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Cannes Lions 2017: Observations from La Croisette

Clarity has been at Cannes Lions in France this week, meeting up with clients and prospects, making contacts, attending keynotes and – of course – partying with the great and the good of the world’s creative industries.

Sara Collinge, MD of Clarity London and Ruth Sarfaty, MD of Clarity New York covered every inch of the Promenade de la Croisette – here are their observations from the event.

It’s all about the meetings and networking – it’s crucial that you take advantage of being there at the same time as everyone else. Clarity client Dale Lovell, UK MD & Chief Digital Officer of ADYOULIKE, commandeered a table at the Carlton Hotel terrace for the whole day and lined up meetings back-to-back – that’s the way to do it.

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Cannes Lions 2017: Observations from La Croisette
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WTF is Cannes Lions?

I thought the Lions were in New Zealand at the moment.

That’s rugby’s British and Irish Lions, who are playing a three-test series against the All Blacks at the moment. Cannes Lions has nothing to do with sport, although there will be a bit of a scrum in the south of France, all the same.

No, The International Festival of Creativity, to give it its proper title, is the advertising industry’s annual shindig, where agencies and brands show off their best works, hear speeches and do back-room deals in the small town by the sea.

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WTF is Cannes Lions?
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How content can generate B2B leads

Are you struggling to generate new leads for your B2B business? Have you exhausted your personal network, or spent a ton of money on SEO only to be disappointed by the results?

Or are companies visiting your website, but failing to cross the great divide from prospect to customer?

Over the past few years one tactic that has proved highly effective for many B2B businesses – both startups and mega corporations – is content creation.

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How content can generate B2B leads
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Five things fintech firms should look for in a PR agency

We recently wrote about how working with PR agencies can benefit companies in the fintech sector.

But what should fintech firms be looking for in a PR agency? In this guest post, we asked Clarity client Sophie Guibaud, Vice President European Expansion at Fidor Bank, to outline five qualities she looks for in a PR agency.

 

Transparency

Having worked with PR agencies in the past, I’ve found that I really had to chase them to find out to find out about progress on different projects and to try and understand where their time was being spent, in order to justify the investment to top management. You shouldn’t have to chase a good PR agency. They should be completely transparent about the way they work and ensure you have a system that lets you get a real-time update on the status of all activity. This forms a foundation of trust on which you can build.

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Five things fintech firms should look for in a PR agency
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Will banning AVEs actually work? Probably not

You probably know what we think of advertising value equivalent (AVEs) metrics at Clarity PR, following our UK MD, Sara Collinge’s piece in February on the topic.

However, the industry debate just continues to rumble on.

Following on from Sara’s piece, The Chartered Institute of Public Relations (CIPR) is now going to publish a new professional standard on public relations measurement in the autumn which, it says, “will identify the use of AVEs in public relations as unprofessional and set out an expectation of members that their use will cease.” Guidance on these new rules will be presented to the CIPR council in September 2017.

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Will banning AVEs actually work? Probably not
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Adtech vendors need to be their customers’ best friends

It has been one of the fastest success stories in technology. “Adtech” – the collective name for platforms helping advertising buyers and sellers to target, trade and transact – has been booming.

In recent years, the sector has seen a flood of investment, as venture capitalists poured money in to a segment that facilitates the internet’s primary monetisation model.

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Adtech vendors need to be their customers’ best friends
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How working with a PR agency can boost a fintech company

If you’ve never heard of the term fintech then you are probably in the minority. It’s been in the media spotlight for several years now, sparked by a wave of innovative new businesses offering slick financial services to consumers, or enabling technologies to banks and retailers to enable them to operate more effectively.

The movement wasn’t self-conscious enough to describe itself as ‘fintech’ in the beginning – that tag came from the media. A portmanteau of the words ‘financial’ and ‘technology’, it describes any digital service or platform that supports or enables banking or financial services.

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How working with a PR agency can boost a fintech company
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How to make an impact at events and conferences

Congratulations, you’ve decided to take the plunge and exhibit at a conference!

It’s a costly decision and not one to be taken lightly, though if you take these simple tricks and tips into consideration, you can ensure your event goes ahead without a hitch.

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How to make an impact at events and conferences
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The reasons why Venture Capitalists need PR

It is incredible to think that it was ever the case, but there once was a time when Venture Capitalists were perceived by entrepreneurs as almost mythical creatures – shy individuals who shunned publicity and were barely traceable online.

That clearly isn’t the case anymore as VCs jostle with each other to garner the most followers for their blogs and Twitter accounts. So why this sea change? What has happened in the VC world to bring this about, and crucially do VCs really need to employ PR companies?

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The reasons why Venture Capitalists need PR
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General Election 2017 – who is winning the PR war?

We’ve had a little over a week to get over the surprise of a snap General Election being called for 8 June. Political analysts seem to be fairly unanimous in their reading of the strategy – it looks as if it will help the Conservative party boost their majority and weaken opponents, easing the course of the hard Brexit the UK is heading for.

While some may argue that tactical voting might actually cause this move to backfire, and others warn of the dangers of believing opinion polls after the 2015 General Election, I want to focus on how the party leaders are presenting themselves from a communications point of view.

None of the party leaders will want to get caught in comms disasters such as Gordon Brown’s “bigoted woman” remarks, or do anything to make their positions untenable – such as promising a referendum on EU membership like David Cameron did. But against a backdrop of fake news and the “post-truth” era, candidates need to think hard about how they present themselves and their policies.

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General Election 2017 – who is winning the PR war?