Nick Holdsworth Three years after its last appearance on the French Riviera, the Cannes Lions — the advertising and creative marketing industry’s top international awards — are back June 20-24 for their first post-pandemic physical gathering.As execs and creatives assemble for what is formally known as the Cannes International Festival of Creativity, they’ll confront new priorities facing their business.
In the spotlight this year: sustainability, diversity, equity and inclusion, data and technology, business transformation and creative effectiveness.Another new reality: tighter budgets.
Many ad agencies are reportedly scaling back on parties, yachts and formal presentations.As digital advertising spend continues to outstrip all other forms of ad spend (it’s due to account for more than 60% of global spend in 2022) the ad business finds itself challenged by a new reality.
A Cannes Lions report, “State of Creativity: A High-Speed Evolution,” identifies the biggest issues. Based on a global survey of 3,300 industry experts and creatives — along with 50 in-depth interviews — the report recommends that the industry take the following steps:First, get comfortable in a state of flux, since change is now constant.
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