Brand purpose, millennials and the epic creative that engages them

Pavni Mittal • September 10, 2014, 17:44:48 IST

What’s common between politicians, film makers, multinationals and marketers? They all want to capture the youth. Marketing to the youth was a hot topic at the 61st International festival of Creativity or Cannes Lions and Storyboard’s Pavni Mittalgot the chance to explore the subject, thanks to a panel put together by PR Week and the MSL Group. Advertisement The panel discussion that ensued explores how the emergence of the millennials changed the way brands and creative directors think, how and why has the importance of Brand Purpose grown, whether brands are thinking digital first and how are these changes impacting company structures and work culture.

What’s common between politicians, film makers, multinationals and marketers? They all want to capture the youth.

Marketing to the youth was a hot topic at the 61st International festival of Creativity or Cannes Lions and Storyboard’s Pavni Mittalgot the chance to explore the subject, thanks to a panel put together by PR Week and the MSL Group.

The panel discussion that ensued explores how the emergence of the millennials changed the way brands and creative directors think, how and why has the importance of Brand Purpose grown, whether brands are thinking digital first and how are these changes impacting company structures and work culture.

Watch the video to knowwhat the biggest names in marketing and advertising in the world had to say.

Panelists:

B Bonin Bough, VP, Global Media and Consumer Engagement, Mondelez

Christina Smedley, VP, Global Brand & Communications, PayPal

John Mescall, ECD, McCann Erickson, Melbourne

Quinn Kilbury, Global Brand Director, Newcastle Brown Ale

Scott Beaudoin, Global Practice Director, Corporate & Brand Citizenship, MSL Group

Moderated by: Pavni Mittal, CNBC-TV 18