Watch Industry Leaders Discuss Humanity in Business at Cannes Lions
Change is on the horizon – with agencies increasingly prioritising consumer values, putting sustainability high on the agenda and passing menopausal and parental leave policies. At the LBB & Friends Beach during Cannes Lions this year, three CEOs and two marketing leaders – Sir Martin Sorrell, Tyler Turnbull, Devika Bulchandani, Jennifer English and Jennifer Murillo – gathered to discuss the importance of embedding humanity in business and why it was vital for getting through volatile times.
“Life change is important to consider in the discussion around business volatility," said Devika Bulchandani of global CEO at Ogilvy. “We must fight against the corporate jargon of humanity, it’s a barrier to real progress being made. Rather, a more empathetic approach needs to be taken but it can be difficult to implement.”
Looking after people in-house was a core aspect of the discussion with panellists sharing their daily challenges and the importance of adapting to new circumstances. Each of these marketers agreed on the varied leadership challenges that major technological shifts like AI had presented them with, including how they were coping. But by putting the right strategies in place, they had learnt how to balance speed with stability.
Jennifer English, Johnnie Walker global brand director at Diageo, emphasised the positive impact of DE&I changes within the drinks business, which have improved team dynamics and outcomes. Sir Martin Sorrell, founder and executive chairman at S4 Capital, noted the significant shifts in technology and workforce expectations, stating, “Their values are different. Their approach to life is different.”
Addressing AI's influence, Tyler Turnbull, global CEO at FCB, and Sir Martin had differing views. Tyler lamented the focus on "plumbing" over creativity, while Sir Martin considered this perspective "romantic," arguing that data-driven creativity is essential for future success. Tyler countered, advocating for a balance between data and creativity to maintain the industry's unique power.
In a world increasingly driven by technology, the human element remains crucial. The discussion underscored the need for empathy and authentic relationships in business. As Jennifer English concluded: "Keep it real and give people hope" – an optimistic approach for navigating the ever-changing landscape of modern business.
Watch the full panel here.
All of the LBB & Friends Beach panel videos, brought to us by content sponsor MCA can be found in this collection.
