Held annually in Cannes, France, the Cannes Lions International Festival of Creativity is the pinnacle of creative excellence in advertising. As a judge at the Cannes Lions 2024, presiding over the Pharma category was both an honour and a profound responsibility.
What makes a piece of work a winner? And more importantly, what can we, as marketers, learn from it?
The key criterion for judging lies in whether the work benefits the customer…
