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‘Safe scale’: Why NBCU is spending more on Cannes (and taking veiled shots at platforms)

Digiday 13 Jun 2019 04:01

Over the past few years, tech giants ranging from Facebook to Pinterest have used Cannes Lions as an opportunity to educate and sell marketers on the creative and business value of their platforms. More so than it has done in the past, NBCUniversal is making a big play this year to showcase to the ad community that it, too, has a big platform.

NBCU’s week-long program will center on the official “CLX” space dedicated to entertainment companies, where NBCU will host a series of classes and sessions that highlight NBCU’s creative capabilities. This includes bringing “Saturday Night Live” alum Ana Gasteyer, “America’s Got Talent” judge Julianne Hough, “The Voice” executive producer Audra Morrissey and other writers and creative talent that the company can give marketers access to. It all ends with a session on Friday where NBCU’s ad sales chief Linda Yaccarino will host a conversation with “SNL” creator Lorne Michaels.

In previous years, NBCU would have a cabana where it would host private meetings with agencies and clients; that’s still in the plan this year, according to a source. But the larger focus for the media giant this year is in courting creative agencies and ad executives with the thinking that the creative side still plays a major role in where marketers spend money — so it would serve NBCU well to have a greater relationship with that side of the marketing.

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NBCUniversalLinda YaccarinoCannesSaturday Night LiveJosh Feldman
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