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Decisive Moments: Cultivating Inclusivity in Advertising at Cannes Lions International Festival of Creativity

Decisive Moments: Cultivating Inclusivity in Advertising at Cannes Lions International Festival of Creativity

Decisive Moments: Cultivating Inclusivity in Advertising at Cannes Lions International Festival of Creativity

Decisive Moments: Cultivating Inclusivity in Advertising at Cannes Lions International Festival of Creativity

Decisive Moments: Cultivating Inclusivity in Advertising at Cannes Lions International Festival of Creativity

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One moment can change everything. That’s the theme at this year’s Cannes Lions International Festival of Creativity.

In just a moment, you can form an impression, possibly a relationship, that lasts a lifetime. You can identify with a brand and their product. Or in a moment, you can feel ignored, even offended. 

That’s the power of advertising.

This month, international CMOs and other executives are gathering at the Cannes Can: Diversity Collective’s Inkwell Beach, the premier destination at Cannes for DE&I to discuss diversity, equity, and belonging in advertising. But it’s not just talk. The brands in attendance are actively pushing the industry through action to be more inclusive, in significant and heartfelt ways.

For over 20 years, Magnet Media’s mission has been to tell stories that matter so that we live in a more empathetic and just world. As a purpose-driven brand studio, this one moment at Cannes is an opportunity to share the forward-looking work and actions of our partners and clients on an impressive global stage.

MJ DePalma knows about such decisive moments. Early in her Microsoft career, Rik van der Kooi, Corporate Vice President of Microsoft Advertising, told a room of his employees that, no matter their race, gender, or sexual orientation, they had a place and a voice in the organization. That statement of acceptance helped DePalma, now Microsoft’s Global Director of Cultural & Inclusive Business Impact, bring her authentic self to work, and to go on to contribute immensely to the company and the pursuit of inclusive marketing, specifically by authoring the Marketing with Purpose playbook as well as contributing to the field of inclusive analytics.

At Cannes, DePalma will host a panel discussion on data bias featuring Emily He (Corporate Vice President of Business Apps at Microsoft), Nadia Masari (CEO/Founder, Aris), and Walter T. Geer (Chief Experience Design Officer, VMLY&R).

“Magnet Media is proud to be working alongside Microsoft and its partners to highlight the importance of diversity in data,” says Michael Horvitz, Magnet Media’s Director of Media, Marketing, and Strategy, about the company’s presence at Cannes Can. “The work MJ DePalma and team are spearheading ensures advertisers everywhere can create equitable and accessible marketing by utilizing data that advances growth and inclusivity.”

MJ DePalma at The Gathering 2022 Keynote: The Value of Purpose, Purpose of Values

MJ DePalma
 

Also presenting this month at Cannes, Greenhouse’s CMO Carin Van Vuuren will be joined by award-winning filmmaker Samantha Knowles to discuss the brand’s innovative Talent Makers program and premiere a series of films. Van Vuuren is an executive sponsor of WomenGrow, the ERG advocating for the growth and development of women at work. And Greenhouse’s series with Knowles is an often intimate and personal exploration of people finding belonging in their workplaces. 

“When Magnet reached out to me about working on this Greenhouse project what really attracted me was taking the story of hiring and making it a very human story,” says Knowles, who recently won the NAACP Image Award for her work on HBO’s “Black and Missing” docuseries. “We were talking about this idea that Greenhouse has of being a ‘talent maker,’ somebody who finds and builds great talent. One person compared being a ‘talent maker’ to being Michelangelo and unlocking talent. Another woman during her interview got emotional because she said that through this process she was seen as human in a way she never was before. For me as a director, that’s gold. It's amazing that corporate videos can become so deeply human. I was able to explore that in the approach we took. And that’s just very exciting as a filmmaker to be able to do in branded content.”

Samantha Knowles

Samantha Knowles

Conversations like those hosted by Microsoft and Greenhouse offer glimpses into the sometimes unseen and unsung progress many visionary leaders are driving behind the scenes, away from the cameras and customer-facing campaigns. But it’s projects like these that lay the foundations that will dramatically shape the way companies integrate DEI into their HR, marketing, and advertising strategies.

Above all, this moment at Cannes is an opportunity for world-class creatives and business leaders to meet to reaffirm their commitment to change and progress.

“With so many social causes blending into advertising, it's more important than ever to come together and foster actionable change in how we communicate to our customers and audiences,” says Horvitz.

"In just a moment, you can form an impression, possibly a relationship, that lasts a lifetime. You can identify with a brand and their product. Or in a moment, you can feel ignored, even offended. That’s the power of advertising."

We’ll be bringing you more updates and insights from the Cannes Can: Diversity Collective in the coming weeks. In the meantime, if you are headed to Cannes and interested in meeting up, please email cannesteam@magnetmediafilms.com.

For more conversations on telling your story through social media, join us at The State of the Story: The Future of Influencer Brand Storytelling, Tuesday, May 24, for a robust virtual discussion on the emerging trends and best practices for the latest social content.

We’ll be bringing you more updates and insights from the Cannes Can: Diversity Collective in the coming weeks. In the meantime, if you are headed to Cannes and interested in meeting up, please email cannesteam@magnetmediafilms.com.

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Magnet Media is a global brand studio that uses storytelling and data to drive measurable business results. Our team is made up of strategists and creative thinkers who use our THINK / MAKE / REACH process to develop a marketing strategy, world-class content, and go-to-market distribution strategies for our clients. Much of our work starts with video storytelling and is distributed across all platforms—appearing in the top media outlets, shared by influential community members, and rising to the top of the search rankings. Recently we've produced award-winning campaigns for clients like Google, Adobe, Chase, Goldman Sachs, Airbnb, IBM, CitiGroup, Carbon, The TED Talks, Politico, Blackrock, TIAA, YouTube, MIT Tech Press, and more.

Magnet Media is a global brand studio that uses storytelling and data to drive measurable business results. Our team is made up of strategists and creative thinkers who use our THINK / MAKE / REACH process to develop a marketing strategy, world-class content, and go-to-market distribution strategies for our clients. Much of our work starts with video storytelling and is distributed across all platforms—appearing in the top media outlets, shared by influential community members, and rising to the top of the search rankings. Recently we've produced award-winning campaigns for clients like Google, Adobe, Chase, Goldman Sachs, Airbnb, IBM, CitiGroup, Carbon, The TED Talks, Politico, Blackrock, TIAA, YouTube, MIT Tech Press, and more.

Magnet Media is a global brand studio that uses storytelling and data to drive measurable business results. Our team is made up of strategists and creative thinkers who use our THINK / MAKE / REACH process to develop a marketing strategy, world-class content, and go-to-market distribution strategies for our clients. Much of our work starts with video storytelling and is distributed across all platforms—appearing in the top media outlets, shared by influential community members, and rising to the top of the search rankings. Recently we've produced award-winning campaigns for clients like Google, Adobe, Chase, Goldman Sachs, Airbnb, IBM, CitiGroup, Carbon, The TED Talks, Politico, Blackrock, TIAA, YouTube, MIT Tech Press, and more.

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