The Cannes Lions Festival is happening right now. I am sure your feeds are bombarded with posts, videos, and play-by-plays from all the people who are attending the festival.
The one thing all the work has in common at Cannes is that it was made in the face of fear. It took bold decision-making and likely scared a lot of people on the journey to being made.
Bold work isn’t boring.
Attention-getting work hasn’t been done before.
If it’s memorable and it calls your attention, it isn’t safe.
Is there a campaign that you can’t stop thinking about? Reply with a link, I would love to see it.
So, what does fear have to do with business results?
The headline on WARC’s (the World Advertising Research Center) coverage of Cannes yesterday was “Cannes Day 2: Brand-building is so back”.
Festival speakers from System 1, McDonald’s, Spotify, Duolingo, the IPA, Sir John Hegarty, and more all talked about:
• The importance of overcoming the challenges of connecting consumers in a fragmented media market.
• The need for early-stage brands is to strike the right balance between brand building and performance, and driving long-term growth.
• Sir John Hegarty examined why size can be liability when it comes to creativity.
o He argued that big companies often avoid fresh ideas (out of fear!), as it becomes survival of the most adaptable within the industry.
This isn’t all creative for creative sake.
System 1 and TikTok presented work from Les Binet, Peter Field, and the IPA, making a powerful data-fueled case (I ❤️ data) for why emotions are the ultimate driver of advertising effectiveness.
Emotion didn’t just predict effectiveness. It predicts business outcomes.
Partnering with TikTok is a game-changer. They were able to study short form assets in the same way they have studied long form.
The lines between “paid” and “owned” have blurred. Short-form video platforms have all the qualities of a media channel that build brands (mass reach, active attention, video formats) while also driving conversion (targeting with buying signals).
Cannes would not be Cannes without a little star power.
Every year, a couple of stars from the sports, music, and Hollywood join the crowd in Cannes to wow us all.
This year, I have to highlight one of my all-time favorite FEARLESS leaders, Serena Williams.
She led a powerful conversation on innovation, equity, and the role of business in building a healthier world.
The key message: Solutions already exist – what is lacking is access. Access to funding, networks, and mentoring.
She was there representing Reckitt and their introduction of Catalyst, a new alliance to help scale healthcare innovation globally. Serena’s involvement goes beyond funding; it’s about pushing boundaries where others hesitate.
“Feel comfortable in the uncomfortable” – Serena Williams
Because if you don’t overcome fear, you will never unlock your brand’s full potential and drive business growth.
This is what I help clients do.
Are you struggling with your brand’s strategy?
Are you unsure of your brand’s balance between brand and performance content?
Is your creative content driving emotional value to the point of effectiveness?
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Until next time. 🌟
-Anna
