

we’re reinventing advertising from less push to more pull

we’re reinventing agency partnerships from less outsourcing to

more of our people’s hands on the keyboard

we’re reinventing marketing to be a source for good and a source

for growth

– so it’s a massive overhaul.”

Marc Pritchard, P&G

KONSULTTITOIMISTOT HAKEVAT PAIKKAANSA BIITSILLÄ

The consultants are getting in much earlier in the process with the aim of driving transformation by helping brands link up data and

insights with advertising and media and drive real business results.

“New competitors can only come in to a market if there is a market gap. Of course they can acquire companies, but [the

consultancies] aren’t just acquiring companies.”

(Keith Weed, Unilever)


REKRYKRIISI

”...those in the industry need to understand data, technology and how

marketing is driving business outcomes, but finding this talent is proving

difficult.”

Mastercard CMO Raja Rajamannar


OSAAMISTEN KEHITTÄMISVAADE YRITYSJOHDOSSA

“It has changed the profile [of marketers] but it has also placed a burden in

terms of the capabilities we need to develop internally for our more

experienced, high-profile leaders,”

DUOPOLY

ANXIETY:

”How can brands and their agencies enter the fray in a way that's both ethical and effective?

Brands care. Or at least they say they do.”


FB & Google capture

56.8% of the (US

digital) market

(ARE WE) ADDICTED TO LIKES

Today’s most successful mobile apps and social media

platforms create environments specifically designed to lure

users into an endless pursuit of content– to the point of

addiction.

It’s a disturbing trend that threatens to break the current

marketing model, de-stabilize democracy and damage

humanity.

Though brands are benefiting now, they need to work together

to create a more stable future that doesn’t require imposed

regulations to survive.

Scott Hagedorn (CEO, Hearts & Science) and Tristan Harris (Former Design Ethicist,

Google)


VAIKUTTAJIEN VASTUU?

MARKKINOIJIEN VASTUU?

Almost half (49%) of people would like to see ad

regulators enforce stricter rules for sponsored influencer

posts

47% are 'fatigued' by repetitive influencer posts on

platforms like Instagram.

62% felt influencer content 'takes advantage of

impressionable audiences'. 55% said this was because

aspirational posts were 'too materialistic' while 54% said

influencers 'misrepresented real life’.”


Three commitments:

1. Transparency from Influencers: We will not

work with influencers who buy followers.

2. Transparency from Brands: Our brands will

never buy followers.

3. Transparency from Platforms: We will prioritize

partners who increase transparency and help

eradicate bad practices throughout the whole

ecosystem.


“WE NEED TO ADDRESS [INFLUENCER FRAUD] THROUGH RESPONSIBLE

CONTENT, RESPONSIBLE PLATFORMS AND RESPONSIBLE

INFRASTRUCTURE.” UNILEVER CMO, KEITH WEED

(EDELLISVUOSIEN TAPAAN)

AI

- on tätä päivää – ja entistä enemmän

voidaan osoittaa business-hyötyä


”AI CAN HELP US

AUGMENT OUR

CREATIVITY.”

input luovaan prosessiin, mm. next tradition of research (social prediction with black swan data)

korkea laatuisempia luovia tuotteita, enemmän aikaa keskittyä arvoa synnyttävään työhön

brändin valvonnan helpottuminen (building identity systems more effectively, picking anomalies)

– ”when trends, anomalies, or significant events are brought to your attention — and you can get data-driven recommendations on what works or ways to optimize — you can better prioritize decision-making.”

(KONSEPTIN JA CRAFTIN NÄKÖKULMASTA)

Go beyond purpose

Utilize data to find what’ll resonate with your

target group

Actions instead of words

Combine real-world initiatives with marketing

strategy

Stay pure, stay true


(EDELLISVUOSIEN TAPAAN)

#CSR #SUSTAINABILITY

#PURPOSEBRANDING

#METOO @suvituulit | Sanoma Hot from Cannes | 21.8.2018

MISSÄ CANNES ON

PARHAIMMILLAAN?

• AJATUSTEN RUOKAA,

HENKILÖKOHTAISESTI JOTAIN, JOKA SAA

AJATTELEMAAN

• INSPIRAATIOTA: AIM HIGH! CANNES

PALAUTTAA USKON MARKKINOINTIIN

• OF THE RECORD –KESKUSTELUT: JAAT

AJATUKSIA PARHAIDEN KANSSA,

VERKOTUT

• MINUTY, VÄLIMERI, RIVIERA

TEEMAT, JOTKA JATKAVAT JO

TIES MONETTA VUOTTA

• PURPOSE & CSR

• DATA & CREATIVE - NO SILOS

• AI

• AR/VR/MR

• MARKKINAMUUTOS, CONSULTANCIES

• NO-PAID-MEDIA

• CREATIVITY HAS TRUE BUSINESS

EFFECTS

TÄMÄN VUODEN SPESSUT

• METOO

• INFLUENCER FRAUD

• ANXIETY, DUOPOLY

• PALAU PLEDGE


ENSI VUOTEEN! @suvituulit | Sanoma Hot from Cannes | 21.8.2018

2018 take aways suvituuli tuukkanen | veikkaus sanoma | 21.8 · suvituuli tuukkanen | veikkaus 2018...

Documents