Wunderman Thompson：解码戛纳-2023年戛纳国际电影节六大趋势报告（英文版）（27页）.pdf

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1、Trends and insights from Cannes Lions 2023 A REPORT BY WUNDERMAN THOMPSON INTELLIGENCEDECODEDOr should we say,bienvenue?The great and the good of the advertising world were out in force for Cannes Lions 2023 as the Home of Creativity celebrated its 70th anniversary.With entries up by 6%on 2022 and a

2、 strong revival of humor in the awards categories,there was a palpable sense that the week-long event in the French Riviera was back in full swing.Fresh from the Croisette,the team at Wunderman Thompson Intelligence caught the talks,panels,and seminars from the main stages at the Palais and beyond,t

3、o bring you this round-up of the key themes,topics and trends that emerged from this years event.Undoubtedly the biggest topic of debate centered on how AI will impact the advertising industry and the world of brands,with many predicting it will help unlock a new golden age of human creativity.DE&I

4、was also high on the agenda as many marginalized groups challenged brands to do more,but by stark contrast,widescale discussion of sustainability and climate change was conspicuous by its absence.The other trends in this report highlight the opportunity and threat of social media,the changing relati

5、onships between celebrities and brands,as well as the return of fun and laughter to the festival.“The pressing issues this year are macro,”said Lions CEO Simon Cook in Variety,adding that,“Global uncertainty has put downward pressure on budgets.Creatives and marketers are having to work hard to prov

6、e the value of creativity.”This led to many discussions about the need to reappraise the way we measure the success and effectiveness of ads and whether brand purpose,and even brands themselves,are a thing of the past.This year there was also a big focus on new rising markets and demographics,with A