\t\t\t\t\t\t<\/p><\/div> \t\t\t\t\tSpotify\u2019s Dustee Jenkins at Variety Brand Entertainment for Fans presented by Walmart Connect<\/em><\/span><\/p>\n \t\t\t\t\t\t\t\t\tKatie Jones<\/cite><\/p>\n<\/figcaption><\/figure>\n<\/div>\n \n\t\u201cIf our brand can be around that and help bring exposure there and then speak to the audiences that are watching it, that\u2019s really important for us,\u201d Dallaire said. \u201cThe granularity is oftentimes with a retailer, like how much should we sell as a result? How many people came into the store, what were the results in terms of traffic? And those are the types of measures that we hold ourselves to when we\u2019re evaluating those investments.\u201d<\/p>\n \n\tWen cited her experience with pulling off a tricky feat for a major brand \u2014 seizing on an expected cultural moment to burnish a brand. NBA star Kevin Durant found himself getting scorched on social media because his legs on the court looked to be in need of moisturizer. L\u2019Oreal\u2019s skincare brand Cerave jumped in and made Durant \u201cthe new face of legs\u201d to help advance its goals of promoting skin care products for men, especially moisturizers.<\/p>\n \n\tIt was a risk that could have backfired with NBA fans and L\u2019Oreal\u2019s core consumer. But it didn\u2019t. \n\tDallaire echoed the sentiment. \u201cThe content piece is a really important compliment to what we\u2019re doing on the outcomes side of the business,\u201d he said. Wen impressed her peers by adding that the Durant-Cerave promotion drew 85 million views on social media in 24 hours \u201cwithout a single dollar of paid media.\u201d<\/p>\n \n\tJenkins shared a candid story of how Spotify\u2019s C-suite has had to ride out some touchy moments but she reinforced that the brand can\u2019t afford to play it too safe. Case in point, Spotify recently decided to turn its logo into a silver disco ball as a nod to its 20th year in business. Spotify\u2019s legion of users were vocal in their displeasure at finding a big change to Spotify app icon. But where some insiders fretted about the social blowback, Jenkins knew the flap was priceless marketing for the brand. She stood her ground even in the face of concern from one of Spotify\u2019s two newly appointed CEOs.<\/p>\n \n\t\u201cHe\u2019s like, \u2018We are working on a plan to take this down.\u2019 And I was like, \u2018Oh no, no, we dream about moments like this,\u2019\u201c Jenkins recalled, pointing out that it was a sign of how much the brand means to its users. \u201cThis is not a panic conversation. This is, \u2018I love you so much that I\u2019m really annoyed that the logo changed.\u2019\u201c<\/p>\n \n\tWen and Ellis shared remarkably similar observations about the changing responsibilities of a CMO that explain why top marketing mavens have enormous clout in most studios. The same is true for other strong brands. Wen noted that L\u2019Oreal is more than 115 years old, which helps them take a long view of business decisions.<\/p>\n \n\t\u201cI don\u2019t see my job as the next quarter or the next year,\u201d Wen said. \u201cI see my job as making sure that the next generation of marketers also have beautiful brands that can speak to their consumers.\u201d <\/p>\n \n\tEllis reminded the crowd of attendees at the international festival of creativity that marketers have to protect their brands but also be adventurous to capture consumer attention and goodwill for nailing a moment a la L\u2019Oreal and Durant.<\/p>\n \n\t\u201cMy job is not to ensure that people come watch a football game every day. My job is to ensure that the NFL is still a leader and has the prowess it has today in 5-10 years from now. So I\u2019m constantly looking at how do I build that fan base for the future?\u201d<\/p>\n \n\tAnother big issue for marketers is the heightened demand to draw deep insights from the ocean of data that flows in to most big brands from a range of sources, from retail to TV ratings to social media presence. CMOs need to sharpen their ability to discern trends and patterns from a firehose of data. \n\t\u201cThere\u2019s so much opportunity to get data today, but understanding the \u2018why\u2019 and the implications and therefore the judgment of what you do about that data has never been so important,\u201d he said.<\/p>\n \n\t(Pictured top: NFL\u2019s Tim Ellis, L\u2019Oreal USA\u2019s Han Wen and Walmart\u2019s Seth Dallaire)<\/em><\/p>\n<\/div>\n \u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n \u2018 Some details of this article were extracted from the following source variety.com \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":" Every brand has a story to tell in the modern era of reaching consumers across a multitude of platforms. Storytelling is key to leaving a lasting impact for the brand on the audience. The job of leading marketing for a major Fortune 500 brand is now the art of deciding how, when and in what […]<\/p>\n","protected":false},"author":2,"featured_media":2473721,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25172],"tags":[475285,486796,304804,22821,486797],"class_list":["post-2473720","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entertainment","tag-cannes-lions","tag-loreal","tag-nfl","tag-spotify","tag-walmart-cannes-lions-recap"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2026\/06\/Marketers-Talk-Storytelling-and-Brand-Building-at-Cannes-Lions.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2473720","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=2473720"}],"version-history":[{"count":1,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2473720\/revisions"}],"predecessor-version":[{"id":2473722,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2473720\/revisions\/2473722"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/2473721"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=2473720"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=2473720"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=2473720"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\u201cThe answer to the question [of when to react to trends] is to ask yourself what is it that is really at the intersection of what the fans of this cultural moment wants to talk about and does your brand have a role to play in that moment,\u201d Wen said.<\/p>\n
\u201cBringing all that data and insight together and going deeper into understanding these things is incredibly important,\u201d Ellis said. <\/p>\n