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28 June 2016

The Diary of a Young Cannes Lion

Written by: Jade Beaty, Assistant Account Executive at Edelman

Consumer Trends & Insight, Entertainment, Innovation

#GetJadetoCannes started in London and went viral within 24 hours*

I never imagined that a month later I would actually be at the Cannes Lions International Festival of Creativity as a winner.

A lot of people have asked ‘is it what you expected?’ and although a simple question, it is difficult to answer because it was so much more than I could have ever imagined.

Adobe spoke earlier in the week about the growing importance of experiences for consumers. It was showcased perfectly. The event is a festival and the key players come out in full force to create the ultimate experience for visitors. Whether that is YouTube, Facebook and Twitter with their experiential beaches; Conde Nast, Spotify, MailOnline with their speeches and Edelman too with their events and conferences.

The days are filled with conferences, seminars, forums and tours. All of which are carefully crafted and curated. Only in Cannes could you listen to Anna Wintour speak about the importance of creativity in the 24-hour digital era, Sony debate whether advertising is the new rock and roll and our very own Jackie Cooper quizzed Will Smith on his global minded approach to his career.

It feels reminiscent of university days. You meet an incredible amount of interesting people in such a short space of time. You’re constantly surrounded by like-minded individuals who are all keen to join the conversation. Networking and meeting interesting people is key here.

Across the week trends appear:

  • Authenticity is the buzzword and it is everywhere… As audiences become more savvy brands need to work harder to establish meaningful relationships with their consumers;
  • Influencers, influencers, influencers. It couldn’t be more apparent that the digital revolution is well and truly taking place. Conversations are focussed on the integral importance of influencers and how we can best champion those relationships;
  • Story telling is more important than ever. There is an intrinsic need for brands to tell their stories in inspiring and creative ways. There seems to be less focus on numbers and reach and more focus on moving an audience through the power of a story.

It’s been a whirlwind of a week but an incredibly inspiring one and I am very thankful for the opportunity.

*#GetJadetoCannes didn’t go viral but it’s the taking part that counts

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