Navigating Brand Building in a New Era

This chapter explores the changing dynamics of brand building amidst recent shifts in the advertising industry, emphasizing its importance to the c-suite. It discusses the need for marketers to effectively communicate their strategies in financial terms and address the challenges of fostering creativity in uncertain economic times. Additionally, it highlights pivotal moments from the Cannes Lions festival, including the introduction of a CEO forum that aims to redefine creative discussions across the industry.