Cannes Lions is just over two weeks away (June 17–21) and the excitement is already building.
The list of speakers is impressive with Jay Shetty, Deepak Chopra and Queen Latifah among the ‘celebrity speakers’.
Industry heavyweights include David Droga, the founder of Droga5 and global CEO of Accenture Song, while Mike Cessario, founder and CEO of Liquid Death, is sure to draw the crowds given his company’s unique style of advertising.
Campaign Middle East caught up with Cannes Lions regular Khaled Al Shehhi, Executive Director of Marketing and Communication at UAE Government Media Office, to hear his views ahead of Cannes Lions 2024.
What were your takeaways from last year?
Last year’s Cannes Lions 2023 highlighted the advertising industry’s resilience and growth. The festival showcased unprecedented diversity, with emerging markets like the MENA region gaining prominence.
AI’s transformative potential was a major theme, reflecting its growing impact on creativity. The importance of long-term brand building over short-term gains was emphasised, along with the need for trust and effective collaboration in client-agency relationships.
What are you looking forward to this year?
This year, I’m particularly excited about the ongoing debate of AI vs. human creativity in advertising.
The tension between leveraging AI and preserving the unique human touch will spark fascinating discussions on maintaining authenticity and brand integrity.
I’m also looking forward to the new Humour category at Cannes Lions, which celebrates the art of wit and satire in advertising, adding a fun and engaging dimension to the festival.
Another highlight for me is the launch of LIONS Creators, a dedicated forum for creators and the creator economy.
Given that Goldman Sachs analysts estimated the creator economy to be a $250 billion industry in 2023, with potential growth to $480 billion by 2027, it makes perfect sense for the festival to launch this initiative.
This new forum offers a unique opportunity to explore how creators can drive innovation and engagement in marketing. It promises exclusive learning and networking experiences that will be intriguing to follow, as it will be exciting to see how creators and brands can collaborate to push the boundaries of creativity.
Should we expect a greater presence from the Middle East for 2024?
Absolutely, but it might be a case of “less is more.”
This year, Cannes Lions coincides with Eid Al Adha, one of the most significant holidays in the Middle Eastern calendar, marking the end of Hajj and celebrated with family gatherings and festive traditions.
This might affect the number of attendees from the Middle East. However, those who do attend will bring a stronger, more impactful presence.
Last year’s festival saw major wins from the MENA region, led by the UAE, inspiring the industry to aim higher.
The evolving advertising landscape in the region, especially in Saudi Arabia, showcased at this year’s Dubai Lynx festival, and SRMG’s successful beach experience last year, highlight the region’s growing creative prowess, which should reflect positively on this year’s festival.
Additionally, the UAE Government Media Office’s role as a festival partner at Cannes Lions 2024 underscores the region’s commitment to creative excellence and indicates a stronger presence for the Middle East.
So, while the number of attendees might be fewer due to Eid celebrations, the Middle Eastern presence at Cannes Lions 2024 promises to be more influential and impactful than ever.
If you’d like to be interviewed ahead of Cannes Lions, please get in touch with us.
