Inside the report
Themes from the report include:
- Brand initiatives that solved specific problems were more successful than general campaigns
- Video, both online and TV, was key to the many campaigns using emotion and humour
- E-commerce can be seen to have an increasing impact on particular categories
- Brand purpose took a different tone, with a greater emphasis on highly creative, original ideas with PR baked in upfront
Also included are summaries of all the winning case studies from the 2018 Cannes Creative Effectiveness Lions.