MSLGroup hosted a discussion at its office on Wednesday entitled Trendstalking: A Lively Convo on Cannes & Creativity.
MSLGroup’s Renee Wilson, Cannes Lions PR jury president, talked about key themes around winning campaigns including the betterment of children, gender equality, climate change, gun control, and the importance of family.
Wilson added that PR is the fastest growing category for campaign entries at the festival, climbing from 30% last year to 40% this year. She noted that the crisis, public affairs, and corporate reputation categories presented huge opportunities for future competitions as there were fewer entries compared to other categories and fewer awards given.
When entering, Wilson told attendees "don’t be polarizing, cultural nuances matter. Universality goes a long way."
She added that she advised Cannes jurors to look at campaigns through the guidelines of the Barcelona Principles. "Results first, then creative."