Now that the 2024 Cannes Lions International Festival of Creativity has officially wrapped, this episode of The Human Element gives a special behind-the-scenes look at the innovation, creativity, and conversations that took place. While the French Riviera provides a breathtaking backdrop, the real magic happens inside the conference rooms. Here, industry experts across brands and agencies gather as jurors to select the most exceptional ads from across the globe.
Prerna Mehrotra, Chief Client Officer at dentsu APAC, and Rafik Belmesk, Chief Strategy Officer at dentsu Creative, Canada, take us on an exclusive journey through this year's festival, offering insights into the awards process and their own unique experiences at the forefront of creativity.
Process Takeaways
The awards jury observed firsthand the key themes shaping the advertising industry. One prominent theme was the use of technology to solve real problems and enhance customer experiences through media. The application of data and technology, such as AI, was evident in the award-winning work and was used to power marketing strategies and audience engagement. Another theme jurors witnessed was the convergence of purpose as more meaningful concepts were being integrated into both the business and its practices.
Being part of the jury was not always stress-free, as it involved the challenging task of selecting the top contenders out of numerous shortlisted prospects. Despite the challenges, the process allowed the jurors to engage in transparent dialogue, reconcile competing thoughts, and reach a collective agreement in selecting the winners.
Cannes Evolution
Cannes is a melting pot of ideas, an opportunity to forge new relationships, and an incubator for fresh perspectives between clients and agencies. This global event is not only a celebration of creative excellence—it also offers a glimpse into the future of this industry. As creativity at Cannes continues to evolve, the focus is more on producing business impact and driving growth, rather than simply generating buzz. This year’s festival signifies a shift towards rewarding compelling narrative-building and innovative ideas, encouraging brands to infuse creativity into their everyday operations to stay competitive. The event also highlighted a movement towards bolder, more humorous brand communications, reflecting a growing emphasis on emotional intelligence in everyday brand work to establish deeper connections with audiences.
When asked what keeps them committed to this business? Mehrotra and Belmesk shared this: our industry is built on reciprocity, where the more you give, the more you receive in return. This industry allows you to never stand still. You’re constantly learning, challenging conventions, and finding better ways to tell stories. That’s what is exciting about being in advertising, it's not about selling, it's about storytelling. And there is no better place than Cannes to discover what storytelling is all about.
Listen to the full podcast episode here to hear more about Mehrotra and Belmesk’s experience as they go in-depth into their roles at this year’s Cannes festival.
