The Cannes Lions 2017 Debate: Creativity Versus Efficiency
While some guests left the Cannes Lions International Festival of Creativity, the advertising world's annual celebration of groundbreaking campaigns, feeling inspired, others left wondering if they will be returning next year. It's now more important than ever before for marketers to prove the business value of their efforts and spending. Gaudy productions with no direct ties to business gains are on the way out, while digital campaigns are on their way in. Read on to find out how social media is changing the advertising world.