Will Cannes Lions 2023 Validate the Link Between DEI-Driven Strategies & Brand Growth?

June 16, 2023
by Santiago Solutions Group

At the 70th anniversary of Cannes Lions, the International Festival of Creativity 2023 is continuing to bring the industry the latest and greatest campaigns and creative strategies, while highlighting the world’s marketing industry leaders. In an article published by Creativebrief, one of the top ‘purposeful trends’ expected to show up this year is the importance of companies being ‘purpose-first’ driven. Diversity, Equity, and Inclusion continue to be at the forefront of businesses’ minds when questioning how to position their brand.

Here at Santiago Solutions Group (SSG), our experts understand how crucial it is to embed DEI and Cultural Relevance practices from all angles, especially when it comes to businesses’ marketing and communications strategies. Our strategic framework guides brands through a comprehensive cultural research process to achieve successful inclusive strategies & growth in Multicultural and Inclusive segments.

Carlos Santiago, CEO & Chief Strategist at SSG and co-founder of AIMM and the Cultural Inclusion Accelerator, will take the stage this year alongside industry leaders from AIMM, The Cultural Inclusion Accelerator, and more to discuss how prioritizing inclusive marketing and data practices remains imperative.

Here are the Upcoming sessions in which Carlos Santiago will be a panelist:

Eradicating Data Inequities from the Ad Industry Data ‘Wiring’

5:00PM – 5:30PM (CEST)

Explore why data equity matters and what else is needed to eradicate the invisibility and inaccuracy blockages from multicultural & intersectional data:

  • Identity data – Third Party
  • Audience Measurement – Panel & Big Data
  • Message Delivery – Programmatic
  • Performance Measurement – Attribution

Stacie de Armas, SVP, Diverse Insights, Intel, & Initiatives, Nielsen
Scott McKinley, CEO, Truthset
Carlos Santiago, AIMM Co-Founder & President & CEO of SSG

The Emotion-Engagement Equation: Building Brand Fans through Authentic Moments Online

TUESDAY, JUNE 20, 2023

4:40 PM – 5:00 PM (CEST)

Prepare yourself to enter a captivating realm of immersive art and advanced technology. Come join us at the First Croissette Apartments, located opposite the Palais, where you’ll have the chance to engage, create, and gain knowledge. Explore an art gallery and listen to insightful talks by special guests who will delve into the influence of cultural moments on brands.

Not only will you witness artwork on display, but you’ll also get the opportunity to produce your very own masterpieces through The Art of Data interactive web experience. As you contribute to our collection, we’ll demonstrate the power of transforming moments into unique works of art.

Please note that space is limited.


Michael Brooks, Chief Operating Officer, Verve Group
Ronan Shields, DIGIDAY
Linsey Loy, Chief Growth Officer – FKA
Dr. Rebecca Swift, VP, Global Head of Creative Insights – Getty Images and iStock
Carlos Santiago, CEO & Chief Strategist – Santiago Solutions Group

To register and see all the sessions from SSG, AIMM, and the Cultural Inclusion Accelerator visit AIMM in Cannes 2023 (anaaimm.net)

About us

For 20 years, Santiago Solutions Group (SSG) has guided growth pathways for scalable returns by uncovering cultural and marketplace insights.
These insights forge the fact-based foundation for effective business and brand growth strategies aligned with cultural insights across Hispanic & Asian acculturation levels, Black, LGBTQ, Non-Hispanic White, Gen Z, Millennials, and other segments.

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