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Wed, 19 Jun


Rotonde Stage, Rotonde

How We Reignited Guinness

See UKAEG member Born Social on the Cannes Lions stage. Please note you need a Cannes Lion's pass to enter the Palais.

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How We Reignited Guinness
How We Reignited Guinness

Time & Location

19 Jun 2024, 12:30 – 13:00

Rotonde Stage, Rotonde, Palais des festivals et des congrès de Cannes, 1 Bd de la Croisette, 06400 Cannes, France

About the event

Callum McCahon

Chief Strategy Officer

Born Social

Gráinne Wafer

Global Director of Beer, Baileys, and Smirnoff


Session description

In 2023, Guinness became the most popular beer brand in Britain for the first time ever, and it was named Brand of the Year by Marketing Week. This follows unprecedented growth in all key markets – a global success story.

So how has Guinness – one of the most iconic and creatively awarded advertisers ever – beckoned in a new golden era of unprecedented growth? It inverted the marketing model, with everything now starting with community.

This compelling story will be told for the first time on the Cannes Lions stage, challenging notions of where creativity comes from. (Hint: it’s not from an agency whiteboard.) In this session, Guinness will share all – the highs and the lows – of how they reinvented their marketing model.

— The Creative Impact content stream at Cannes Lions is co-curated with WARC, the authority on marketing effectiveness. —

Questions this session will answer:

How should heritage brands adapt their marketing models to unleash new forms of creativity?

How can brands build distinctiveness whilst embracing co-creation?

What role will communities play in the future of brand building?

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