Podcast Summary: The CEO’s Guide to Marketing – Episode with Simon Cook

Title: The CEO’s Guide to Marketing
Host: Seth Matlins, Managing Director of the Forbes CMO Network
Guest: Simon Cook, CEO of Cannes Lions
Release Date: July 23, 2025

Introduction

In this insightful episode of The CEO’s Guide to Marketing, host Seth Matlins engages in a deep conversation with Simon Cook, the CEO of Cannes Lions. The discussion centers around the inaugural Global CEO Forum held at the Cannes Lions Festival, delving into the critical role of creativity as an organizational imperative, the high cost of delaying creative initiatives (“not now”), and the potential branding challenges associated with the term “creativity.”

Overview of the Global CEO Forum

The Global CEO Forum, hosted under Chatham House rules, gathered approximately 50 CEOs from diverse industries including airlines, media, entertainment, technology, consumer packaged goods (CPG), beauty, retail, fashion, and quick-service restaurants (QSR). The primary focus was to explore creativity not merely within the marketing department but as a strategic lever for overall business growth and value creation.

Key Objectives:

• Define creativity within the organizational context.
• Identify who holds responsibility for fostering creativity.
• Discuss strategies to organize and empower companies to enhance creativity.

Key Discussion Points

1. Creativity as a Strategic Business Imperative

Simon Cook emphasized that creativity should transcend the marketing silo, positioning it as a fundamental driver for organizational growth. He articulated that CEOs are increasingly recognizing creativity as essential for maintaining a competitive edge and driving shareholder value.

Simon Cook [04:03]: “We talked about the immense pressure CEOs are under to deliver incremental growth every year... exploring how to leverage creativity.”

2. The Cost of “Not Now”

A central theme of the discussion was the urgent need to prioritize creativity. Simon Cook highlighted the concept of “the cost of not now,” urging leaders to consider the potential losses in growth and competitive advantage by delaying creative initiatives.

Seth [07:34]: “What is the cost of not now? Is... a question we should all be asking ourselves...”

3. Branding Challenges of “Creativity”

The term “creativity” was scrutinized for its potential branding issues. It was suggested that “creativity” might be perceived narrowly, often associated with superficial aspects like “pretty picture ads,” rather than being understood as a comprehensive strategic input.

Seth [12:20]: “Does in fact the word creativity have a branding problem?... creativity and you think... pretty picture ads.”

4. Organizational Design to Foster Creativity

Both Seth and Simon discussed the importance of embedding creativity into the organizational infrastructure. This involves creating systems, incentives, and a culture that encourages creative thinking across all departments, not just within the marketing team.

Simon Cook [09:11]: “We were really talking about creativity as infrastructure... so that it isn't siloed or just sits at the door of the CMO.”

Data and Insights Shared

1. Impact of Creative Marketing on Performance

An independent study presented at the forum revealed that companies with world-class creative marketing outperform the stock market by 8% annually. This compelling data underscores the tangible financial benefits of prioritizing creativity.

Simon Cook [04:53]: “World class creative marketing outperforms the stock market by 8% every year.”

2. CEO and CMO Alignment Issues

A McKinsey report highlighted a 20 percentage point decrease in CEOs who are clear about the role of marketing in their companies over the past 12 months. Additionally, 80% of CEOs and nearly 80% of CMOs believe more investment in marketing is necessary, despite a significant disconnect in understanding its strategic role.

Seth [18:25]: “There was a 20 percentage point decrease in the percentage of chief executives who said, ‘I’m clear on the role that marketing plays in my company.’”

Notable Quotes with Timestamps

1. On Creativity as an Organizational Imperative:

   Simon Cook [00:19]: “Creativity as an organizational imperative... an essential, but often... overlooked and underutilized lever of growth and value creation.”

2. On the Role of CEOs in Fostering Creativity:

   Simon Cook [07:02]: “They could become... the architects of commercial creativity within the organization.”

3. On the Urgency of Prioritizing Creativity:

   Seth [08:38]: “... ask ourselves about all kinds of things, all the fucking time.”

4. On Creativity vs. Innovation:

   Simon Cook [11:12]: “Maybe it would be better to reframe creativity as innovation because... innovation speaks the language of CEOs and the shareholders.”

5. On Middle Management’s Role in Creativity:

   Simon Cook [25:35]: “The lack of movement is even taking a step backwards, according to the data.”

Surprises and Observations

1. Lack of Cynicism Among CEOs

Simon Cook expressed surprise at the lack of cynicism within the room. Despite the high-stakes environment, the CEOs remained optimistic and genuinely engaged in finding ways to integrate creativity into their business strategies.

Simon Cook [22:48]: “It was encouraging to see people showing up and really engaging with something that we truly believe in, that we think creativity is essential.”

2. Disconnect Between Intent and Action

While CEOs demonstrated a strong will to prioritize creativity, there was a noticeable gap in translating this intent into actionable strategies. Data indicated that despite recognizing creativity’s importance, many organizations were not making substantial progress in this area.

Simon Cook [23:47]: “I was surprised at the lack of movement there.”

Organizational Challenges and Solutions

1. Broad Responsibility for Creativity

A significant number of CEOs at the forum acknowledged that creativity is not solely a marketing responsibility but an organizational one. However, there remains confusion about who exactly holds this responsibility, leading to fragmented efforts.

Seth [06:45]: “... really understood that creativity was the responsibility of the entirety of the organization as opposed to just marketing’s job.”

2. Decentralization and Empowerment

The discussion highlighted the importance of decentralizing decision-making to empower middle management and frontline employees. This approach ensures that creative ideas can emerge organically and be nurtured effectively.

Seth [27:37]: “Decentralization as an organizational philosophy... pushing decisions down to those closest to the customer.”

3. Accountability and Infrastructure

Creating a culture of creativity requires clear accountability and robust infrastructure. Organizations must provide the necessary tools and create an environment where experimentation is encouraged and failures are seen as learning opportunities.

Simon Cook [25:16]: “If something has been pushed to the middle to be figured out... the whole thing falls down anyway.”

Case Studies and Examples

1. Apple’s Creative Infrastructure

Apple was highlighted as a prime example of an organization that successfully integrates creativity into its core operations. Under the leadership of Tim Cook and influenced by Steve Jobs, Apple ensures that its creative teams are protected, nurtured, and empowered to innovate continuously.

Seth [10:22]: “Creatives only report to creatives... protected and nurtured from the top throughout the enterprise.”

2. Other Participating Companies

The forum included diverse companies such as Adobe, British Airways, New York Times, Twitch, Saudi Tourism, and challenger brands like Who Gives A Crap, each bringing unique perspectives on fostering creativity within their respective industries.

Simon Cook [15:30]: “Depending on the nature of the organization... some of the experiences that were shared, they were transferable.”

Impact of Organizational Design on Creativity

The conversation underscored the critical role of organizational design in either facilitating or stifling creativity. Structures that promote cross-departmental collaboration, provide psychological safety, and encourage risk-taking are essential for sustaining a creative culture.

Seth [27:11]: “Middle management is where creativity, like so many other organizational imperatives, either lives or dies.”

Future Directions

As the first edition of the Global CEO Forum concludes, Simon Cook expressed optimism about future forums. The aim is to continue providing CEOs with the tools, data, and collaborative spaces necessary to prioritize and implement creative strategies effectively.

Simon Cook [34:05]: “We continue to create these spaces and these forums where we can dig into this stuff a bit deeper so that the CEOs... have the tools, the data, the ammunition that they need to be able to act upon this.”

Conclusion

This episode of The CEO’s Guide to Marketing offers a comprehensive exploration of the pivotal role creativity plays in modern businesses. Through the lens of the Global CEO Forum, Simon Cook and Seth Matlins shed light on the urgent need for organizations to prioritize creativity, the challenges in doing so, and the tangible benefits that such an emphasis can yield. The discussion underscores that creativity is not merely an aesthetic or marketing concern but a strategic imperative essential for sustainable growth and competitive advantage.

Final Thought:

Seth [35:54]: “... ask ourselves what the cost of not now is.”

Listener Takeaway:
For CEOs and marketing leaders alike, integrating creativity into the core organizational strategy is essential. This episode serves as a crucial reminder to evaluate and prioritize creative initiatives to drive growth, enhance customer satisfaction, and maintain a competitive edge in an ever-evolving market landscape.