WPO Guest Blog – Cannes Outdoor: Key to Integrated Campaigns

By Margie Carr

The Cannes Lions International Festival of Creativity (formerly the International Advertising Festival) is a global event for those working in the creative communications, advertising and related fields. It is considered the largest gathering of worldwide advertising professionals, designers, digital innovators and marketers. The seven-day festival, incorporating the awarding of the Lions awards, is held yearly in June with around 11 000 registered delegates from 90 countries visiting the Festival to celebrate the best of creativity in brand communication.

This year Outdoor was the most popular category at Cannes with a total number of 5 367 entries. Out of this 127 Lions were awarded, and interestingly enough, many of the winners were part of a campaign that cut across a number of different platforms, showing that not only are integrated campaigns the order of today, but that Outdoor is an integral part of the media mix.

This is no surprise, says Margie Carr, MD of In Touch Media, who quotes this year’s main sponsor of the Outdoor Category, William Eccleshare, Chairman and CEO, Clear Channel International, on this subject: “Another record-breaking year for entries to the Outdoor Lions category, reflecting the fact that Outdoor is growing faster than any other traditional medium around the world and has never been a more relevant part of the media mix. I have been particularly impressed with the increased number of smart and creative digital out-of-home campaigns entered this year.”

Outdoor Category is showing not only huge innovation, she says, but is also being viewed as an imperative part of integrated campaigns. “This demonstrates what everyone is saying, that the industry needs to work together and that we need integrated campaigns.”

However, this does not mean always get it right she adds. “The issues that are leading to failure are not new and include, for example, creative unsuitable for Outdoor. Long the bug bear of Outdoor companies because we know what works for this medium. You cannot just plonk your television or print advertisement on Outdoor. But we all know this… and have been saying it for years.”

Outdoor companies have been crying out to assist clients and agencies in this regard and Carr urges agencies and clients to bring Outdoor companies and their strategists, designers and copywriters into the room when a campaign has an Outdoor element from the beginning.

So what makes a great Outdoor integrated campaign? Carr quotes this year’s Cannes Grand Prix for Outdoor in the category ‘Integrated Campaign led by Outdoor’, winner, the Brewtroleum campaign by Colenso BBDO in Auckland, New Zealand.
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Huffington Post: Why Women Entrepreneurs Are Underrated Investments –And What To Do About It

By Gina Harman

The White House State of Women Summit was an awe-inspiring gathering of more than 5,000 leaders in business, politics, and social justice activism all working to reduce barriers to women’s opportunity. I had the the privilege of joining a panel of women representing nonprofit organizations, investment firms, financial technology companies and more to discuss how to expand women’s access to capital. While we are all working to address this issue in different ways, we can all agree on the fact that women entrepreneurs are great investments – and that more people need to realize it.
Companies with gender and ethnic diversity on their leadership teams perform better than their peers in the field, and the companies represented at the conference were a testament to this fact. Nina Vaca, CEO of The Pinnacle Group, noted that 64 percent of the critical decision makers in her company are women. “When you allow women to unleash their leadership potential, they’re going to deliver,” she said. The Pinnacle Group, which earns more than $650 million in annual revenues, is 100 percent women and minority-owned. Melanie Whelan, CEO of SoulCycle, attributed much of her company’s success to the fact that 86 percent of its leadership team is made up of women. Soul Cycle expanded its total revenue from $36.2 million in 2012 to $112.0 million in 2014.
Nevertheless, women-owned and minority-owned firms continue to receive a
disproportionally low share of financing to start their businesses. Just 14 percent of
SBA-backed loan dollars went to women-owned businesses in 2016 and 30 percent
went to minority-owned businesses as of June 10. The numbers are even worse for venture capital. Only 2.7 percent of venture capital-funded companies had a woman CEO between 2011 and 2013. A 2010 study found that 13 percent of venture-capital backed firms were minority owned.

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Refinery 29: The Growing Industry That Walmart & Kate Spade Are Investing In

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 By JANE MOSBACHER MORRIS

Some descriptions of “women in the workplace” sound more like National Geographic specials than serious business profiles. “How did she get there?” the narrator asks dramatically. “Can she adapt to this strange and hostile environment?” And, silly as it seems, women in some business sectors still are anomalies, facing challenges inasserting their credibility, in earning leadership opportunities, and in receiving capital investment. This is a particularly sad prospect, given that women make up more than 50% of the population. Still, there are always outlying sectors that reflect more equanimity, and fashion has long been one industry with plenty of female-fueled success.

Women have commanded a presence in the space for ages. And considering apparel sales alone are estimated to bring in $1 trillion annually, it’s quite a commanding space. But, like any field, retail has had major ups and downs, including deserved criticism of its lack of sustainable practices and poor labor conditions that have devastating human and environmental costs. There’s a growing sensibility — especially among female entrepreneurs, intrapreneurs, artisans, and consumers — that ethical fashion is good common sense both in terms of the world and in business, and they are finding new and varied ways to fundamentally change the way we produce, sell, and buy our goods. The goal? Aligning the merchandise in our closets with the values in our hearts. And it’s no surprise that women are leading that charge.

The Artisans
Once relegated to the back of country stores, handmade goods are cool again, and the industry is actually booming, thanks to platforms like Etsy and ArtFire. The mother-daughter team crafting glitter clothespins on their kitchen counter (an honest-to-god recent purchase of mine) can sell online without the overhead of a physical store or even an e-commerce site. Each marketplace allows small-batch makers a forum in which to showcase their products virtually. This kind of artisan industry has mobilised fleets of women — who otherwise may have had to balance a professional career with family life — to have their own businesses, on their own terms and time.

It’s not just happening in the United States.

“The artisan sector is worth £21 billion a year,” says Cathy Russell, the U.S. ambassador-at-large for global women’s issues. “It’s one of the largest employers in developing countries, second only to agriculture in many places. And the large majority of artisans are women, who we know are more likely to invest money back into their families’ health and education, and also more likely to hire other women.”

These artisans continue to expand their reach, utilizing easy-to-use e-commerce stores to reach the global consumer with nothing more than a smart phone.

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Fast Company: Inside The Fastest-Growing Accelerator for Women And Minorities

 By LISA RABASCA ROEPE

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Most accelerators require entrepreneurs to spend three to six months in residence, which can be difficult for women entrepreneurs, particularly if they have families. So, in 2015, serial entrepreneur and former investment banker Carolyn Rodz founded Circular Board, a virtual 90-day accelerator for women entrepreneurs.

Circular Board’s first class was held this winter with 170 women and is now gearing up for a new class that will begin this September with 500 women. The 12-week program ends with a virtual demo day where members upload video pitches to receive feedback from mentors, investors, media, and other influencers on how to improve their pitch, and to find out if investors or advisors are interested in partnering with them. Circular Board also has partnered with the UN Foundation to create Pitch with a Purpose, a pitch competition for women entrepreneurs whose businesses support one of the UN’s 17 Sustainable Development Goals.

Currently, nearly half (42%) of the women in the accelerator are ethnically diverse and represent six continents. Rodz estimates that about 18% of applicants are accepted into Circular Board compared with 5% at many traditional accelerators.

All of these attributes—a large class size, a higher acceptance rate, diverse members, a global perspective, and virtual meeting space—make Circular Board unique.

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Forbes: Women May Make Better Entrepreneurs And Here’s Why

By James Giancotti

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Women entrepreneurs are articulate, tenacious and ambitious.  To my understanding, a third of all new companies created today are run by women.  Entrepreneurship supports economic growth and so what is good for women is good for the economy.

Female entrepreneurs are an under tapped force and if fully realized, can significantly boost economic expansion. April 2016 marked an exciting announcement of World Bank’s $2.5 billion investment in education projects for adolescent girls. The First Lady, Michelle Obama’s powerful on-site speech is a genuine endorsement of the bright future in harnessing the talents and economic potentials of mankind and women in particular.

Women are proving themselves to be more than capable. They are confident, believe in themselves and have drive and urgency to take on the best in the business. Last year, I had the privilege of meeting Sheryl Sandberg during one of my trips to the Valley and it is no surprise that women entrepreneurs are a fast growing sector.

There is consistent research confirming the finding that women make better entrepreneurs to some degree. According to 2016 BNP Paribas Global Entrepreneur Report, women are found to be slightly more successful than their male counterparts, and have high expectations in general. The annual revenue generated by those companies run by women are, on the average, about 13% more than the average of those in operation by males.

Additionally, women are shown to have a more positive attitude towards the future of their businesses, with 89% expecting stable profit growth in the next 12 months. At an aggregate level, close to US$5.96 billion has been earned by female entrepreneurs surveyed in this research.

Forbes lists 16 of powerful female entrepreneurs.

Black Enterprise: New Guidebook to Help Women Entrepreneurs Grow

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Lessons from the 50 fastest growing women owned businesses

Women-owned firms have grown at a rate five times the national average since 2007, according to the 2016 American Express OPEN State of Women-Owned Businesses Report. To further the momentum and encourage more women-owned businesses to grow, the Women Presidents’ Organization (WPO)–a national nonprofit with 127 chapters located internationally–launched the 50 Fastest Growing Women-Owned/Led Companies Guide to Growth, sponsored by American Express.

Written by Dr. Marsha Firestone, president and founder of WPO, and Susan Johnson, director of communications for WPO, the book aims to help women business owners grow their enterprises through tried-and-true methods, and arms female entrepreneurs with actionable ways to succeed. It features stories from 15 different experienced female business owners, who are also winners of the 50 Fastest Women-Owned/Led Companies.

Fastest Growing by the Numbers

The 50 Fastest generated a combined $4.96 billion in 2015 revenues (mean of $99.2 million) and collectively employed 44,744 in 2015 (mean of 1,028). All eligible companies were ranked according to a sales growth formula that combines percentage and absolute growth. From this list, the 50 Fastest were selected. To be qualified for the ranking, businesses are required to be privately held, woman-owned/led companies and have reached revenue of at least $500,000 by the first week of 2011 and $2 million in 2015.

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Inc. Magazine: Another Reason for Women Entrepreneurs to Seek Out Female Investors

getty_533979145_100805By Kimberly Weisul

We all know that women get precious little venture capital funding: Only three percent of venture capital goes to female CEOs, according to Babson College. And that might be because so few women become venture capitalists: Only six percent of investing partners are women, also according to Babson.

Now, here’s the twist. New research published in the Harvard Business Review shows that if you’re a woman starting a company, you and your startup may be better off without all those guys. In fact, writes Sahil Raina, an assistant professor of finance at the Alberta School of Business who did the research, women entrepreneurs are much more likely to achieve successful exits if their investors are other women.

Raina used Crunchbase to compare startups that were female-led with those that were male-led, and then to look at the gender of their backers. Overall, he found that female-led startups were less likely to achieve a successful exit than male-led startups. About 17 percent of female-led venture-backed startups had a successful exit (in the form of an acquisition or an initial public offering), compared with 27 percent of male-led startups.

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