Post by RTL AdAlliance

Day 3: Creativity – Context – Content We’re already halfway through the week – what a shame. But at least we made a strong impression yesterday with our amazing party – check out some photos from last night 💃 Maybe we were not as fresh anymore, rather slightly tired, but still eager for more insights, because Wednesday on the RTL Beach showed another impressive programme. 🎮 RTL Deutschland powerhouse Inga Leschek, Chief Content Officer, does not shy away from a challenge, neither does the iconic juror Jorge González. Together they are facing the final boss: Content by discussing the enduring power of entertainment. From the unique appeal of live TV to its role within the broader Total Video ecosystem, the conversation highlighted how standout content continues to capture mass audiences. Let’s dance is one of this iconic shows that capture audiences from different generations for years, and it is clear to Inga, that this is due to the power of innovation, as they are changing every year to add something new to the programme. For Jorge it is important not just to create something, but to create something meaningful because this is when fans trust you, and why they come back. 🧠 We know how fundamental storytelling is, and yet, only half of ads attempt to tell a story today, even though it can be up to 3x more effective in generating memorability and behaviour change. This was the basis of this impactful panel called Power of Storytelling in creative effectiveness hosted by Shaun Dix, Global Head of Creative at Ipsos. On stage he was joined by Adam Sheridan, Global Service Director, Creative Evaluation at Ipsos, Lucinda Barlow, Senior Director, Head of International Marketing at Uber, and non-other than Sir John Hegarty, a legend in the business of creativity. 🧚🏻 AI is reshaping how we produce and distribute creative content in media and advertising. Empower creatives: more scale & creativity in the age of AI brought together a unique set of panellists, hosted by Rhys Nölke, Chief Data Officer, Bertelsmann, he was joined on stage by James D., CEO of Imaginae Studios, Marco Gijsen, Director ALLY, Ad Alliance NL, Philipp Schmidt Managing Director at Webedia Brand Xperiences, and Anne-Isabelle de Bokay, Senior Growth & Deployment Strategist at Runway. They talked about successful examples of AI content generation and brand and how creative leaders can opt out of the race to the bottom by fighting for authentic creative work. With the annual Stratégies Dinner to close the day, we are making sure to saviour every moment here in Cannes on the RTL Beach, knowing this week always passes way too fast. See you tomorrow, when we talk sport, streaming, and successes. #RTLBeach #CannesLions #RTLAdAlliance