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Creative Impact Unpacked

11 effectiveness trends from Cannes Lions 2024

The Creative Impact content stream at the Festival, co-curated by WARC and LIONS, combined new research, fresh points of view, and some of the world’s best marketers, showing not just why creativity matters, but when and how to apply it.

And this year was a classic. Our focus was the phrase used by marketing professor Scott Galloway in Cannes last year: “The era of brand is over.”

In our view this is mistaken. We heard from digital-native companies learning the power of strong brands. We investigated the space where creativity meets commerce. We looked at the role of brand and creative communications within marketing, and within the broader business. We gained new data on what does and doesn’t work, and much more. In short, there is a strong 21st-century case for creative brand-building. And we increasingly have the knowledge to make it happen.

This report summarises what we at WARC learned from Creative Impact 2024, and the wider festival. 

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