With the awards done and dusted, our team has trawled through the entries and cut through the commentary to bring you the best of purpose done properly.
With the awards done and dusted, our team has trawled through the entries and cut through the commentary to bring you the best of purpose done properly. Cannes has long been a hotbed for purpose. To date, winning a coveted lion has meant bringing your best heartstring-pulling and tear-jerking game. Impact, however, hasn’t always been as important as it should be.
Though we’re yet to see a real step up in impact measurement, 2023 saw a shift in how entrants positioned their work. From a focus on creativity for its own sake to efficacy and real-world impact moving up the agenda, entries increasingly delivered meaningful change and commercial success. It was also a BIG year for diversity with the downturn in the number of entries focused on environmental fights.
With a renewed regulatory push on greenwash, this is not surprising and we expect to see a rebound in the years ahead.
To discover more, download and read the full report here.
Contact us if you’d like to learn more and we’ll present our ‘Cannes digest’ to you at your offices or via Zoom.