The making of The Marketing Manifesto: Cannes summit

The survey’s key results centred around trust (it’s essential!), communication (more important to agencies than brands!), pain points (agencies overselling and under-delivering! Brands treating agencies as a supplier!), ideas (make them great!), brands respecting independent thinking and more. We didn’t stop there, though. 

 

We took those results to a room of leading independent agencies and brand marketers at The Marketer’s Manifesto Summit. Among the 26 guests were John Harris, president & CEO at WPI, Lisa McDowell, brand director at Ocado, Henry Chilcott, CMO, Formula E, Natalie Graeme, Founder, Uncommon, Visha Kudhail, director of business marketing, EMEA at Pinterest, Libby Brockhoff, founder at Odysseus Arms, John Keane, CEO of Ardmore and a host of other CEOs, founders, and directors from brands and agencies.

 

In the coming weeks, we hope the 10 pledges will form the Marketing Manifesto, agreed and signed by participants. It’s still a work in progress but this gives you a good sense of the discussion and debate — as well as the outcomes. 

 

PITCHING

“The agency should have full knowledge of what they’re walking into” Lisa McDowell, brand director, Ocado

 

Pledge: That the agency and partnerships briefed simultaneously ahead of pitches

The partnership should frame the type of agency the client wants to work — and this should be outlined at the same time as the brief, so the agency has full knowledge of what to expect before committing to a pitch and can make an informed decision on whether to take part or not.

 

Pledge: To reduce procurement rosters, or to reduce the imbalance of power

While acknowledging the vital work of procurement, we should work towards reducing procurement rosters to decrease the control finance teams have on marketers and agencies — and the time agencies waste — and perhaps encouraging marketing specialist procurement.

 

COMMUNICATIONS

“Be open to compromise and listen to as many expert voices as you can — from creatives through to D&I leaders — to avoid unconscious bias” Visha Kudhail, director of business marketing, EMEA, Pinterest

 

Pledge: Be OK that the brief might shift

If the brief changes, ensure all parties commit to the change from the outset. This avoids tension, and ensures all stakeholders remain working to the same goal.

 

Pledge: Talk about what success looks like

Be transparent on the brand side about what success looks like, and be transparent on the agency side about what the delivery of that looks like. This means if the brief shifts you’re still working towards the same expectations of success.