As the global marketing industry gathers at Cannes, there is an awareness that grabbing consumers’ attention is getting harder and more frustrating across nearly all types of media.
As a result, companies are rewriting their marketing playbooks. Some are blurring the line between advertising and content. Others are diving deeper into data and location targeting on the theory that consumers will embrace ads that they find relevant.
The CMO of J&J’s consumer business, said that for decades, the company would create two 30-second TV spots, two billboard ads and five print ads every year. That is “not how the world works today,” she said.