Variety and Canva’s Executive Interview Studio: A Cannes Lion’s Roar of Marketing Insights
The French Riviera was abuzz with more than just rosé and yacht parties this past June. Nestled amidst the glitz and glamour of the Cannes Lion International Festival of Creativity, the second annual Variety and Canva Executive Interview Studio offered a more intimate setting for marketing mavens to discuss the future of brand storytelling. From June eighteenth to twentieth, the exclusive Canva Villa transformed into a hub of insightful conversations, with Variety journalists leading the charge and top CMOs and senior marketing executives spilling the tea on their winning strategies. Ready for the download? Let’s dive into the juicy bits!
Balancing a Brand Portfolio Without Losing That Special Sauce
Imagine juggling a dozen eggs, each a different color, without letting any of them crack. That’s the daily grind for Lisa McKnight, EVP and Chief Brand Officer at Mattel. At the Canva Villa, she gave us a peek behind the curtain on how the toy titan manages its iconic portfolio (think Barbie, Hot Wheels, Fisher-Price, and a whole toy chest full of others). Their secret weapon? The “Mattel Playbook.” This ain’t your grandma’s rulebook, though. McKnight emphasized that it’s all about nailing down each brand’s unique essence – what makes it tick, what inspires it – so each can shine bright without outshining the others.
On the flip side, Canva’s Global Head of Consumer Marketing, Kristine Segrist, talked about the power of a unified brand experience. Canva, the design platform beloved by, well, everyone, is all about democratizing design. Their mission? To empower everyone, from students burning the midnight oil on presentations to seasoned business pros, to unleash their inner creative genius. Segrist stressed how this accessibility and inclusivity are baked into everything they do, making the Canva experience feel seamless, no matter who you are or what you’re creating.
Oh, and before we forget, McKnight dropped a little bombshell during the session – get ready for a brand-new Barney franchise! Looks like the purple dinosaur is making a comeback, proving that nostalgia and beloved characters never really go out of style. We’re ready to sing along!
How to Stand Out When Everyone’s Screaming for Attention
We’ve all been there – scrolling through a sea of social media posts, each one blending into the next. So how does a brand break through the noise and make a lasting impression? Tusar Barik, Senior Director of Marketing at LinkedIn, thinks he has the answer. He spilled the beans on LinkedIn’s strategic shift towards B2B advertising that tugs at the heartstrings. Move over, dry, corporate messaging! Barik believes in the power of emotional resonance, showing the human side of the business world to forge deeper connections with their audience. Think heartwarming stories, relatable struggles, and a dash of inspiration – because even CEOs have feelings, right?
Meanwhile, Rob Giglio, Chief Customer Officer at Canva, chimed in with his observations on the evolving content landscape. He sees more and more brands embracing the power of user-generated content, throwing open the doors and giving their loyal fans the creative reins. This open-door policy is like a breath of fresh air, leading to an explosion of diverse, authentic content across all platforms. It’s like that old saying – a picture is worth a thousand words, but a picture created by a passionate customer? That’s priceless.
Tickling the Funny Bone to Make your Brand Unforgettable
Let’s face it – we all love a good chuckle. But can humor really be a secret weapon in the marketing arsenal? Jon Cook, Global CEO of VMLY&R (they clearly win the award for most vowels in a company name), and comedy legend Kenan Thompson certainly think so. They took the stage to make a case for the power of humor in creating memorable advertising campaigns. Think about it – what’s more likely to stick in your brain: a generic ad for laundry detergent or a hilarious skit featuring a talking sock puppet? Yeah, we thought so.
But hold your horses! Before you unleash a barrage of dad jokes on your unsuspecting audience, Cook wisely cautioned that humor needs to be carefully aligned with the brand. A joke that lands for one company might be a total flop for another. When done right, though, humor can be like a magical bridge, connecting with audiences on a deeper level and making your brand feel more relatable and, dare we say, cool.
Thompson, the undisputed king of comedic timing, chimed in with his two cents, highlighting how humor can inject a much-needed dose of fun into the creative process. A happy creative team is a productive creative team, and when they’re having a blast brainstorming, you know the audience is in for a treat. Plus, who doesn’t love a good laugh? In a world that often takes itself way too seriously, a well-placed joke can be a breath of fresh air.
From Streaming Tunes to Shaping Culture: Spotify’s Audio Evolution
Remember when Spotify was just that app you used to blast Beyoncé on repeat? Yeah, those days are long gone. Xavier “X” Jernigan, Head of Cultural Partnerships and the smooth voice behind Spotify’s AI DJ, took the stage to drop some knowledge on how the platform has evolved into a full-blown cultural powerhouse. We’re talking podcasts that make you think, audiobooks that transport you to other worlds, and a whole lot more. It’s like the ultimate digital mixtape for your brain.
Jernigan emphasized that Spotify isn’t just about passive listening anymore – it’s about active engagement with the cultural zeitgeist. It’s where you go to dissect the latest true crime podcast with your friends, discover new artists before they hit the mainstream, and even have your own personal AI DJ curate the perfect soundtrack for your day. Spotify’s not just keeping up with the cultural conversation – they’re creating it, one earbud at a time.
Walmart’s Digital Makeover: From Superstore to Super App
Let’s be real – when you think of Walmart, you probably picture those iconic blue vests and aisles upon aisles of everything under the sun. But hold onto your shopping carts, folks, because William White, Walmart’s CMO, is on a mission to transform the retail giant into a “digital-first destination.” That’s right – they’re not just competing with your local grocery store anymore; they’re coming for Amazon’s crown.
White spilled the tea on Walmart’s strategy to win over the hearts (and wallets) of today’s digitally savvy shoppers. Think seamless online ordering, curbside pickup that makes life a breeze, and a shopping experience so smooth, you’ll forget you’re not actually browsing the aisles in your PJs. Walmart’s not just keeping up with the times – they’re rewriting the rules of the retail game.
Unleashing Creativity: From Grocery Runs to Global Marketing
Ever wish you had more time to pursue your passions? Laura Jones, CMO of Instacart, feels you. She took the stage to talk about how Instacart’s brand ethos is all about simplifying those everyday tasks – like, you know, grocery shopping – so you can spend less time in the checkout line and more time doing what you love. Because let’s face it, life’s too short for boring errands.
Meanwhile, Zach Kitschke, CMO of Canva, gave the audience a masterclass in global marketing. He broke down Canva’s approach to tailoring their brand message and design tools to resonate with diverse cultures and languages around the world. It’s like translating the language of creativity – making sure everyone, everywhere, feels empowered to design like a pro, no matter their background or experience.
The Variety and Canva Executive Interview Studio wasn’t just another industry event – it was a whirlwind of inspiration, insights, and a whole lot of marketing magic. From the power of humor to the importance of brand purpose, these marketing masterminds left us with plenty to chew on. One thing’s for sure – the future of marketing is all about connecting with audiences on a human level, no matter how digitally driven the world becomes.