BCG at the Cannes Lions International Festival of Creativity

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We had the opportunity to engage with CMOs and other marketing and creative leaders from around the world at the 2023 Cannes Lions International Festival of Creativity. As an official partner of Cannes Lions, we were on the ground to lead discussions, collaborate, and share insights.

Today’s CMOs, marketers, and creatives operate in a dynamic and ever-changing environment, with unpredictable economic conditions, ongoing advances in digital innovation, and evolving marketing trends and consumer expectations. They have a critical role to play in driving growth and delivering value.

In keeping with the theme of the 2023 festival—celebrating creativity that drives progress—our experts offered insights and ideas on navigating the complex world of marketing and transforming challenges into opportunities.

Highlights from the 2023 Cannes Lions International Festival of Creativity

Compilation of video stills featuring BCG experts Jessica Apotheker, Jean-Manuel Izaret, and Christine Astorino, along with the NFL's Marissa Solis and Pepsi's Mauro Porcini at the 2023 Cannes Lions International Festival of Creativity

Watch our full playlist featuring insights from key marketing leaders on critical marketing topics including from AI to sustainability.

View our full Cannes coverage

The Live Experience in the Digital Era

Kevin Chernett, executive vice president at Live Nation, discusses the importance of authenticity and the role that augmented reality and other technology plays in shaping experiences today.
Branding in the Age of Cutting Costs

Google’s Adam Stewart joins Reckitt’s Gary Osifchin to discuss the value of measurement, experimentation, and making meaningful investments in marketing strategies.
Miles to Go on Mental Health

Phillip Schermer, founder of Project Healthy Minds, believes that in the next decade corporations will broadly expand their focus on employees’ mental health. He joins BCG’s Lisa Licht to talk about why this push is so critical.
Gen Z at the Intersection of Fashion and Technology

Technology is intersecting with fashion today in never-before-seen ways. PacSun CEO Brieane Olson drills down into how Gen-Zers are combining the two to creatively express themselves.
Strategic Pricing Goes Way Beyond Price Points

It's about much more than the price you set for a product. BCG's Jean-Manuel Izaret explores the nature of pricing and the strategy behind it.
How CMOs Can Ready Their Marketing Teams for the Future

Being part of the next evolution of the marketing world is exciting, but how can CMOs prepare? Jessica Apotheker, BCG's CMO, has some advice on where to begin: review and revamp your marketing technology stack.
Why Brands and Influencers Need to Engage on Social Issues

Kelvin Beachum, NFL athlete and philanthropist, joins BCG to share his view on why talking about social issues isn’t enough; active involvement and direct engagement are critical.
The Growth Engine of the Future

Should companies focus their attention on innovation? And what does it mean to innovate, anyway? Here, BCG’s Joanna Stringer discusses these ideas and more with Grace Francis, head of creative and design at media company Wongdoody.
Widening the Lens on Customer Experience

Many businesses excel when selling products in a traditional B2C context. But what about services? What about B2B? Helen Wilson of Ipsos and BCG’s Ernesto Pagano examine the wide world of customer experience in a new light, considering, for example, the roles played by ESG and social impact.
Competitive Advantage Through Customer Experience

BCG’s Christine Astorino explores the various ways that emotional connection, sustainability, and an eye toward individual journeys can help companies better serve their customers.

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Bringing BCG’s Expertise to Cannes Lions

Our leaders have deep expertise and experience across marketing topics that are at the forefront of the CMO agenda, including:

Resilience

How CMOs can ride out turbulent times and launch resilient marketing initiatives—while preserving brand-marketing budgets

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AI and Emerging Technologies

The impact of emerging technologies—such as AI, generative AI, AR/VR, and Web3—on the marketing function and consumer experiences

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Customer-Centric Sustainability

The role CMOs play in sustainability and helping consumers bridge the gap between their sentiments regarding “green” products and the decisions they ultimately make when purchasing products and services

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Customer Experience

How marketers can provide personalized experiences and loyalty programs that customers have grown to expect while navigating a sea change in data privacy requirements

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Our Latest Thinking for CMOs and Other Marketing and Creative Leaders

How Will Generative AI Shape the Future of Marketing?

Generative AI is revolutionizing marketing by streamlining creativity and making hyper-personalized content possible at scale. BCG's CMO Jessica Apotheker explains what’s possible, right now, with generative AI–and how to get started.

Meet Our 2023 Cannes Lions Delegation

The following marketing experts were onsite at the 2023 Cannes Lions International Festival of Creativity to engage with other thought leaders in the space.