WARC analyses the winners 

LONDON, Today: WARC has released Insights from the 2023 Cannes Creative Effectiveness Lions, a report identifying trends and themes from this year’s award-winning campaigns, following interviews with jurors, winning teams, and analysis of campaign data.

Four themes highlighted in the report are:

1. Humour is back
2. Distinctive assets become the idea
3. Purpose is creating shared value
4. Driving fame through earned media

“The winning cases did the fundamentals of marketing in a brilliant manner. – Ogilvy Global ceo Devika Bulchandan.”

Commenting on the report, Amy Rodgers, head of content, WARC Creative, said: “Findings in this study are critical to understanding how marketers are meeting business goals and driving sustainable impact over time.

“They are simple but disruptive ideas that really work to drive business growth.”

Jury president Devika Bulchandan (Ogilvy global ceo) said: “The winning cases did the fundamentals of marketing in a brilliant manner. They used brand equity – both brand and product – and then used creativity to amplify that equity which led to strong business results.”

• More here
• warc.com