The final two days at the Cannes Lions International Festival of Creativity witnessed a strategic shift from conversations on stages to partnerships being formed and policies being shaped in closed-room discussions.
Motivate Media Group, Athar Festival and Campaign Middle East hosted breakfast gatherings in partnership with the UK Advertising Association and TRACCS, as well as an in-depth round table discussion with key leaders in Saudi Arabia and the UK.
Discussions at the round table revolved around the need for creative effectiveness; the need to tell the right stories well; the need for critical thinking; the need to develop a deeper understanding of local and regional contexts in the Mid
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