Mazen Jawad President, Horizon Holdings
Advertising is always progressing to be more and more creative, and the definition of creativity is also evolving. Looking back at the Cannes Festival of 2021, we’ve seen some astonishing work (‘Boards of Change’ on behalf of the city of Chicago or ‘Contract for Change’ on behalf of AB InBev, as a couple of examples). Data, technology and creativity, if used adequately, can create the perfect equilibrium for work that can deliver tangible results. Looking back just a couple of months, FCB won the coveted Network of the Year title at this year’s festival. So yes, advertising is becoming more creative and valuable when it can create or chang
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