|
Cannes Day 2; Internet Heroes of Genius; “Trust Female Directors”; Industry Forms One More Alliance
|
|
|
|
|
|
|
Facebook’s Carolyn Everson, second from left, makes a point during a talk on the Global Alliance for Responsible Media in Cannes on Tuesday morning. PHOTO: NAT IVES
|
|
|
Everybody still got their Cannes badge? Their keys? OK, welcome to day 2 of the marketing industry’s biggest festival. It’s time for marketers to start making news. Major marketers, social-media giants and ad-agency groups have formed a coalition to tackle hate speech, bullying and fake content online, with a kickoff meeting planned here on Wednesday.
Working together in the Global Alliance for Responsible Media will be more efficient than the usual method—holding countless meetings with countless different players, Carolyn Everson, vice president of global marketing solutions at Facebook, told me. “I want to be realistic that this is not a fully solvable problem,” she added during a Tuesday morning panel at WPP Beach, in the style of place names here this week. “...I can’t ensure the safety of everybody at this beach when we walk down the Croisette.”
|
|
|
|
|
|
Alma Har’el, Natasha Lyonne and Rayka Zehtabchi in Cannes. PHOTO: NAT IVES
|
|
|
Alma Har’el is building on Free the Bid, an effort to encourage hiring female directors, with Free the Work, a platform for surfacing female and other underrepresented creators in all aspects of filmmaking. “We all use so many services every day to discover a new restaurant, to discover a new song, to find a new movie, and it’s time that we treat the discovery of talent of underrepresented talent the same way,” she said.
“Russian Doll” co-creator Natasha Lyonne, appearing in Cannes to discuss creativity and diversity with Ms. Har’el and others, was enthusiastic. “The idea that we could be free of assembly-line propaganda that’s been force-fed to us for decades is a revolutionary concept,” she said.
Rayka Zehtabchi, director of the Oscar-winning “Period. End of Sentence,” had advice for the industry to keep things moving in the right direction: “Trust female directors.”
|
|
|
A day after CMO Today’s Alex Bruell reported on the advances in advanced TV, here’s another: NCC Media, an organization backed by cable giants like Charter and Comcast, will let advertisers use OpenAP’s audience-target definitions when buying commercials in the tens of millions of households it reaches.
OpenAP is a consortium formed by media companies such as Fox and Viacom to foster more precise commercial targeting. Its initial project was to standardize the precise categories for targeted ad buying, making it possible to buy TV commercials in the same category but on different networks.
|
|
|
|
PHOTO: L.J. DAVIDS
|
|
|
As privacy talk bubbles at Cannes more than a glass of… oops, I promised yesterday not to say r__é all week. As privacy talk rises faster than the BAC of everybody at Gutter Bar too late last night, the Journal dove into who’s winning GDPR a year into the new regime.
Here’s one sign: European ad revenue at the walled gardens of Google and Facebook rose faster in 2018, the year GDPR began, than Europe’s overall digital ad market.
Here’s another: L’Oréal decided to focus European ad spending on Google, Facebook and Amazon because “those guys have the capabilities to really treat the data in the way that it should be treated,” Chief Digital Officer Lubomira Rochet tells Nick Kostov and Sam Schechner.
In the longer term, of course, a lot hinges on a series of cases filed against Google and Facebook in EU countries.
|
|
|
|
PHOTO: ISTOCK
|
|
|
Even with the paint still wet on GDPR, everybody is already trying to game out the next changes in privacy. There’s a “Do Not Sell My Personal Information” button coming soon in California, after all.
Marketers only have one choice as new privacy regulations tilt the power further toward Google and Facebook, several industry leaders tell the Journal’s Suzanne Vranica: rediscovering the lost science of knowing their own customers.
“There will be a renaissance in first-party strategies as third-party data sources become less scalable,” McDonald’s exec Bob Rupczynski predicts.
Consumers might actually accept that, too, if everyone just communicates better, says Erin Matts, U.S. CEO of Hearts & Science, the data-centric media shop. “I, for one, do not want to get erectile-dysfunction drug ads anymore because I have gone onto too many sport sites and the assumption is I am a 64-year-old man,” she says.
|
|
|
|
PHOTO: AB INBEV
|
|
|
|
|
|
|
Nike’s “Dream Crazy” campaign featuring Colin Kaepernick won the Outdoor Grand Prix as Cannes began handing out trophies. [Adweek]
Philip Morris International is back at Cannes with another big event space plus bookings like Wyclef Jean, but no company logos. [Campaign]
Heinz and Ed Sheeran’s strange romance has progressed beyond EdChup to a full-blown TV commercial. [Billboard]
“Sustainable Fashion” can mean anything, but here are a few putatively eco-friendly experiments worth checking out. [WSJ]
Gloria Vanderbilt died Monday. In memorable ads like these, she was the first to use her famous family name to promote designer clothing. [NYT]
Mastercard is introducing True Name cards that let customers use the name they want without requiring a legal name change, which the company said would help transgender and non-binary cardholders in particular. [Bloomberg]
Chick-fil-A is now the No. 3 restaurant chain in the U.S. by sales, behind just McDonald's and Starbucks. [BI]
|
|
|
|
We bring you the most important (and intriguing) marketing news every day. Write me at nat.ives@wsj.com any time with feedback on the newsletter or comments on specific items. We want to hear from you.
And follow the CMO Today team on Twitter: @wsjCMO, @natives, @alexbruell.
|
|