There was a definite pick-up in activity and buzz compared to the last couple of years. People were meeting not just to catch up but to make deals happen or develop sales leads. There was a lot of hustle.
Campaign budgets have been more resilient post-pandemic but growth rates are slowing down, putting pressure on margin expansion. Attendees at Cannes Lions seemed prepared for tougher times.
Traditional big players in advertising kept a low profile at Cannes Lions 2024, with exceptions like Publicis' anti-AI hype activation and Stagwell's Sport Beach activation attracting attention for challenging the status quo.
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