Having just returned from the electrifying experience that is Cannes Lions 2024, I’m bursting with insights to share. If you’ve never been, imagine a week-long “festival” where creativity, inspiration, and opportunity collide in the most beautiful way possible. Picture the world’s biggest creative minds, agencies, celebrities and brands all in one place, sharing their latest ideas and strategies. The energy is unmatched, and the conversations are incredibly enlightening. This year, I gathered takeaways that span various topics with perspectives on the future of our industry. In the spirit of keeping this short, I give just a little bit on each but I’m happy to get deep with any of you on any of these. Let’s dive in!

1. Embrace Uncertainty for Creativity

“Without uncertainty, there is no creativity,” said Deepak Chopra, a sentiment that resonated deeply with me. Personally meeting Deepak at Cannes Lions was a clear highlight for me, and his words are a reminder that creativity thrives in uncertainty. As a recovering perfectionist, this was music to my ears. Embracing uncertainty allows for the freedom to explore and innovate, which is crucial for creative success.

2. ROI and ROF: The Future of Measurement

Gone are the days when Return on Investment (ROI) was the sole metric for success. Enter Return on Future (ROF), a forward-thinking concept that’s quickly gaining traction. ROF emphasizes the long-term impact of your brand’s initiatives, focusing on sustainability, brand loyalty, and future growth potential. At Cannes Lions, it was clear that brands must start considering ROF to remain competitive and relevant in the ever-evolving market landscape. But if you ask me, ROF isn’t being considered enough!

3. Embrace Failure to Execute Big Ideas

Innovation doesn’t come without risks. A recurring theme this year was the importance of being willing to fail—everyone involved, from the brand to the agencies and team members. Fear of failure stifles creativity and limits the potential for groundbreaking ideas. At Cannes Lions, the consensus was clear: embrace failure as a stepping stone to success.

4. Women Leading the Way: Real Progress or Equality Washing?

It was inspiring to see a significant number of women among the panel speakers this year. In fact, I’d say the vast majority of speakers that I saw were women. But it raises a critical question: Is this a genuine reflection of leadership in major brands and marketing agencies, or is it merely “equality washing”? The representation at Cannes Lions suggests progress, but it’s essential to scrutinize whether this trend is translating into real-world leadership roles. Stay tuned for a more in-depth exploration of this topic in an upcoming article.

5. Generative AI: Embrace the Experimentation Age

The age of experimentation with Generative AI is here, and it’s not an option to ignore it. The narrative of humans versus AI is outdated. Instead, we should be experimenting with AI to enhance our capabilities. Cannes Lions highlighted that this experimental phase will likely last about two years, after which those who haven’t adapted may find themselves left behind. Start integrating AI into your workflows now to stay ahead.

6. AI Will NOT Take Your Job

There’s a lot of fear about AI replacing jobs, but the reality is different. AI will augment our work, allowing us to execute more tasks in shorter timelines. Yes, it’s a bit stressful, but AI is here to enhance productivity, not replace us. The consensus at Cannes Lions is that while AI might change how we work, it won’t fully replace human jobs anytime soon—perhaps in 20 years, but not now. And even then, I honestly doubt it.

7. The Timeless Power of Connection and Storytelling

No matter how advanced technology gets, the need for genuine connection and compelling storytelling remains unchanged. Humans crave connection, and the best way to achieve it is through great storytelling. This fundamental truth was a major highlight at Cannes Lions, reaffirming that the essence of marketing lies in the stories we tell and the connections we build.

8. The Courage to Unlearn

Unlearning is just as crucial as learning, especially in our rapidly changing world. What worked yesterday might not work today. The courage to unlearn outdated methods and embrace new ways of thinking is vital for staying relevant. At Cannes Lions, speakers emphasized that unlearning can be more challenging than failing, but it’s necessary for innovation.

9. Leadership: Clear Vision, Flexible Details

Effective leadership requires a clear vision but flexibility in the details. This approach empowers teams to be creative and innovative. Leaders who set a clear direction but allow for flexibility in execution inspire their teams to excel. This insight from Lions Cannes is a valuable reminder of how dynamic and adaptive leadership can drive success.

10. Collaboration Over Competition

The idea of collaboration over competition was another significant takeaway. In today’s interconnected world, collaboration can yield better results than a competitive mindset. The Runner 321 Adidas campaign previously showcased at Cannes Lions 23 is a perfect example of how collaboration can lead to impactful and inclusive campaigns, creating a win-win scenario for all involved.

I’ll be putting out more content on all of my platforms (IG, TikTok, Forbes and Go Global Agency’s blog) inspired by this past week at Lions Cannes so stay tuned and feel free to reach out directly to further discuss any of the above.

-Sebastian Naum