Media in the Next : Season 3
Dear Kering team,
We were delighted to welcome you to Cannes for season 3 ‘Media in the Next’. Over three days and evenings, we explored together three important themes for our teams in the now, and next: Cultivating affluence & driving growth in emerging markets; The art of luxury in the age of intelligence; The future of storytelling. All in the name of immediate growth and planning for the near future.
There wasn’t one topic that shone through at Cannes this year, but the topics that did were familiar. Brand building to drive growth was one such theme, as was the emerging idea of funny creative driving effectiveness (see the Grand Prix for Luxe going to a certain competitor).
With the soft rebound of Chinese tourism, the opportunity in Japan for high-net-worth-individuals has far more significance to our brands. Tokyo has been dubbed “the Paris of Asia”, and with us, Ogury talked about the growth of HNWI tourism in Japan, and the importance of communicating with them with relevance. Through our unique data partnerships powered by TOBIRAS, we have huge potential to react and reach these audiences.
We also saw innovation in targeting opportunities, with Cognitiv showcasing their ability to catch new UHMWI audiences through more sophisticated contextual targeting including sentiment, unlocking greater confidence in growth channels like CTV, especially in the US.
With Meta, we talked about the opportunity business messaging offers, especially with our partnership as the exclusive Holdco with access to the WhatsApp API. How we complement existing CRM strategies for HNWI for potential new clients, opens conversations about broader connection between Media and CRM.
The hot topic of last year, Generative AI, had this year graduated to how it can be meaningfully applied and embedded into business workflows. With our senior leaders, we talked about the investments and development dentsu are making in this space, with Gen CX the most actionable opportunity – using analytics and campaign data to derive immediate cross-channel and site optimisations, and post-campaign insight.
We also saw our close partners’ new tools – marketing tools such as Google Search Scout, YouTube Sentiment Analysis and Amazon Query Intelligence, and internal workflow optimisation tools like Microsoft Co-pilot.
BCG talked to us about the reemergence of digital maturity, and AI maturity, when it comes to considering long-term workflows across internal teams – from Media, Ecom, Retail and CRM. Businesses are getting increasingly strained with emerging tech, and the importance of getting on top of this, can be seen in business results.
With all this said about AI and emerging markets, WeTransfer reminded us that the heart of luxury storytelling remains the creative – and their canvas remains widely used by competitors of ours and beyond. Their close connection and passion for charity and emerging artists aligns nicely with our brands’ missions too.
The Global Brand Leads and teams are here to help you navigate these trends and facilitate calls with these partners and beyond, and continue to bring your media investment and innovation into the next.
Your iProspect Team
