How CMOs can make the case for creative investment

Ilaria Pasquinelli, Chief Marketing Officer, LIONS

Brands that invest in creative marketing outperform the competition and grow. That is a bold claim, but there is proof to back up these claims. 

Global brand consultancy Interbrand analyzed data from 50 businesses that won the most Cannes Lions International Festival of Creativity awards from 2020 to 2025 and found a correlation between creativity and growth. The companies, which ranged from automakers like Volkswagen to streaming services like Netflix, had a 2.7% rise in profitability and 4.7% growth in market capitalization in the year following a Cannes Lions award win, according to the study.

By outperforming market averages, the brands proved that investing in creative marketing directly translates into improved business performance. But, if that is the case, why is creativity still missing from the boardroom agenda?

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Fox strikes revenue-doubling Roku deal

Roku’s shop window phase didn’t last long. Fox has agreed to acquire the streaming company, which boasts an audience of 100 million households globally, in a $22 billion deal announced today (June 15).

The deal will make Fox the third largest organization in American TV by share of viewing, and combines the company’s formidable live sports portfolio with Roku’s homescreen capabilities and CTV tech.

Signs that Roku might be flirting with suitors emerged at the end of last week, when Reuters reported its execs were negotiating with at least one U.S. media company. Today, both companies announced a cash and stock deal that valued Roku shares at $160 each (it’s currently trading around $141).

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