This week marks the Cannes International Festival of Creativity 2024, the undoubted Oscars of the marcomms sector, where the industry’s biggest names go head-to-head for the prestigious Golden Lions.
Unfortunately, PR agencies are often outside observers at Cannes, with powerhouse advertising agencies taking home the biggest prizes and making up around 84 per cent of the shortlists.
There have been valid concerns within the Public Relations field about why the industry is so sparsely represented at the festival, and much of the external criticism is levelled at the lack of creativity coming from the communications function.
It is true that a different approach to thinking is needed on some lev
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