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Cannes Lions 2022 - Constant evolution: how can brands use creativity to keep up with changing consumer needs?

Original Presentation Date

Jun 20, 2022

Key Takeaways

At Cannes Lions 2022, Campaign’s UK editor, Maisie McCabe led a discussion, in partnership with Merkle, to explore rising customer expectations.

Watch the capture of this session to find out:

  • What are the consumer expectations from brands in the post-pandemic world as our lives have become increasingly digitised?
  • What role will technology, creativity and data play in meeting and creating expectations?
  • How does customer experience now compare to 20 years ago? What are some of the key trends we’re experiencing today?
  • How do you marry together big data and creativity? Who is doing it well currently?
  • How can brands create a more effective relationship with creatives?

You can also read about it in this month’s Campaign magazine.


Detailed Overview

Expectations are high... and on the rise. People are now accustomed to a level of convenience, service and quality against which they benchmark all online interactions – they want digitally-rich, frictionless experiences and are unforgiving when a brand falls short.​

So, as the digital marketplace continues to evolve, what’s next for brands looking to meet post-pandemic consumer expectations? How can creativity, technology and data work together? And what should marketers prioritise when it comes to life beyond transformation?​

In partnership with Merkle, Campaign brings together a diverse panel of voices during the Cannes Festival of Creativity to help brands navigate this new terrain. ​

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