【Marketing Brief】Live from Cannes 2025;AI Fuels Digital Growth as Traditional TV Declines;L’Oréal and Coca-Cola Named Most “Future-Ready” CPG Brands

RTBBBT Marketing Brief

Event of the week

Live from Cannes 2025 - everything the RTBBoBaoTang Team is seeing and hearing  on the ground

Charts of the week

AI Fuels Digital Growth as Traditional TV Declines 

Global advertising revenues are expected to grow by approximately 5% year-on-year in 2025, according to MAGNA’s latest forecast, despite a downward revision prompted by “a deterioration in the economic outlook and a decline in business confidence”.

Digital-only platforms are projected to benefit from advances in AI, intensifying e-commerce competition, and the continued rise of retail media. In contrast, traditional media owners may be hardest hit by the lack of major events and the broader economic slowdown, the report notes.

AI 推动数字广告增长，传统电视持续下滑 ——MAGNA 预测

根据 MAGNA 最新发布的预测报告，尽管由于“经济前景恶化以及企业信心下降”导致整体预期下调，全球广告收入在 2025 年预计仍将实现约 5% 的同比增长。

纯数字媒体平台有望受益于 AI 技术的进步、电商竞争加剧以及零售媒体的持续发展。相比之下，传统媒体则可能因缺乏大型活动及整体经济放缓而受到更大冲击。

MAGNA Global Ad Forecast

L’Oréal and Coca-Cola Named Most “Future-Ready” CPG Brands

L’Oréal and Coca-Cola have been recognised as the most “future-ready” consumer packaged goods (CPG) brands by the IMD Future Readiness Centre. The ranking is based on several factors, including product innovation and potential for future growth.

The report highlighted both companies’ use of artificial intelligence in their marketing strategies — from L’Oréal’s virtual try-on applications to Coca-Cola’s use of algorithms to assess campaign effectiveness in real time.

“By democratising access to data internally — making AI tools available to managers at all levels — Coca-Cola has fostered a culture of evidence-based decision-making and helped break down organisational silos,” the report noted.

欧莱雅与可口可乐被评为最具“未来准备力”的消费品牌

根据 IMD 未来准备力研究中心（IMD Future Readiness Center）发布的最新报告，欧莱雅（L’Oréal）与可口可乐（Coca-Cola）被评为当前最具“未来准备力”的两大消费品品牌。评选标准涵盖产品创新、未来增长潜力等多个维度。

报告指出，这两大品牌在营销中广泛应用人工智能技术。例如，欧莱雅推出了虚拟试妆应用，而可口可乐则利用算法实时评估广告活动效果。

“通过在内部实现数据访问民主化（让各级管理者都能使用 AI 工具），可口可乐不仅推动了基于数据的决策文化，还打破了部门之间的信息壁垒。”报告指出。

IMD Future Readines Center

Trends of the week

From VML to the Pier: Kaminkow’s Fast Start at Dentsu

On a breezy Wednesday afternoon along the pier by Dentsu Beach, I bumped into Beth Ann Kaminkow, the freshly minted North America CEO of the holdco — and yes, she’s only just getting her feet under the desk this week, despite being announced back in February.

Formerly of VML fame, Kaminkow told me the word that sums up Cannes 2025 is “acceleration” — with a wink to the “AI” hiding in plain sight. So… accelerAItion? Bit of a stretch, but we’ll allow it.

She also gave a sneak peek at what’s on her radar for H2 — let’s just say she’s not easing in gently.

在周三下午微风习习的 Dentsu Beach 码头边，我偶遇了刚上任的北美区 CEO —— Beth Ann Kaminkow。虽然她早在今年二月就被官宣了，但这周才算是正式“打卡”上岗。

这位前 VML 高管一见面就丢出今年戛纳的关键词：“加速”（acceleration），重点还得划在那个“AI”上。所以她的意思是——accelerAItion？好吧，勉强押上了梗，我们就当听懂了吧😏。

她也顺便透露了下半年的一些工作重点，简单说就是：刚上任可没打算慢慢来。

From Website

Reddit Promos New AI Ad Tools

As the sun rose over the Croisette this morning, Reddit rolled out two new ad tools designed to help brands dig into its treasure trove of user conversations.

First up: Reddit Insights, a shiny new AI-powered offering that pulls real-time commentary and sentiment from across the platform. In other words, marketers can now listen in (with style) to what Redditors are really saying — without needing to scroll endlessly through threads at 2am.

Also making its debut is the Conversation Summary Add-on — a handy little feature that lets brands spotlight their most glowing mentions directly alongside ad creatives. Because if the internet’s talking about you (nicely), why not show it off?

Reddit’s team was on hand offering live demos near the Palais — and yes, there was plenty of buzz.

今早，阳光洒在戛纳海滨大道（Croisette）上，Reddit 顺势发布了两款全新广告工具，旨在帮助品牌深入挖掘其海量用户对话资源。

首先亮相的是 Reddit Insights —— 一款由 AI 驱动的工具，能够实时提取平台上的评论与情绪趋势。简单来说，品牌主终于可以“体面地偷听”Reddit 用户都在说什么，而不用半夜两点还在刷帖找灵感。

另一款新品是 Conversation Summary 附加功能，可让品牌在广告创意旁边展示用户对产品或品牌的好评高光。既然大家都在夸你，当然得“顺势炫耀”一波。

Reddit 团队当天就在 Palais 附近的展区现场展示这两个工具，围观的热度也不低。

From Website

Retail Media Therapy Brings Pub Fights to Cannes

In a refreshing break from the glitz of the yachts and the polished promenade of the Croisette, the Retail Media Therapy podcast brought a proper dust-up to Morrison’s Irish Pub this afternoon — think less Cannes chic, more sticky floors and sharp elbows.

Swapping sun loungers for bar stools and rosé for pints of Guinness, retail media insiders gathered to witness a no-holds-barred “celebrity death match” featuring heavyweights like Andrew Lipsman, Kiri Masters and Colin Lewis. The agenda? Tackling some of the industry’s thorniest questions: Do CMOs actually give a toss about retail media? Is ROAS just corporate fairy dust? And has the curtain finally fallen on the MMM era?

The answers might still be up for debate — but one thing was beyond doubt: Kiri Masters absolutely mopped the (beer-stained) floor with the others’ half-hearted jabs.

在戛纳满是游艇和海滨大道的浮华场景中，Retail Media Therapy 播客今天下午在 Morrison’s 爱尔兰酒吧上演了一场“名人死亡擂台赛”，算是一股清流（或者说一股啤酒味的旋风）。

一众零售媒体圈人士抛下沙滩椅，告别玫瑰酒，转战灯光昏暗的老酒吧，举起吉尼斯黑啤，只为围观几位大咖现场开杠：Andrew Lipsman、Kiri Masters 和 Colin Lewis 正面对撕，讨论行业几大终极问题——CMO 们到底 care 不 care 零售媒体？ROAS 是真指标还是一派胡言？MMM 时代是不是已经谢幕？

虽然这些世纪难题今天依旧无解，但有一点毫无悬念：Kiri Masters 用实力和犀利，把对手的“温柔输出”踩在了满地啤酒渍的地板上。

‘The Top of the Funnel Is Completely Wrecked’

At Uber Advertising’s garden space just off the Croisette, Shelly Palmer put a pointed question to commerce media leaders: are they truly keeping pace with how AI is reshaping the way people live, plan, and purchase?

On the panel, LiveRamp’s Vihan Sharma, Uber’s Kristi Argyilan, PayPal’s Mark Grether and CVS’s Parbinder Dhariwal debated the strategic moves needed to safeguard their businesses as AI agents upend the traditional customer journey.

在 Croisette 附近的 Uber Advertising 花园空间里，Shelly Palmer 向一众商业媒体高管发起了挑战：面对 AI 正在深刻改变人们生活、规划和购物方式的现实，大家的反应真的够快吗？

来自 LiveRamp 的 Vihan Sharma、Uber 的 Kristi Argyilan、PayPal 的 Mark Grether，以及 CVS 的 Parbinder Dhariwal 就“在 AI 代理系统颠覆客户旅程的当下，企业该如何出招自保”展开了激烈讨论。

From Website

Meta launches 11 new AI ad tools at Cannes Lions 2025

Meta unveiled 11 new AI advertising features at Cannes Lions 2025, and confirmed a $14 to $15 billion investment in Scale AI for a 49% stake — a move that signals its ambition to become a foundational force in the global AI infrastructure race.

在 2025 年戛纳国际创意节上，Meta 发布了 11 项全新的 AI 广告功能，并确认将以 140 至 150 亿美元的价格，收购 Scale AI 49% 的股份。这一动作明确传递出其意图：要在全球 AI 基础设施领域中占据核心地位。