Embassy of Dutch Creativity’s Post

Reflecting on Cannes Lions 2024, it's clear that creativity isn't dying but evolving 🌏 Hugh Stevens, UK MD LiveRamp spoke to Robin Langford from Performance Marketing World about witnessing the powerful blend of technology and marketing at Cannes, underscoring the festival's role as a hub for innovation. By uniting artistry with cutting-edge tech, we can break down barriers and embrace modern creativity. ✨ Dive into our full article to explore how this shift is transforming the industry and what it means for the future of marketing. ⬇️ https://lnkd.in/ePixvT3A #CannesLions2024 #Creativity #Innovation #Marketing #DataInsights

Last Thursday I attended CAMPAIGNUK LIMITED Breakfast Briefing: Cannes Download, here's what I heard from the panelists experiences in France this year: - AI in Focus: AI was the buzzword on everyone's lips across the Croisette. The conversation has shifted from hype to practical business applications. - Judging Criteria: A fascinating insight was the absence of an effectiveness element in judging film awards. - Dual Nature of Cannes: The festival was showcased in two parts – one half celebrating films and creativity, the other (increasingly large and visible) technology driven business components. - DEI and Sustainability Pushback: There was significant pushback on the lack of DEI and sustainability being front and centre, even whilst the diversity of attendees is clearly changing. These agendas can be reframed as growth opportunities, as we can do good and make more money simultaneously! "2024 - Hearing the Lion of Diversity Roar." Hat tip Ashley Samuels Mackenzie!   Thank you again to the Campaign team for having me for a great morning. #CannesLions #Creativity #Innovation #Growth

The WHY is powerful. Understanding motivation and how minds work are powerful. Love how creativity is defined as connector, of various different minds. There are multiple ways to reach out to people. Creativity is finding the one that works. Creative empathy is finding the connection that works. #marketing #creativity #creativeempathy #connection

ICYMI: Cannes may be over, but the Adland is still buzzing with insights and debriefs on the groundbreaking work showcased at the festival this year. Ben Essen has shared some thoughts on how creativity thrives on reimagining the past, featured in his piece for Campaign. He states, "...all the ground-breaking Grand Prix winners contain recognisable fragments of great ideas that have come before." He continues, "A [better] question for any creative review is: "We know this worked before, so how do we twist it for a new context?" This lets us leverage the proven effectiveness of past campaigns while infusing them with contemporary relevance." Read his analysis and explore the trends and winning work that filled the Croisette conversation: https://lnkd.in/ecYZXVfn #CannesLions #Creativity #Adland

A special Cannes Lions International Festival of Creativity bonus for you! ❤️ 🎁 Utiq's Carlos Molina del Rio, Director of Product: Ecosystem and Partnerships, sat down with the amazing Mediashotz team to have an exclusive conversation about our Authentic Consent Service proposition and plans for future growth. He also touches on sustainability - a part of our proposition that is incredibly important to us. As Carlos says: "We are a privacy focused business, but with this respect for privacy comes data minimisation, reduced energy consumption, and naturally a more sustainable way of enabling responsible digital advertising." Not only does Carlos have the best beard in #adtech, he's also one of the nicest people in the industry too, so sit back, relax and listen to the awesome Carlos Molina del Rio :) You can watch more from Carlos and Mediashotz here: https://lnkd.in/eFvwxH2T #cannes2004 #canneslions #teamutiq #yourchoicestaysyours Marc Bresseel Will Harmer Julia Gloning Jana Moran Laurent Norridge Norman Wagner Pascale Arguinarena Richard Finer Sophie Poncin Michail Piperakis Monica Rodriguez Paz Carlos Molina del Rio Boris Weiss julien delhommeau Beatrice Lhopitallier Alexandra Jaspar Sara Vincent Catherine Murray Gunter Everink Kostas Chrysovitsiotis Christina Lundari Paul Evans #adtech #data #digitalmarketing #innovation #technology #marketing #change #digitalsovereignty #brands #publishers #audiences #privacy #trust #people #digital #advertising #media #business #digitaladvertising #tech #telco #cookieless

I usually say that Cannes Lions International Festival of Creativity is for network, not for inspiration. But this year I came home inspired. I had the great pleasure of speaking about the Sounds Right initiative (https://lnkd.in/eHkwDi8A) and how we made Nature an official artist alongside Katja Iversen, Cathy Runciman and Adam Cardew hosted by Stan Stalnaker at the beautiful Hub Culture garden. And later, participating in the awe-inspiring round table at the Goals House hosted by Earth Public Information Collaborative about The Most Important Brief (https://lnkd.in/d_q7WmTP).   Both of those sessions were filled with inspirational people who believe in the power of creativity to drive change for the better. Eager to make more brands and companies move from purpose and profit to impact and responsibility. And looking across the winners it seems like we’re not alone in this mission. Not only did a lot of the winners involve a cause. They have also moved from the more gimmicky way of activating against a cause to creating actual long term impact. It is obviously impossible not to mention our own Pink Chip initiative by the amazing Amsterdam crew. But I also love the Sol Cement SightWalks project by Grey Peru. As well as the Mastercard Room for Everyone campaign by McCann Poland. Just to name a few. I do agree with Karen Howe that it is concerning how many cases – especially in the Glass Lions category – are centered on female oppression. Who would have thought that in 2024 we would have such a high need for creative problem solving within this area? But creativity is there. Having an impact. And this year to a higher degree than we have seen in a long time. If awarding creativity really is like smelling your own farts as Mark Ritson said on stage, this year the smell doesn’t really bother me.

It has been an intense week at Cannes Lions International Festival of Creativity. Thanks to all the friends who came to visit us on our Equativ yacht. I am sharing the insights and feedback from our conversations: ✅ The ad tech industry has evolved past its nascent, high-growth phase and is now in a stage where consolidation is a logical step for long-term success. ✅ The emphasis has moved from growth multiples to EBITDA, reflecting a need for profitability and financial stability. This shift is not a sign of industry weakness but rather an adaptation to broader macro-economic realities. ✅ Consolidation does not stifle innovation, rather, it can foster it. Larger, consolidated companies have more resources to invest in research and development. ✅ Innovation is the key to drive advancements in AI, programmatic advertising, data analytics, and other critical areas. It allows companies to be better positioned to adapt to regulatory changes, such as increased privacy laws and the phasing out of third-party cookies, by developing and implementing new, compliant technologies.

🌟 My Post-Cannes Reflections 🌟 I love Cannes. It’s a week of conversation, connection, and collaboration - a ‘creative mecca’ if you will. But now that the dust has settled and everyone is posting their top takeaways, I’ve been doing some reflecting. And I think something was missing from Cannes this year. In amongst all the awards and big name talks, our industry’s ability to do good got lost. So, here are my top takeaways from Cannes 2024: 🤖 Everyone is obsessed with AI. It’s no surprise that AI dominated the conversation again this year. As an industry, we’re still obsessed with chasing the latest shiny thing, especially if it makes us money. Sustainability has been completely deprioritised. A smattering of brands and agencies made nominal gestures in the right direction, and (embarrassingly) few took the train instead of flying. But aside from that, there was barely anything of note on sustainability at all. 😔 Change has arrived, but not on the main stage. The whole festival felt more diverse and inclusive than ever - WACL (Women in Advertising & Communications Leadership ) had its first real presence in its 101-year history, and lots of interesting conversations took place outside the Palais. But it was a conversation that mainly took place in back streets and small cafés. Meanwhile, the line to watch Elon Musk snaked around the block. 🤑 We need a reframe. AI took centre stage because it has been framed as a driver of growth. Sustainability and D&I remain fringe conversations because they have not. The exception might be women’s sport, which (quite rightly) received a lot of airtime this year because of its demonstrable commercial value. Growth is how you get attention at Cannes.   💚 You can do good and make money. The new Alt Text awards category next year (created by Cannes Lions International Festival of Creativity in partnership with RNIB and MullenLowe UK) is a great example. The inclusive practice allows brands to target an additional 2.2 billion blind and partially sighted people globally. So next year, let’s make doing good while making money a Cannes priority on and off the main stages. ✊🏼   #CannesLions #Sustainability #DiversityandInclusion #AI #WomenInSport #CreativeIndustry #Advertising

Some gems here.

From Daan in Cannes on one of the main points of the State of Creativity Report from Cannes Lions Advisory. A happy agency-client relation is essential for success.