The Lions organization and sibling company WARC (both owned by UK-based Ascential) are teaming to create a new stream of content dubbed “Creative Impact” that will run daily across multiple stages at this year’s Cannes Lions International Festival of Creativity.
The main idea is that with questions about the macroeconomic picture looming there’s a heightened focus on creative effectiveness.
Warc research finds that 95% of marketers are reassessing their strategies with 46% shifting some budget into performance channels. That said, the firms note, “studies repeatedly find that creative marketing is an asset not a liability when budgets are under pressure.”
“Creative Impact” is designed to highlight “what it takes to build, protect and grow a business through creativity in 2023.” It will also explore what creative effectiveness means in the current media and economic environment, and what types of creative thinking will make the biggest impact.
And it will also cover how to make a case for investment in creative marketing to the C-suite.
Attendees of Cannes Lions 2023 will be able to attend the Creative Impact content stream as part of their delegate pass.
Also new this year is the launch of the Creative Brand Marketer pass. Exclusively for advertisers, the pass is designed to help brand marketers learn how to "unlock creativity." Find out more here.
This year’s Festival runs from June 19-23.