Photo credit: Cannes Lions
What does advertising mean today? Once a dominant cultural force driven by catchy taglines and clever campaigns, the advertising industry is undergoing a profound transformation. At the 72nd Cannes Lions Festival, speakers gathered to explore how creativity is evolving and why this evolution is not only necessary but full of potential.
For decades, the advertising world relied on a traditional model: the iconic pairing of the art director and copywriter. This structure, largely unchanged since the 1960s, is now giving way to a broader, more inclusive approach. As Shaheed Peera, Global Executive Creative Partner, IPG Health, reminded us:
"Within three generations’ time, no one is going to remember you."
This sobering thought challenges us to rethink not just what we create, but how and why we create it.
Sustainability must be at the heart of this shift. In an industry often focused on immediate results, it is critical to ask:
"Will the work you are doing today still matter next year? In five years? In fifty?"
Most briefs are not designed to last, but this can change if we prioritize solving real problems instead of chasing quick wins. The impact we make has to be "built for lasting value, not just visibility."
Shaheed reminded the audience, that creativity today is no longer about isolated campaigns. It is about building products, services and experiences that meet real human needs. This requires collaboration from the very start, involving designers, engineers, patients, technologists and the communities we serve.
Ownership is no longer held by a select few roles; it is "shared by diverse thinkers with a common goal, to make something meaningful."
This shift puts people at the center not just as consumers but as contributors. Emotion remains a powerful tool across all sectors. While its expression differs between consumer and healthcare work, the fundamental principle stays the same. Healthcare often presents a deeper challenge:
"You engage with complex conditions, unfamiliar diseases and audiences who may know more than the marketers themselves."
Still, emotion remains more persuasive than facts, and authentic connection is key.
As AI tools become more common, we must think critically about the ethics and longevity of what we create. Yes, it is about clicks and hits in the moment, but there is a real need for "stronger legislation and greater transparency." Questions arise: "Where does the imagery come from? Who is credited?" In a world where attention can easily turn to distraction and trust is fragile, we have a responsibility to consider the mental health impact of what we put into the world.
For young creatives, Shaheed’s advice was both practical and powerful:
"Find your consumer and work with them. They will give you insights you cannot get from Google or ChatGPT."
Equally important is learning how to handle setbacks: "Reframe failure as something to learn from."
Shaheed also posed a thought-provoking question: "Why has no communications company ever built Instagram or TikTok?" Perhaps the industry has been too focused on storytelling instead of creating systems. "It is time to go deeper and design with purpose." He urged creatives to:
"Dream expensive. It’s free."
Advertising is not ending – it is becoming more thoughtful, more collaborative and more human. The future belongs to those who build with intention and create with others, not just for them.
