"All clients kind of suck."
The message from the 2017 Cannes Lions International Festival of Creativity resonated largely because of its source.
Burger King (BK) had just been named "Creative Marketer of the Year" at the event, a reflection on its consistent focus on delivering bold, breakthrough communications. Axel Schwan, the restaurant chain's EVP/Global CMO, reported that its marketing team had enjoyed a "historic week" of recognition for their efforts.
The lessons from Burger King's success, he told a Cannes keynote audience, would not lead his fellow clients to an instant state of marketing...