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WARC x Cannes Lions

Marketing Effectiveness Unlocked

Join us in the Palais at Cannes, where WARC will bring together a festival of effectiveness: a full week's worth of content featuring the world's leading effectiveness experts and the brands that are making it happen.

Hear from industry leaders, including sessions hosted with the IPA and LinkedIn's B2B Institute, as we reveal ground-breaking research and breakthrough examples of what it takes to be effective in 2022.

Scroll down for a complete list of sessions.

Monday - 20 June



Monday 20 June, 11:30 - 12:15

Join Karen Nelson-Field of Amplified Intelligence, consultant Peter Field and Orlando Wood of System1 Group, three giants of advertising effectiveness as they come together in a world first to outline how viewers’ attention in today’s media landscape can drive business success, and what that can tell us about creative development. Their new findings will present an urgent case for change and everything advertisers need to know to make it happen. In partnership with the IPA.


Introduction to Anatomy of Effectiveness
Monday 20 June, 2.30 - 2.45
Imaad Ahmed, WARC 

In 2019 WARC launched the highly successful Anatomy of Effectiveness report at Cannes. In this updated edition, WARC will give brand marketers, advertising agencies and media owners a fresh perspective on the five 'rules' of marketing effectiveness.

Creative Commitment: New Learning from the ARC Database
Monday 20 June, 2.45 - 3.00
Stuart Heppenstall, Principal Consultant, Data2Decisions

Does your resolution waiver when trying to stick to your current marketing plan? If you answered yes, your fear of commitment could well be undermining the effectiveness of your marketing. That’s the finding from new analysis of the IPA Advertising Research Community database.

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Targeting Works - Except When It Doesn't
Monday 20 June, 3.00 - 3.30
Nancy Smith, Analytic Partners

In a world of deprecating data, walled gardens and a proliferation of channels, crafting a smart targeting strategy can be deceptively complex. Analytic Partners will share recommendations from their ROI Genome® Marketing Intelligence and discuss the questions every brand should be asking to get it right.

Creative Best Practice: The Antidote to Rising Media Costs
Monday 20 June, 3.30 - 4.00
Anastasia Leng, CreativeX and Jenny Bullis, Meta

At a time of rising costs and growing inflation, developing hard-working creativity has never been more important. Marketing teams at Nestlé, Heineken, and AB InBev have been leveraging a new source of data to maximise creative efficiency and effectiveness. Learn how they are doing it, why 'creative data' can mitigate media costs and inflation – and how to capture and measure it yourself.

Tuesday - 21 June


The Collision of Marketing and Digital Commerce
Tuesday 21 June, 11.30 - 11.45
Amin Mrini, WARC

The rise of retail media is bringing marketers closer to the world of digital commerce. At the same time, with the 'easy wins' a thing of the past, e-commerce practitioners are increasingly looking to marketers to help drive growth. In this session, WARC's Amin Mrini assesses the latest data and trends in this space and outlines the key considerations for both sides.

Are Marketers Rising to the Ecommerce Challenge?
Tuesday 21 June, 11.45 - 12.15
Sharon Harris, Ascential, Yvonne Hsu, Hill's Pet Nutrition, Atilla Cansun, No7 Beauty Company and Gemma Spence, WPP

What does the rise of digital commerce actually mean for marketers, and what is changing within organisations as a result? With the help of three marketers on the cutting edge of this trend, we explore what it will take to seize the opportunities of digital commerce.

The Gravity of Ecommerce
Tuesday 21 June, 12.15 - 1.00
JP Castlin, Independent and James Hankins, Sage

The grand promises of e-commerce have had an immense pull on companies as they seek growth in the 21st century, yet the associated costs have kept many from being profitable. In an exclusive presentation of key findings from their upcoming report, James Hankins and JP Castlin explain why those who fail to acknowledge the gravity of the situation may get grounded for years to come – but also unearth the great opportunity for marketers to own the conversation and boost the odds of success.


Brand Building in an Ecommerce world
Tuesday 21 June, 2.30 - 3.00
Rachel Tipograph, MikMak

The marketing funnel has shifted to reflect increasingly complicated customer journeys. Brands need access to first-party data to understand how customers get from discovery to purchase, to repeat purchase. Industry leader Rachel Tipograph shares strategies for building your brand in an e-commerce world - from identifying the right opportunities, using data, to understanding your community of customers. Find out where the market is heading next - and what it will take to win.

What's Next for Marketers in Digital Commerce?
Tuesday 21 June, 3.00 - 3.30
Adam Epstein, Perpetua and Sarah Salter, Wavemaker

The world of digital commerce is evolving quickly - and many of the new innovations will have significant implications for marketers. In this session, two experts offer their guides to future development. Find out why the rise of 'full-funnel' commerce platforms will change media and measurement, and how the growth of social commerce creates new opportunities for brands.

After Software
Tuesday 21 June, 3.30 - 4.00
Benedict Evans, Consultant

Software has eaten media and advertising, but now it is moving on to bigger questions, and might not care much about TV. What happens when everything is unbundled and rebounded, and why is Silicon Valley the new Detroit?

Hear from renowned tech analyst Benedict Evans as he asks how the next wave of tech change will disrupt the worlds of retail, media and marketing.

Wednesday - 22 June


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How We Made This
Wednesday 22 June, 11.30 - 12.00
Valerie Beauchamp, The B2B Institute @LinkedIn, Michael McLaren, Merkle B2B, Jill Kramer, Accenture and Kallana Warner, UMW, IPG 

B2B is finally waking up to embrace creativity. The most forward-thinking leaders in B2B marketing understand how big a lever creativity is and are actively investing in it to drive growth and financial benefit from having a strong brand. B2B marketing leaders are here to confirm this massive opportunity. 

Putting a Ring on It: Why Brand-Building Needs Commitment As Well As Creativity
Wednesday 22 June, 12.00 - 1.00
Mimi Turner, The B2B Institute @LinkedIn, James Hurman, Previously Unavailable, and David Tiltman, WARC

Author, researcher and strategist James Hurman joins Mimi Turner of the LinkedIn B2B Institute and David Tiltman of WARC to share the latest research into B2B effectiveness, and discuss how the industry can apply it.

How to Find an Edge with Brand
Wednesday 22 June, 2.30 - 3.15
Peter Weinberg, The B2B Institute @LinkedIn, Jen Chase, SAS and Colin Fleming, Salesforce

From investing in your relationships with finance to betting big on distinctive assets, we explore the approach of high achieving marketers who invest in brand. Join us for an inside look on how these B2B marketing leaders are gaining a competitive edge.

How Buying Situations Determine Brand Sales
Wednesday 22 June, 3.15 - 4.00
Peter Weinberg, The B2B Institute @LinkedIn, Jenni Romaniuk,  Ehrenberg-Bass Institure and Jon Lombardo, The B2B Institute @LinkedIn

Success in brand marketing today is typically measured by brand awareness, however, buyers don't really think of brand names when buying. In this session, we’ll bring you all the academic research you need to identify and invest in the buying situations that matter, so your brand wins the mind to win the market.

Thursday - 23 June


Strategy in the Era of Fragmentation
Thursday 23 June, 11.30 - 12.15
Oli Feldwick, The&Partnership, Ana Andjelic, Independent and Lena Roland, WARC

The WARC team is joined by Oliver Feldwick, Head of Innovation, The&Partnership and Ana Andjelic, Global C-level executive, who will discuss how culture is changing, the fragmentation of media, the emergence of taste communities, and the implications for brands.

The Progressive Case Against Purpose Marketing
Thursday 23 June, 12.15 - 12.30
Yael Cesarkas, R/GA

In the past decade, marketers began conflating emotional marketing with purpose driven marketing as a way to appeal to consumers. Now, every brand believes it must find a “bigger purpose” and put that purpose at the forefront of marketing activities. The reality is, most brands don't have the stature and credibility to be successful this way. 

The DNA of Breakthrough Brand Growth
Thursday 23 June, 12.30 - 1.00
Dom Boyd, Kantar

Kantar has interrogated its BrandZ global database and partnered with Oxford’s Said Business School to identify what factors drive ‘abnormal’ stock market returns in order to shed new light on what it takes to unlock a brand’s maximum commercial potential. This session will challenge established growth doctrines with new empirical evidence.


Creative Effectiveness: 
What's Changed and Where are We Heading?
Thursday 23 June, 3.00 - 3.15
Lucy Aitken, LIONS Intelligence and David Tiltman, WARC

Join WARC's David Tiltman and Lucy Aitken from LIONS Intelligence for a whistlestop tour through a decade of the Creative Effectiveness LIONS. Using new analysis of data from ten years' worth of entries, this session will share trends over time and offer actionable insights to keep brands and agencies laser-focused on effectiveness.


Brands in Culture: How Nescafe Embraced Chinese Gaming Culture to Connect with Gen Z
Thursday 23 June, 3.15 - 3.45
Antonia Farquhar, Nestlé and Aurelia Noel, dentsuX

In the last few years, the gaming market in China has experienced massive acceleration. In this session, you will learn how Nestlé built a multi-level ecosystem around China’s most played game (Honor of Kings), built unique IP, and delivered their best integrated campaign of 2021.

Brands in Culture: How McDonald's Famous Orders Came to Be
Thursday 23 June, 3.45-4.15
Jennifer Healan, McDonald's

Jennifer “JJ” Healan will provide a behind-the-scenes look at the inside story of McDonald’s Famous Orders – the birth of a platform idea that put the brand in youth culture. What worked, and what did the team learn along the way?

The Big Question: Do We Need New Rules for a New Generation of Brands?
Thursday 23 June, 4.15 - 5.00
James Hurman, Previously Unavailable and Tom Morton, R/GA

As an industry we have built up a set of 'rules' for effective advertising investment. But do these rules apply to 'new economy' brands - digital natives and tech-driven start-ups? This session will feature two leading strategists, hear their arguments - and join in the debate yourself.


Thursday 23 June from 5.30 - 7.30

Join us at the Radisson Blu for a night of drinks and engaging conversations enjoying panoramic views of the French Riviera. Grab a drink. Reunite with friends. Meet new people.

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Friday - 24 June


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Effectively Resilient
Friday 24 June, 11.15 - 11.40
Anna Vogt, VMLY&R and Lena Roland, WARC

Effective work culture is rarely driven by getting everything right. Instead, it’s defined by building resilient people and leaders who have the right perspective and mindset when it comes to tackling challenges. Anna Vogt, CSO of VMLY&R London and the co-author of The Rebuilders, Going from Setback to Comeback in Business and Beyond, offers her perspective on all this and more.

The Global State of Effectiveness
Friday 24 June, 11.40 - 12.00
Gurdeep Puri, The Effectiveness Partnership

Do you find demonstrating the commercial value of Creative Excellence a challenge? Are your stakeholders aligned on your marketing plans? If you grapple with these issues in your business then join Gurdeep Puri, Founding Partner of The Effectiveness Partnership's as he unpacks how marketers can meet and conquer these challenges head on.

What Does it Take to Build a Culture of Creative Effectiveness?
Friday 24 June, 12.00 - 12.40
Harjot Singh, McCann Worldgroup, Joan Colletta, McDonald's, and Qaiser Bachani, Mondelēz International

As part of a new collaboration between WARC, the ANA and LIONS, join top marketers discussing how they build an 'effectiveness culture' internally to drive more impactful creative work. Hear from senior marketers with demonstrable success at delivering creative and effective work. Find out how they built the right relationship with the CFO and CEO, what metrics and measurement approaches they use, the internal structures they've bit - and how all this is evolving in a fast-changing market.

Man vs Dog: Why it Takes Big, Long Ideas to Climb the B2B Effectiveness Ladder
Friday 24 June, 12.40-1.00
Reuben Webb, Alex Webb, Stein IAS

Through an iconic ad man and some soon-to-be-famous dogs, see how the ‘Big Long Idea’ framework enables brands to develop creative ideas that climb higher on the B2B Effectiveness Ladder. Led by Reuben and Alex Webb, of B2B agency powerhouse Stein IAS, this session is the launch pad for a new report and playbook from WARC and Stein detailing how brands and agencies can reach the Ladder’s highest rung, turning creative ideas into strategic assets that drive businesses forward into the future.



Available on 20 June

In 2019 WARC launched the highly successful Anatomy of Effectiveness report at Cannes. This new updated edition will give brand marketers, advertising agencies and media owners a fresh perspective on the five 'rules' of marketing effectiveness: Balance your spend; Invest for growth; Plan for reach; Be creative; and Plan for recognition.

Launching in conjunction with WARC's Anatomy of Effectiveness hub it features new case studies, expert opinions and over 20 'Evidence' decks.

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