Omnichannel strategies, AI, and awards: Highlights from Cannes Lions International Festival of Creativity
The 70th annual Cannes Lions International Festival of Creativity brought thought leaders and creators together to celebrate industry-leading advertising and marketing. The Croisette drew star power and global attention for the week-long event, and the Doceree leadership team was excited to contribute to the discourse. From our roundtable on omnichannel strategies, to the discussion around generative AI, these are the highlights from Cannes 2024.
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Cannes continues to adapt as the industry grows
This year Cannes featured new awards categories and learning experiences to acknowledge changes in the industry. A distinct category was created for humor, a nod to the importance of creativity and humanity as AI’s influence grows.
It was also the first year for pharma advertising awards. There were 224 entries, and five took home recognition for their campaigns. Klick Health won the Innovation Grand Prix for a new smartphone app that uses AI to detect subtle vocal changes that indicate Type 2 Diabetes.
New Lions Creators learning events and networking experiences showed the growing importance of these non-traditional marketing voices.
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The impact of AI can’t be ignored
Everyone at Cannes had something to say about AI. Meta, TikTok, Elon Musk and Deepak Chopra were just a few of the voices weighing in on the topic and making AI-related announcements.
Brands and executives want to be on the cutting edge of integrating AI strategically, and there were many examples of generative AI being used to create realistic images. One winner, Pedigree’s Adoptable campaign used AI-generated images to put animals in need of a new home into digital creative. Once an animal is adopted, the images are updated. As an AI-first organization, Doceree knows the future of life sciences marketing depends on innovative approaches and responsible use of new technologies.
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Healthcare brands struggle to deliver omnichannel experiences
Doceree hosted a roundtable with MM+M centered around omnichannel strategies for the healthcare sector with guest panelists from CMI Media Group, VML, Publicis Health Media, Havas Health Network, and Deloitte Digital. Read MM+M’s recap of the roundtable here. The healthcare industry continues to struggle with omnichannel strategies in part because of siloed work cultures, the complexities of audiences, and disconnected data sources. “Measurement is only possible when you have connecting data between different channels and audience sets,” offered Doceree’s Chief Client Officer Kamya Elawadhi. “You can establish connection when you bring all the efforts together in one unified place.”
The end of Cannes certainly isn’t the end of the discussion.Reach out to the Doceree team to learn more about AI, omnichannel strategies, and more.