Continuing to back creativity in Raconteur's Future CMO report

An opinion piece by Simon Cook, Managing director, Cannes Lions International Festival of Creativity  

When the ‘other side’ still seems far away, why should brands stop waiting and start doing? Let’s start with what we know. We know that on-going global events have catapulted brands into unchartered waters. We know that consumers are increasingly looking to brands that are assuming a solid political, social or environmental position and using creativity to bring that stance to life. We know that in response to this, brands have raised their hands and made pledges, in many ways stepping up to become brand activists.

The intention is clear, but how should brands go about delivering on that promise - whether it be aiding the process of recovery, assuming the role of change-makers, creating new models or transforming business for the long-term?

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