Effectiveness UnCanned

Thursday 21 June, 14:30-18:00 in the Salle de Presse

With a focus on the impact of creativity, this half-day programme, curated by the Effectiveness Partnership and supported by the EACA, unites agency leaders and global marketers to explore creative ideas that fundamentally drive business performance.

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Unlock the value of creativity

Marketers, strategists, innovators and award-winning creatives will discuss how to develop creative ideas that are in-line with commercial strategy and will share examples of how to unlock the commercial value of creativity. 
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1

AN INTRODUCTION

With Gurdeep Puri, Founding Partner of The Effectiveness Partnership

2

Upstream Creativity – The Effectiveness of Great Branding and Innovation

SuperUnion explore upstream creativity in action, looking at the competitive advantage that creativity drives when it is applied to the very heart of a business.

3

Generating Incremental Growth Through Cultural Relevancy

Debarshi Pandit, Head of Multicultural Business Partnerships at Sky UK discusses the vital importance of understanding dual media behaviour within different audiences. He will consider how this overlooked group, who consume media from their ‘country of origin’ in their now ‘country of residence’, can help marketers to drive incremental growth for their brands, products and services.

4

Why Being Commercially Creative is Not a Paradox

Janet Markwick, Global EVP Commercial Operations and Production at Y&R, considers how to identify clear commercial objectives that enable agencies to deliver real value for clients, while also driving commercially creative impact and positive change to the direction of their company’s results.

5

Making More Effective Mobile Creative

Facebook explores how the new breed of digital disruptors are developing their creative strategies, understanding which ideas are more likely to resonate with their audiences and the best ways of executing advertising for mobile.

6

How Visa is Driving More Effective Use of Sponsorship

Join to learn how Visa is driving a more effective use of the Olympics and FIFA World Cup sponsorships. Visa’s SVP for Marketing in Europe, Adrian Farina will share best practice advice on breaking through the clutter to standout, and how to balance building brand equity in line with celebrating and supporting popular sporting events.

7

Effective Innovation

Tracey Follows, Chief Strategy Officer at Wired Consulting, invites brands and businesses to think harder about what kind of innovation they are trying to achieve and how to approach it – ensuring that they have the right kind of effectiveness model in mind.

8

Effectiveness in Marketing and Creative Agencies – What’s the future?

Two panel discussions, one agency-side and one client-side marketers, will address the issues and opportunities facing our industry in bringing to life the real value of creativity in the boardroom. Expect insights and opinion from leading marketers on technology, culture, current practices and what to watch out for, all helping us develop effective creativity.

FEATURING

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Gurdeep Puri

Founding Partner
The Effectiveness Partnership

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Adrian Farina

Senior Vice President, Marketing Europe, Senior Vice President
Marketing Europeisa

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Alexander Schlaubitz

Chief Marketing Officer
Lufthansa

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Dan Burdett

Snr Director of Marketing Innovation and Head of EMEA Marketing Lab
eBay

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Debarshi Pandit

Head of Multicultural Business Partnerships
Sky UK

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Harjot Singh

Chief Strategy Officer EMEA
McCann World Group

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Ian Crocombe

Creative Shop Director
Facebook

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Janet Markwick

Global EVP Commercial Operations and Production
Y&R

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John Shaw

Chief Strategy and Innovation Officer
SuperUnion

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Kathryn Patton

Head of Marketing Strategy
IPA

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Sabah Ashraf

CEO, North America
SuperUnion

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Tracey Follows

CSO
Wired Consulting

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SECURE YOUR PLACE

Effectiveness UnCanned is exclusively available to registered Cannes Lions delegates. You can book a pass here but if you would like to register your interest, complete the form below.