Thought-provoking and inspirational as ever, Cannes 2024, the epicentre of global creativity, did not disappoint.
It was great to hear the Lions roar 22 times for the Middle East, as the region rallied an impressive assortment of metal cats in the South of France, including a Lions Health Grand Prix for Good for a campaign that proved extremely effective without the use of any special effects, celebrities, or AI.
In a world where we’ve got no shortage of tools, here’s a great reminder that it’s not the tool that makes the carpenter, but the knowledge and wisdom to know which one to use and why that truly differentiates a campaign that works from one that doesn’t.
Beyond the accolades and the celebrated campaigns, candid conversations from the Cabanas, The Palais, the Rotonde, and happy hours on The Terrace revolved around ways and means for marketers to attract meaningful attention. The solution discussed was to crafting a cocktail of creative commitment, human connection, and gainful commerce.
In an age when AI seems to be cranking the levers of media spend, campaign duration, and media channels to catalyse creative output and effectiveness, the importance of brand values and purpose were highlighted by global leaders, who advised leaning into strategy rather than being creative for the sake of creativity.
Digital or physical, the currency of the new age seems to be attention, and to grab it, marketers are leaning into humour and the provocative.
Speaking of humour, here’s a standout from Cannes: the McDonald’s presentation was a good reminder why organisers must avoid having three senior executives from the same company on stage together, without an independent moderator.
The result was a lovefest or, to put it another way, senior management grading their own homework. For a company such as McDonald’s which specialises in takeaways, unfortunately there were few.
‘‘Here’s a great reminder that it’s not the tool that makes the carpenter.”
On the other hand, the Saudi tourism speaker, chief executive officer Fahd Hamidaddin, captivated his audience with a colourful overview of tourism opportunities and ambitions for the Kingdom.
In this case, the message was exactly what it said on the tin, something to inform people, or remind others, that Saudi has an incredible wealth of culture and touristic opportunities to discover.
I don’t think audiences mind presentations such as this all-positive message when that’s clearly what was intended.
That said, here’s the unspoken truth: everyone who has ever been at Cannes knows that it is famous not just for its awards and presentations, but obviously as a social, partying hotspot. None of the more than 50 guests who attended Val Morgan’s 10th anniversary luncheon on Ille Marguerite went away disappointed.
CEO Damian Keogh and his team once again hosted the perfect Cannes lunch in pretty much the perfect setting.
Together with our KSA partners, led by Mohamed Al Ayed, Athar Vice Chairman and CEO of TRACCS, Motivate Media Group also hosted a business breakfast to introduce many exciting developments for the 2024 edition of Athar – Saudi Festival of Creativity. (More about this on the next page.)
Straight after that, we went on to a Campaign lunch with our colleagues from Haymarket. The catch up and conversation covered all things advertising, marketing, and, well, everything that Campaign stands for, over a lovely lunch at the Carlton Towers Hotel beach.
All in all, Cannes lived up to its billing. Record revenues in terms of delegates and awards – and, overall, another well deserved victory for this now 71-year-old institution that is Cannes. Long may it continue.
À bientôt.
By Ian Fairservice, Managing Partner and Group Editor-in-Chief of Motivate Media Group
