Cannes Lions International Festival of Creativity

It’s no secret anymore that creativity drives growth. But there aren’t many marketers who’ve shown it as successfully as Fernando Machado. In the LIONS Growth MBA, Fernando’s gathered a few that have. Learn from industry experts like God-is Rivera, Anselmo Ramos, Susan Credle and many more in a personal, practitioner-led education environment. Get access to all LIONS gMBA course interviews, even after you finish, for life. Discover how to turn creativity into a competitive advantage throughout your career – and build the future of marketing. Our first cohort starts 6 April. Sign up today | https://lnkd.in/e2S7NPDe

World-class training for future stars. We’re pleased to announce the top creative minds who’ll be leading the Creative Academy and the Roger Hatchuel Student Academy as Academy Deans in 2025: Creative Academy | Alan Kelly, former CCO of Droga5 Dublin and Creative Data Jury President 2022 Roger Hatchuel Student Academy | Elizabeth (Lissy) Calienes, Associate Instructional Professor and Senior Lecturer, Advertising Department at the University of Florida Want to get ahead in your creative career? There’s still time to secure your spot on the Creative Academy. Find out more and apply now | https://lnkd.in/eU4sjTjQ

If you can see it, you can be it. We’re excited to announce the 20-strong See It Be It 2025 cohort – including creatives who’ll represent Trinidad and Tobago and Venezuela for the first time. They’ll be joining us at Cannes Lions this year as part of our programme designed to help women and non-binary people accelerate their creative careers. Discover the whole cohort, meet this year's tutors, and learn more about See It Be It here | https://lnkd.in/eVNEDay2 Aidovhioghie Anani Archana Mahadevan Charlotte Berry Connie Chweh Dani Cabezas Narbona Érika Moreira Giulia Ferrarezi Irina - Andreea Blanșek Jawahira Javed Jess Lilley (she/her) Karen Lopes 🏳️🌈 Katie Dean Kelly M. Garcia Kyra Mathews Leena Gupta Mahima Kukreja Natasha Lashly Pooja Ambulkar Renata Muratova Tuere Kareem

In a world where products are parity, how can you make sure you cut through the noise? Dr. Marcus Collins says the answer is simple. Understand the power of brand. When your brand operates ideologically and is evangelistic about its philosophy, it connects with consumers on a deeper level. Giving it the edge in a competitive market that’s often flooded with a sea of same. Here’s Marcus breaking this idea down at Cannes Lions 2024 – and if you’d like to dive further into his theory of brand evangelism, LIONS Learning has the course for you. Module 8 of Understanding the Influence of Culture explores the importance of brand soul through live sessions, additional material and a podcast episode with Andrew Essex – former Founding CEO of Droga5 and pioneer behind culturally powerful campaigns like ‘The Great Schlep’. Ready to get started? Class starts 3 March. Sign up today | https://lnkd.in/e-G-mx5A

Sometimes it’s best to let craft do the talking. After covid and the resulting financial crisis, thousands of small bottegas in Italy were at risk of closure. To help them out, luxury fashion brand Bottega Veneta flipped the script, using the holiday season to direct their spotlight to smaller bottegas – championing artisanal Italian talent around the world. The campaign resulted in +94% brand visibility and +79% sales for the small bottegas. This bold approach brought visibility to thousands of local craft houses, winning Silver in the Luxury Lions. Bottega for Bottegas | LePub | Milan | Bottega Veneta | 2024 🥈1 Silver Lion 🎗️1 Shortlist Crafted benchmark-setting luxury work? Awards are now open for entries. Explore the Winners Spotlight to get inspired | /https://lnkd.in/g_tN2eif

Marketers – do you know how to mix tried and trusted methods with emerging trends to make work that has real, lasting impact? Fernando Machado does. And in his upcoming LIONS Learning webinar ‘The Temptations of a Modern Marketer’, he’ll teach you. Drawing on his experience at the helm of brands like Burger King, NotCo and Activision Blizzard, Fernando will share how you can avoid marketing confusion. Revealing how you can implement new techniques while focusing on the fundamentals that create a real difference. He’ll also reveal the details of his new LIONS Growth MBA programme – and how it’ll help you turn creativity into a competitive advantage in your marketing career. Interested? All you have to do is sign up for your free spot, and come ready to learn. We’ll see you on 4 March | https://lnkd.in/eGMSjcMX

Ever heard of network effects? The idea that members of a social group often inspire each other to take action isn’t a new one – but when you apply it to marketing, according to Dr. Marcus Collins, magic happens. In Chapter 4 of his LIONS Learning course ‘Unlocking the Influence of Culture’, Marcus unpacks the insights behind the impact. Detailing how cultural engagement leads to social contagion that drives action, and how marketers can design these network effects to boost their bottom line. Here’s a snippet of what you’ll learn in Marcus’ next cohort, starting 3 March. Sign ups are open today, see you in class? | https://lnkd.in/e-G-mx5A

Reshaping trust to increase financial inclusion. In Mexico, more than 20 million people buy food on credit in local shops. The trust-based system has supported many who don’t have access to banks, but the small shops have limited lending capacity. WeCapital wanted to help people feel more confident in banks and increase financial inclusion in Mexico. So it replicated local lending systems and created ‘The E-commerce of Trust’ – an online store where people could buy food on credit with no bank cards, no guarantors, just trust. To date the platform has helped more than 9,500 unbanked families get food on credit – delivering over 70,000 products. It has 7,700 active users who’ve paid on time, and 60 partner stores in 20 locations across Mexico City. The E-commerce of Trust | DDB Mexico | WeCapital | 2024 🥈2 Silver Lions 🥉1 Bronze Lion 🎗️4 Shortlists Created work that made a difference? Awards are now open for entries. Get started today | https://lnkd.in/g_tN2eif

Reconnection and global recognition. Through his 100 photos, Senior Creative at Translation and Founder of OneCampLagos Dotun Bello reflects on his first ever Cannes Lions – and looks ahead to another year of meeting his heroes and learning from the greats 📸 Want to join the biggest celebration of global creativity? Pick your Cannes Lions 2025 pass today | https://lnkd.in/gFAb9Dsp

What can the creator industry learn at Cannes Lions? Join our webinar featuring LIONS insiders and special guests as they share how you can make the most of the Festival – and why creator marketing matters. ‘Creating the future of marketing | All things creators at Cannes Lions’ is on Wednesday 26 February, 4pm GMT. Sign up now and get your questions ready for our panel | https://lnkd.in/edY44Kkn