ZenithOptimedia will use the high profile of Cannes to discuss its new "Owned First" strategic approach.
The strategy centers around how marketers prioritize and allocate resources across paid, owned and earned media.
"The principle is that if you've got assets that deliver genuine value in the digital space to consumers from an owned perspective, then the strategies that you undertake in your paid investment can become subject to them rather than disconnected from them," said Sean Healy, global communications planning director at ZenithOptimedia. "And that delivers a superior return on investment."
At Cannes next week, executives from ZenithOptimedia and Maker Studios will discuss the rise of YouTube stars partnering with brands to create content. In a second session, ZenithOptimedia will team up with Moxie to explore how brands can partner with authors to create music content.
The media group, which comprises Zenith Media and Optimedia, found in research that brands with powerful owned assets tend to convert their brand recognition into sales more efficiently.
Case in point: For Reckitt Benckiser's Vanish stain remover, Zenith created a stain removal advice section on the brand's website. "The advertising story was about the efficacy of the advice, rather than the efficacy of the product," Healy said. "We were able to elevate something that could be seen as low interest and turn it into something interesting."