How to Make your Company’s Ad Strategy Future-Proof

Adobe at Cannes Lions 2018

by Adobe Communications Team

posted on 06-13-2018

As the ad world’s focus turns to technology, some in the industry have said that the Cannes Lions International Festival of Creativity lost its “creative heart.” In response, this year’s event is aimed at uniting festival-goers “in their belief in creativity as a powerful force in the world.” We couldn’t agree more. Creativity is our DNA, and we know great creative experiences are what truly connect people to each other, and to the companies they love.

Yet, with the massive changes afoot in the ad industry, and our ever-changing global cultural landscape, is your brand’s ad strategy future-proof? This is the question we’ve set out to help answer at Cannes Lions 2018. Drawing from our creative heritage with Adobe Creative Cloud, as well as industry-leading Advertising Cloud solutions, Adobe is the only company that helps brands bring together content and data, art and science.

In Cannes, at Festival sessions, in the news, on this blog, and over social media, you will hear from us, our partners and customers about how creatives and brands can successfully navigate the complex advertising environment and win customer mindshare.

See below for a slate of activities where you can join us online and in person if you will be in Cannes this year.

Be a Lion at Cannes Lions 2018

Accelerating Creativity in the Age of AI

Monday, June 18th, 1:00 – 1:45PM CEST | Debussy Theater
Won the Cannes Lions’ “CMO Pick” – Watch live at

The potential impact of artificial intelligence on creativity is a topic of much debate. And though much of the discussion has been focused on far out, sci-fi visions or fears of human obsolescence, AI is already driving huge breakthroughs today in productivity and efficiency. And some of greatest impacts are just around the corner in the areas of amplifying and accelerating human creativity. Join this lively discussion and demonstration among creative luminaries living on the cutting edge of creativity in the age of AI. And see practical examples of how AI and machine learning will accelerate and boost human creativity in inspiring and jaw dropping ways.

The Growing Evolution of TV Ads

Monday June 18th, 5-7pm CEST in the Adobe Flat, 4th Floor, 13 Rue des Serbes
Register now

TV is still the most powerful medium for marketing to the masses, but fragmentation and variations in regional TV markets have created challenges in reach, efficiency and measurement. Today, technology’s benefits for advertisers investing in TV are too significant to ignore and it is imperative that the industry evolves globally. Attend this exclusive panel, where we will discuss the state of TV inventory (including programmatic, addressable and connected TV), planning and buying as it relates to technology and software, and the many different factors affecting global marketplaces.

Merging Creative, Data + Tech to Drive Engaging Customer Experiences

Tuesday June 19th, 5-7pm CEST in the Adobe Flat, 4th Floor, 13 Rue des Serbes
Register now

Join us for a discussion and demo featuring brand and agency leads who are exploring innovative ways to evolve the creative process. Hear about emerging technology solutions that are changing the way marketers, creatives, and agencies collaborate.


Monday June 18 – Wednesday June 20, 1-5pm CEST in the Adobe Cabana
Follow #DiverseVoices on Twitter and Instagram. Share the creative pieces.

Companies can’t afford to be tone deaf to the changing customer landscape. Creative ad experiences, smartly placed, are just the start. Customers are proud of their diverse backgrounds, and they support brands that appreciate this. The growing appetite for a more diverse culture means brands need a more diversely creative approach to reflect this shift and reach customers. Great creative teams to the rescue.

In Cannes this year, our #DiverseVoices activation (stay tuned for more info coming this week) will showcase attendees’ thoughts on the importance of diversity in advertising and the creative industry. We’re enlisting two of our Creative Residents to produce a series of portraits and designs to tell the stories of creatives they meet around the festival.

Additionally, we are proud to be a part of the newly launched UN Women’s Unstereotype Alliance, working to eliminate gender bias and harmful gender stereotypes from advertising. Follow them on Twitter and Facebook to see the latest from this important new group.

Topics: Advertising, Creative Inspiration & Trends, Creativity, Digital Transformation

Products: Advertising Cloud, Creative Cloud