At this year’s Cannes Lions Festival, PHD invites marketers and agencies to learn from a new generation of challenger brands and the media behaviours successfully employed by them. Guest speaker Adam Morgan, will explore a more evolved model of what it means to be a challenger.
Challengers, by definition, do challenge something, but it’s not always the market leader. Although David vs Goliath is thought to be the archetypal challenger stance (Avis vs Hertz, Virgin vs BA, Pepsi vs Coke), in reality it’s rarely the most common challenger narrative.
From 'The Irreverent Maverick' to 'The Democratiser', the seminar will explore a broad range of Challenger Narratives along with an illustrative set of current examples. But the key question is how to use them – whether you’re entering a crowded category or maintaining challenger momentum once it starts to fade. Each of these narratives has very different implications for media and this session explores how to take this understanding into the most relevant media strategy.