Omnicom is strategizing on capitalizing live opportunities at the upcoming Cannes Lions Festival, focusing on live-streaming, sports sponsorship, and shopping. Research by Omnicom Media Group indicates consumers desire shared experiences despite increasing personalization and screen time. Executives highlight the importance of 'live' content, conversations, and commerce to facilitate brand growth. Joanna O'Connell, OMG's chief intelligence officer, emphasizes that consumers increasingly crave togetherness and connection, underscoring the necessity for brands to adapt to these new engagement preferences.
"There is truly this kind of rebound toward shared experiences. Even as we've moved in a direction of personalization and time spent alone on screens, people crave togetherness, community, and connection."
"Omnicom's strategy focuses on capturing opportunities for live experiences such as live-streaming, live sports sponsorships, and live shopping to drive brand growth."
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