Why my Cannes debut was a mind-sharpening experience

When I first stepped into the world of advertising 17 years ago, I believed my primary responsibility was to manage revenue. Creativity was not something I considered essential to my role. However, after all these years, I have come to realise that creativity is at the heart of everything we do.

In my job, I handle everything from selling and safeguarding great ideas to crafting compelling narratives that resonate with consumers. This belief was further reinforced during my recent visit to the Cannes Lions International Festival of Creativity 2024, which is widely regarded as the ultimate destination for advertising professionals. It truly is the Mecca of advertising.

It became clear to me that, regardless of your field, the thrill of winning is universal. Creativity isn't limited to one discipline; it demands a collective effort to achieve recognition and, more importantly, to create compelling human stories that resonate with brands.

The Cannes Lions International Festival of Creativity is an experience to be cherished for a lifetime. It is a hub of knowledge sharing, bringing together the most talented advertisers and marketers under one roof for five days.

Wisdom at a single platform

Listening to incredible speakers like Accenture Song’s CEO, David Droga (I had my fan girl moment with him), DDB’s global CCO, Chaka Sobhani, brand consultant and marketing professor Mark Ritson, and MakeLoveNotPorn’s founder Cindy Gallop, and networking with advertising professionals from around the world, provided invaluable insights into different markets and consumer behaviours. A common message from all the speakers was to be brave and embrace ideas that make you nervous and uncomfortable.

While I began my festival journey with an amazing morning run, it was the sessions led by Morgan Flately, global CMO of McDonald’s, Mark Ritson, Marcel Marcondes, global CMO of ABInBev and Esi Eggleston Bracery, global CMO of Unilever, which truly opened my eyes. They provided valuable insights that I can now implement and share with my teams.

The diverse range of sessions covered various aspects of my business, including culture, consumers, technology, humour, content creators, and pricing. Throughout the festival, the importance of understanding consumers was consistently emphasised. It became clear that a well-articulated business problem or an unexpected observation can lay the groundwork for a great idea.

One key takeaway that deeply resonated with me was the powerful assertion by Simon Vicar, chief creative officer of BBDO, New Zealand. He said that ambition is meaningless without drive.

Many of us dream of winning a Cannes Lion, but without relentless effort and an unwavering commitment to going above and beyond, success remains a distant hope. It is not just about how far one can go but how much one is willing to sacrifice to achieve that coveted lion.

The evening award shows underscored this harsh reality: only 3% of global advertising work earns Silver and Bronze, 1% claims Gold, and a mere 0.5% captures the Grand Prix. Winning evokes an indescribable sense of elevation, a feeling that words fail to fully capture. Seeing this victory from the other side of the stage is an entirely different and profoundly moving experience.

The five days at Cannes were of intense learning for me, a first-timer at the global celebration of creativity. It provided me with greater clarity and sharpness in my thoughts.

The event is a humbling experience that keeps you grounded because there is always so much to learn. It has made me more aware of what I need to do to return next year and achieve success. While business may have taught me to manage P&L, nothing compares to the joy and exhilaration of experiencing creativity firsthand.