Louise Johnson Wants Purpose, Humour and Legacy for the Entertainment Lion for Sport | LBBOnline

Chief executive officer at leading sport and entertainment marketing agency Fuse, Louise Johnson, has been part of the ad world for over 20 years. 

Her experience in sports and entertainment spans work on both client and agency side, including Vodafone’s global portfolio, comprised of Ferrari F1, McLaren F1, Manchester United FC, David Beckham, and the UEFA Champions League.

It’s no secret that sports marketing has historically been, and still for the most part is, a male-dominated sphere. This didn’t stand in the way of Louise’s career, which over the years has stretched to more than 100 markets. 

In 2016, Louise took leadership of Fuse as managing director, and since she has led the agency through the covid crisis, and consistently delivered solutions for long-term growth amid one of the biggest sports shutdowns in history. 

After coming back with a bang however, the sports sphere has worked hard to become more inclusive on every level. As a result, it has been more closely scrutinised by fans – brands are now expected to develop meaningful partnerships, and as Louise puts it, ‘create legacies’ over hollow sponsorships. 

This year, Louise will add another to her long list of accolades – jury president for the Cannes Lions’ Entertainment Lion for Sport category. During a sports-heavy year (and especially summer), all will be watching what the category will achieve. Here’s what Louise had to say. 

LBB> What has the industry learned from last year’s Entertainment Lion for Sport and how have expectations towards the category changed since?

Louise> Since the first ever Entertainment Lions for Sport four years ago, it’s been the category’s ambition to embrace purpose and inclusivity. And rightly so. 

Sponsorship can no longer be a simple one-way street, where brands inject money, slap their names on products, and expect ROI to be plentiful. Instead, we’re now looking at the rise of the partnership – a mutually beneficial way of working, that sees brands create legacies, effect change and in turn, reap the rewards. 

Last year for instance, the Grand Prix went to Michelob Ultra and FCB for their ‘DreamCaster’ campaign. This saw a blind basketball fan fulfil his lifelong dream of sportscasting a live game for millions of people across the US. It’s a great showcase of how sport can create real life impact. While inclusivity continues to be important, I think we will also see a return of sports work that entertains the audience by connecting with lifestyle and humour. With the war on attention never higher, and brands looking to credibly connect with culture, I think we will see more cross-culture activations in sport, e.g. sport and music, sport and fashion, and sport and film.  

LBB> This year, how do you expect AI to impact your category?

Louise> AI has already helped shape some impactful work. Last year’s Entertainment Lions for Sport’s Grand Prix utilised artificial intelligence to help Michelob Ultra’s Dreamcaster provide commentary for a basketball game.

It’s certainly a realm that brands need to step into with caution. Having witnessed the backlash against Under Armour’s AI-powered sports commercial earlier this year, there’s certainly arguments for and against how AI should be incorporated. 

An AI disclaimer is a new aspect for this year’s awards, and it’s hopefully a transparent and effective way to be able to see entrants that have used AI in the work and how.

Moving away from the creative slightly, I am excited to see how AI can provide real-time insights into fan engagement, sentiment, and behaviour. This would mean fans could experience more relevant and personalised marketing in the future, in and out of the stadium. 

LBB> Comedy is the big new ‘culture and context’ subcategory this year – how do you think comedy could be better leveraged, and specifically in the category you’re judging?

Louise> Sport was one of the industries to be completely shut down during the pandemic – the only time since WW2. The following years focused on purposeful work. However, this is not the only deserving work to be shown.

With sports pros becoming stars in their own right, we’re beginning to see even more of their personalities. Footballers Ella Toone and Alessia Russo’s podcast is the perfect example of how they’ve translated their friendship and humour into the public sphere. Marketers need to find a way to bottle that essence to achieve success. 

We are ready to laugh again!

LBB> How do you think clients can enable their creative agencies to unleash better comedy campaigns?

Louise> I think it takes real courage and commitment to use humour as a tool. So, brands should invest in partnerships with agencies they trust to allow creativity and innovation to shine through.

For success, clients need to strike the right balance between supporting their agencies with clear communication and processes, whilst letting them do what they do best. 

LBB> What will you be looking for when you’re judging?

Louise> In addition to the criteria set out by the organisers, alongside my jury I will be looking for original ideas that are relevant in the real world. Ideas that tap into sports fans and connect the brand/organisation into true sports culture. 

We are looking for work that has delivered value to the brand or organisation and its business. 

It wouldn’t hurt to be entertained too, as we are in the entertainment category! 

LBB> What are the most exciting developments in the Sport category as of right now and how do you expect them to pan out in the future?

Louise> I am excited about the ‘challenges and breakthrough’ section, which does include the new ‘humour’ category. I really want to see women’s sport begin to move away from the idea of parity with men. While it’s great to have seen all the successes in recent times, there’s always a sense that this must be caveated or measured in terms of what the men have achieved.

While Orange’s ad for the French team during the World Cup was remarkable last year and highlighted the progression needed, it once again set up to contrast and compare. I think we all know women have sufficient power, talent, and ability to shine in their own partnerships, sponsorships and creative moments – and I am excited to see this happening more and more as it comes into its own.