BCG on Cannes Lions 2024

The 2024 Cannes Lions International Festival of Creativity underscored the importance of brand growth, creativity, AI integration, and the evolving role of CMOs in leading organizational success. BCG give a full wrap up from their beach side Cabana with a great range of video content from this years festival. 

Brands are back, with a strong focus on growth and brands driving the charge. CMOs are concentrating on bringing big data to their brands, building emotional connectivity efficiently at scale, and using creative metrics to predict performance.

Creativity remains key after years dominated by data, digital, optimization, and efficiency. There was a renewed emphasis on creativity's crucial role, with discussions including how AI is driving creative acceleration, the enduring value of community-generated content, and methods to assess and predict engagement impact.

AI success hinges on effective adoption and integration. Companies are increasingly using AI for content creation, social media engagement, and ad copywriting. The true game changer will be AI's role in insight generation, personalization, and enhancing customer experience. The challenge is transitioning from pilot projects to full organizational integration, focusing on change management.

The influence of CMOs continues to grow as they increasingly drive AI agendas within their organizations. This powerful position boosts their candidacy for CEO roles. However, it’s not just about technology; top CMOs are defined by their human leadership qualities and ability to inspire change.

Dive into these themes, explore further insights, and hear directly from CMOs here.

BCG are a partner of The Marketing Society 

Published 26 June 2024