Cannes Lions’ battle of the brands: Starbucks’ stumble, World Cup ads, and more

0:02When things go wrong, marketing gets raised.

0:04But when it's all going well, nobody's talking to us.

0:07It's a real point.

0:07And I'm going to sit with it for a minute.

0:10I often say marketing is like plumbing.

0:13When was the last time, Bob, you went to your house and you were like, ooh, I love my plumbing?

0:17You're not thinking about your plumbing on the day, do you?

0:19Only when the pipes break.

0:20Only when the pipes break.

0:22And you see it all the time now, right?

0:24Your reputation matters as a business.

0:26Yes.

0:27Customers will switch like that from one service to the other because of the trust in the brand, in the business, and the story that is being told by a powerful marketing engine.

0:38That is how you build a house that stands the test of time.

0:48That's Dara Traseder, CMO of Autodesk and a recurring guest on Rapid Response.

0:54Dara and I sat down together at the Cannes Lions Festival in France to break down the buzziest stories and trends in the advertising and marketing world.