Be Brave: Cannes Lions makes the case for creative bravery

July 31, 2012 in Be Brave

At OBI Creative we strive to live up to our founder Mary Ann O’Brien’s Be Brave philosophy in the work that we do for our clients. In the OBI blog’s Be Brave section we introduce everyday people that demonstrate bravery in business and in life.

Anyone in the advertising industry is familiar with the Cannes Lions International Festival of Creativity. With that in mind, here’s a video — produced by Cannes Lions – that interviews three thought leaders in the advertising arena who share their views on the importance of creative bravery:

The takeaway: With bravery comes innovation. And it’s worth taking the risk pursuing creative innovation to achieve commercial success because great ideas not only have the potential to touch people’s hearts, but also bring a brand’s purpose to life. Plus, a successfully-executed brave idea can positively change the trajectory of a business.

For more insight, below is a transcript of a SlideShare that presents the commercial case for bravery with its correlation to the Cannes Lions Awards:

Business Case for Creative Bravery — Presentation Transcript

1. Cannes Lions actively awards brave creative work. Work that takes chances in pursuit of excellence and changes the status quo. We believe in the commercial case for creative bravery, and would like to help you make this case to clients and organizations. Here are some ways to support your case for why investment in creative brilliance and bravery is a safe business decision.

2. World-leading senior advertisers are committing to creative bravery. “10/10 work drives business results that 7/10 work doesn’t.” Andy Fennell, Chief Marketing Officer at Diageo. “(Sandwich) was a risky campaign, but ultimately one that delivered remarkable rewards. It exceeded all of its objectives and our expectations. A brilliant idea, executed flawlessly,” Greg Lyons, Vice-President of Marketing at Walkers Source – Cannes Lions 2012

3. Award-winning brave creative work drives increased ROI. “At McDonald’s we’ve seen ROI 54% higher with creative that wins Cannes Lions than creative that doesn’t.” Matt Biespiel, Sr. Director of Global Brand Development at McDonalds Source – Cannes Lions 20124. Award-winning brave creative work is proven to drive share price performance Source – Cannes Lions 2012 & James Hurman ‘The Case for Creativity’ 2011 Note: 2011 Advertiser of the year was Ikea, a privately held company so no share price data is available

5. The relationship between award-winning brave creative work and market share growth is increasing significantly. “Creatively awarded campaigns generate eleven times more market share growth than non-creatively awarded campaigns.” Alexis Nasard, Chief Commercial Officer at Heineken. “The (Gorilla) campaign helped grow the UK Cadbury business by 10% and gained market share.” Mark Choueke, Editor at Marketing Week UK Source – Cannes Lions 2012

6. In Summary: Two decades of international measurable research demonstrates that:  World-leading senior clients are committing to creative bravery. Award-winning brave creative work drives increased ROI.  Award-winning brave creative work is proven to drive share price performance. The relationship between award-winning brave creative work and market share growth is increasing significantly.

7. To contribute to the debate into the business case for creative bravery, or for even more resources, visit Cannes Lions or email them directly at creativebravery@canneslions.com.

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