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1、1Cannes Lions 2023 Rewind5 Key Themes from This Years Festival of Creativity2INTRODUCTIONHarnessing the Power of Horizontal Creativity for Growth and GoodCannes Lions was the perfect showcase to discuss the power of horizontal creativity to drive growth for business and good for society and,most imp

2、ortantly,the ultimate stage to see it in action.Horizontal creativity is creativity that will not stay confined within its box and rather bleeds into media,customer experiences and commerce to inject inspiration as well as to manifest brand purpose at every possible connection point.The most remarka

3、ble award-winning work seen at Cannes Lions this year embraced the notion of horizontal creativity as a means to innovate at fast pace and differentiate from competitors.Generative AI was the must topic that was being name-dropped in virtually every conversation at Cannes this year.Will it replace h

4、uman creativity and become the new horizontal force that permeates the brand-customer relationship of the future?Several sessions both at the Palais and across the beach houses scattered across the Croisette converged on the notion that Generative AI will mostly be an accelerator that delivers veloc

5、ity through incremental solutions,optimized performance,and scaled craft,but human insights will continue to be key to finding the kernels of truth that marketers can authentically address with their brand,unlocking universal resonance in an increasingly crowded world.This is very much consistent wi

6、th what we are hearing on a global scale:our upcoming Dentsu Creative report shows shows a rapidly evolving creative landscape,where CMOs strive to balance the needs of brand and performance,global and local,simplicity and diverse expertise.In these anxious and volatile times CMOs agree that brands