Procter & Gamble’s Post

The Cannes Lions International Festival of Creativity has unveiled its annual State of Creativity Report, capturing the perspectives of 3000 marketers and creatives in a comprehensive survey of today's creative environment.   The study sheds light on the dynamics of both internal and external relationships, highlighting significant disparities in how brands perceive the agency-client relationship compared to their agency partners. Whether you’re on the brand side or agency side, junior or executive, this report serves as a comprehensive guide offering actionable insights to help navigate potential pitfalls and implement effective strategies across your organization.   Click here: https://bit.ly/3PwSiNx to access the full report. #cannes #canneslions #stateofcreativityreport #creativity #survey #brands #agencies #communication #report

A whopping 82% of Cannes Lions International Festival of Creativity attendees feel that the festival has become more geared to tech companies than about creativity. "The overwhelming agreement that focus has shifted from creativity towards tech is, if not surprising, still a startling fact. I’d like to think creativity will always remain at the heart of the festival, and be the central tenant of what we do as a sector" - MullenLowe UK chief growth officer, Lucy Taylor. More insight's from MullenLoweUK's research here >>>https://lnkd.in/evcieU7r #advertising #creativity #marketing

✨ First Impressions at Cannes Lions International Festival of Creativity ✨ If this was your first or second time, please share your POV in the comments.⤵ Attending the Cannes Lions International Festival of Creativity for the first time has been an incredible experience. This event, renowned as the largest annual advertising gathering, promised a wealth of insights and opportunities to network with the brightest minds in our industry. 🕶 However, amidst the excitement, I couldn't help but notice the overwhelming presence of celebrities. While it's exciting for some to see familiar faces, it often felt like the essence of the festival—creativity and industry insights—was overshadowed. The abundance of celebrity appearances seemed to shift the focus away from the core purpose: to learn, share, and grow as professionals in advertising. For many, that was why they were there, and to each their own. From this observation, and after reviewing the overwhelming amount of individual apps, programming emails, group chat recos, and LinkedIn posts I resolved to do the following: 1️⃣ Prioritize panel discussions and workshops: Featuring industry leaders and experts who are known for providing actionable insights and thought-provoking discussions vs. outside-of-the-industry theory. 2️⃣ Attend the more intimate networking events: Smaller, focused gatherings where I could connect more meaningfully without the distraction of celebrity fanfare. 3️⃣ Navigated to talks that highlighted emerging or disruptive Talent: I love to hear from up-and-coming creatives whose fresh and atypical perspectives can inspire and invigorate the industry. 🔆 Cannes Lions has the potential to be a beacon of creativity and innovation, a place where industry professionals can come together to celebrate and advance the art of advertising, but you have to decide that is what you will get from the experience -- if that is what you want. 📣 General industry PSA: Let’s bring back the essence of creativity over celebrity to marketing and advertising. #CannesLions #CannesxCulture #CreativityOverCelebrity #Advertising #Marketing #Networking #IndustryInsights #FirstTimer #AdIndustry

I usually say that Cannes Lions International Festival of Creativity is for network, not for inspiration. But this year I came home inspired. I had the great pleasure of speaking about the Sounds Right initiative (https://lnkd.in/eHkwDi8A) and how we made Nature an official artist alongside Katja Iversen, Cathy Runciman and Adam Cardew hosted by Stan Stalnaker at the beautiful Hub Culture garden. And later, participating in the awe-inspiring round table at the Goals House hosted by Earth Public Information Collaborative about The Most Important Brief (https://lnkd.in/d_q7WmTP).   Both of those sessions were filled with inspirational people who believe in the power of creativity to drive change for the better. Eager to make more brands and companies move from purpose and profit to impact and responsibility. And looking across the winners it seems like we’re not alone in this mission. Not only did a lot of the winners involve a cause. They have also moved from the more gimmicky way of activating against a cause to creating actual long term impact. It is obviously impossible not to mention our own Pink Chip initiative by the amazing Amsterdam crew. But I also love the Sol Cement SightWalks project by Grey Peru. As well as the Mastercard Room for Everyone campaign by McCann Poland. Just to name a few. I do agree with Karen Howe that it is concerning how many cases – especially in the Glass Lions category – are centered on female oppression. Who would have thought that in 2024 we would have such a high need for creative problem solving within this area? But creativity is there. Having an impact. And this year to a higher degree than we have seen in a long time. If awarding creativity really is like smelling your own farts as Mark Ritson said on stage, this year the smell doesn’t really bother me.

What’s our top takeaway from Cannes Lions 2024? Challenger Thinking is essential. Brands pushed the boundaries, took risks and tapped into their funny bones to break through the sea of sameness and challenge the status quo. Read Sarah Tilley's Cannes Lions 2024 Wrap Up to see how Challenger Thinking was rife at this year’s festival. https://lnkd.in/eQZr9Aku #CannesLions2024 #ChallengerMindset

Enter the Lions' den 🦁 Last week was the Cannes Lions International Festival of Creativity, the largest gathering for those who work in creative communications, advertising and related industries. The week-long event celebrated the best in advertising with the Lions awards and educated attendees with talks on industry trends. Some of the key branding takeaways: 🤖 AI is here to stay Artificial intelligence and its impact on the industry was heavily discussed with many brand activations at the festival involving the usage of AI. While some talked about the capabilities that allowed for better work, others talked about the pitfalls such as the lack of diversity in AI-generated images. 🤝 The business case for inclusivity Due to diversity fatigue and culture wars, many companies have begun defunding their diversity, equity and inclusion efforts. However, one panel at the festival highlighted the commercial benefits of more progressive advertising, citing it helps brands sell more and retain customers. ⚖️ Brands can’t shy away from politics Sessions highlighted the importance of brands getting involved in politics. According to Research Live, 60% of consumers buy brands based on their politics. 🎨 The power of the creator economy This year was the first time the festival included a Creator Pass, an initiative designed specifically for content creators to learn about the advertising industry. Simon Cook, the CEO of Lions, acknowledged the major contributions influencers have had in advertising and the potential growth of the creator economy. Creators with a real connection to their audience are who brands should be partnering with, not necessarily the biggest names. 🏎️ Embrace the now The “Coors Lights Out” ad campaign, born from a pure accident that went viral, was a Lions Award winner. Shohei Ohtani, a baseball player, damaged a billboard featuring a Coors Light ad with a foul ball, and within 48 hours, Coors responded with a special edition can that replicated the damaged ad. Brands should be moving fast to capitalize on what’s happening in culture. Want to learn more about the Cannes Lions Festival? Visit canneslions.com 📸 Contagious ---------- #canneslions #cannes #branding #globalbranding #brandingcontent #brandingmanagement #strategicbranding #brandingforbusiness #professionalbranding #brandingstrategies #svanyc #mastersinbranding #svamastersinbranding #svamib #schoolofvisualarts #sva #svabranding #branding #gradschool #mpsbranding

Business Insider is gearing up for the Cannes Lions International Festival of Creativity. From June 17 – 21, we’re convening top CMOs across the industry to address a key question: How do you build a durable brand in a performance-driven world? Learn more — https://bit.ly/49RTemR #CannesLions #CannesLions2024

While everyone (looking at you Michael Thill) is off enjoying the sun and creativity at Cannes Lions, here I am, not jealous at all. Seriously, not one bit jealous. Not even a little. For those unfamiliar, the Cannes Lions International Festival of Creativity is a premier event in the advertising and communications industry. It runs from June 17-21 this year and features over 150 hours of content with around 500 speakers from across the globe. Icons like Deepak Chopra, Jay Shetty, and representatives from top companies like Google and P&G are sharing insights and innovations that are shaping the industry. https://lnkd.in/gv7s3rQH Why do we flock to events like this? The draw is in both the recognition and the opportunity for professional growth. From a behavioral science perspective, humans have a deep-seated desire for validation and acknowledgment. Awards like the Cannes Lions provide a platform to be judged and, hopefully, celebrated for our creativity and hard work. But why do we want to be judged? The answer lies in the psychological satisfaction of recognition, which can enhance self-esteem and motivate continued excellence. Beyond personal satisfaction, there are significant business reasons for pursuing these accolades. Winning at Cannes can enhance a company’s reputation, attract new clients, and justify higher fees for services. In essence, these awards are a tangible marker of success and a powerful marketing tool. However, at Havas Edge we believe that the best award is the trust and loyalty of our clients. While it's great to be recognized on such a prestigious stage, our ultimate goal is to consistently deliver value and results for our clients, day in and day out. That, to us, is the most meaningful accolade of all. Still, would be nice to be there.

CANNES CORRESPONDENTS | Cannes Lions International Festival of Creativity Day 4: Highlights from Our Correspondents 🌟 Welcome back to The Marketing Society's Cannes Correspondents coverage! Our team continues to bring you the latest insights, experiences, and inspirations from the Cannes Lions Festival of Creativity. If you can't be there in person, our correspondents have you covered. Siew Ting Foo In the midst of the AI turbulence and chaos affecting our world, it's easy for brands to get distracted from their core purpose. However, I was inspired by Patagonia's steadfast commitment to their purpose, showcased through their bold "Fashion is None of Our Business" campaign. The session concluded with a poignant quote from Vivienne Westwood: "Buy less, choose well, make it last." This message resonates strongly, especially with the new and next generation. Phoebe Barter Phoebe attended a talk with Jason and Travis Kelce at Sport Beach, which was a lot of fun and really interesting. They discussed authenticity in their podcast and the importance of psychological safety in fostering creativity. Jason Kelce emphasised that being creative requires a safe space and much of their good work comes from listening to their fans. He humorously noted that their demographic has shifted from big, hairy dudes to 12 to 14-year-old girls, highlighting the need to stay loyal to long-time fans while embracing new ones. Another session Phoebe attended at WPP Beach was "What Won and Why," which offered a great summary of learnings from this week's creativity winners. Key takeaways included the importance of true partnerships between clients and agencies, where roles blur, and the observation that work has become more balanced, human, and characterful post-2020. What a great week it has been at the Cannes Lions Festival! Thank you to our dedicated Cannes correspondents for sharing their insights and experiences. We hope everyone had an inspiring and enjoyable week. Stay tuned as we continue to share any additional insights from our team. Have a fantastic weekend! #CannesLions24 #CannesLions #festivalofcreativity #creativity

One of the boldest presentations at the Cannes Festival was Mark Ritson's. In a packed room, Ritson questioned the true importance of creativity in advertising. His standout chart was bold: Cannes-awarded creatives from the past three years, measured by System 1, haven't outperformed the market average. This highlights a critical lesson: we often award creativity for its own sake, not its business impact. Cannes celebrates creativity, but Ritson's analysis challenges us to rethink our priorities. Creativity is important, but it's only one element of an entire marketing strategy and, when measured, is not one of the leading factors of success. #CannesFestival #MarkRitson #CreativityInAdvertising #BusinessImpact #MarketingInsights #RethinkPriorities