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Arriving at Cannes Lions you could be forgiven for thinking that you had parked your Delorian somewhere on La Croisette and made the journey back in time to the golden era of 90s advertising.
At first glance, the large, opulent village that has hosted the great and good of the Advertising and Communications industry for over 70 years looked and felt the same as it ever was. However, on closer inspection there were some key differences that are perhaps the early signs that we are entering a new era for brands, advertising and communications.
The most immediate and striking difference was that the most lavish and centrally located booths no longer belong to the big global agencies. The new cathedrals of the creative credo belonged to the tech giants. Amazon had by far the largest booth in the whole Festival and was flanked by Meta, Spotify and other big tech names. These stately pavilions were where all the action was, the places to see and be seen (and where all the best giveaways were). Where had all the agencies gone?
I am being dramatic – most of the agencies were still present (both communications and advertising), showcasing their exceptional work and contributing to the festival’s buzz but it was very much the global tech super brands that were taking centre stage… and collecting many of the gongs.
The communications industry had a strong showing at Cannes in terms of awards in 2024 but achieved much less in the way of recognition this year. One could say this is always the way with awards “you’re riding high in April and shot down in May” but it was the blurring of the lines between advertising and communications of the award winners that got me thinking about the changes to our respective industries.
The PR Grand Prix title this year was awarded to an Indian Advertising Agency who created an absolutely brilliant campaign to get commuters to start paying for their rail journeys by turning used train tickets in lottery tickets. It certainly had the desired impact, with ticket purchases up 34% since the campaign began – talk about ROI!
The point is, traditionally this type of stunt or campaign would have been the preserve of the PR agency. For some time now we have been progressing towards a more integrated industry model where the lines and distinctions between the two practices have become increasingly blurred, towards one where providing solutions with impact and ROI is what counts. Maybe the Cannes Lions of the future will be one that is less about traditional categories and distinctions and more about the best solutions.
This got me thinking about the larger, more philosophical question what the future of communications, PR and advertising looks like? As I think everyone is aware by now, we are living on the precipice of some major global shifts and how do we, as communicators help shape and respond to these shifts.
At all the events and conversations happening at Cannes, Lions both in closed events and on the big stages, the one word on everyone’s lips was, unsurprisingly, AI. It’s clear that it’s going to change everything – but it’s moving so fast that no-one really knows how. Certainly, it accounts for the centre-stage presence of the big tech firms. What was perhaps more interesting is that underneath the glamour and pomp, (certainly in all the conversations I was a party to), there was a palpable undertone of concern and in some corners, even panic.
Will AI erase jobs? How to invest time and resources on something which is evolving so fast? What is the right business / use case for AI communication industry? What is the current level of AI understanding amongst comms professionals?
SEC Newgate participated in these conversations during Cannes Lions with our own closed-door event and panel discussion based on our own thought leadership initiative PR2030.
I am not saying we should return to the old days of analogue bliss, that particular train has left the station (ticket purchase notwithstanding), but there are some important conversations to be had, such as: How do we protect genuine human creativity and idea generation? How do we ensure ethics are protected in an age of automated misinformation?
As we navigate these uncharted waters, it’s clear that the future of communications, PR, and advertising will be shaped by our ability to adapt and innovate. While the tech giants may have stolen the spotlight at Cannes this year, the essence of our industry remains rooted in creativity, authenticity, and human connection. So, let’s embrace the challenges ahead with wit, wisdom, and a touch of nostalgia for the golden days, all while keeping our eyes firmly on the horizon. After all, in the ever-evolving world of communications, the only constant is change – and perhaps the occasional freebie from a tech pavilion.