We are seeing companies undergo a complete, creative reconfiguration of internal operations to create efficiency and improve productivity, as well as to deepen loyalty and connections with consumers in ways we have never seen before.
Combined with this, brands are asking more of their creative and change partners to help them respond to the ongoing digital disruption. In 2018, WPP CEO Mark Read announced that they were “fundamentally repositioning WPP as a creative transformation company,” while Accenture Interactive stated that they are “reinventing business through experience.”
Companies are investing in new ways of working to future-proof their businesses. And skype database their customer service, employee experience, business models and routes to market are being reinvented in response to new customer needs.
►Reward creativity that drives business results:
In recent years, we have started to see work at Cannes Lions that demonstrates this drive for tangible business change. Work like Apple’s Today, which received a Titanium Lion and the Brand Activation & Experience Grand Prix in 2018, and Volvo’s Volts are wonderful examples of brands implementing a lasting transformation of their core business functions.
We’re judging two years’ worth of work in June 2021, and we’ve already received transformation-related work from four continents – a clear
Global searches for digital transformation have grown by 65% between 2018 and 2020. Among those searches, people were searching for “digital transformation best practices” and “digital transformation consulting services.”
Now that the pandemic has pushed many businesses to rethink how they operate, it will be interesting to see the extent to which COVID-19 has impacted and accelerated businesses and their creative strategies.
At Lions Live, DDB Chief Creative Officer Ari Weiss said, “I think chaos is the world’s way of keeping us honest and forcing us to use creativity to evolve. I think we’re on the cusp of seeing some of the most creative solutions the world has ever seen.”
We are on the verge of seeing some of the most creative solutions the world has ever seen.
►What we see time and time again at Lions is that creativity flourishes in times of restrictions. In this unusual time, which has seen so many brands adapt and adopt at speed and reimagine brand experiences, the 2021 Awards will become an inspiring spectacle of creativity that drives progress. This will set the tone for the next decade of creativity.
