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Young Lions Winners Spotlight with Jenn and Nick

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Marketers Jenn Bailey and Nick Carson competed at the Young Lions Competitions – winning gold nationally and shortlisting globally. Listen in as they highlight their key takeaways from this year’s Cannes Lions Festival of Creativity.

Give us a quick intro – who you are, where you work, and what you do.

JB: I’m Jenn Bailey and I’m a National Marketing Supervisor at McDonald’s, where I work on our Digital Marketing team. My role involves strategy and execution on McDelivery and Contests (e.g. Monopoly). Outside of work, I love to travel, try new restaurants, and relax at the cottage with friends and family. 

NC: My name is Nick Carson, and I’m a Partnership Marketing Manager at Brizi Inc. We are a sports technology provider that works with global sports organizations, events, and brands. Providing fan engagement tools through an interactive platform that can be leveraged for crowd analytics and sponsorship asset analysis. Before joining Brizi I worked at PepsiCo Beverages Canada as the Assistant Marketing Manager for Gatorade Canada. Currently, with Brizi, I manage partners externally across the NBA, NHL, ATP, MLS, AFL, CFL, and more. 

What would you say to someone who was on the fence about competing in Young Lions 2024?

JB: I’d say go for it – you never know what it could lead to! Nick and I have both competed more than once. We’ve kept coming back because it’s a fun way to challenge yourself and showcase what you can do. It’s always tough to find the time, especially on a weekend, but it’s worth it for the opportunity to improve your marketing skills and have some fun along the way. Whether you win or not, the experience alone will be fulfilling and can open doors for your career. 

NC: I would encourage all young marketers to participate in the Young Lions Competitions. It allows you to flex your creativity and explore new marketing strategies outside of your day-to-day role. Young Lions is also one of the most inspiring competitions I’ve participated in. From start to finish you’re exposed to the best of the best from around the world. I can’t think of a better investment of time for someone’s career or their personal growth and development! 

Tell us about the global competitions, how did the experience compare to the Canadian qualifiers?

JB: The global competition was an incredible experience – just being there felt like we had already won. We had the chance to meet other competitors and judges from around the world and build great connections. The scale and intensity were on another level compared to the Canadian qualifiers. The pressure was higher, but so was the excitement and energy. It pushed us to overcome a new set of challenges from jetlag to language barriers and everything in between. Overall, it was an unforgettable experience that made us better marketers.

NC: The Canadian qualifying competition did a great job of preparing us for Cannes. The Global competition was a really exciting experience. You’re surrounded by the best marketing executives from around the world and they are excited to see and hear your ideas. The competition brought out a few late nights and challenged us to adapt to a global perspective for our case solution. We received some amazing coaching from our marketing mentors who did a great job in preparing us for the competition. This was apparent in the feedback that we received from the marketing judges. They were CMOs from global companies around the world and they applauded our work saying that we clearly had a grasp on what they were looking for. 

What was your most rewarding moment when competing globally?

JB: Competing alongside some of the best young marketers in the world was an honour. We also had the opportunity to receive feedback from the judges, and that was an invaluable experience to hear insights from a global perspective. One of the most rewarding moments was placing in the top 5 and seeing Canada come up on the screen as a shortlisted country. It was a great validation of all the hard work we put into the competition and a highlight of the entire journey.

NC: I think it was super rewarding to receive feedback and praise for the work that we submitted globally. It was validating to hear that the international judges felt that we truly understood the case requirements and objectives set by the World Bank. Having our work short-listed as a top 5 team was a great reminder that the work we are doing in Canada during our day-to-day jobs is already at a very high standard for marketing and advertising.

Other than the competitions, break down some of your most exciting experiences at the festival.

JB: The festival was full of exciting experiences and events. I got to see some amazing speakers from around the world and be inspired by their ideas and creativity. One of the highlights was the final awards show and the closing party – the energy at both those events was incredible and it was amazing to see so many Canadian teams bringing home awards.

NC: It was inspiring to see how brands were activating in Cannes and what strategies they leveraged to capture fellow marketer’s attention. I tried to attend as many events as possible because they were a great opportunity to network in a casual and inviting setting. It was cool to be able to chat with some of the industry thought leaders I follow online.

How has your experience at Cannes Lions influenced your approach to work back in Canada?

JB: I came back to work feeling refreshed, inspired, and eager to apply what I had learned throughout the festival. I also feel more confident because of my experience competing in Young Lions. It pushed me outside my comfort zone and challenged me in many ways, and that has made me a stronger marketer. 

NC: I think that my experience with Cannes Lions will influence my approach to work back in Canada by reminding me to take more risks. Approaching day-to-day standard practices with a new lens – asking questions like “How can this drive more impact?” It’s easy to get caught up in the daily routines within an organization, but Cannes Lions has refreshed my perspective on the need to execute with excellence and focus on learning, growing, and trying new strategies as a marketer. 

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Young Lions Winners Spotlight with Alphée and Gabriel

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Alphée Lamothe and Gabriel Lafond won gold in the media category at the Canadian Young Lions Competitions. This means they were sent to France to compete globally at the Cannes Lions Festival of Creativity. From browsing the Cannes Lions case studies to flexing their creative muscles – they discuss the highlights of the festival and the challenges of creating work for an international audience. 


Give us a quick intro – who you are, where you work, and what you do.

AL: Hi, my name is Alphée Lamothe! I work at Cossette Media as a Media Supervisor.

GL: Hello! My name is Gabriel Lafond and I also work at Cossette Media as a Media Supervisor.

What would you say to someone who was on the fence about competing in Young Lions 2024?

AL: The Young Lions Competitions are a great environment and opportunity to think outside the box and play with your creativity outside of your day-to-day. It’s an opportunity to get inspired and build an entire strategy from top to bottom instead of focusing only on your expertise: trying new things, deep-diving into relevant subjects, incorporating innovation, etc. It is also a great bonding experience with your colleagues as you spend time together preparing for the competition in addition to a full 24 hours of collaborative work!

GL: The Young Lions Competitions are such a great way to have a “non-job related” experience with your coworkers. In the two years I participated, I had the chance to create deeper connections with colleagues that I can now call friends. It’s also a great way to test yourself on a brief that doesn’t have any repercussions in the end. You can let your minds go in every direction and enjoy the creative challenge of a 24-hour competition.

Tell us about the global competitions, how did the experience compare to the Canadian qualifiers?

AL: The goals are the same and the process is relatively similar. However, the global competitions requires a slightly different strategy. You’re not focusing on specific media formats or platforms as much as trying to find one big, bold idea. The vision also had to stay global so we had to rethink our approach to solving the problem. 

GL: The process is really similar. You have 24 hours to answer the brief and the morning after your submission, you have a 5-minute pitch in front of a small jury formed by media specialists from all around the world. I would say there’s one big difference – you have to adapt to an international brief. You have to get rid of your Canadian media stereotypes and think internationally. You can’t rely on companies, partners or publishers that aren’t known worldwide and you can’t assume that everybody uses TikTok or Instagram. 

What was your most rewarding moment when competing globally?

AL: Honestly, we felt very blessed just to be there. Being in the middle of the action during one of the biggest Creativity Festivals in the world is unreal. To be able to see what the other teams came up with was pretty impressive too. 

GL: I couldn’t agree more with Alphée. Having the opportunity to represent Canada at an international event really made us proud. It’s clearly a once-in-a-lifetime experience that we had the chance to live back in Cannes, and we’re coming back full of ideas and ambitions to push our work further and maybe one day be nominated for a Cannes Lion.

Other than the competitions, break down some of your most exciting experiences at the festival.

AL: My number one experience would have to be walking through this year’s case submissions. They are all displayed in the conference center basement. The room has a museum feel with the infinite number of rows of cases displayed. They are identified by category and as the week goes by, they add mentions of the winning case directly on the boards. We walked through the rows multiple times during the week and in the end, spent a couple of hours looking at them. It is impressive to see the work being done across the globe – Definitely sparked ideas and conversations throughout the week!

GL: What I enjoyed the most besides the competition was connecting with people from all around the world and listening to the individual challenges in their part of the world. We had the chance to listen to a large number of panels in which CMOs from various industries discussed their story, their recent achievements but also their vision for the future of advertising. 

How has your experience at Cannes Lions influenced your approach to work back in Canada?

AL: My biggest takeaway from this experience is that you do not need a big budget to create incredible campaigns. A lot of the cases showcase amazing ideas done with little to no budget. You just need to go for it and try new bold things and the consumers often end up loving it! 

GL: The key takeaway for me is clearly the creative process behind every campaign. We’ve all been in situations where we feel we don’t have time to be creative and just remove the creative thinking process behind a plan. But looking at all the cases that were in Cannes, it clearly made me realize that no matter when the deadline is or how much time you have to work on your strategy, there’s always a little place for creativity and maybe that’s what will make your media campaign unforgettable.

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Erin Kawalecki’s Jury experience at Cannes Lions 2024

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Erin Kawalecki, Partner and CCO of Angry Butterfly, recently had the honour of serving as a juror at the Cannes Lions Festival of Creativity. We had the pleasure of asking her about the experience and getting a glimpse into what it takes to create impactful, award-winning work in today’s advertising landscape.

Share a bit about what it meant to you to be a juror at Cannes Lions this year.

It was a career highlight. No question. Winning a Lion is an honour in itself, but being asked to judge made me feel like a kid on Christmas morning. The jury experience is amazing because you’re surrounded by super smart, knowledgeable people who are the best in their discipline. It was a bit intimidating at first, but it sparked fantastic conversation and left me deeply inspired. 

Let us in on the Jury room. What key elements or qualities did you and your fellow jurors look for in the entries? Did anything surprise you as a juror?

My category was Creative Commerce which has effectiveness built into the definition, so demonstrable business results were table stakes. From there, we looked for creativity (of course) not just in the output, but in any aspect related to the transaction. For example, a food delivery app being turned into a streaming service for women’s soccer games (which otherwise would not have been broadcast).

Something that surprised me was how aligned we were as a jury on what constituted great work, despite our highly varied backgrounds (geographically, culturally, and professionally). We debated individual entries to a certain extent, but there was overall consensus when it came to the best.

Tell us about the work this year, were there any surprises or unexpected insights that emerged in the entries?

The ideas that really rose to the top were a convergence of commerce and brand-building. I think we’ll see that more and more in the years to come as people find opportunities to tell stories in places that have historically been used for tactical sales messages/transactions, and conversely, find ways to incorporate the new variety of commerce tools within spaces that historically have been used for pure awareness. The only surprising thing about that is how long those two aspects have been treated separately! 

How do you believe the winning campaigns reflect the current trends and future direction of the industry?

In many of the best cases, it would be impossible to separate the media from the creative. As commerce tools are integrated more and more into platforms, the boundary between media and creative in e-commerce has become almost indistinguishable. That reflects where things are and where they’re going – it’s no secret that people are consuming media differently, and advertisers are catching up and playing with the new tools in creative ways.

What final thoughts or advice would you offer to future entrants hoping to create impactful and award-winning work?

It was inspiring to see how beautiful/thought-provoking/funny/engaging the communications within commerce channels can be. A good reminder that at every touchpoint you have the opportunity to delight your consumer and leave an impression that goes beyond the transaction. So I would say look for opportunities that others don’t typically focus on – like an abandoned shopping cart, in the case of Samsung’s ‘Throwback Deals’. Some advice when it comes to the case study – brevity! Your audience is a group of judges who are getting through hundreds of cases, and if you don’t get to the point relatively quickly you’ll lose them.

One last thing that was cool to see is that great ideas can come from anywhere – every part of the world, and every type of agency was represented in the final winners list. 

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Young Lions Winners Spotlight with Emma and Sammy

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Competing in the Young Lions Competitions is a dream for every up-and-coming creative, and for Sammy Lo and Emma Lorenzi, that dream finally came true. It’s been over a month since Cannes Lions 2024, where they competed globally in the Digital category. Hear them break down the key moments of the competitions and what it was like to compete on the world stage.

Give us a quick intro – who you are, where you work, and what you do.

BOTH: We’re Sammy and Emma, and we’re a creative team from Courage Inc. We partner day to day as an art director (Sammy) and copywriter (Emma) duo, so teaming up for the competition was an easy call. Some people around the office have started calling us The Emmy’s, which always makes us laugh, but we’re secretly hoping it sticks.

What would you say to someone who was on the fence about competing in Young Lions 2024?

SL: I’d say you really have nothing to lose here except maybe a couple hours of sleep. Prior to this year’s win, I was lucky enough to win Silver twice and each time I’ve experienced an immediate boost in both career opportunities and creative confidence. Even if you don’t place, it’s just a fun way to make some friends and stretch your creative muscles. 

EL: I would say just go for it! It’s always nice to stretch your brain and flex your creative muscles on something that’s different from what you work on in your day-to-day. Plus, because of the time crunch, the competition is a really unique scenario and pushes you to think in a different way. It’s also an excuse to order in an exorbitant amount of takeout, and who isn’t down for that?

Tell us about the global competitions, how did the experience compare to the Canadian qualifiers?

SL: I’d say it was similar structurally but the challenge was harder. In the global competition, you’re being judged by a live jury from around the world so while you brainstorm you have to think about insights that someone from across the world would understand. They also make all the competitors work out of the same room. You’re in a workspace with 100 other incredible creatives and that can feel a little intimidating.

EL: I echo what Sammy said. Both competitions are 24 hours and have you coming up with a digital idea, articulated with a case board. But in France, you’re up against some wildly talented people from across the world. Plus, your work is going to be judged by an international jury that may not get Canadian, or even North American nuances, insights or behaviors. It forces you to put a different lens on your thinking.

What was your most rewarding moment when competing globally?

SL: One of the most rewarding moments for me was actually just before the competition! One of the other Young Lion competitors organized a little candy exchange and about 15-20 countries participated! We were all just sitting in the sun quickly trading sweets before all the chocolates melted. I walked away with a bunch of new snacks I’d never tried before and it was a really cute way to meet some of the other competitors.

EL: For me, I really enjoyed the time right before we presented our idea. Obviously, we were a little nervous waiting outside the room, but that was when we were able to meet and chat with a lot of the other teams who were competing. It was really cool to hear about everyone’s ideas, and how we all approached the same brief from totally different angles.

Other than the competitions, break down some of your most exciting experiences at the festival.

SL: The whole week was one long, incredible whirlwind for us. We got to take a boat to La Guérite with the crew from Courage, and I got absolutely drenched in seawater on the way there. We couldn’t get into any of the concerts but I got to listen to the Chainsmokers performance from a balcony above the Gutter Bar (Shoutout to Circonflex). And of course, we got to take a photo on the infamous Cannes red carpet. 

EL: Again, I’m going to be echoing Sammy here. It was really amazing to be there with both the other Young Lions and our coworkers. But on top of what she mentioned, I loved walking through the Palais to look at the work. I even got to see a project I worked on displayed with the other winning pieces, which was definitely a cool moment.

How has your experience at Cannes Lions influenced your approach to work back in Canada?

SL: I think coming out of this experience I learned a lot about how global audiences judge work. The ideas that rise to the top are always painfully simple with universal insights. I’m going to try to apply that to my work in Canada as much as I can.

EL: I totally agree — all of the winning work was grounded in relatable, human truths. That’s something I strived to have in my work before, but now feel a new, even greater appreciation for.

Also, I think the event as a whole was like a massive shot of inspiration. Seeing all the winning pieces and being around so many talented creatives gave me a new drive to continue to hone my craft and make great work. And hopefully, return to Cannes someday.

Navigating a New Era of Social Storytelling in the Age of Backlash

Fashion in Ad Land: the Best Looks at Cannes Lions 2024

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June in the South of France marks the arrival of tens of thousands of advertising and creative professionals from all around the world for the Cannes Lions International Festival of Creativity.  

Amidst the heat of the Cote d’Azur and the flurry of creative minds, the fashion at Cannes Lions is always a trendy, and chic display that showcases personal expression and the spirit of creativity. 

We’ve all seen the practical tips: ditch the suits, opt for comfy shoes (extra points for white sneakers), and pack lots of linen. But beyond these guidelines, the fashion at Cannes Lions deserves a closer look. 

This year, attendees put the “creativity” back into the “Festival of Creativity” with bold colours, striking prints, and flowy outfits that reflect their personalities. With the launch of LIONS Creators—a dedicated forum offering exclusive learnings and networking experiences for creators and those in the wider creator economy—we saw an influx of creators rocking eye-catching and bold fashion choices, adding an extra layer of flair to the festival. 

Check out some standout looks from Lions 2024 below, along with our style tips to help you shine next year! 

  • Go bold: Don’t shy away from bold colors and prints. This is the Festival of Creativity afterall—let your outfit reflect that spirit. 
  • Express yourself: Use your outfit as a canvas to express your personality. Whether it’s through vibrant accessories or unique patterns, make your look your own. Remember, there’s no such thing as too much flair here. 
  • Pack smart: Mix and match pieces that can easily transition from day to night. You may find yourself not having enough time between events. Versatility is your friend. Bonus points for carry-on only (if you’re up for the challenge!). 
  • Embrace comfort: The heat in the South of France can be intense. Spoiler alert: linen and cotton really do make a difference. Choose these lightweight, breathable fabrics to stay cool and chic. 
  • Comfy shoes are key: With so much ground to cover, comfortable footwear is a must. Sneakers are a fashionable and practical choice. Your feet will thank you later.  
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Halle Alice Owens-Ihenacho, Content strategist, Model, Artist & Multicultural Marketing 

Creative, Los Angeles, USA 

Give us your take – what goes into creating the ideal Cannes Lions outfit? 

“For me, it’s important to dress like a person of colour. So, that means bold prints, a smart aesthetic, and something ethnically inspired”. 





Henri Jaanimägi, Global Head of Strategic Partnerships, eBay, Zurich, Switzerland 

Tell us about the vibe of your outfit today in one word 

“Easygoing”. 

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Jessica Joseph, Founder & Director, Season25, UK 

Alanna Doherty, Founder, The Groovy House, UK 

Tell us about the vibe of your outfit today in one word 

“We wanted to be colourful, and ready for networking to meet lots of people”. 





Lisa Kisber, On-Air Personality and Content Creator, Toronto, Canada 

How does the creative atmosphere at Cannes Lions influence your fashion choices? 

“The creative atmosphere at Cannes Lions had a significant influence on my fashion choices. It was truly inspiring to see so many unique and artistic perspectives on display throughout each day at the festival. Fashion has always been a way to express myself, whether I am creating content, appearing on live TV, or hosting events. Surrounded by best-in-class creatives, creators, and industry leaders at Cannes Lions, it was definitely an opportunity to make bolder fashion choices and truly embrace one’s personal style!” 

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Madeline Dickinson, Student at the University of Georgia, USA 

Isabella Swartz, Student at the University of Georgia, USA 

Carly Rohrer, Student at the University of Georgia, USA 

How does the creative atmosphere at Cannes Lions influence your fashion choices? 

“It’s hot, and we’re in the South of France, so a lot of sundresses and vacation looks”. 





Leanne Hainsby, Peloton Cycling Instructor and Internet Personality, UK 

Lucy Powell, UK 

Tell us about the vibe of your outfit today in two words 

“Summer, and chic”. 

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Headline photo taken from the BBC Studios Session, “Navigating a New Era of Social Storytelling in the Age of Backlash.” speakers included were GK Barry, Podcaster, BBC Studios, Munya Chawawa, Comedian, BBC Studios, Joe Sugg, Founder, Final Straw Productions, and Jonelle Awomoyi, Journalist, BBC Studios.

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Cannes Lions 2024 – How AI Can Supercharge Creative Marketing

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Google Highlights the Latest Developments in Creative AI

In both 2023 and 2024, AI has been an overarching theme at Cannes Lions. However, Vidhya Srinivasan encapsulated how things are different this year. “Last year, it was all about What is AI? This year is really about the how”. Srinivasan, Vice-President and General Manager of Advertising at Google along with Alexander Chen, Director of Google’s Creative Lab, dove into the details of AI in the Cannes Lions session “The AI Era: Supercharging Marketing and Creativity”. Their talk led the audience through Google’s new AI tech, and how it can help creatives ideate, create, and expand.

Ideate

The talk demonstrated how AI can support the ideation process by analyzing various file formats and fostering conversational brainstorming.

Chen began the session by showing off AI studio’s ability to analyze complex inputs, such as photos, large videos, and even hand drawings. He showed how the AI was able to understand his 9-year-old’s drawing of an imaginary machine. The model was then able to break down almost every detail of a 20-minute video, even recalling the exact offerings of a lunch menu that was on screen for 2-3 seconds. 

Srinivasan also explained other ways that AI can support the ideation process. She explained how Media.Monks used Gemini to help develop market personas for Hatch. The team was able to use Gemini’s collaborative features to adjust, enhance, and perfect the Personas. 

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Create

The session also showed off a few different ways creators can use AI to produce impressive images and videos.

Chen used Google’s GENTYPE to create custom typefaces using simple prompts. He showed off fonts made out of Jello, Ramen, and Jellyfish. He then demonstrated how his team used AI to create “AI Roadtrip”, a series of promotional videos created using various AI tools. The videos featured Google Pixel and iPhone going on a road trip to various audience-requested locations. Using AI, the team could respond with real-time content within as little as ten minutes.

Srinivasan then showed how Google’s Product Studio can instantly generate backgrounds that complement product photography. The AI can then turn this product photography into a short video. Google also offers Dream Screen, an image generator that creates backgrounds for YouTube shorts. Srinivasan also presented a demo of Veo, Google’s video generator, which can create short, high-resolution videos. Veo is unique in that it allows the user to request specific cinematic effects. 

Expand

The session concluded by highlighting how AI can allow marketers to scale existing assets and ideas.

Chen featured the project, Infinite Wonderland. This project imagined the timeless classic, Alice in Wonderland, in 5 select artists’ styles. The project allows users to select any sentence in the novel and see it illustrated in one of the artists’ styles. This project shows AI’s ability to supercharge creative assets, taking a few different illustrations and scaling them nearly infinitely.

Srinivasan then showed how Google’s creative team used AI to take existing promotional assets and scale them into over 4500 different executions.

To conclude the talk, both of the speakers emphasized that AI is not creative by itself. It is still the role of the marketer to shape the aesthetic and persuasive direction of every advertisement. However, these new tools allow creatives to further push the boundaries and limits of advertising.

Follow us @globemediagroup on Instagram, LinkedIn, and X to stay in the know.

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Cannes Lions 2024 – The Creative Voice: Using Advertising to Create Social Change

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AnNahar and IMPACT BBDO Discuss a Legacy of Outstanding Advertising

The Cannes Lions Festival of Creativity often showcases advertising’s power to build brands and fulfill business objectives. However, Thursday morning’s session, “A Time To End Our Fear”, tells how AnNahar, Lebanon’s leading newspaper, used advertising to create social change. Dani Richa, Chairman of BBDO EMEA, and Nayla Tueni, Editor-in-Chief of AnNahar highlighted 5 years of the newspaper’s advertising. 

The Blank Edition

The partnership between IMPACT BBDO and AnNahar began in 2018, amidst a time of political unrest in Lebanon. The country had been without a government for 6 months. The political parties were at a standstill–using the media to point fingers and make excuses. AnNahar was fed up with printing the lies of politicians, so they decided to take a stand. “The Blank Edition”, featured AnNahar printing an empty copy of their newspaper, along with a blank website and social media page. The project sparked a movement across Lebanon, as citizens filled the empty pages with their message to the politicians of Lebanon.

A New National Anthem

A year later, Lebanon Suffered a major currency devaluation, sparking protests in the streets of the country. During the protests, the women of Lebanon were at the frontlines of the movement, singing the country’s National Anthem. However, AnNahar was deeply grieved as the women sang an anthem that only mentioned men. So they took action–printing new lyrics of the Lebanese National Anthem, that included women. The words, “The birthplace of women and men”, were printed in bold letters on the front pages of AnNahar’s daily edition, sparking a revolution. This movement resulted in a cabinet with 400% more women and the first-ever female minister of defence. The new cabinet went on to submit a bill to change the national anthem forever.

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The Elections Edition

When Lebanon continued to endure economic devastation, the upcoming 2022 elections provided the possibility for change. However, in a bid to keep their power, politicians planned to delay the election–claiming that they lacked paper and ink. AnNahar responded to the excuses with a tongue-in-cheek political stunt. They left the daily edition unprinted and donated the paper and ink to the Lebanese government. This action stated boldly that the elections must go on. Many other organizations followed suit, donating supplies and urging the government to keep their promises. On May 15th, the elections took place as scheduled, and moved the country forward in their democratic traditions.

Newspapers Inside the Newspaper

Lebanon has a history of silencing the press. In 2005, Gebran Tueni, the Editor-in-chief of AnNahar and Nayla Tueni’s father, was assassinated for his support of free speech and social progression. In 2023, to honour his death and support his life’s work, AnNahar released a special edition of the newspaper. “Newspapers Inside the Newspaper” featured a version of the publication that contained the content of 6 recently closed newspapers. The edition used the logo, format, and writers of these publications to voice AnNahar’s support of free speech. Although the newspapers were former competitors, Gebran Tueni always supported the cause of democracy and free speech no matter the publication.

AI President

In 2024, Lebanon experienced a long-term presidential vacancy. The vacancy was due to the personal biases and agendas of the country’s politicians. In response to this, AnNahar created the world’s first AI President. An AI was trained on AnNahar’s 91-year-old archive. The AI president allowed Lebanese citizens to seek answers to the country’s greatest political problems. Lebanon’s politicians even included the AI in an official cabinet meeting. The AI is “the only president who can’t be biased, Indecisive, self-serving or influenced by political agendas”, creating a statement on the political corruption in Lebanon. 

AnNahar’s series of works show how advertisers can use creativity for positive change. Dani Richa explained the significance of BBDO and AnNahar’s relationship, “The power of creativity with the weight of journalism–the combined effect is very powerful”. However, this principle also applies to all advertisers. With the power of creative thinking, agencies and clients can work together to create massive social reform. Richa shares that the key to creating great work with a client is “having access to the decision-makers, quick approvals, no back and forth. Trust between [the] partnership.” The work created by AnNahar and IMPACT BBDO is an inspiring model for agencies have a lasting impact on society.

Follow us @globemediagroup on Instagram, LinkedIn, and X to stay in the know.

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Cannes Lions 2024 – Orlando Wood’s Secret to Advertising Effectiveness

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Orlando Wood and Sir John Hegarty Break Down the Importance of Creativity in Advertising


This session with Orlando Wood, Chief Innovation Officer, System1, and Sir John Hegarty, Creative Founder, The Garage Entertainment, focuses on an often forgotten truth in advertising. Orlando Wood proposes that the key to increasing advertising effectiveness is an emphasis on entertainment and human-centred truth. 

audienceThe Golden Age of Advertising Technology

Orlando Wood and Sir John Hegarty respond to a frightening statistic. In 2023 alone, brands spent upwards of $750billion on advertising and only 6% of it is estimated to be effective.

Wood claimed that technology has given advertisers the ability to target consumers who are already somewhat interested in a given product–making advertisers slightly lazy. He mentioned that this ability to target interested consumers has led advertisers to  “[Forget] that we’ve got to interest people in the first place”.

feature imageSalesmanship vs Showmanship

Orlando explains further that over the last 10 years, advertising effectiveness has experienced a stark decline. The chart below shows how this decline is directly correlated with an increase in “short-termism” advertising. This advertising approach “starts with the product and ends with the product,”–focusing on key features and short-term effectiveness. He calls this approach Salesmanship Advertising.

Wood proposed a solution to the Salesmanship approach: Showmanship advertising. Wood explains that during the 1950s, there was a similar focus on Salesmanship advertising. Advertisements were centred around Unique Selling Propositions and repetitive messaging. However, Bill Bernbach broke this mould by creating advertising that focused on novelty and entertainment.

This version of advertising uses entertaining content to discuss a greater truth. One example of this is this Ryanair TikTok, which emphasizes the airline’s lack of free wifi to strengthen their positioning as cheap, no-nonsense, flights. Hegarty summarizes the showmanship approach simply, “you don’t buy things from people you don’t like”. 

Advertising Principles Explained
gorillaOrlando’s findings and research can be found in the 8-session course, Advertising Principles Explained, or a.p.e. The course provides the evidence advertisers need to make the case for showmanship advertising. The name, a.p.e. emphasizes that advertisers must focus on core advertising principles or threaten the extinction of the industry as a whole. In other words, “Ape or Die”. This was dramatically illustrated by the entrance of an ape onto the Debussy Theatre stage.

Wood concludes the session by highlighting a key tenet of showmanship advertising: “Delight, teach, and entertain”. 

Follow us @globemediagroup on Instagram, LinkedIn, and Twitter to stay in the know.

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Cannes Lions 2024 – Innovation and Inspiration: Canada’s Standout Success at Cannes Lions 2024

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“This is the most fascinating time in all of history. Enjoy the ride!” These words from Elon Musk perfectly capture the excitement at the Cannes Lions Festival 2024. 

We find ourselves in a world of advancements like AI and immersive tech, set against a backdrop of pressing environmental challenges, societal issues, and a dynamic political landscape. Media continues to shape perceptions, influence behaviours, and redefine cultural and societal norms. At the Cannes Croisette, award-winning work and spirited discussions highlighted both the opportunities and responsibilities we face as leaders in the advertising industry. 

This year’s festival also introduced a touch of humour, providing a refreshing break from the weighty issues of today. Here are some of the key themes emerging from the festival:

Journalism, News, and Politics
The Journal House
 
The intersection of journalism, news, and politics was a critical topic, especially in this pivotal election year, with over half of the world’s population, four billion people, casting a vote in 2024. Conversations and campaigns focused on the role of media in shaping public opinion, the importance of journalistic integrity, and the impact of trusted content on audiences. Both the WSJ House and The Trade Desk emphasized the importance of journalism in advertising, highlighting how trustworthy news sources are crucial for effective and ethical ad placements. WSJ publisher Almar Latour pointed out in a morning session to advertisers, “Journalism is under assault. Your support is essential.” Jeff Green, CEO of The Trade Desk, an advocate of local media, reiterated the need for the publishing world to invest in technology + talent, alongside content, and focus on monetizing it. 
 

What does this mean for Canada? With the implementation of the Online News Act and Meta’s restrictions on news content access, all eyes are on Canada. Advertisers are increasingly investing in local media and news platforms that offer brand-safe environments and strong performance. In the tech, brand, and publishing sectors, as well as within our CMDC industry association and the Canadian Manifesto, there’s a growing recognition of the need for collaboration. By working together, we can develop a sustainable Canadian media ecosystem that supports businesses and promotes an engaged, well-informed society.

AI’s Rise: Talk to Action
ELON
 

The difference this year from last is striking. AI isn’t just a topic of discussion; it’s now witnessed in application. Our media industry has been using AI for over a decade, enabling greater precision in media planning, buying, optimization, and personalization ‘at scale’ for brands. At Cannes, the application of AI was awe-inspiring in its scope, scale, and impact.

Generative AI is empowering talent with new capabilities, from conducting in-depth research in seconds to innovating and measuring success. In a standout session titled “Building with AI: From Hype to Reality,” Google’s Vidhya Srinivasan and Alexander Chen highlighted how AI tools are enhancing the creative process.

One of the most talked-about sessions, was WPP CEO Mark Read’s interview with Elon Musk. Musk’s vision for AI is not just about enhancing human intelligence but also amplifying creativity. He remarked, “The most likely outcome of AI is abundance, where everyone has everything they need. And then the question becomes about personal meaning. If AI can do it better than us, people will have an existential crisis.” Musk stressed the importance of teaching AI to be truthful and curious, predicting that within the next five years, there could be 20 billion humanoid robots, like today’s smartphones. His influence is deep and words have a profound impact on markets, as noted by Dell’s stock nearly doubling.

Agencies are making significant AI investments, launching their AI labs. Havas introduced ‘Converged,’ WPP partnered with Nvidia to launch an AI-enabled studio, Publicis with Core AI, and Adobe announced AI-generated content for TikTok. Additionally, a conversation on the Croisette with the startup Alltold, which measures inclusion in ads using Responsible AI, is set to inspire new ventures. 

What does this mean for Canada? AI is projected to contribute $315 billion to Canada’s GDP by 2030, creating new economic opportunities, fostering creative ventures, and strengthening Canada’s competitive edge in the market. This is our moment to lead and innovate.

Sustainability & Power of Partnerships
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The release of GARM and Ad Net Zero’s Framework has reignited discussions on sustainability and carbon emissions within the ad industry, pushing the issue back to the top of our industry agendas. This framework is set to establish global standards for tracking and reducing carbon footprints, marking a significant step forward in our commitment to environmental responsibility.

Brands at Cannes showcased their dedication to sustainability with ethical practices. For instance, P&G highlighted their ambitious goal of achieving net-zero greenhouse gas emissions across their supply chain by 2040. 

P&G was again praised as a ‘Force for good, force for growth.’ At the Act Responsible session on “Sustainability as a driver of growth,” Kenneth Cukier, Deputy Executive Director at The Economist, discussed key drivers—from data and distinctiveness to organizational health and trusted partnerships. He emphasized sustainability’s pivotal role in fostering growth that is both socially responsible and economically viable.

Additionally, in the work, The Water Sustainability Score (above) serves as a global benchmark, revealing the true water sustainability of brands and organizations, helping consumers understand the impact of their choices.

Partnerships were also a hot topic at Cannes Lions 2024, highlighted by collaborations with industry associations like WFA, ANA, and 4As. These partnerships show a united front in tackling global issues and opportunities, such as the cross-media measurement to climate action.

What Does This Mean for Canada? For Canada, this momentum towards sustainability and strategic partnerships is a powerful opportunity for brands and agency partners. By committing to better ethical practices, we can build a thriving, sustainable media ecosystem that benefits all Canadians.

Commerce, Media, and Creativity Unite 
R/GA - 1The rise of commerce media is undeniable. As traditional tracking methods like cookies decline, retailers are harnessing first-party data and forging new strategic alliances to support seamless omnichannel experiences. This shift, alongside the democratization of commerce, is sparking a new era of creativity where distinctiveness, dialogue, and connection are pivotal for success. For our industry, creativity and innovation is central to the future of commerce solutions to drive brand differentiation.

In the session “Commerce x Creativity: From Transactional to Inspirational” by R/GA and IPG, Gen AI emerged as a transformative force in customer-centricity, reshaping traditional commerce tactics and platform strategies. Highlighting their long standing 20+ year partnership with Nike, the session showcased future possibilities in commerce, offering access to Nike’s full spectrum of assets— from its rich brand history and sports science insights to R&D breakthroughs and influential ambassador connections. And the good news is, using tennis as the example, the future looks incredible with instant access to court times, shoes based on court surface, workout regimes, and even insights on improving your swing speed. I’m ready.

This case study underscores the crucial role of brands in developing and leveraging their unique assets to stand out and differentiate themselves in a competitive marketplace. The session also underscored three crucial areas for brands:

  1. Dialogue With Consumers (DWC): Moving beyond passive tracking, brands that engage in meaningful dialogues with consumers build trust and loyalty.
  2. Omni-Modal Experiences: Seamless integration across all channels ensures a cohesive and user-friendly journey for customers.
  3. Build-Together Approach: Empowering consumers and partners to co-create experiences, setting new standards for customer-centric innovation.

What does this mean for Canada? With retail media ad spending projected to exceed the C$3 billion milestone by the end of 2024, the shift towards inspirational commerce is not only a global phenomenon but also a local one. 

Canada Strong 
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As Canada continues to climb the ranks at Cannes Lions and beyond, this success serves as a testament to the talent, creativity, and innovation that defines the Canadian media industry. 

Securing 66 awards, our brand and media leaders shared their inspiring work and perspectives on stage. This achievement is greatly supported by The Globe and Mail, who have been pivotal partners of Cannes Lions Festival of Creativity for 19 years. Catch up on the celebration highlights here if you missed them.

Canada ranks #5 out of 52 countries at Cannes Lions and is on a trajectory towards the top. Additionally, we hold the #4 spot in the 2024 Warc Creative 100.

Thank you to The Globe and Mail, the Cannes advisory board, the Canadian jury, Young Lions, and all the agencies and marketing talent who contributed to this remarkable success! 

Canada, you’ve made us immensely proud!

– Shannon Lewis, President, CMDC
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Experiencing the Cannes Lions International Festival of Creativity: Insights from the World of Sports Marketing

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Mike Miura and Ryan Grippo Highlight Their Key Insights From Cannes Lions 2024

This past week, we had the privilege of attending the Cannes Lions International Festival of Creativity, a prestigious event celebrating the best in creative communications. Last year, we were honoured to represent Canada in the Young Lions Marketing competitions, securing gold in our category. This year, free from the pressures of competition, we immersed ourselves fully in the festival’s offerings. As representatives of Maple Leaf Sports and Entertainment (MLSE), we focused our attention on marketing trends in the sports industry, attending a variety of sports-centred events. 

Athlete Endorsements and Authentic Partnerships

A significant theme in this year’s festival was the critical importance of authenticity in athlete endorsements. The key takeaway was clear: if athletes do not genuinely use or care about the product they endorse, the audience will recognize the insincerity, leading to poor content performance.

One standout example of authentic partnerships was Travis and Jason Kelce’s role in Garage Beer. The drink is marketed as the “Beer Flavoured Beer,” appealing to small-town values and die hard football fans. Their endorsement was organic and aligned with their personalities, enhancing the brand’s appeal.

Additionally, Jason Kelce’s partnership with Frank’s Red Hot Sauce, driven by his genuine enthusiasm for the product, exemplified successful authentic marketing. The famous tagline, “I put that $#!T on everything,” resonated well with audiences, including a hilarious mention of using the sauce on cereal and candy.

We also witnessed future endorsements in the making. During the session “The Kelce Effect,” Jason turned an impromptu skit into a call to action for soap brands. In a hilarious back-and-forth between the Kelce brothers, Jason doubled down on his infamous statement that no one needs to wash their feet or legs, saying, “Pits & bits with a bar of yellow Dial soap is all you need to feel clean”. The joke concluded with a call out to all soap companies, inviting them to reach out to him for future partnerships. Interactions like this highlight how spontaneous and genuine moments can evolve into effective marketing opportunities.

Joe Burrow’s session further emphasized the value of authenticity. He discussed his approach to partnerships, prioritizing deals with companies that align with the values of his charity, the Joe Burrow Foundation. His commitment to giving back underscores the importance of meaningful and genuine partnerships.

cannes nfl

Women’s Sports – A Necessity Not a Novelty

Sessions at the Women’s Sports House and Sport Beach delved into the exponential growth and impact of women’s sports across the world. They highlighted the significant financial and societal benefits of supporting women’s sports, backed by compelling data and proof points.

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“Welcome to The Party: The Expansive Reach of Women’s Sports on TikTok and Beyond.” featured LSU Tigers basketball star and rapper Flau’Jae Johnson, TV and podcast host Joy Taylor, and e.l.f.’s Patrick O’Keefe, in conversation with TikTok’s Harish Sarma. Flau’Jae shared how she is paving the way for the next generation of young women–empowering them to be anything they want when they grow up. She shared a powerful encounter with a young girl who told her she wanted to be a doctor and a professional basketball player, drawing inspiration from Flau’Jae’s successful career in both rap music and professional sports. Joy Taylor challenged the audience to “Stop treating women’s sports like a novelty,” Highlighting that the quality of play and business results in women’s sports are being proven every day by thousands of females across the world. 

A notable panel at Women’s Sports House featured industry leaders such as sports TV personality Katie Nolan, Formula One driver Lando Norris, Mclaren CEO Zak Brown, McLaren CMO Louise McEwen, and ICE CMO Stephanie Dobbs Brown. They discussed the success of McLaren’s new women’s driver, Bianca Bustamante. Her social signing announcement outperformed that of Lando Norris, underscoring the potential of women’s sports to capture audience interest globally.

Lando Norris emphasized the importance of grassroots adoption to grow women’s F1, noting that while most male drivers start racing at ages 6-8, women have fewer opportunities, resulting in adoption at ages 10-12. This discussion highlighted the need for more youth-driven programs to foster talent in women’s sports.

Final Takeaways

The Cannes Lions International Festival of Creativity provided us with invaluable insights into the evolving landscape of sports marketing. Authenticity in athlete endorsements and the undeniable growth of women’s sports emerged as pivotal themes. These experiences not only enriched our understanding but also inspired us to implement these learnings in our work at MLSE. The festival underscored the power of genuine connections and the potential of underrepresented segments–guiding us toward a more inclusive and impactful approach to sports marketing.

Mike Miura,
2023 Global Young Lions Competition Gold Medal Winner
Manager of Commercial Marketing Strategy at MLSE (Maple Leaf Sports & Entertainment)

Ryan Grippo
2023 Global Young Lions Competition Gold Medal Winner
Manager of Strategy & Innovation at MLSE (Maple Leaf Sports & Entertainment)

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