The biggest winners this past week at Cannes Lions were undoubtedly … the ice cream vendors.
During a scorching week in the south of France, an estimated 13,000-plus Cannes Lions attendees hustled up and down the Croisette in Cannes for meetings, panels, pitches and more meetings. The glacier carts and kiosks that dish out ice cream, soft serve and sorbets did brisk business all week. The sweet treats probably added to the general sense of optimism and excitement for the future that marketing, advertising, data and technology leaders who came to talk shop and compare notes at a time of massive transformation in virtually every business sectors.
The breadth of Cannes Lions is eye-opening for media and entertainment insiders who get to see and hear how technology and digital disruption is transforming other industries. And at the same time, the business of persuasion is more intertwined with media than ever before – thanks in no small part to the enormous influence of creators. It no longer just about having a slogan and a catchy commercial jingle. To stay relevant in a social media-wired world, major brands with big consumer profiles have to tell an ongoing story that keeps them in social feeds – and that’s where creators come into play, big-time.
