Indeed, the view from the French Riviera is magnifique.

And one common theme is coming into focus as advertising execs from around the world converge for the Cannes Lions International Festival of Creativity.

Audiences are at the core of everyone’s strategy. 

Context and content are as important as ever but audience intelligence is what separates the best executions from the best intentions.

This week 4C released new research in partnership with Advertiser Perceptions based on surveys of over 300 US and UK marketers.

Among the key findings are that nearly all survey respondents (89%) agree that advertisers who build their strategies around audiences rather than individual media platforms create more impactful campaigns.

And the majority of advertisers (85%) believe that the current fragmented media landscape requires a new marketing structure that enables advertisers to operate seamlessly between publishers and platforms, including digital and TV.

Sure enough, 4C is solely positioned at this intersection to help marketers turn challenge into opportunity.

We’ll be diving more into this topic and the research today in Cannes during our session co-hosted with iCrossing, titled “Audience-Based Marketing: From Experimentation to Mastery.”

And I’ve been querying the Croisette on all things audiences all week through backseat interviews with leading-edge marketers.

Catch up on the 4C Rickshaw Ramblings series and flag me down – literally or virtually – if you want to share your thoughts.

Now, you Cannes read the rest of 4C’s Insights.

Get the rest of 4C’s Insights Volume 113 here.

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