At Cannes this year, the signs of the new era were everywhere, especially outside the Palais. The old ecosystem of creativity that was contained there has spread to a slew of universes across the beach, hotel suites and rooftops, or private villas up in the hills.
What everyone was looking for this year wasn't the next Big Idea that would disrupt the industry, but the next Scalable Model that marketers can rinse and repeat for their next respective phases of growth.
Brand storytelling is shifting again but this time, it is about moving from People Storytelling back to Product Storytelling, focusing on the product and its benefits rather than merely connecting emotionally with the audience.
#advertising-industry #cannes-lions-international-festival #brand-storytelling #market-trends #creative-industry
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