Embracing Brand Creativity: The Impact of Physical Experiences in Commerce

Amid the AI hype, increasingly fragmented media marketplace and economic headwinds, marketers this year came to the Cannes Lions International Festival of Creativity looking for answers. For Carly Carson, PMG’s head of integrated media, this year’s festival served as a temperature check for an industry in flux. As the book closes on another Cannes Lions, Carson has pocketed three takeaways: AI still needs a human infusion, Garbage in, garbage out and Ad dollars need to keep up with changing consumption habits.