Author: Michael Bürgi

As it has done many times, Omnicom Media is hitting the Croisette with a series of partnerships and collaborations that it will roll out over the course of Cannes Lions, all with a thematic bent. This year’s theme, as uncovered by research its Intelligence unit conducted (with the help of Omnicom Production), revolves around improving the consumer experience of advertising in streaming and CTV content. 

Omnicom Media’s first partnership, to be announced today during Cannes Lions, is with Netflix, which cemented a data-driven deal that involves Acxiom integrating its audience data into Netflix’s ad capabilities to enable more relevant ads to run in Netflix shows, and sometimes even work them into the content.

It’s the first time Omnicom Media and Netflix have struck a partnership, and it’s already up and running in the U.S., with plans to expand the offering internationally by end of year.

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Lipton is testing a new way to do creator marketing without building big in-house social teams.

After a two-year global trial, the tea brand is using influencer marketing agency Billion Dollar Boy’s “Social Hubs” — a program where local creators make a steady stream of content for Lipton’s social channels and their own, effectively acting as on-the-ground social teams in each market. 

The model gives Lipton many of the benefits of having its own local social teams, while outsourcing the day-to-day grind of finding, managing and briefing creators.

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