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16 October 2019
Vision

CANNES LIONS: On Fire

After a few years of talk that Cannes isn’t what it once was, if the organisation had become too greedy, or if the prize-winners consisted of too many NGO’s or even “fakes”, I think we can appreciate that Cannes is, and continues being, the Festival in our industry which all the others are compared to.

When I refer to our industry, I’m talking about a new ecosystem which, in 2019, is made up of not just Advertising, Media and PR Agencies, but also Consultancies and the whole Adtech and Martech universe which is growing at an exponential rate, of the Media channels who have returned and the entertainment industry who we are rubbing shoulders with more and more.

It’s an enormous universe in which, each year, we are learning about new capabilities and offers which can help brands achieve their main objective: grow and connect with users, citizens, clients (whatever we want to call them) in a more intelligent way, providing them with products and services which may satisfy their needs.

There are 5 aspects I would like to highlight from the latest edition of Cannes Lions:

  1. While this festival focuses on diversity, I think they achieved it this year with respect to the presence of women as parts of the judging team and as speakers, but they failed with respect to diversity of geographic origin. We’ve seen much fewer numbers of Asians and Latin American’s, of course, few Africans, who have always been considerably absent at the Festival.  There is an overrepresentation of Anglo-Saxons. The truth is I don’t know if it is just of English people (who are suffering from the Brexit process) but, of course, of Americans, Canadians and Australians. We have to see official numbers, but this is the perception which other years were faced with and this is something which the Festival must take into account in order to carry on being a festival representing the global community.
  2. The consultancies have made a good impression, some with more success than others. I would have liked to have seen, for example, something a bit stronger from a consultancy like McKinsey, who presented quite a weak and inconclusive micro-study on CMO profiles. However, it is worth highlighting Accenture Interactive’s seminar, in which Brian Whipple, CEO of Accenture Interactive and David Droga gave a (slightly rehearsed) talk, explaining to the audience the motives behind the acquisition. The audience deserved an explanation from David, and I think the one he gave was valid: the tools that a company like Accenture can put into the hands of a creative director like him are, undoubtedly, infinite. As are the opportunities to do things better and with greater impact. But the perception of David (at least the way I saw it), was of a prudent David, that is to say, with a boss of a consultancy; something which continues to surprise….
  3. Cannes Lions: it’s no longer an Agency festival, it’s an Marketers festival. I counted at least, from those I saw personally, 180. Pending official figures, I estimate this year the number of Assistant Marketers was the highest by far (in previous years they accounted for approximately 35% of the delegates). The number of speakers was surprising, not only in Palais, but also in all the spaces around the beach, especially in The Economist, Facebook and Google. The CMO’s came to share their visions and challenges, and I believe this is key for everyone. It’s true that we still listen to a lot of global brands, but also to the new media channels and platforms sharing their plans for growth. Again, it’s worth highlighting Fernando Machado who demonstrated the growth of a brand like Burger King and the bravery to put into effect great ideas which come from different backgrounds. Their secret, “putting into effect plans which make you scared”.
  4. People as a basis: there has been a lot of talk about ceasing to talk to customers and starting to talk to people. Many conferences, amongst them that of Unilever CEO Alan Jope, have, in their manifesto’s, underlined how important it is that companies focus their business in real actions, and not just nice messages. Along these lines, there have been countless interesting cases: Microsoft with their console made for people with disabilities, or IKEA’s ThisAbles campaign, which I personally loved (and even more so when the person who went up to receive the multiple prizes it won was the professional creator of the idea, Elder Yusupou, who has a physical disability). I think it was an example to everyone. Speaking of people, the topic of gender equality has been very present and the basis of many presentations. I would like to highlight the CMO of Diageo who, in one of the conferences on diversity and speaking about the integration of women and his companies’ policies, said a great phrase which I’d like to repeat: “Let’s move from women having babies, to people having children”.
  5. The last point which I’d like to highlight is the return of creativity above everything. Human beings have a unique talent of coming up with extraordinary ideas which positively surprise, which makes you want to search more, or simply smile. After many years focusing on technology and tools, the need for brilliance and creative talent has returned. That is, understanding technology and that information has the power to make “Super Creativity”.

Next year we will be back at Cannes Lions, at the marvellous Croisette where every inch is full of new companies promoting themselves, ready to learn and connect with people from all the markets in which we’re present and, again, we’re going to share 5 days of learning with the creative community. We’re sure that the most important Creativity Festival in the world will continue to be on fire in 2020 and continue growing, influencing us and surprising us.

SCOPEN, as official representatives of the Festival in Spain, will continue supporting the industry in our country, providing access to young people through the Young Lions platform and celebrating Spanish talent. In 2019 we’ve achieved 28 lions and 3 of them, in 2 of the categories in which have only been released this year. Through this success we retain 7th position worldwide… not bad at all! 😊.

Submitted by:
Kika Samblás
Managing Director