Michaela Jefferson wrote an article for MarketingWeek titled Cannes-winning film ads ‘lack potential to drive long-term brand growth’ (July 7, 2022).

« Nearly half of this year’s UK and US award-winning ads in the Cannes Lions film category show little potential to drive long-term brand growth, according to analysis by advertising effectiveness company System1, shared exclusively with Marketing Week. »

«“There’s absolutely a place for challenging, experimental advertising which doesn’t compromise or care if it alienates viewers. Unless we push boundaries, the industry stagnates,” [said System1 CMO Jon Evans]. »

« “But there’s a difference between an ad agency and a film school. Advertising is creativity with a business objective: it has to entertain for commercial gain.” »

« Pointing to recent news that the government plans to urge brands to slash marketing budgets to keep prices low, Evans says: “It’s never been more important to make the business and economic case for advertising, and that means putting effectiveness first. »

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