Festival CEO highlights awards and effectiveness of advertising in the country
At the invitation of the Estado group, official representative in the Brazilian market for 23 years of the Cannes Lions International Festival of Creativity, executive Simon Cook, CEO of the Ascential portfolio event, gave a talk to guests from the market this Monday (9), in São Paulo, where he summarized the highlights of the 70th edition of the competition.
Creativity remains the guiding principle for the approximately 30 areas that encompass the disciplines of marketing communication. And, in Cook’s words, remain at the center of the festival. Without it, advertising is not the same thing, he said, highlighting the effectiveness of the projects registered by Brazilian agencies that resulted in Cannes Lions 2023 being the best performance in recent years, totaling 92 Lions, 2 Grand Prix, 1 Titanium Lions, 11 Golds, 28 Silver and 50 Bronze.
The inspiration of this incredible country is creativity. It is present in agencies and advertisers. This is clear in the awards that go beyond the country’s borders in the technical sheets of winning campaigns from other countries. And in the last three years, Brazil has stood out with cases of effectiveness, said the festival’s CEO.
Artificial intelligence, which was one of the main themes on the 2023 agenda, is a tool that will only be useful if there is human creativity behind the strategy. The volume of works registered with some type of AI was 73%, but what remained was just creative imagination that only exists because the professionals involved were based on an idea. Creativity begins with the idea that is the basis of everything, noted Cook.
