In this episode, Marc Binkley and Vassilis Douros reflect on their experiences at Cannes, discussing key highlights, networking with industry leaders, and insights on marketing trends.

They explore the evolving landscape of personalization, the lack of conversation around social purpose, and the need for transparency in media.

The conversation also touches on long-term campaign strategies, innovative advertising examples, and the critical role of attention in effective marketing. They conclude with thoughts on future plans and the value of connections made at the festival.

Follow our updates here: ⁠⁠

https://www.linkedin.com/company/sleeping-barber/⁠⁠

https://www.sleepingbarber.ca

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Key Takeaways

• Meeting industry leaders in person was a significant highlight.
• Personalization in marketing may be losing its effectiveness.
• Martech should focus on driving results rather than just technology.
• Long-term campaigns are more effective than short-term sprints.
• Excess share of voice is crucial for brand success.
• Creative approaches can help achieve share of voice with limited budgets.
• Attention metrics are essential for effective advertising.
• Wasted ad spend is a major issue in the industry.
• Social purpose needs to be genuine and integrated into branding.
• Networking at events like Cannes is invaluable for professional growth.

Timestamps:

00:00 Chilling in the Cold: Reflections on Cannes

02:39 Networking with Industry Leaders

05:17 The Shift in Personalization and Martech

07:53 The Role of Social Purpose in Branding

10:42 Campaign Longevity: Thinking Long-Term

13:19 Excess Share of Voice and Budget Constraints

15:58 Innovative Campaigns: Rethinking Media Strategies

18:29 Creative Insights from Cannes 2025

21:10 The Importance of Attention in Advertising

23:53 Final Thoughts and Future Plans