Creatives congregate at Cannes for validation, yet the festival can favour the sort of advertising briefs many of them try to avoid.
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T&Pm was the incumbent on the account.
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As digital interactions get increasingly audio-driven, brands that master sound today will resonate the loudest with consumers tomorrow, says BrandMusiq's founder.
After 23 years as part of IPG, the sale will return the creative innovation agency to independence as a privately owned company.
The campaign taps into a cultural shift where risk-taking and resilience define success, promising that with the right partner, audacity pays off.
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