Every Brand Has a Story to Tell — CMOs Decide How and When to Tell It

Top marketers from L'Oreal, the NFL, Spotify and Walmart gather at Cannes Lions to about storytelling to build brands and engage consumers at Variety Brand Entertainment for Fans session presented by Walmart

By Cynthia Littleton

Cynthia Littleton

Business Editor

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Every brand has a story to tell in the modern era of reaching consumers across a multitude of platforms. Storytelling is key to leaving a lasting impact for the brand on the audience. The job of leading marketing for a major Fortune 500 brand is now the art of deciding how, when and in what manner to express that message.

This was one of the major conclusions from a lively panel held June 22 at the Cannes Lions Festival of Creativity. Variety Brand Entertainment for Fans, presented by Walmart Connect, was held at the retail giant’s Walmart Connect/Vizio installation at the Hotel Majestic in Cannes. The session brought together Seth Dallaire, executive VP and chief growth officer for Walmart U.S.; Tim Ellis, CMO of the NFL; Dustee Jenkins, chief public affairs officer for Spotify; and Han Wen, chief digital and marketing officer of L’Oreal USA, for a candid conversation about the challenges and opportunities of reaching consumers and building brands.

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