Fostering Creative Brilliance and Inspiring Industry Evolution: Comms8’s Journey at Cannes Lion 2023

The Cannes Lions Festival is an event that showcases the best and brightest in the marketing and creative industry. It brings together thought leaders, industry professionals, and creative minds worldwide to share ideas, inspire innovation, and celebrate exceptional work.

The winning mix of Cannes

Firstly, we’d like to congratulate all the winners of the Cannes Lions. The UK had an outstanding performance, with 43 unique brands winning a total of 98 Lions, including five Grands Prix. The Greater China area secured 7 Lions, including 1 titanium Lion, 1 silver Lion, and 5 bronze Lions. And for the first time, China picks up the titanium Lion.

While we extend our congratulations to the winners, we observe a notable gap between the UK and the Greater China Area. Interestingly, approximately 60% of the Grand Prix winners originate from English-speaking countries. This raises intriguing questions.

Could it be that the significance of the Cannes Lions Awards is not as widely recognised in Europe as it is in Asia? Is the lack of diverse representation among entries and jury members a contributing factor? Or perhaps the differences in advertising landscapes and focuses in these two regions play a role?

We cannot draw a definitive conclusion. However, we remain hopeful that the Cannes Lions Festival will be embraced by industry leaders from diverse markets. We eagerly anticipate increased participation and winning cases from Asia, fostering a more inclusive and globally representative event.

It is crucial to acknowledge that awards merely offer a glimpse into the industry. While they highlight creative excellence, they do not capture the entire spectrum of advertising landscapes. We firmly believe that creativity transcends borders and that the future of advertising will embrace diversity, equality, and inclusivity.

Diversity, Equality & Inclusion discussions @ Cannes Lions

Speaking of which, as a proud member of WACL (Women in Advertising and Communications, Leadership) and MEFA (Media For All), our Managing Director Carol Chan attended some exciting events centred the topics of diversity in the advertising industry, including Happy Hour at VCCP and Meta, Spotify at Cannes Lion 2023. We had the opportunity to participate in the "Connecting to the Sound of Culture" session hosted by Spotify, which showcased programs that support and amplify diverse voices in the industry.

At Comms8, gender equality isn't just a concept, it's an integral part of our ethos. The Equality Lounge sessions at Cannes Lion 2023 significantly contributed to our ongoing dialogue about this vital issue. The discussions offered invaluable insights on striking a more balanced representation between men and women, especially in relation to health matters. We firmly believe that an industry that reflects the richness of its diverse demographic will inevitably spark creativity and drive more impactful business results. These sessions underlined the need for a concerted effort to make our industry more inclusive. The discourse served as a potent reminder that by fostering gender equality, we're not just upholding a principle, we're cultivating an environment where fresh perspectives can flourish, enabling us to devise innovative strategies that resonate with a broader audience.

Hearing the latest trends from market leaders

During the Cannes festival, we reconnected with industry leaders and also made valuable connections with up-and-coming players.

We joined TikTok, the social media giant, that shed light on how brands can unlock and scale creativity to reach, connect, and collaborate with users. We gained key insights into video investment strategies and the power of brand collaboration on TikTok. With the ever-evolving digital landscape, this session reinforced the importance of embracing new platforms and channels to stay relevant and effectively engage with audiences.

We also attended events hosted by the Wall Street Journal, where we discovered the superpower of smart ad spend. These sessions threw a spotlight on the surge of ideas and innovations that are borne out of the need to navigate the shifting dynamics of mobility. They highlighted the imperative of adaptability and foresight in order to effectively reach consumers in a constantly evolving landscape. With the pace of technological advancement accelerating and consumer behaviour undergoing drastic changes, these sessions underscored the necessity of intelligent ad spend. Through the strategic allocation of resources and responsive adaptation to emerging trends, businesses can ensure they remain at the forefront of their industry, continuing to connect with and engage their target audience effectively.

The Indie Agency Forum organised by The Network One was inspiring, where we explored scaling up strategies in the current economy. As an independent agency ourselves, we gained valuable insights into thriving in a competitive landscape. We learned how to leverage our creativity and expertise to deliver exceptional results for our clients, even as a smaller player in the industry.

During Amazon Ads’s panel on creative alchemy, we witnessed the power of media and creativity working hand in hand to maximise advertising impact. This session ignited new ideas and approaches, inspiring us to push the boundaries of our creative work. We discovered the importance of captivating audiences through innovative storytelling and engaging content, creating memorable experiences that resonate with consumers.

The Reddit Recommend session provided fascinating insights into community-driven recommendations and their impact on consumer behaviour. Redditors shared their top brand recommendations, showcasing the power of authentic and organic word-of-mouth marketing.

The RTL AdAlliance panel introduced a revolutionary programmatic buying ecosystem for European TV in partnership with The Trade Desk. This session provided strategic insights and implementation approaches, giving us a deeper understanding of how technology and data can be harnessed to optimise advertising campaigns and reach the right audience effectively.

We also had engaging experiences when dropping by Google, META and IZEA’s sessions. The happy hour drinks and lively boules game hosted by Billion Dollar Boy and UK Advertising at Cannes brought an energetic and refreshing atmosphere to the festival.

After an intensive yet enjoyable week in Cannes, we return with renewed passion and a fresh perspective. If you're seeking to redefine advertising and push the boundaries of creativity, Comms8 is here to partner with you on that journey. Contact us today to find out how we can unleash your brand's full potential globally.