The evidence is clear: creativity drives business growth. Here's how LIONS can help you build the case to invest in creativity — at the Festival and beyond.
High-performing campaigns from a creative standpoint are also over twice as likely to increase pricing power.
For almost 70 years, we've seen how creative effectiveness is driven not by chance, but by circumstance. More than ever, marketers must now learn how to address the rapidly-evolving capabilities, demands and cultures of the businesses they serve.
Attending the Festival helps you understand and nurture the conditions for creativity to flourish.
Marketers attend Cannes Lions to:
Co-curated with WARC, this stream of stage content will focus on effectiveness at this year’s Festival and reflect the extreme pressure on marketing budgets in the current economic climate, and the urgent need to prove the role creativity can play in supercharging sustainable commercial growth. Creative Impact will uncover what it takes to build a business through creativity in 2023. Accessible to everyone, but built with marketers in mind.
"The experience at Cannes gave me significant visibility & credibility with senior management. But most importantly, it challenged my creative standards in everything I do."
Senior Brand Manager, Max Factor
Each year, we benchmark the most creative brands in the world, based on their commitment to creativity – measured by the number of award-winning work they do, and results that consistently prove how creativity creates business value.
AB InBev found growth for years through mergers and acquisitions, economies of scale, and finding cost efficiencies. This worked for a long time, but then its growth hit a ceiling.
AB InBev had to reinvent itself using creativity. In 2018 the company set itself the objective to “embed a culture that accelerates their creative capabilities”, using Cannes Lions as a measure of its success. Their goal: win Creative Marketer of the Year. A goal they reached in 2022, against the backdrop of a global pandemic.
Each year the company pushed their work forward, winning more and more Lions in the process and bringing teams to the Festival. Marketers and creative agencies are the ones that drive this by tirelessly working together and raise the creative bar.
These brands and agencies and the world's creative thought leaders attend the Festival every year to share their learning via talks, educate themselves on what great looks like by attending the award shows, and networking to partner up and do great work together.
Cannes Lions is truly the one event that brings together every marketer from around the world together to discuss and focus on future trends and the impact our marketing strategies have on a global scale.
Chief Corporate Alliance Officer