Cannes Lions 2018: Carolyn Everson Discusses Facebook and the Ad Industry's Shared Responsibility to Use Technology as a Force for Good

Facebook Business

June 18, 2018

Facebook's VP of Global Marketing Solutions Carolyn Everson kicked off the Facebook Beach sessions at Cannes Lions this year with a look into Facebook's current areas of focus and a call to action for the advertising industry to use technology as a force for good.

Everson shared how Facebook is taking actions to protect election integrity, prevent the spread of fake news and protect people's information. She emphasized Facebook's belief that technology can be a force for good, both for people and for businesses, sharing examples of how Facebook has brought people together, raising money during crises and helping small businesses grow, strengthening local economies.

Everson then hosted a panel with HP's Global Chief Marketing and Communications Officer Antonio Lucio and President and CEO of the Ad Council, Lisa Sherman. Lucio shared his belief that brands that affect positive social change are anchored in purpose, act with integrity and continuously reinvent themselves to stay true to their mission while playing a relevant and meaningful role in people's lives. He emphasized that in order to effectively create change, brand efforts must be rooted in what's relevant and important to the company, as well as what's good for the community.

Sherman echoed this sentiment and explained how the Ad Council was created to tackle important social issues, making what's good for society fundamental to the organization's mission and objectives. Sherman also spoke to how the Ad Council is able to get through to people based on a foundation of objectivity since the organization does not pursue political agendas, but rather focuses on topics that are relevant and important to society at large.

For brands looking to make an impact, Sherman explained that every company should have their own North Star and set of values that guide every business and marketing initiative. This helps establish authenticity in efforts to positively impact society.

One of the ways HP is affecting positive change is through its diversity and inclusion initiatives. Lucio explained how diversity is not only important for society, but is also critical from a business perspective. Lucio shared how HP created a vision to improve diversity within the company, inviting agencies and partners to join in the efforts. He explained how diverse perspectives are paramount to understanding briefs and producing the best work possible, and he showed how HP's diversity initiatives not only instigated positive change in the advertising and technology industries by including new voices and perspectives, but also drove positive business results, increasing both brand preference scores and revenue per ad impression.

Lucio concluded with his hope for the industry to approach diversity and inclusion as a business imperative, and Sherman urged audience members to consider what they want to leave for future generations—be it a societal change or a lasting brand initiative—and ground their efforts in the legacy they hope to attain.

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