Cannes Lions 2023 witnessed a powerful and insightful session titled "Harness the Black Effect: Diversity as a Game Changer for Brands," presented by BECA (The Black Executive CMO Alliance). The conference, held last week at The Forum in Palais I, featured esteemed speakers from renowned brands who shared their expertise on leveraging the influence of Black consumers for brand success. Leading the discussion was Brianne Boles-Marshall, Lead of Diverse Media Strategy and Investment at General Motors, who provided valuable insights on rethinking marketing strategies and investments to better reach target audiences. Cleyana Mayweather, Brand Manager at Mars Wrigley, emphasized the significance of Black influence in marketing and the consequences of overlooking its impact. Freddie Williams, Senior Manager of Global Strategic Marketing at Johnson & Johnson, shed light on the calculation of return on investment (ROI) when it comes to Black influence in marketing. Kara Smith, Applied Innovation - Customer and Marketing Manager at Deloitte, contributed her expertise on driving better creative outcomes through Black influence.   The session addressed the undeniable impact and influence of Black consumers across various domains, including music, sports, fashion, and culture. Black consumers not only dictate trends but also shape the future of what's considered hot and popular. However, the discussion emphasized the need for brands to navigate this influence responsibly, without exploiting Black individuals. The winners of the BECA Future Leaders competition shared their valuable perspectives on amplifying the influence of the Black consumer to achieve significant brand impact. Attendees gained valuable insights into leveraging Black influence to drive better creative outcomes and improve ROI, ultimately enhancing their marketing strategies. By embracing diversity and recognizing the immense power of the Black consumer, brands can harness the Black Effect and revolutionize their marketing approaches. The session prompted attendees to reflect on the importance of inclusivity and its potential to reshape the marketing landscape.        

Speakers