Justin Lebbon’s Post

What will the future of commercial TV look like in Canada in the next few years? Like most markets, there's plenty of new supply and excitement around "CTV" in the Canadian market. But, is the overall TV market growing and what does that mean for Canadian broadcasters? It's been a very challenging year for Canadian broadcasters and I don't think it will get any easier, especially with Amazon, Netflix, Disney and others all stepping up presence in the market. Legislation is changing and there's a mandate for agencies/buyers to spend 25% of their budgets on Canadian media but will it work and will be enough? And does it matter? Looking towards the future of more digital players entering the market, is this a positive sign for brands and agencies to engage with TV in different ways? Will this inspire growth back into the market? Will it fundamentally change how TV is measured and delivered? These are a few of the many discussions we will be having with leaders from Canadian broadcasters, global streamers, agencies (both local indies and holding groups) and of course clients. Got a huge CMO panel to cap off the event. It's happening in Toronto on September 11th at the Carlu. Expecting 600+ attendees. I'm fortunate to say it's not only the largest TV advertising event in the country, but the largest media and advertising event in Canada! Links in comments and let me know if you fancy being involved. Special thanks to: Alastair Taylor Micheal Bispo Wade Kuiken-Rogers Lindsey Talbot Michael Mills Catherine MacLeod Laura Baehr nancy surphlis Andrew Myers Jerome Leys Hisham Ghostine - MBA, GCB.D Spencer Charters Maryann Rusnak Perry MacDonald Judy Davey Catherine Malo Moira Gilderson

Can you put a cost against bad creative? As it happens, you can. According to Adam Morgan, brands are pouring money down the toilet by simply producing "boring" ads. But, the question is, does boring sell? There's plenty of boring ads out there; just think of all the QSR or aftershave ads (all the ads are the same pretty much) and they must work otherwise they wouldn't do it! Or do they.... Without question this was one of my favourite sessions at the RTL AdAlliance beach in Cannes. The session kicked off talking about whether it's really worth winning a Lion and are we awarding the right things? Should it focus more on effectiveness rather than something that dazzles your peers? Everything was fiercely debated with superb speakers including Sasan Saeidi Léoda Esteve and Adam Morgan. If you want to learn about the value of good creative, why brands such as McDonalds are masters at what they do and why winning a Lion is hugely important, take the time to watch this video. Fascinating to also learn about Adam Morgan's new research around the cost of boring and how to convince CFOs to invest in good quality creative. View here: https://lnkd.in/gptS5Kat Carine Jean-Jean Stephane Coruble Jean-Baptiste Moggio

The challenge of theory versus practise. As the TV industry dives headfirst into more "performance" related measurement support for brands, the question remains, is this the right thing to do from a marketing effectiveness perspective? According to Les Binet, he doesn't like attribution "tools" and dashboards as it leads marketers down the wrong path; while Karen Nelson-Field PhD says there has to be a balance. This was the nature of the 'Effectiveness All Star' panel I hosted in Cannes with Karen and Les. Les reminded the audience how marketing works, why marketing training is essential - because many marketers come into positions not trained on how marketing actually works - and how TV needs to adapt it's language to attract more spend. It's a great session and free to watch. I highly recommend it. (I would say that) Watch here: https://lnkd.in/gKEunekB Thanks to WARC (article in comments), RTL Group RTL AdAlliance who hosted the discussion, Jean-Baptiste Moggio Joline Langfritz Carine Jean-Jean Stephane Coruble

Delighted to be moderating these fine marketers at the RTL AdAlliance beach at Cannes on June 18th from 16:00 CET. We will be discussing the latest developments in media, agency relations, sharp insights about how to talk marketing fluff to CFOs and cross media measurement. Yes, that classic discussion! A lot is happening in that space and brands are heavily leaning in. If you wish to attend you must register via this link: https://lnkd.in/grhSTc5u Gordana Buccisano Beatrice Lindvall Noelia Miquel Sánchez

Happy to share that I'll be moderating this amazing bunch on June 18th at 2pm. Free to attend (in Cannes) and free to watch online (via LinkedIn). Discussing all things related to domestic broadcasters and streamers in the evolution of the TV ad market while debating how to grow the pie together. Link below to register to attend.

I am so fortunate to have these two Global superstars to talk effectiveness, role, and power of advertising and how clients are balancing the science of marketing with the pressures of modern business. It's free to attend on Monday 17th June at 11am at the RTL beach in Cannes. Register here: https://lnkd.in/grhSTc5u As a sneak preview, Les Binet will tell us how much he loves tools and dashboards (he doesn't) while Karen Nelson-Field PhD will argue their use for clients to make sensible decisions. And I'll be in the middle stirring the pot. (my skillset) One question we will answer once and for all is, are attribution tools to the support or detriment of marketing science? See you there. And thanks to RTL AdAlliance for hosting this discussion.

Delighted to be hosting a chat with Steve King - Chairman of Europe for Publicis Group at EGTA's CEO Summit next week in London. Steve will talking about modern agency model, arguing they remain sustainable and solid businesses. We will discuss the areas agencies are excelling at while looking at the role of creative arms as the narrative today is overwhelmingly about data and media. Steve will also share his thoughts on the future of TV and radio from a domestic media owner perspective. Thanks again to the team at egta for being able to host this chat. Katty Roberfroid Anne-Laure Dreyfus - Coutinho You can view the entire agenda here: https://lnkd.in/gPVfjwVd