The news: After two years of being absent from many marketers’ calendars, the Cannes Lions International Festival of Creativity has returned to the south of France—as have we. Here are six of the highlights to date.
Misinformation mitigation: The Global Alliance for Responsible Media (GARM), which launched with 16 founding partner firms at Cannes three years ago, celebrated its anniversary by announcing new principles and standards and focusing on the metaverse.
Serious matters: For the first time, the program included five Global Growth Councils for Progress to drive the agenda on key topics critical to the world: sustainability, diversity, equity and inclusion (DEI), data and technology, brand creativity and effectiveness, and talent.
Searching for inclusivity: Google announced it has updated its inclusive marketing playbook—developed with disability inclusion specialists—and will be sharing those insights at Cannes.
Reducing bias: WPP, Delta Air Lines, IAB, and Mindshare are among the companies that have teamed up with IBM to tackle prejudice in digital marketing through the latter’s Advertising Toolkit for AI Fairness 360, an open-source solution powered by Watson. The toolkit uses 75 “fairness” measures and 13 algorithms to identify bias in discrete data sets during media targeting.
Snap-plause for GDPR: During his address, Snap CEO Evan Spiegel said social media platforms have a responsibility to secure user data.
Outlining ambitions: Hundreds of thousands of small and medium-sized businesses advertise on TikTok, according to Blake Chandlee, TikTok's head of global business solutions, who spoke in Cannes on Monday—but he said the short-form video app is “looking for millions.”
The big takeaway: A few themes have stood out thus far. Despite concerns over inflation and a potential recession, advertisers still very much care about topics such as DEI, inclusivity, and sustainability.