Cannes, France – As the dust settles on the 2024 Cannes Lions, the advertising world is buzzing with debate over the evolution of purpose-driven advertising. The festival, long seen as a barometer for industry trends, highlighted a shifting sentiment that might signal the beginning of what some insiders are calling the “post-purpose” phase of advertising.
Marco Venturelli, Publicis Groupe France’s chief creative officer and this year’s jury president for the Outdoor category, along with fellow jurors, is contemplating whether the industry fixation on socially responsible campaigns is waning. Venturelli explained that while brands should operate responsibly, the ultimate goal remains to marry purpose with profitability. “Doing business responsibly while effectively selling the product is the new challenge,” he noted.
This year’s discussions at Cannes revealed a growing scrutiny over the authenticity and effectiveness of purpose-driven campaigns. Simon Vicars, chief creative officer at Colenso BBDO, expressed appreciation for the festival’s role in encouraging critical evaluations of such initiatives. Vicars criticized the approach of brands engaging in philanthropy without integrating it into their core business model, stating, “Real change comes not from charity, but from integrating good into the business model to drive profitability and societal impact simultaneously.”
Echoing this sentiment, Rose Herceg, WPP’s country president for Australia & New Zealand, argued for a balance between social impact and profitability. “It’s not just about doing good; it’s about doing good business. These goals are not mutually exclusive but are, in fact, complementary,” Herceg asserted.
However, some believe that purpose-driven campaigns should not be devoid of creativity or fun. Fura Johannesdottir, chief creative officer at Huge, pointed out the need for these campaigns to engage audiences more effectively by incorporating humor and entertainment. “Purposeful work shouldn’t just be somber; it can also be engaging and entertaining,” she commented.
The effectiveness of using popular culture and entertainment in purpose-driven campaigns was visibly supported by Madeline Nelson, US head of independent label relations at Amazon Music, and Geoffrey Edwards, managing director and creative at GALE. Both noted a refreshing trend of non-performative, genuinely impactful campaigns in their respective juries at the Entertainment Lions categories.
Amid these discussions, Louise Johnson, CEO at Fuse, pressed the need for a deeper integration of creativity and purpose, suggesting that purpose should go beyond mere awareness to provoke real change and engagement.
And it’s not just about the social perspective; the business angle remains critical. Harjot Singh, global chief strategy officer at McCann, emphasized the importance of aligning purpose initiatives with credible, authentic brand values and ensuring they contribute tangibly to the brand’s objectives.
The conversations at Cannes this year have set a clear agenda for the future of advertising. While purpose remains a powerful tool, the focus seems to be shifting towards ensuring that it is relevant, genuinely integrated into the brand ethos, and, importantly, delivered in an engaging, profitable manner. This reflects a maturing perspective within the industry, recognizing that the true power of purpose-driven advertising lies not just in good intentions, but also in its ability to entertain, engage, and drive business success.