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ITB


ITB at Cannes Lions


ITB


ITB at Cannes Lions


Insight

Edelman has been working with entertainment marketing agency ITB Worldwide, since 2015. A core aim of the programme is to demonstrate ITB’s expertise in creating meaningful partnerships with brands, celebrities and influencers, across film, fashion and retail, which enhance credibility, engage new and existing customers and ultimately boost the bottom line.

ITB’s clients are high profile brands and individuals, film studios, and fashion houses – so the Cannes Lions International Festival of Creativity is a key moment in time for the agency to reach its target audience.

Cannes is a noisy platform and it is challenging for agencies to gain share of voice – however talking ‘in partnership’ with celebrities will always be more appealing to a Cannes audience than talking ‘about partnerships’ with celebrities.

Idea

In a first for ITB, we worked with Cannes Lions to develop and host ITB’s first event forum at Cannes Lions festival. ITB secured a star-studded panel for the 2015 Cannes Lions, for a panel chaired by ITB’s CEO Emma Grede, to discuss the power of collaborations. Panelists included: actor and sustainable living advocate Adrian Grenier; Livia Firth, Creative Director of Eco-Age; and Allison Dew, Vice President of Client Solutions Marketing Dell.

This focused on a particularly interesting angle – how brand and celebrity collaborations can galvanize social change for the greater good and give brands a strong asset to discuss sustainability issues.

The process of pitching for a event platform at Cannes Lions is incredibly competitive – only one in four applicants successfully securing an event slot.

Impact

The panel was a strong platform to demonstrate ITB’s expertise on a key industry issue, whilst also demonstrating ITB’s convening power with high level influencers.

ITB’s panel session was attended by over 300 Cannes delegates; media attendees included the Guardian, Bloomberg, Daily Mirror, Campaign, M&M Global and WGSN.

Three quality media interviews were secured and five pieces of coverage, including the Guardian.

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