Industry Insights from Cannes in Cairns 2024

Imagine gathering 1,600 industry change-makers around a singular, electrifying topic: the people, the profits, and the relentless pursuit of our reputation. This festival wasn’t just about scripted sessions on stage; it was about the off-Broadway agendas that matter—creating, stimulating, solving, and conspiring for a better future.

In its short-time running, the Cannes in Cairns Festival has swiftly become the ultimate pilgrimage for advertising professionals. In a sea of yellow lanyards and pink-adorned nametags, the event kicked off with Chris Taylor, the self-proclaimed “Imposter-in-Chief” of B&T, setting the tone for a day brimming with sharp insights and candid discussions.

Key themes emerged as we explored the consequences of AI on organisational structure, the urgency of protecting our people, and the dire need to revamp outdated communication models. And, amidst the Silicon Valley homogeneity – we must ensure that true representation is built into the fabric of technological advancements. 

Productivity remains a challenge, and there’s an alliance forming to stop the perpetual pitching merry-go-round. The call to smash elitism and accelerate diversity was loud and clear, reflecting an Australia true to its present-day self.

The festival tackled the boardroom's reluctance to embrace creativity as part of governance accountability, emphasising a shift from merely reflecting culture to actively creating it. The poignant observation that women are finally being given the same career opportunities as mediocre men highlighted how far we still have to go.

Jeff Goodby, the poster child for optimism, reminded us of our collective creative capacity in a world demanding more with less. Despite the daily grind, we persist, believing we hold the solutions. Maintaining a heightened state of awareness is an art in itself, yet crucial if we are to lift the tide and ensure all boats rise. After all, we all have skin in the game.

Pip Bingemann Co-Founder, Springboards AI

AI can’t replace human creativity. While machine learning lifts the floor, it struggles to push the ceiling. We've become obsessed with numbers, losing sight of what makes us unique—our creativity. Short-term thinking and predictable results? Blame the agencies, not the machines.

AI offers a way out. Technology doesn’t just destroy—it creates. Think of AI as a catalyst for a new artistic renaissance, like cubism or pop art. Embrace AI, but know its limits. Play, experiment, and figure out what AI does best and what it can’t. Value-based pricing? AI can handle that. But high-end strategy? That’s human territory.

Respect the craft, embrace newcomers, and invest in developing the next generation. AI can make people lazy, so respect the work of those who came before. Unite clients, agencies, and technology. Doing things differently will become invaluable. Don’t play where everyone else plays—chart your own course. Be bold, be creative, and don’t let AI define your future.

Hoda Alzubaidi General Manager & publisher Travel Weekly, Content creator and TV food and travel personality
Jules Lund Founder, TRIBE Creator Solutions
Serena Leith Global Marketing Director, Australia & New Zealand, TikTok

Influence is now at eye level—relatable is the new inspirational. Forget selling digital media; it's about creating authentic content that resonates. The old school conversion model is dead. Today, it's all about content that's cost-effective and highly measurable. Employees know the brand best, so use their insights.

Who's driving these trends? It's the people. Imagine a social platform that tailors AI to your account. Brands need to approach AI with caution but optimism. True representation is crucial, so build it into the fabric of your strategy.

SEO isn't king for younger users—1 in 3 prefer social apps over search engines. Short-form videos are the future: informative, digestible, and engaging. TikTok leads the way with examples of how to leverage this trend. Visual content is key—it's about consuming short videos before diving into details.

The marketing funnel is evolving. TikTok Shop's arrival in Australia emphasises connection before transaction.

Fandom is defined by more than just products; it’s about creating a community around a person or place. Think Crocs, Frank Green, Hello Kitty. Be bold, be authentic, and build genuine connections.

Robbie Brammall Director of Marketing and Communications, Museum of Old and New Art (MONA)
Ruth Haffenden Global Head of Brand and Marketing, Boody
Susan Coghill Chief Marketing Officer, Tourism Australia
Kristy Bloomfield Senior Vice President Global Marketing, Lyre's Spirit Co

No two use cases are the same. Anchor on purity, filter, and distil, but know that transcreation won’t always appeal universally. It’s a real juggle for marketers, balancing the three C’s: customer, community, country. What works for one might not work for another—think hyper-local. Treat states or cities for what they’re famous for, making campaigns hyper-relevant.

Big TV campaigns? Less reach. Flip your approach: customer first, 40km radius filters. Serve the community, then address macro issues. Show you give more than you take. The CCC framework is crucial—no national strategy works without it.

Emergency preparedness? Only 3% goes to it, 97% to recovery. Help Nation aims to change that. With 50% of Australians clueless in emergencies, and pet attachment preventing evacuation, education is key. One size doesn’t fit all. Local actions resonate globally. Think small acts of kindness driving big change.

Remember, understand the rules to know how to break them.
 

Peter Horgan CEO, Omnicom Media Group Australia and New Zealand
Virginia Hyland CEO, Havas Media Network Australia
Mark Coad Chief Executive Officer IPG Mediabrands, Australia
Sophie Madde CEO of the Media Federation of Australia

The strength of agencies lies in their diversity and strategic collaboration. Clients, after years of frustration, now ask, "How should our first-party data be set up?" The agility of agencies has been proven, but what else will change?

Intersections of comms and commerce are crucial. Agencies must embrace differences and introduce new thinking, and after all - we're only as strong as our past. AI at work is here—now comes the hard part: upskill and reskill, but don’t stand still. AI will take grad jobs, so today's creative businesses must hold accountability and upskill their employees.

Media agencies haven't changed much, but they must standardise media plans and sell strategic advice. The reliance on technology is okay. The key is navigating the complex landscape, ensuring psychosocial safety, and driving change through collaboration.

Clients need agencies for speed, access, and agility. It's time to employ behavioural scientists and truly understand the value audience. Measurement, automation, and data are critical. We should be proud of what we do - be brave with ideas, present them confidently. Power lies in diverse teams and their skill sets, properly embracing the quality out there.

Jenn Chin Global Director Purpose-Led Impact, Uncommon Kind
Sean Sowerby Former TV Journalist, Head of Content & PR Sunday Gravy
Andy Ridley Founding CEO at Citizens of the Great Barrier Reef, Founding CEO of Earth Hour

Purpose isn't just a fancy title; it's a mindset and an operating model to drive real change. We need advocacy and activism—both are crucial. Don’t exploit marginalised groups for a feel-good campaign. Match purpose to outcomes. Think Dell or AI Reef—they revolutionised their sectors by aligning purpose with action.

Embrace the ugly: sharing the load between men and women, redefining narratives through generational change. Look at Volvo's Equal Vehicles for All—addressing real issues, like more women dying in car crashes because crash dummies were male. Purpose-led initiatives should benefit everyone, fostering trust and loyalty.

Jumping on social issues for a quick win is bad and ugly. If you can't sustain your involvement, step down. Rethink the charity model—it's not just about fundraising; it’s about real solutions and partnerships. Brands should collaborate with impact groups, speaking the same language and focusing on long-term change.

Money isn't evil; it's a tool for impact. AI is democratising conservation efforts, allowing citizen scientists to contribute globally. Brands need to be in it for the long haul, understanding the foundations and mechanics of impact. Take an ecosystem approach, experiment, and learn from failures. Partnerships should be built on relationships, leveraging people, products, and channels for lasting impact.

Dee Madigan Executive Creative Director, Campaign Edge

All ads should be truthful, but truth isn't black and white. Pointing out your opponent's flaws? Absolutely ethical. If someone's personality affects your decision, that's valid. We face bigger ethical questions: transparency over privacy, and the deeper issues in advertising.

Be Brave, Call It Out

Bias is often unconscious—assume no malice, but don't ignore it. Ensure your agency is diverse and avoid the tick-and-flick approach. Use data wisely to craft unbiased responses. Critical thinking trumps policing—it's okay to have questions and admit you don't know everything.

Pay Your Interns! 

The cost of not being ethical? It’s higher than ever. There's now a dollar value in ethical behaviour. "You probably don’t mean this"—bias is always unconscious. Embrace the complexity, lead with integrity, and revolutionise the industry. Be bold, be fair, and make a genuine impact.

Maz Farrelly Ex TV Producer Now Keynote Speaker

Time is transactional—make every second count. Think like TV producers: cut the white noise and be absolutely fabulous. Don't be boring; people do business with captivating brands. Be a Netflix ad—grab attention with your first few lines.

Everyone says, "I'm nervous but excited." Lose the white noise that stops you from getting business. Be the brand people want to have a cup of tea with. Understand human nature and what drives people. Put the most interesting thing in the title to make them open it.

Know what you’re selling and back it up. Think 1% harder than your competition. It’s your job to be interesting from the first sentence. Have a unique selling point. How good is your storytelling? What's your wow factor? How many times have you wished something was duller? Exactly.