The Cannes Lions 2017 focused on themes of authenticity, equality, and adaptive marketing in the evolving media landscape. Key discussions included the power of creativity, the role of voice technology in marketing, and the implications of AI and data in brand engagement. The event highlighted the need for brands to connect authentically with their audiences while addressing the complexities of talent recognition across various demographics.

1. THEMES AND WORK FROM
CANNES LIONS 2017
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Our insights from Cannes Lions 2017

2. AUTHENTICITY
With more accessibility and speed of content, how do brands build loyalty with their audience
and influence people? Topics like fake news and transparency mean it’s more important than
ever to connect, be relevant and engaging.

3. HIGHLIGHTS
• Can creativity really change the world for better? This has been a re-occurring question
throughout this year’s Cannes, along with the responsibility and power to be able to
change through media. “People see ads more than they read books, watch movie or TV
by far” - Sheryl Sandberg, COO of Facebook.
• “We focus on culture inside the brand, creating space for people to chase their dreams” –
Paul Gaudio, Adidas. Reinvention and being open to ideas is Adidas’ secret to their
success. Read more about the importance of brands creating content that people to
engage with.
• Content creation and collaboration was a key topic this year, with artist talking about the
choices they make when they work with brands and how it must be true to who they are
for it to be authentically reflected in the output. Watch YouTube Generation meets Classic
Hollywood with Grace Helbig and Laura Dern.
READ MORE ABOUT AUTHENTICITY

4. AUTHENTICITY
MARKS & SPENCER - UK
LOVE MRS CLAUS
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5. AUTHENTICITY
AIDDICT AIDE - FRANCE
LIKE MY ADDICTION
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6. EQUALITY
The equality debate is evolving to be more than a focus on gender and statistics. It is about
recognising and rewarding talent wherever you find it.

7. HIGHLIGHTS
Talent without prejudice: Nilufar Fowler, Global Client Leader at Mindshare was joined on
stage by Charlotte Beers former CEO at Ogilvy & Mather and a former Undersecretary of
State in the US; Maggie Semple, entrepreneur and social justice advocate and Ida
Rezvani, Team IHG Lead for WPP, took to the stage to discuss how the equality debate is
evolving and what it really takes for talent to trump prejudice.
The lively panel debate highlighted the complexities of this subject. Semple described her
definition of equality as people who are rewarded on merit, no matter of gender, race or
religion. Beers offered a different view, saying meritocracy is not the only answer as lots
comes into play that gets in the way for women. Beers elaborated, saying that women
need to learn the inside code words used by the leadership team: "The language gap has
to be closed," says Beers. "It is up to women to be seen and heard.
Read more the equality debate at Cannes Lions

8. EQUALITY
DOVE - INDIA
CHANGE THE RHYME
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9. EQUALITY
STATE STREET GLOBAL
ADVISORS - USA
FEARLESS GIRL
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10. ADAPTIVE MARKETING
The world used to be fixed. Now it's adaptive. Global cultural, technological and information
revolution has created a new world in which being adaptive is key and where everything
begins and ends in media.

11. HIGHLIGHTS
• The future of voice technology: Comscore predicts that by 2020 half of all searches
will be done by voice search. Read Mindshare UK and JWT ‘Speak Easy’ report.
• Creativity and data: In a fast-paced world, it’s impossible to separate the two. How do
brands integrate audience research, data science and creative executions? We need
to understand the consumer at every stage of their journey. Read more about
integrated data and 5 learnings.
• Insights and people: Businesses that want to create success in social media must
understand their consumer’s online behaviour. LEGO defined their social media
strategy based on two simple insights: building together and the pride of creation.
Read more about the importance understanding people and the context of their
environment.
READ MORE ABOUT ADAPTIVE MARKETING

12. ADAPTIVE
MARKETING
NESCAFE - TURKEY
TYPO DOMAINS
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13. ADAPTIVE
MARKETING
JET.COM - USA
INNOVATING SAVING
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14. PEOPLE VS MACHINES
The third wave of digital marketing – the Internet of Things, AI, VR – is upon us, and the huge
amount of data it generates is changing our world. Are you and your brands ready?

15. HIGHLIGHTS
• Chatbots: A race to refine. Messaging is scientifically proven to be addictive, with bots
presenting a new, intimate way for brands to not only directly connect with their audience,
but also gain invaluable insights to leverage for future initiatives. Read more about
chatbots.
• Topics focused on how humans will work with Artificial Intelligence and machine learning.
What does the future look like for agencies and the big concern for many, will we still
have jobs?
READ MORE ABOUT PEOPLE VS MACHINES

16. PEOPLE VS
MACHINES
PIZZA HUT - CHINA
SOCIAL ENABLER
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17. PEOPLE VS
MACHINES
BURGER KING
GOOGLE HOME OF THE
WHOPPER - USA
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18. CHINA DAY
China is recognised around the world as a growing hub of creativity and innovation; as
pioneering with its technological advancements as it is influential with its creative work.

19. HIGHLIGHTS
• “After decades of being labelled as a copycat, is the world ready to accept that China
is truly innovating?” That’s how the session 'Recalibrating the definition of innovation'
was presented. Read more about it here.
•
• Find out more about some of the top Chinese companies who were in Cannes Lions.
•
• The debate started off by talking about the evolution China has gone through in the
last couple of years within mobile. Today China is the world’s largest mobile market,
with 731 million internet users, and 95% of them are accessing the internet through
mobile. Read more about the digital norm in China.
READ MORE ABOUT CHINA DAY

20. CHINA DAY
NIKE - CHINA
REINVENTING THE
ATHLETE TOUR
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21. CHINA DAY
BAIDU - CHINA
KNOW YOU AGAIN
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