THEMES AND WORK FROM

CANNES LIONS 2017READ MORE FROM CANNES

Our insights from Cannes Lions 2017

AUTHENTICITYWith more accessibility and speed of content, how do brands build loyalty with their audience

and influence people? Topics like fake news and transparency mean it’s more important than

ever to connect, be relevant and engaging.

HIGHLIGHTS• Can creativity really change the world for better? This has been a re-occurring question

throughout this year’s Cannes, along with the responsibility and power to be able to

change through media. “People see ads more than they read books, watch movie or TV

by far” - Sheryl Sandberg, COO of Facebook.

• “We focus on culture inside the brand, creating space for people to chase their dreams” –

Paul Gaudio, Adidas. Reinvention and being open to ideas is Adidas’ secret to their

success. Read more about the importance of brands creating content that people to

engage with.

• Content creation and collaboration was a key topic this year, with artist talking about the

choices they make when they work with brands and how it must be true to who they are

for it to be authentically reflected in the output. Watch YouTube Generation meets Classic

Hollywood with Grace Helbig and Laura Dern.

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AUTHENTICITY

MARKS & SPENCER - UK

LOVE MRS CLAUS

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AUTHENTICITY

AIDDICT AIDE - FRANCE

LIKE MY ADDICTION

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EQUALITYThe equality debate is evolving to be more than a focus on gender and statistics. It is about

recognising and rewarding talent wherever you find it.

HIGHLIGHTS

Talent without prejudice: Nilufar Fowler, Global Client Leader at Mindshare was joined on

stage by Charlotte Beers former CEO at Ogilvy & Mather and a former Undersecretary of

State in the US; Maggie Semple, entrepreneur and social justice advocate and Ida

Rezvani, Team IHG Lead for WPP, took to the stage to discuss how the equality debate is

evolving and what it really takes for talent to trump prejudice.

The lively panel debate highlighted the complexities of this subject. Semple described her

definition of equality as people who are rewarded on merit, no matter of gender, race or

religion. Beers offered a different view, saying meritocracy is not the only answer as lots

comes into play that gets in the way for women. Beers elaborated, saying that women

need to learn the inside code words used by the leadership team: "The language gap has

to be closed," says Beers. "It is up to women to be seen and heard.

Read more the equality debate at Cannes Lions

EQUALITY

DOVE - INDIA

CHANGE THE RHYME

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EQUALITY

STATE STREET GLOBAL

ADVISORS - USA

FEARLESS GIRL

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ADAPTIVE MARKETINGThe world used to be fixed. Now it's adaptive. Global cultural, technological and information

revolution has created a new world in which being adaptive is key and where everything

begins and ends in media.

HIGHLIGHTS

• The future of voice technology: Comscore predicts that by 2020 half of all searches

will be done by voice search. Read Mindshare UK and JWT ‘Speak Easy’ report.

• Creativity and data: In a fast-paced world, it’s impossible to separate the two. How do

brands integrate audience research, data science and creative executions? We need

to understand the consumer at every stage of their journey. Read more about

integrated data and 5 learnings.

• Insights and people: Businesses that want to create success in social media must

understand their consumer’s online behaviour. LEGO defined their social media

strategy based on two simple insights: building together and the pride of creation.

Read more about the importance understanding people and the context of their

environment.

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ADAPTIVE

MARKETING

NESCAFE - TURKEY

TYPO DOMAINS

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ADAPTIVE

MARKETING

JET.COM - USA

INNOVATING SAVING

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PEOPLE VS MACHINESThe third wave of digital marketing – the Internet of Things, AI, VR – is upon us, and the huge

amount of data it generates is changing our world. Are you and your brands ready?

HIGHLIGHTS

• Chatbots: A race to refine. Messaging is scientifically proven to be addictive, with bots

presenting a new, intimate way for brands to not only directly connect with their audience,

but also gain invaluable insights to leverage for future initiatives. Read more about

chatbots.

• Topics focused on how humans will work with Artificial Intelligence and machine learning.

What does the future look like for agencies and the big concern for many, will we still

have jobs?

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PEOPLE VS

MACHINES

PIZZA HUT - CHINA

SOCIAL ENABLER

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PEOPLE VS

MACHINES

BURGER KING

GOOGLE HOME OF THE

WHOPPER - USA

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CHINA DAYChina is recognised around the world as a growing hub of creativity and innovation; as

pioneering with its technological advancements as it is influential with its creative work.

HIGHLIGHTS

• “After decades of being labelled as a copycat, is the world ready to accept that China

is truly innovating?” That’s how the session 'Recalibrating the definition of innovation'

was presented. Read more about it here.•

• Find out more about some of the top Chinese companies who were in Cannes Lions.•

• The debate started off by talking about the evolution China has gone through in the

last couple of years within mobile. Today China is the world’s largest mobile market,

with 731 million internet users, and 95% of them are accessing the internet through

mobile. Read more about the digital norm in China.

READ MORE ABOUT CHINA DAY

CHINA DAY

NIKE - CHINA

REINVENTING THE

ATHLETE TOUR

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CHINA DAY

BAIDU - CHINA

KNOW YOU AGAIN

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