My Takeaways from the Cannes Lions Festival of Creativity: Intentionality in Action

Attending the Cannes Lions International Festival of Creativity taught me a crucial lesson: be intentional with your time and experiences. With abundant insightful speakers and sessions, missing some great insights is easy. Here are four key themes I found most impactful:

1. Artificial Intelligence as a Partner for Good

The potential of AI to amplify human capabilities is undeniable, and those who harness its power effectively will thrive. Nadja Briscoe from Johnson & Johnson highlighted that experts are now working to debias AI data, emphasizing the importance of verification and validation in the coming months. In collaboration with Black Executive CMO Alliance (BECA) Future Leaders: Jonelle Brown, Warren Cochrane, and Alyson Harvey, Briscoe developed a tool to predict campaign success for marginalized communities. “Blind spot AI is a thought partner that sits alongside the strategists, creatives, and media agencies,” said Jonelle Brown from Paramount Global. While acknowledging AI's risks, Warren Cochrane from Nike stressed the importance of showcasing its ROI, backed by clear data and success stories, as Alyson Harvey from SC Johnson noted at MediaLink ’s Daily Dose session moderated by BECA CEO, Jerri DeVard .

2. Purpose is Not a Fad

Women’s sports dominated discussions at Cannes, showcasing the power of purpose-driven storytelling. Despite frequently being asked if it’s just a trend, Megan Rapinoe and Sue Bird emphasized that women’s sports hold significant cultural value and will continue to grow. Sue Bird said, “Women’s sports is cultural cache; it’s table stakes and will continue to rise,” at Business Insider 's CMO Breakfast session. At The Wall Street Journal 's “Embracing Purpose in Contentious Times” session, Carla Zakhem-Hassan , CMO at JPMorgan Chase shared that their purpose, “Make dreams possible for everyone, everywhere, every day,” is even included in the CEO’s memo to shareholders. Samantha Maltin , CMO at Sesame Street highlighted that while revenue is crucial, trust and fulfilling consumer needs are the priority.

3. Attention is Outcomes

Attention has been a buzzword for over a decade, but its adoption is gaining traction as brands see tangible results. This was apparent at Infillion 's session “Why It's Time To Get Real About Attention In Advertising.” Marc Guldimann from Adelaide noted that attention impacts audiences, creatives, and media equally. Sophie Kelly from Diageo emphasized the importance of balancing creativity and cultural relevance with measurement tools. Attention was also a key topic during iion 's two-day Gaming Roundtable. Karen Nelson-Field PhD from Amplified Intelligence revealed that gaming drives significantly more attention than social media (2x) or general web content (10x). While Amanda Rubin from Enthusiast Gaming highlighted the opportunity for marketers to engage with vibrant gaming communities, explaining, “Gaming is horizontal and cuts across every audience segment as everyone is a gamer. It’s about finding your audience where they are.”

4. Human Connection Feeds the Soul

Every interaction I had in Cannes, whether with colleagues, member companies, or new acquaintances (shout out to the truly supportive Chief s), was enriching. The unique backdrop of the French Riviera might have contributed to this, but the intentionality behind each connection stood out. Ally Love CEO/Founder of Love Squad and instructor at Peloton Interactive asks herself before speaking engagements, “Do I want to be powerful or impactful?” “Powerful (representation): show up as myself and stand in who I am, OR Impactful: leave them with something to learn. Ally is both. She emphasized showing up authentically and leaving a lasting impression. At Magnet Media, Inc. ’s “Building Your Personal Brand" session at Inkwell Beach Ally shared two key insights: #1 “Keep it spicy and reflect on who you spend your time with; make it worthwhile,” and #2 “Meet someone that is unlike you. Get curious about someone who is not ‘your person;’ find someone in a crowd and be intentional.” I especially love the directive of #2. The more we make a conscious effort to connect with people who are different from us and embrace diversity in our interactions, the closer we will become.

As Cannes 2024 comes to a close, I am humbled and grateful for the experience and the opportunity to contribute to such a significant industry.