Cannes can often be a good barometer for which direction the marketing communications industry is travelling.
Over the years you can see key themes that have been borne out of the yearly festival in the south of France.
From purpose, big data, politics to personalisation, equality and the metaverse: some of these themes have cemented themselves as enduring, others have burned brightly then rapidly faded away.
While AI (predictably) dominated so many of the conversations at Cannes this year, one thing we noticed was a seeming shift back to getting some of the basics right, too.
For example, this year was the first year since 2011 that we have seen a decline in the number of “purpose�
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