How brands win in the new race to own Culture.

Earning attention through culture was the hot topic at the Cannes Lions International Festival of Creativity. 

We visited many talks centred on culture and brand relevance but it was a session and new research from Kantar that proved the most valuable. 

Culture and Creators no doubt go hand-in-hand. Kantar’s latest research 61% of marketers intend to increase their spend on creator content this year. 

The formula of Kantar’s sessions delivered insightful research-backed content, creative conversations with credible marketers and context demonstrated with case studies and data. 

Amongst the sessions, Thrive attended The Cultural OS: New brand intelligence for winning with creators & fans - and, the good news for PR pros is that creative communications has a lead role in designing the intersection between Culture and Creators. 

As PR Culture Consultants, with our genuine understanding of creator storytelling and engaging fans, and through creative cultural experiences, we are well placed to guide our clients with new intelligence for winning in culture - with the right strategy. 

According to Kantar there are key attributes and critical considerations that drive brand growth using culture as the platform.

Brands who win have the “VIBE”: 

Visionary - they lead in a way that transcends the category and gets attention

Inspiring - people want to engage with them and be associated with them 

Bold - they have unmissable identity and influence 

Exciting - they shake things up and create momentum

Kantar’s Head of Creative Excellence, Lynne Deason was joined by Lucy Gregory (Disney), Giovanna Bressane Gomes (Unilever) and Mike Christensen (Stitch).

Consistency and coherence are key to effectiveness and brand growth. 

To win in culture brands must map where fandom lives in culture and help clients move from : 

• Extraction to Contribution 

• Moments to Memories 

• Control to Co-creation 

• Novelty to Cohesion 

Kantar’s sessions delivered practical tools and provided case studies for context and clarity ~ a refreshing addition to the delivery of panel sessions at the Cannes Lions.

Kantar says the opportunity for brands in culture is to build and amplify brand fandom.

In a comms context this includes : 

• Engaging fans as advocates, participants and creators (build fans into programming) 

• Fuel fandom through rituals and cultural momentums to allow fan participation (like unique experiences) 

• Growing with brand-to-brand fandom - share and transfer brand equity through brand partnerships 

…and marry this activity within a creative communications strategy. 

Tap up your Thrive team to learn more about this and other Cannes sessions.