Value took on a newly complicated hue at the 2018 Cannes Lions International Festival of Creativity. Not only did Publicis highlight the soul-searching taking place in the agency world as the holding group model comes under the scrutiny of changing client demand, but clients themselves are under pressure to prove value.

This is nothing new. It has long been a struggle of the marketing department – and the industry that services it – to prove value to the suits around the boardroom table. If there is increased pressure, digital has played a part in forcing it. This is because digital channels offer measurement baked into their media process and could return statistics for a very good rate. Efficiency rose to the top of priorities, thanks to digital’s capability to deliver flattering numbers. “It doesn’t mean they’re the best channels,” said Dan Burdett, Chief Marketing Innovation Officer at eBay, “it just means they’re the most measurable.”