A view from Cannes: TBWA’s Noah Khan

Regional creatives share their experiences and takeaways from this year’s Cannes Lions Festival of Creativity

‘‘AI work that stood out had a human

co-creation element to them”


Noah Khan
Regional President of Digital & Innovation – CEE, Middle East and Africa, TBWA\RAAD

It was an interesting year. Cannes Lions 2023 showcased an immense body of work with a few truly stand-out pieces. I observed a real drive to develop diverse and innovative work.

Compared to previous years, it felt like the industry is pushing boundaries and exploring new avenues of creativity.

One prominent trend at the festival this year was the use of AI. A lot of work tapped into this – unfortunately, not all of it was good and the ones that truly stood out had a significant human co-creation element
to them.

During the festival, I was deeply impressed by the impact of creativity, not only on businesses but also on communities and cultures. One presentation that stood out was by Tor Myhren, Vice President of Marketing Communications at Apple.

Here are some of my takeaways and lessons from the festival:

  • The power of creativity and its impact, especially through agencies.
  • The importance of engaging the audience at every point in the storytelling process.
  • Utilising strong creative platforms to explore new and wonderful spaces.
  • Emphasising innovation as a driver for creativity and growth.

Drawing from my experience at Cannes Lions 2023, I predict that the creative industry will continue to grow stronger.

It will undergo shape-shifting and further evolution with increased cross-disciplinary collaboration, talent coming from new places, and the expansion of the creative canvas.

Additionally, the industry will be influenced and shaped by the ever-evolving consumption habits of our audience.

This article is a part of the view from Cannes series, where regional creatives share their experiences and takeaways from this year’s Cannes Lions Festival of Creativity. Other parts in the series will be posted soon.