Community Multipliers 

In the vibrant atmosphere of Cannes, a new category dedicated to humour has captured the attention of the creative world. This category seeks entries that employ wit and satire to entertain and forge unforgettable, laughter-filled connections with audiences. The emphasis on "connections" underscores a growing realization among brands about the importance of engaging deeply with communities.

This trend towards fostering connections has been particularly evident in the surge of entries into the Social & Influencer Lions, which have seen a 21% increase. Social media platforms offer brands a unique opportunity to connect with their audiences. However, the most successful brands aim to go beyond ephemeral interactions, seeking to use their influence to cultivate and nurture communities.

Amidst this backdrop, a compelling discussion took place in Cannes, focusing on the creation of distinctive brands in the New Communications Economy. Sarah Walker, CEO of Choreograph UK & EMEA, moderated a panel featuring Joshua Spanier, VP Marketing at Google; Maria Givens, VP Media at Bayer; and René Hißerich, Senior Director, Media, Content & Digital Marketing at Mars Pet Nutrition. The conversation delved into the nuances of brand differentiation in today's rapidly evolving landscape.

Joshua Spanier brought attention to the growing aversion to risk among brands, which has led to a "sea of sameness." However, he highlighted the democratization of branding as a significant opportunity for brand leaders to stand out. Maria Givens emphasized the importance of returning to the fundamentals that make a brand unique. She cited Coca-Cola's recent campaigns as exemplary efforts to leverage core brand values while remaining adaptable within the brand's framework.

René Hißerich discussed the dual challenge of achieving global and local differentiation for international brands. He advocated for allowing smaller brands to flourish in local markets as a strategy to tackle this issue. The panellists concurred that personalisation during times of cultural change presents challenges, especially as the pace of cultural shifts accelerates.

The session concluded with a consensus on the value of diversity of thought in the age of AI to address these challenges. The discussion in Cannes, especially the focus on "connections," highlighted the evolving dynamics of brand communication and the importance of building meaningful, lasting relationships with communities in the New Communications Economy.