Breef Glossary

Potential customers who have expressed interest in a product or service.

This year Cannes Lions is introducing Lions Creators — an event happening alongside the main festival, dedicated to providing learning and networking opportunities all about creators and the creator economy.

A strategy used to encourage customers to become (or continue to be) repeat customers. Common loyalty programs include rewards, points, discounts and insider perks.

Makegood is rerunning an ad or providing additional ad inventory when the original slot underperformed versus provided ratings. A related term is audience deficiency unit: ad inventory provided to the advertiser to fulfill the original rate guarantee.

The technology and software tools used to execute, manage, and measure marketing strategies.

The process of gathering information about target markets or customers.

A hero moment. A blast around your brand / product. Basically, a strategic + organized effort to promote a business through multiple mediums. Most brands plan a few campaigns per year and bring in agencies to help.

The stages a customer goes through from awareness to purchase.