Published on: 30 November -0001
In the latest Humanizing Growth Series, we had the Chairman of Cannes Lions, Philip Thomas, explaining the role of creativity in delivering business results. Amongst the many insights, he shared why long-lasting relations between brands and their agencies pay off. Insights from analyzing tens of thousands of pieces of work from the Cannes Lions dataset show that it’s better to stick to the agency than to hire a new one. Philip also explained how the combination of having a strong purpose and excelling in creativity creates growth for brands.
Take a look at Dove, which has been working with Ogilvy for 60 years. They have managed to stick to their purpose, while continuously excelling in creativity. The latest work on the #DetoxYourFeed is a great case in point.
“New research from the Dove Self-Esteem Project shows 1 in 2 girls say toxic beauty advice causes low self-esteem. Worse still, this advice is prevalent on their social feeds. Dove is not ok with this nor am I,” says Unilever’s CEO Alan Jope.
To combat this issue, Dove worked with Ogilvy to create the #DetoxYourFeed campaign, which inspires and empowers young people to turn their social media feeds into a positive space. The campaign uses deep fake technology to demonstrate to mothers and teenage girls the negative impacts that beauty influencers can have on their daughters' self-esteem. Watch it here.
Inspired by Alan Jope, CEO of Unilever & Philip Thomas, Chairman of the Cannes Lions festival
