10 Tips for Becoming An Award-Winning Advertising Agency from Cannes Lions 2024

Bagging a Cannes Lion win is considered by many to be the height of recognition in the world of advertising, symbolising not just word-class creativity, but strategic impact and cultural relevance. As the dust settles on Cannes Lions 2024, the jury presidents’ insights offer up some invaluable lessons for agencies aspiring to reach these pedestals. From embracing cutting-edge technology, to monopolising simplicity and humour, the strategies discussed by the juries show the evolving dynamics of a rapidly changing industry. But the journey to becoming an award-winning agency isn't just about ticking boxes; it requires a commitment to authenticity, purpose, and meticulous craft. 

Insights from the Cannes jurors reveal a roadmap brimming with critical directives. The call to integrate human understanding over mere technological fascination stands out, urging agencies to anchor their work in genuine, human insights. The focus on creating emotionally resonant, culturally relevant workthat cuts across geographical boundaries emphasises the universal appeal of great advertising. What’s more, the shift towards commercial creativity that doesn’t shy away from being unabashedly business-centric highlights a somewhat balanced approach to innovation and profitability. 

Among these evolving trends, however, there are some timeless principles that remain. Award-winning agencies must be grounded in simplicity of execution, but there’s also a necessity for patience and thoroughness in development, as well as the strategic use of technology as facilitator rather than a protagonist. The growing emphasis on humour, playfulness, and the human touch in a time increasingly dominated by AI and digital advancements should be a reminder of what truly resonates with audiences. 

In this article, we’ll delve into these insights, offering an exploration of exactly what it takes for agencies to craft campaigns that win awards, but also leave a lasting impact on their viewer. By dissecting the wisdom shared by industry leaders and jury presidents at Cannes Lions 2024, we’ll attempt to forge a path for agencies aspiring to transform their creative visions into celebrated realities. Hopefully we’ll equip you with the knowledge to elevate your agency’s work to award-winning status. 

1. Integrate Purpose with Commercial Goals 

Award-winning agencies should aim to balance purpose-driven work with commercial objectives. The Outdoor category highlighted the need for purpose to connect with sales, suggesting a move towards a ‘post purpose’ phase where the impact on business is also a key consideration. The Audio and Radio Lions celebrated campaigns that were not only creative but also achieved significant business outcomes, like Specsavers’ ‘The Misheard Version’ campaign.

Award-winning agencies need to be aware that successful campaigns must demonstrate clear before-and-after transformations that result in tangible business growth. The work can effectively claim the value of the marketing investment by utilising robust strategies that show ambition, bravery, and are directionally sound. Diego Machado, AKQA’s global CCO and jury president of the Cannes Lions innovation category told us that innovation that is purposeful, impactful, and forward thinking must be prioritised. 

2. It’s All About Customer Experience 

Award-winning agencies should craft campaigns that significantly improve the customer experience. This was highlighted in the Pharma Lions with the focus on patient-centric innovations and the importance of creating positive outcomes for consumers. 

3. Simple is Memorable

Strive to create work that stands the test of time, edging into the realm of iconicism. The Print & Publishing category rewarded simplicity and purity that could be remembered over the years, as seen in Coca Cola’s ‘Recycle Me’ campaign. Similarly, humour and simplicity are some of the most effective tools that can be used to engage audiences effectively – seriousness should be balanced with playfulness and simplicity. The Design Lions highlighted how playful, inclusive and simple designs can address complex problems effectively. Successful campaigns cut through complexity with their simplicity and elegance. Whether in data utilisation or storytelling, simplicity is the best friend of legacy. 

4. Be Sure to Highlight Humanity 

Award-winning work often focuses on human-centred stories and experiences. Many jury presidents during day two of Cannes emphasised the importance of the human touch in their respective categories, such as the transformative impact of gaming on real-world skills and the emotional depth of music as a universal language. This is something emphasised by Dentsu APAC’s CCO and CEO of media, and media jury president, Prerna Mehrotra. Prior to the festival Prerna told us that “winning work should be led by human understanding and not about the technology itself.”

5. Use Technology as an Enabler 

While technology like AI and AR can work to enhance storytelling, it should also serve to support the creative vision rather than working to overshadow it. The Digital Craft Lions celebrated human creativity and ingenuity over the mere use of advanced technology. This was an element highlighted throughout the festival. Award-winning agencies should utilise AI, data, or digital tools to serve their creative vision. 

6. High Standards in Luxury and Lifestyle

If agencies are hoping to create award winning work in the luxury sector, this year's jury at Cannes told us that quality must be a consideration as high as creativity – success in the category is about blending traditional crafts with modern design, and doing so with considerations to sustainability and respect for cultures. 

7. Impactful Creativity 

Before the festival began we knew that creative effectiveness was going to be an important area. McCann’s global chief strategy officer Harjot Singh told us that he wanted to see evidence as well as vision. Winning campaigns in creative effectiveness aren’t just creative for the sake of creativity, they are innovative solutions that effectively achieve objectives. 

8. Humour 

We saw humour gain traction across all categories, with the industry increasingly recognising and entering funny work. When we look to the Brand Experience category, we can see that almost anything can constitute such. Successful work in this category often reacts to culture, is consumer-centric, and embraces silliness and humour. Even unconventional ideas can win big if they resonate and stand out. We know that films that evoke emotional responses tend to do well – we should be considering humour and comedy under the ‘emotion’ umbrella when it comes to making audiences feel something; the value shouldn’t be understated. 

9. Universality and Diversity

Award-winning work is that which resonates across different cultures and regions, while avoiding the ‘one-size-fits-all’ approach. The Entertainment Lions highlighted contributions from South East Asia, Europe, and South Africa, breaking the traditional dominance of the US and Hollywood. Understanding and integrating cultural insights into campaigns. Diversity in the jury room and in the work itself leads to richer, more resonant creative outputs. 

10. Sustainability 

Creative commerce campaigns should galvanise communities around a common problem and blend CRM and commerce. Sustainable business models and innovative approaches to commerce – such as those addressing access to credit – are highly regarded. Award-winning creativity should be common sense driven, making complex ideas accessible and actionable, while addressing and providing solutions to real world problems. On day five we saw the awarding of the Sustainable Development Goals Lions, where the jury president Gustavo Lauria, co-founder, CCO and president at We Believers, observed that this year saw creative projects working to address all 17 of the sustainable development goals laid out by the UN. 

The insights from the Cannes Lions 2024 sketch a roadmap for agencies aspiring to create award-winning campaigns, emphasising the delicate balance between creativity, purpose, and commercial impact. The jury presidents reminded us that successful advertising is not just about leveraging cutting edge technology, but embedding human understanding at its core. The human-centric approach ensures campaigns resonate emotionally and culturally across diverse audiences. 

Purpose driven work – though pivotal – should intertwine with commercial goals to demonstrate tangible business outcomes. This shift towards ‘post purpose’ signals a need for campaigns to prove their worth in driving business growth. A critical takeaway is the strategic use of technology. While AI and AR can enhance storytelling, their role should be in service to creativity. We have learned that humour and playfulness can be excellent vehicles for evoking emotional responses, while simplicity and straightforwardness can create work that endures. 

If agencies are hoping to reach advertising excellence by the time the curtains open for Cannes Lions 2025, they should work to blend creativity with commercial savvy, leverage technology as an enabler, and stay grounded in human insights. By doing so, they are positioned to not only win awards, but create some damn good work for their clients in the process.