Creative Impact Unpacked: 11 effectiveness trends from Cannes Lions 2024

This report summarises what we at WARC learned from Creative Impact 2024, and the wider Festival.
  • Marketing should focus less on tactics and more on strategy to reclaim its role as a discipline rooted in consumer understanding.
  • Effectiveness award-winning campaigns tended to evoke inspiration, hope and awe; for driving hard business metrics, campaigns that included inspiration, satisfaction and knowledge had the firmest correlation.
  • The climate emergency demands urgent and practical action, and brands can lead the change by rejecting greenwashing and “superficial solutions”; advertisers “manufacture our desires” and must craft better stories.
  • Sustaining strategies takes bravery, but sticking to what you stand for can also give a brand a right to a point of view, as...

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