StartSeveralESPM debates the influence of advertising narratives on the transformation of behaviors and...

ESPM debates the influence of advertising narratives on the transformation of behaviors and businesses

After each edition of Cannes Lions, severalplayersMarket and press analyze the winners of that year. But what is timeless and fundamentally social in the awarded pieces and in the categories and criteria that have been adopted over the years? What has been true for decades at Cannes and will remain valid and important in 2050? Besides the coveted awards, what actually results in a transformation of the advertiser's business?

The "Cannes Lions by ESPM" event proposes a novel approach to the festival, addressing the human and anthropological side of advertising communication over the years. This deeper and long-term vision is essential for businesses in a time of such instability, identity crises, artificial intelligence, and role confusion.

The analysis will be curated by BALT, ahubborn from trends and strategy at ESPM, a reference school in Marketing and Innovation focused on business. Based on proprietary methodologies, BALT studies human behavior with a perspective anchored in consumer anthropology, sociology, and social psychology.

The analyses of the Cannes Lions will be shared in an in-person event with advertisers, agencies, and professionals in strategy, branding, and growth marketing. There will be vacancies for remote participation dedicated to professionals from outside the São Paulo metropolitan area, students enrolled in ESPM's Master's courses, and alumni of the institution, for the community and other interested parties. Participants will have access to areportExclusive production by BALT, featuring the great human narratives that have always been present in Cannes over time.

Detailed programming

2:30 pm – Reception and registration

2:50 pm – Opening with Emmanuel Publio, senior professor at ESPM, Cannes Young Lions jury member, Caio Bianchi, academic director of continuing education and ESPM companies

14h50 –Another perspective on trends: human narratives and behavior drivers, with Ana Holtz and Lucas Fraga, co-founders of BALT and professors of the ESPM postgraduate program

Presentation of an exclusive report by BALT on the major human narratives of advertising and its transformative power over the years. The report will also include an exclusive insight into the Cannes Lions 2024 Festival and predictions for future events.

3:10 p.m. –Panel 1: Real stories– with Thaís Hagge, Global VP of Marketing at Unilever and (Creative Marketer at Cannes Lions 2024) and Marianna Ferraz, Marketing Brand Manager at Dove

Decades of Cannes have taught us that stories sell. But which stories transform? In this panel, the power of narratives and human creativity to generate real transformations in businesses and behaviors will be explored. This stems from the presentation of cases like Real Beauty, by Dove, which inspired (and continues to inspire) various agendas, discussions, behaviors, and market innovation.

4:10 pm – Cocktail and networking

16h30 – Painel 2: Titanium creative business transformation– with Sumara Osório, Chief Content Officer at VML and Creative Strategy jury at the Cannes Lions Festival 2024

What will be the role of human creativity and artificial intelligence in business? What changes and what will remain constant in the future? In this panel, the hidden insights from Cannes will be discussed and what they indicate regarding the future of business and advertising.

5:30 pm – Q&A session, distribution of reports and closing

Service

Cannes Lions by ESPM + BALT

Data:Thursday, July 18

Time:2:30pm to 6pm

Local:Sala-concept of Campus Tech – Rua Joaquim Távora, 1240 – Vila Mariana – SP, 8th. walk (room 8B)

Format:hybrid, free

Prior registration required, subject to availability:HERE 

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