Moroke reflects on emerging trends from Cannes Lions 2024
By Felicia Nwosu
Ivan Moroke, CEO of Kantar Insights Division South Africa and Kantar (Middle East and Africa Diversity, Equity, and Inclusion) MEA DEI Lead, who served as a Creative Data Juror at the Cannes Lions 2024, has shared his key insights from this year’s festival, highlighting the trends shaping the future of brand communication.
He underscored that, as the Creative Data category continues to evolve, there is the need for innovation, simplicity, and collaboration in driving sustainable brand growth.
Stating this on the World Federation of Advertisers’ page, Moroke reflected on the Creative Data category which celebrates the strategic use of data to drive brand and business growth, identified several critical takeaways.
Firstly, he noted that while AI is a buzzword in the industry, its true potential remains largely untapped, emphasizing that mere data analytics should not be mistaken for advanced AI.
“Beyond the AI Bandwagon, the full application and leverage of AI is still in its infancy. If it’s just about good old data analytics, it should not be called ‘AI application”.
Moroke also pointed to the importance of simplification in marketing strategies. He argued that clarity and simplicity are essential from the initial planning stages to the final execution, making simplification a vital factor for impactful marketing.
In addition, he highlighted the growing significance of purpose-driven initiatives, stressing that for these efforts to be sustainable, they must align with brand and business growth. Moroke cited Mastercard’s Grand Prix-winning campaign as a perfect example of how brands can grow by embracing socially responsible opportunities.
Finally, Moroke emphasized the power of collaboration, noting that some of the most brilliant work at Cannes Lions was the result of strong partnerships between brand owners, agencies, and cross-functional teams.
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