Day 5 Cannes Lions 2024: International Festival of Creativity
Today was the final day of the festival, it is a bittersweet feeling knowing I won't ever have the opportunity to do this again but also I'm so grateful I was able to be here.
I met everyone at the terrace this morning to enjoy some brunch and to listen to our final terrace speakers in a session called Future Gazers: Les Binet vs LesGPT, Advertising Has No Future, Cracking Memory Code. The session included Andrey Tyukavkin, Global ECD; George Strakhov, Head of Creative Tech at DDB; Les Binet, Head of Effectiveness at adam&eveDDB; and Ziba Goddard, CEO at Cowry Consulting. The session focused on what our world will look like 18 months from now. Strakhov focused on how a company can “future-proof” their “creative” due to the trends and movements that are foreseen on the horizon. I enjoyed this session but I would have preferred if it was maybe a smaller panel so everyone could speak from their own experience a little bit more.
Next, I headed inside to the Debussy Theatre to listen to the Creative Founder at The Garage Entertainment, Sir John Hegarty, and Orlando Wood, who is Chief Innovation Officer at System1. My main takeaway was the stat they provided about marketing cost and effectiveness: “Last year, brands spent upwards of $750 billion globally on advertising. It's estimated only 6% of it is truly effective.” with that said they discussed how creative output has been on a rapid decline and how we can change this. I also loved the slide that said “You don't buy things from people you don't like”, I've always been a firm believer in trust, which Hegarty also focused on, every human wants to be able to trust the brands they are buying from and we as creators need to recognize that and target that will advertising. They closed off by mentioning the Advertising Principles Explained and introduced the new saying APEorDie.
