If you want to know what’s working with audiences right now…

You need to pay attention to what happens at the Cannes Lions next week.

The advertising event will bring the CMOs of brands like Coca-Cola, McDonald’s, Meta, and Canva together to talk about the future of marketing.

In today's newsletter:

• Advertisers flock to the French Riviera for Cannes Lions (find out what it’s all about PLUS where you can watch the livestream)

• How IKEA made us love furniture shopping (here’s how they put their customers first at every touchpoint)

• Trend plug - I remember when I lost my mind

• Ask the Editor - How do I attract bigger clients?

- Charlotte, Editor ♡

C'est l'heure!

We are 4 days out from the Cannes Lions. And you know what that means (you do, right?)!

It’s time for advertisers, marketers and creatives to shine as professionals from all over the globe flock to the French Riviera for 4 days of networking and awards.

What’s Cannes Lions, you ask?

Oh, just the biggest and most prestigious awards event in advertising. No big deal. It’s whatever. But if you’re in marketing, advertising or anything even remotely related, you should be paying attention.

Because the primary goal of the festival is to recognise and award the best work in creative advertising. The event's also a major networking hub for marketers, agency executives, up-and-coming creatives and trade journalists.

So, as you can imagine, there’s a lot going on. A lot you, an industry professional, ought to know about.

Ok, so what kind of awards are we talking about?

[Keep reading]

-Sophie, Writer

How IKEA Made Us Love Furniture Shopping

As a child, I dreamed of going to Disneyland. As an adult, I dream of going to IKEA.

IKEA is not only my fantasy playground, but the Swedish company that revolutionized the furniture industry. Their success is a prime example of a brilliant marketing strategy that turned a brand into a global household name.

Let’s unpack this (see what I did there?)

IKEA’s marketing philosophy is, at its core, about customer-centricity. Their strategy stems from a commitment to understanding and catering to consumer needs at the highest level.

Before IKEA, furniture shopping was expensive, logistically difficult, and boring AF. By providing quality furniture that’s both affordable and accessible, IKEA recognized the market’s need for an easier, more functional way to shop for your home.

This philosophy is what set the foundation for their success. And it's the reason they were awarded most valuable furniture retailer in the world last year, and are adored by such a wide range of customers.

[Keep reading]

-Sophie, Writer

Trend Plug - I Remember When I Lost My Mind

We're revealing our most embarrassing moments today (sorry not sorry). 

The 'I Remember When I Lost My Mind' trend on TikTok brings back the nostalgic 2006 hit "Crazy" by Gnarls Barkley. Tiktokers are lip-syncing to the iconic line, 'I remember when, I remember, I remember when I lost my mind,' then flash back to an old, bold, or embarrassing moment.

Some are using the trend to reminisce about outrageous fashion choices they once thought were cool. Others are recalling the cringeworthy lengths they went to impress a crush.

How to jump on this trend

Record a present-day video of yourself lip-syncing the lyric. Add onscreen text to set up your flashback moment (e.g., 'When I thought this hairstyle was a good idea'). Insert an old photo or video clip showcasing the moment you described.

A few ideas to get you started:

• 'When I launched my YouTube channel believing I'd make it big'

• 'When I made my first portfolio thinking it would land me roles' (you can insert fake images of poor portfolios)

• 'When I was too dressed up for a marketing role interview'

-Abdel, Social Media Coordinator

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Ask the Editor

Q - I've got a small SEO agency and we're trying to close some bigger clients. What advice do you have for me? - Geoff

Hey Geoff,

Here's the thing about closing bigger clients--large organisations are looking to work with large agencies. They want to engage someone who has the resources to do everything they need. So if you're a really small team, you may not be the best fit for them at this stage.

The exception to this is if you offer a very niche service that not many people do. In that case, a bigger client may be interested in working with you because you're really specialised. But as an SEO agency, I'd say you need to show you have the resources to take on a large client. It may mean you need to keep growing to get to that point.

- Charlotte, Editor ♡