{"id":269775,"date":"2025-06-03T03:36:14","date_gmt":"2025-06-03T03:36:14","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/kantars-vera-sidlova-the-questions-every-cmo-will-be-asking-at-cannes\/"},"modified":"2025-06-03T03:36:14","modified_gmt":"2025-06-03T03:36:14","slug":"kantars-vera-sidlova-the-questions-every-cmo-will-be-asking-at-cannes","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=269775","title":{"rendered":"Kantar\u2019s Vera Sidlova: the questions every CMO will be asking at Cannes"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>It\u2019s mere days until the ad industry decamps to the south of France. Cannes Lions is a time to celebrate world-class creativity \u2013 but it\u2019s also when the industry\u2019s titans come together to compare notes on the topics keeping them awake at night.\u00a0 For CMOs and marketing leaders, Cannes not just about picking up trophies, it\u2019s also a chance to find answers to some of those burning questions.<\/p>\n<p>Here\u2019s what I think will be the hot topics, from the Palais to the sun-drenched rooftop terraces:<\/p>\n<p><strong>How to gracefully navigate disruption and uncertainty<\/strong><\/p>\n<p>Lots of marketers will be heading to Cannes looking for inspiration for how to communicate during times of disruption. Ongoing tariff tussles and stock market volatility are creating an uncertain environment \u2013 one where marketing budgets are under ever more scrutiny. And a potential global recession may cause consumers to rethink their usual purchase decisions. How are brands responding to the permacrisis \u2013 and will any of the Lions winners show how to connect with consumers who are stressed and distracted by rising prices and political upheaval?<\/p>\n<p>Key session: <strong>InBev<\/strong> C<em>hanging the game: building brands in the age of experiences\u00a0<\/em><\/p>\n<p><strong>How can I make sure my brand stays connected with cultural moments?<\/strong><\/p>\n<p>Creator content is growing rapidly \u2013 accounting for more and more share of marketing budgets. Group M estimates that digital marketing spend will grow 10% over the course of 2025. How can I embed my brand in the conversations people are already having, through music, sports, or borrowing attention by jumping on viral hype moments and contemporary culture?<\/p>\n<p>Key session: <strong>DuoLingo<\/strong> <em>Playbook for building a beloved social-first brand\u00a0<\/em><\/p>\n<p><strong>How do we pick up the pieces of a fragmented media? <\/strong><\/p>\n<p>Fragmented audiences and channels mean that ideas need to stick like velcro \u2013 connecting with across a media landscape fuelled by creators and micro formats. How do brands maximise creative connectivity, where each asset performs strongly individually, and together with other assets in the campaign?<\/p>\n<p>Key session: <strong>Heineken<\/strong> <em>Connected ideas: New brand-building rules in the creator economy\u00a0<\/em><\/p>\n<p><strong>Putting brand back at the top of the agenda<br \/><\/strong>At this point the evidence is clear that brand building is essential to long-term growth. But how do CMOs keep a focus on it when budgets are under threat, and the industry is hooked on the immediacy of performance marketing? How do we address the challenges of securing budget and executing brand building campaigns in a world where marketers are working at an ever-faster pace to deliver growth?<\/p>\n<p>Key session: <strong>WARC, Zespri and DDB Hong Kong<\/strong> <em>How do we move fast and build brands?\u00a0<\/em><\/p>\n<p><strong>How is AI enabling creativity? (again!) <\/strong><\/p>\n<p>The topic of AI and its role in creativity isn\u2019t going away. It has been a mainstay of Cannes conversations for a couple of years, but is evolving quickly. How will it play out in 2025, when ChatGPT is one of the world\u2019s best-known brands, and nearly 70% of the Fortune 500 now use Microsoft Copilot? This year, expect CMOs to be going beyond Gen AI ads, and having conversations about how it\u2019s shaping organisational design and the end-to-end creative process.<\/p>\n<p>Key session: <strong>Apple<\/strong> <em>Human after all\u00a0<\/em><\/p>\n<p>And of course, there will be the LIONS-winning campaigns announced throughout the week, giving us a drumbeat of news and fuelling conversation. At Kantar, we recently released <a href=\"https:\/\/www.kantar.com\/campaigns\/creative-effective\">our list of the most effective ads of the year<\/a>, so we will be watching with interest to see how these top performing ads resonate with an expert jury.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-thumbnail wp-image-1828256\" src=\"https:\/\/www.moreaboutadvertising.com\/wp-content\/uploads\/2025\/06\/Screenshot-2025-06-02-at-17.56.22-200x200.png\" alt=\"\" width=\"200\" height=\"200\"\/><\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p><em>Vera Sidlova is global creative thought leadership director, Kantar<\/em><\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s mere days until the ad industry decamps to the south of France. Cannes Lions is a time to celebrate world-class creativity \u2013 but it\u2019s also when the industry\u2019s titans come together to compare notes on the topics keeping them awake at night.\u00a0 For CMOs and marketing leaders, Cannes not just about picking up trophies, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":269776,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[22080,12856,96174,6855,96175,17708],"dealstore":[],"offerexpiration":[],"class_list":["post-269775","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-cannes","tag-cmo","tag-kantars","tag-questions","tag-sidlova","tag-vera"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Kantar\u2019s Vera Sidlova: the questions every CMO will be asking at Cannes - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=269775\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kantar\u2019s Vera Sidlova: the questions every CMO will be asking at Cannes - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"It\u2019s mere days until the ad industry decamps to the south of France. 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