Marketers Jenn Bailey and Nick Carson competed at the Young Lions Competitions – winning gold nationally and shortlisting globally. Listen in as they highlight their key takeaways from this year’s Cannes Lions Festival of Creativity.
Give us a quick intro – who you are, where you work, and what you do.
JB: I’m Jenn Bailey and I’m a National Marketing Supervisor at McDonald’s, where I work on our Digital Marketing team. My role involves strategy and execution on McDelivery and Contests (e.g. Monopoly). Outside of work, I love to travel, try new restaurants, and relax at the cottage with friends and family.
NC: My name is Nick Carson, and I’m a Partnership Marketing Manager at Brizi Inc. We are a sports technology provider that works with global sports organizations, events, and brands. Providing fan engagement tools through an interactive platform that can be leveraged for crowd analytics and sponsorship asset analysis. Before joining Brizi I worked at PepsiCo Beverages Canada as the Assistant Marketing Manager for Gatorade Canada. Currently, with Brizi, I manage partners externally across the NBA, NHL, ATP, MLS, AFL, CFL, and more.
What would you say to someone who was on the fence about competing in Young Lions 2024?
JB: I’d say go for it – you never know what it could lead to! Nick and I have both competed more than once. We’ve kept coming back because it’s a fun way to challenge yourself and showcase what you can do. It’s always tough to find the time, especially on a weekend, but it’s worth it for the opportunity to improve your marketing skills and have some fun along the way. Whether you win or not, the experience alone will be fulfilling and can open doors for your career.
NC: I would encourage all young marketers to participate in the Young Lions Competitions. It allows you to flex your creativity and explore new marketing strategies outside of your day-to-day role. Young Lions is also one of the most inspiring competitions I’ve participated in. From start to finish you’re exposed to the best of the best from around the world. I can’t think of a better investment of time for someone’s career or their personal growth and development!
Tell us about the global competitions, how did the experience compare to the Canadian qualifiers?
JB: The global competition was an incredible experience – just being there felt like we had already won. We had the chance to meet other competitors and judges from around the world and build great connections. The scale and intensity were on another level compared to the Canadian qualifiers. The pressure was higher, but so was the excitement and energy. It pushed us to overcome a new set of challenges from jetlag to language barriers and everything in between. Overall, it was an unforgettable experience that made us better marketers.
NC: The Canadian qualifying competition did a great job of preparing us for Cannes. The Global competition was a really exciting experience. You’re surrounded by the best marketing executives from around the world and they are excited to see and hear your ideas. The competition brought out a few late nights and challenged us to adapt to a global perspective for our case solution. We received some amazing coaching from our marketing mentors who did a great job in preparing us for the competition. This was apparent in the feedback that we received from the marketing judges. They were CMOs from global companies around the world and they applauded our work saying that we clearly had a grasp on what they were looking for.
What was your most rewarding moment when competing globally?
JB: Competing alongside some of the best young marketers in the world was an honour. We also had the opportunity to receive feedback from the judges, and that was an invaluable experience to hear insights from a global perspective. One of the most rewarding moments was placing in the top 5 and seeing Canada come up on the screen as a shortlisted country. It was a great validation of all the hard work we put into the competition and a highlight of the entire journey.
NC: I think it was super rewarding to receive feedback and praise for the work that we submitted globally. It was validating to hear that the international judges felt that we truly understood the case requirements and objectives set by the World Bank. Having our work short-listed as a top 5 team was a great reminder that the work we are doing in Canada during our day-to-day jobs is already at a very high standard for marketing and advertising.
Other than the competitions, break down some of your most exciting experiences at the festival.
JB: The festival was full of exciting experiences and events. I got to see some amazing speakers from around the world and be inspired by their ideas and creativity. One of the highlights was the final awards show and the closing party – the energy at both those events was incredible and it was amazing to see so many Canadian teams bringing home awards.
NC: It was inspiring to see how brands were activating in Cannes and what strategies they leveraged to capture fellow marketer’s attention. I tried to attend as many events as possible because they were a great opportunity to network in a casual and inviting setting. It was cool to be able to chat with some of the industry thought leaders I follow online.
How has your experience at Cannes Lions influenced your approach to work back in Canada?
JB: I came back to work feeling refreshed, inspired, and eager to apply what I had learned throughout the festival. I also feel more confident because of my experience competing in Young Lions. It pushed me outside my comfort zone and challenged me in many ways, and that has made me a stronger marketer.
NC: I think that my experience with Cannes Lions will influence my approach to work back in Canada by reminding me to take more risks. Approaching day-to-day standard practices with a new lens – asking questions like “How can this drive more impact?” It’s easy to get caught up in the daily routines within an organization, but Cannes Lions has refreshed my perspective on the need to execute with excellence and focus on learning, growing, and trying new strategies as a marketer.
