Speaking to Cancer
“Our entire approach to developing this campaign changed when we realized that many of our respondents might not live to see it.” This talk will discuss our shared efforts to transform Lilly Oncology brand DTC initiatives - showcasing the breakthrough creative campaigns for Lartruvo and Cyramza that were the result. It will explore the tension between our creative desire to push boundaries and our responsibility to our target audience. We learned that it wasn’t about what we had to say to them, but rather the responsibility of what we needed to say for them – empowering the voices of those who need it most... and doing it in a way that set a new creative standard in oncology marketing.
The Forecast Calls for More Outcasts
The advertising business – frequently the most creative, non-conformist and influential businesses in the world – is neither as inclusive, nor diverse as the world and people it seeks to engage with. The existing cultural diversity within our industry calls for greater interrogation to fully understand the complex identities of people we want to reach through our messaging.
In this session, McCann Worldgroup will elevate the discussion on the creative and commercial opportunity that the fullest inclusion and representation of LGBTQ has to offer an industry fundamentally founded on the principles of non-conformism, and creativity. We will examine how the LGBTQ identity equips individuals with unique skills to offer the creative industry and the ever-changing audiences we work to affect.