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LBB & Friends Beach: Better Together Panel Programme

26/05/2023
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London, UK
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Brands, agencies, makers and platforms will convene at the LBB & Friends Beach at Cannes Lions 2023 - find the full schedule and list of speakers here

This year, LBB’s Cannes theme is ‘Better Together’, a celebration of collaboration and also a bit of unity in a time of division, economic uncertainty, technological upheaval and environmental crisis. Throughout the week, we’ll be bringing together brands, agencies, makers and platforms to smash silos and examine some of the changes, challenges and opportunities facing the industry. 
Check out the schedule and speakers below.

NB: Some speakers are yet to be confirmed and this page will be updated as the lineup evolves. 



Tuesday 20th June


11am

What Do Marketers Really Want?

Why it’s time to bring clients into the creative conversation.

Adland and Marketing World are two countries divided by a common(ish) language - what marketers say they want and what agencies and production companies think they want can often be two wildly different things. We want to kick off our week of content at the LBB & Friends Beach by welcoming marketers into the creative conversation and giving them the platform to share how they’re manoeuvring the changing and growing demands on them to do more with less, what they’re looking for from partners, what they make of all the options out there in the agency and production world, and what creativity really means for them. 



Panellists:

Becky Verano, global VP marketing operations and capabilities, Reckitt
Erwin Dito, VP Global Brand, McDonald's
Grainne Wafer, global director beer, Baileys and Smirnoff, Diageo
Mark Kirkham, senior vice president and chief marketing officer international beverages, PepsiCo

Moderator:

Laura Swinton, editor in chief, LBB


12pm

Can We Really Do Everything Everywhere All at Once?

Competition is seeing brands, agencies and prod cos stepping on each others’ toes, so how do we work together amid the scramble?

Competition is king in the marketing and advertising world. Competition for talent, for attention, for eyeballs and, in Cannes Lions, competition for creative dominance. And as technology accelerates and economies around the world wobble, that competition is fiercer than ever. It’s seeing businesses expanding into new areas - brands taking creative and media in-house, holding companies expanding their production scope, production companies hiring creatives and strategies.

But this is an industry that has always thrived on collaboration too. So how do we collaborate when it's more competitive than ever? Are we all trying to do too much? Does this benefit the client and the work?


Panellists:

Ali Brown, president, Prettybird
Andy Bird, founding partner and CCO, Le Truc, Publicis Groupe
Dan Dawson, chief creative officer, Grand Visual
Katie Potochney, executive creative director, Intuit Mailchimp
Lucia Grillo, chief integration officer, DDB

Moderator:

Matt Cooper, CEO and co-founder, LBB


1pm

Why Brands Need to Open Up to Accessible Design 

Designing experiences, products and advertising that embrace disability and neurodiversity is the next marketing revolution.

For too long the advertising and marketing world has been shutting out the fifth of the population that has a disability, both failing to make space for their creative voices and failing to make content and products that are accessible to all. Big brands and agencies that are making a commitment to inclusive design and accessible content tell us about what they’ve learned and what needs to happen across the industry so that it’s no longer a PR-worthy novelty but a part of the marketing world’s everyday work.


Panellists:


Alfonso Iglesias, Iberia CMO & head of eCommerce, Samsung
Caroline Foster Kenny, global chief client officer, Wunderman Thompson
Christina Mallon, principal director of inclusive design, Microsoft
Jeremy Lindley, global design director, Diageo
Toby Allen, executive creative director, The&Partnership

Moderator:

Laura Swinton, editor in chief, LBB


2.30pm

Independent Agency Forum

Thenetworkone convenes its annual Cannes forum exploring the challenges and opportunities facing indie agencies. More details to follow.


Wednesday 21st June


11am

Culture Is King

How the world’s most creative companies are building cultures to beat the talent crunch, deal with the new normal and transform the work.

Company culture is more important than ever. We keep hearing about the battle for talent and the fact that no-bullshit gen z, who prioritise wellbeing, have a clear sense of boundaries. But with the pitch churn accelerating, stagnating wages in the marketing and advertising sector, the volume of output growing and the demand for always-on creative, fostering appealing, healthy and productive cultures is a tough challenge that goes beyond any one company. Oh and did we mention the dispersed workforce and the difficulties of turning a cosy indie community into a culture that works on a global scale? We speak to some of the businesses that have built and nurtured cultures that can survive today’s pressures.


Panellists:


Jake Brody, senior managing director, Accenture Song
Joe Staples, CCO and partner, Mother
Nicole Taylor, SVP and head of Our Lego Agency (OLA), Lego
Steph Bruning, global marketing director, Framestore

Moderator:

Matt Cooper, CEO and co-founder, LBB


12pm

Creativity Squared

Top global CCOs share insights into their creative practice.

Psychologists talk about creativity having four ‘Ps’: person, process, product and press (environment). So how do the world’s creative leaders think about these different aspects of creativity, and how do they fold them into their day-to-day work? Join us for a conversation that’s sure to get your own creative juices flowing, whatever your role in the advertising and marketing world.


Panellists:

Ali Rez, CCO MENAP, BBDO
Chaka Sobhani, global CCO, Leo Burnett
Daniel Bonner, global CCO, Wunderman Thompson
Debbi Vandeven, global CCO, VMLY&R
Jose Miguel Sokoloff, creative chairman, MullenLowe

Moderator:

Laura Swinton, editor in chief, LBB


1pm

How PR Can Boost Brand Campaign Creativity

Earned media ideas are now at the heart of the most award-winning and effective brand campaigns, whether the strategy and work is led by PR or creative agencies. In this session led by global PR and communications industry publication PRovoke Media, brand CMOs, PR agency leaders and creative directors discuss how the blurring of lines between disciplines can enhance creativity, how PR agencies are evolving their creative offer, and how PR and creative agencies can best work together on campaigns for greater – and proven – brand value.




Panellists

Gen Kobayashi, Chief Strategy Officer, EMEA, Weber Shandwick
Indy Selvarajah, Chief Creative Officer, Global Markets, Ketchum
Anja Spielmann, Global Brand & Content Director for Mars Food & Nutrition
Abhinav Kumar, Chief Marketing & Communications Officer, Tata Consultancy Services

Moderator
Maja Pawinska Sims, EMEA editor, PRovoke Media


2pm

In AI We Trust

How artificial intelligence is changing the way we create together.

Artificial intelligence has properly kicked off, with the likes of Adobe Firefly, ChatGPT, Midjourney and more shaking up the creative industries and offering up a not-too-far future where machine learning algorithms take on the heavy lifting of content creation. But rapid progress has left unanswered questions in its wake. Will AI enhance creativity or devalue it? And how will it transform the way we work together? Will it change marketers’ expectations of agencies and production companies? Will they even need them any more? What will it mean for up and coming talent when the ‘potato peeling’ work that provides an inroad to and ladder within the creative industry disappears? And if AI is our new creative collaborator, what does it mean for everyone else we work with?



Panellists:


Elav Horwitz, EVP, global director of applied innovation, McCann Worldgroup
Isabel Perry, VP of emerging technology, Dept
Jay Ganaden, director, strategic development for Pro Design, Adobe
Megan Lang, marketing director, Heinz North America
Mehta Mehta, global CCO, Hogarth/WPP

Moderator:

Alex Reeves, deputy editor, LBB


3pm

Diversity, Let’s Cut the Crap

What’s really working and how can we amplify it?

When it comes to diversity, equity and inclusion, the industry has talked a big game but progress has been slow. In a system rigged towards privilege, it can be an exhausting, uphill battle, but this is an industry of tireless problem solvers and brilliant ideas and initiatives abound. So, how can we as individuals and as part of that same system adopt and scale the solutions that work, stop talking and enact real change?


Panellists:

Maria McDowell, owner, Lollipop
Patrick Bennett, ECD, NY at Momentum Worldwide
Ursula Mejía Melgar, marketing director - Southern Europe, Diageo
Victoria Ijeh-Allen, CEO and founder, Iconic Steps


Thursday 22nd June


11am

What Do Clients Want from Production in 2023…and Can Production Companies Provide It?

Reframing the relationship between brand marketers and the production community to unlock creativity.

Brands need more content than ever, far more than the good old 30-second TV spot, so what does this mean for the industry’s high end commercial production companies? These days, brands need content and assets tailor made for multiple platforms and evolutions in tech and data mean that they’re also often looking for content that’s flexible and personalisable, and partners that are in it for more than the shoot. And while perhaps production houses can meet that need, and use craft to make content that’s truly engaging, it’s a conversation that’s not really happening. We want to bring together marketers and production companies, two parts of the industry that don’t often get the chance to talk, to chat about the business.


Panellists:

Anna Murray, head of production, Mother
Ben Clark, chief production officer, McCann
Jo McClintock, VP Brand & Marketing, Trainline
Kai Hsiung, managing director, RSA
Pat Murphy, CEO, MCA
Steve Davies, chief executive, APA


12pm

Why Data Means that Creativity Is Never Finished

For creative adventurers, data is unlocking infinite possibilities.

For years, creatives had a tendency to see data and creative as oil and water, sitting alongside each other but never really mixing. Now though, the promise of data-driven creativity is coming to life and opening up new frontiers. Better first and third-party data is giving creatives crunchier insights and it’s also encouraging some brands to take the plunge and test more and more ideas out in the real world, enhancing effectiveness. We’re speaking to creatives, data experts and marketers from brands, agencies, (and platforms) to talk about the reality of combining data with creativity and how to make sure that data is truly boosting creativity and not flattening it out.


Panellists:


Carren O'Keefe, CCO, Digitas
Kelly Abcarian, EVP, measurement & impact, NBCUniversal Media
Rob Lenois, CCO, VaynerMedia
Shyam Venugopal, senior vice president, global marketing & media transformation, Pepsico
Tina Allan, partner, data science and connections, FCB Global

Moderator:

Laura Swinton, editor in chief, LBB


1pm

Craft in the Platform Age

The future of production is here, but how do the enduring values of craft work in the new tech frontier?

The golden hour caught on film. A playful stop-motion sequence of charming hand-made puppets. A witty one-liner. We love beautifully-crafted work. But in an age where platforms are hungry for a never-ending stream of content, where brands and agencies are creating for all sorts of screens - and none, where content is geared towards commerce, where personalisation and interactivity is expected, where does that leave craft? Is it still an important value and how is it manifesting?



Panellists:


Cabell Hopkins, head of Rattling Stuff, Rattling Stick
David Rolfe, global head of production, WPP & Hogarth
Gemma Battenbough, head of APAC, brand partnership studios, twitch
Melissa Yang, global head of ecosystem partnerships, TikTok
Sergio Lopez, global head of production, Publicis Groupe

Moderator:

Alex Reeves, deputy editor, LBB


2pm

Turn Up the Volume: Making the Most of Virtual Production

The transformative tech is gaining traction so how can you make it work for you?

Virtual production is no longer a novelty. Big brands are using it to transform their marketing, produce bigger ideas, reduce their carbon footprint and, yes, save money. Marketing teams are racing to block book facilities and holding companies are stepping up with their own volume studios, and it is up-ending traditional production and VFX pipelines. Marketers, agencies and producers who have been using virtual production in a big way will share their insights and experiences to reveal how to make the most of it, what it can’t do and where the future of VP lies.


Panellists:


Eyvonne Carfora, executive producer, Alt.vfx
Krystina Wilson, executive vice president of advertising, Framestore US
Mathieu Nevians, creative director, BETC/Havas
Melania Kulczycka, client director, VuFinder Studios
Steffen Gentis, global production director, MCA / Reckitt
Wesley ter Haar, founder, MediaMonks


3pm

House of Fun: Inside the In-house Creative Flow

How the rise of in-house agencies has changed the way we all work.

The in-house scene has exploded, bringing a new dynamic to the relationship between marketing, creative, media and production - unlocking a host of new challenges and opportunities. Each in-house agency set up is as unique as the brand it’s serving. Many thought it was a trend the industry would outlive but has it become a true evolution of marketing practice thanks to huge advancement in technology, a new remote workforce and a need to blend creative thinking with commerce? We sit down with leaders of in-house and external agencies to discuss the difference in culture, creativity and growth of these models in 2023 and beyond.


Panellists:


David Lee, chief creative officer, Squarespace
Jo Shoesmith, global CCO, Amazon
Lou Arbetter, VP, creative and production, PepsiCo Beverages North America
Richard Stainer, chief executive officer, global clients, OLIVER Agency
Tom Evans, head of The Kitchen North America, Kraft Heinz
Vida Cornelious, VP, creative, New York Times

Moderator:

Alex Reeves, deputy editor, LBB


Friday 23rd June


11am

How Do We Put a Value on Creativity?

Bringing brands and agencies together on the question at the heart of creative marketing.

Theoretically, creativity is an economic multiplier that can boost business and drive sales and make money. Easy, right? But then when it comes to paying for it, it all gets a bit more complicated. We want to open up a dialogue about the value of creativity, and how it’s perceived in marketing departments and agencies. What’s really affecting marketers’ budgets? What impact has the wobbly world economy had in the last 12 months and what might be in store for us? Are agencies and production companies approaching how they charge in the most sensible way? And what’s the impact of treating creative as a cost rather than an investment?

Panellists:

Neo Mashigo, CCO, M&C Saatchi Abel Group
Peter Reid, global CEO, MSQ Partners
Sam Hawkey, CEO, AMV BBDO
Samira Ansari, CCO, Deutsch NY
Will Cady, global brand ambassador, Reddit

Huge thank you to the sponsors of this event:




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