Cannes Lions 2023: What You (And I) Missed

While I didn't get a chance to make it to Cannes Lions International Festival of Creativity this year and have spent the week steeping in FOMO, I dipped in and out of their content to grab all the insights that the internet had to offer. Here are the trends of what my digital stalking from the cheap seats helped me surmise.

The Future of Creativity

With the rise of artificial intelligence (AI) and other new technologies, folx have to be asking themselves – what does this mean for the future of creativity?

What I could gather is that human-led and human-insight driven remains essential for brands looking to connect with their consumers in a meaningful way. AI can be a powerful tool for creativity, but it's important to use it in a way that enhances human creativity, not replaces it.

The Power of Purpose

This is my favorite. I’ve said in many, many conversations over the years some version of… “if you’re a marketer that isn’t marketing with purpose, that must feel like you’re lying to yourself and everyone else all day everyday. And that has to suck.”?

No brainer here – brands that are seen being purpose-driven are going to continue to be and are more trusted and engaged by consumers. Unilever announced a new $1 billion fund to support social impact projects, and Google pledged to invest $1 billion in training programs for women in Africa. Okay, so this isn’t new y’all, but what feels different here from what I could gather is that the world is no longer tolerating lip service. I’m eager to see how these investments play out. Particularly as we see the continued questioning of ESGs, and consumers' ability to find more out about your brands more easily and will be vocal about if your purpose-driven efforts actually pass muster.?

The Importance of Diversity and Inclusion

I’ll admit, I’ve been pretty panicked as I’ve seen important DE&I budgets getting slashed from big brands as our economy sits in a question mark. But I was glad to see how pronounced this conversation seemed to be throughout the event. Panelists and speakers stressed the importance of having a diverse workforce and creating marketing campaigns that reflect the diversity of the world we live in.

The #SeeItBeIt program, which is sponsored by Cannes Lions and the ANA, aims to increase the number of women in leadership roles in the marketing industry. Holllleerrrr at your girl.?

The Future of Media

This has been coursing through the veins of the industry, raising heart rates across brands of all industries. As streaming services and social media have yet to hit a fever pitch, marketers' forever problem will be trying to not only keep up, but leapfrog their communications to meet the rapidly changing ways that people consume content.

Building more agility into our budgets and opening up larger slices of our spend to test what’s new to tell stories seems like it may pay dividends for the brands that take the risk.

Wrapping Up

So while I wasn’t there, scrolling through #CannesLions while sipping on a crisp Provence rosé *almost* gave me vibes of strolling down The Croisette getting all the industry hot takes. Hope to see you down there next year!