This Week in Marketing: Cannes Lions Roars

After two years of virtual events, the Cannes Lions Awards returns to in-person this week, roaring back with a packed program of awards and events. While most of us likely aren’t on the shortlist for any of the award categories, every marketer should be aware of what transpires. 

These awards are a great way to spot trends in marketing, see what’s top of mind for executives, and get inspired by boundary-pushers in every awards category. This year, the celebration of creativity comes with a hefty dose of social responsibility: New awards for sustainability and humanitarian causes put the focus on purpose-driven marketing.

If you’re headed to the event, we’ll see you there! LinkedIn marketers will be reporting live on site and we’ll share a special edition of This Week in Marketing every day through Thursday of this week.

Whether you will be there in person, this week’s roundup can help you share in the festivities. Read on for commentary, guides, and more.

What to Read

Love the Work: Cannes Lions 2022 (Lions): The Lions organization curates this site of winners, shortlisters and nominees. Bookmark and check back often as they add new content throughout the event, showcasing award-worthy work. It’s a great place to get inspired for your next campaign. 

Cannes Lions 2022: 7 Things Ad Executives Shouldn’t Miss (AdAge): This quick guide from Mark Pasetsky is a useful overview of in-person events. The series on “Future Gazers” looks particularly fascinating for those of us interested in VR, AR and beyond.

Let’s Change the Topic to Creativity (iAB Canada): Cannes Lions Advisory Board Member Karen Howe discusses the focus on sustainability, post-pandemic creativity, and more in this brief but intriguing interview. 

Setting the Industry Agenda for Progress (Business Insider): Purpose-driven marketing is a major trend—one we covered in a recent Live with Marketers broadcast—and it’s set to dominate the conversation at Cannes Lions. Here, the Cannes Lions team explores how the trend developed and where it’s headed.

What to Watch

LinkedIn is at Cannes this week, hosting panel discussions brought to you by Grammarly. Our first panel focused on Juneteenth -- hosted by Ty Heath, Director of Market Engagement at LinkedIn -- and featured Emily Graham, Chief Equity & Impact Officer, Omnicom; Gena Pemberton, Chief Diversity, Equity & Inclusion Officer, Omnicom Health Group; Jason Rosario, Chief Diversity, Equity & Inclusion Officer, BBDO Worldwide; and Justin Thomas Copeland, President & CEO, DDB North America. This roundtable of leaders discussed why Juneteenth is a holiday that should be celebrated by all Americans and not just those of African descent and how brands can thoughtfully engage. View the panel here.

What to Know

It’s gratifying to see the industry focusing on creativity, purpose and storytelling—three subjects very close to our hearts at LinkedIn. Here are a few key takeaways from the State of Creativity Report that show why these topics are top-of-mind for the awards:

Seventy percent of brand leaders say they are focused on purpose-led content, while 54% say they will focus on community and storytelling.