Every year, I go into Cannes a bit cynical, questioning whether it is all a bit performative. This year, however, I had a very different experience. Sure, there were certainly still aspects that were more spectacle than substance, but on the whole, I was inspired – by the work, by the camaraderie, and by the emphasis on true #creativity. For every benign, redundant mention of AI, there was an impassioned case made for the power of originality and unexpected creativity. I might have expected this from creative agencies, but I was most encouraged by the championing of creativity from the esteemed panel of CMO’s at Forbes' Most Influential CMO Luncheon. Perhaps, we are collectively over the seduction of predictability and (faux) certainty. Perhaps, we are all realizing the diminishing returns of relentlessly pursued risk mitigation. Perhaps, the extremes of either dull sameness or shallow gimmicks will yield to smart, beautiful, big, bold, important ideas that build real brands and drive real business and if we are lucky, move society forward along the way. I left Cannes feeling the renaissance has begun and that TBWA is exactly the right place to be for it, where Disruption is not a catchphrase, but an essence and a mandate. My optimism was a direct result of spending time with Kyle Chayka, Lucia Aniello, Ben Tallon, Flau’jae Johnson, Beatrice Domond, Seth Matlins, The amazing women hosted by The Female Quotient, our ambitious clients, and my fellow Pirates. As my partner Bruno Regalo says, a new season starts now – so may we all contribute to the renaissance and show up in Cannes next year with work that makes us proud. Cannes Lions International Festival of Creativity | TBWA\Worldwide | TBWA\Chiat\Day | Omnicom | Troy Ruhanen | Courtney Nelson | Emily Wilcox | Jen Costello | Anh-Thu Le | Kirsten Rutherford |Jacqueline Redmond | Desmond Marzette | Mark Weinstein | Hilton | Jennifer Murillo | Discover Financial Services | Ryan Ostrom | Jack in the Box | Kate Cronin | Moderna | Brandi Ray | Jane Wakely | PepsiCo #CannesLions2024 #OmnicomCannes #TheDisruptionCompany
Very kind, Erin. I think the amount of conversations around creativity and fighting for soul is a cause for optimism
Thank you for keeping it real and for reminding us that camaraderie (which can’t be replaced by AI) is foundational to creative mastery. 🪄
Awesome to see you thriving and leading, Erin. I learned so much working with you and the super talented BBH crew on Ally Bank. All the best!
Thank you for sharing this, Erin. Your understanding of faux certainty and faux insights (predictive models) are key issue we are seeing in our work. What you've reported here gives me hope for the future. Your leadership will make such a huge difference.
On it! LFG. ;)
🤘🤘
Viva la renaissance! #Pirates
Congrats!
Chief Design Officer
2moMarathons are won from the start, not on the last lap. let's speed up now.