Did Cannes Lions Awards Just Say Content Beats Advertising? [Video]

We didn’t get to the south of France this week, but we’ve been talking about Cannes Lions.

At the International Festival of Creativity, the most interesting thing happened. The early big prize winners weren’t great ads as much as they were classic content marketing.

In his most recent book and in his keynote presentation at Content Marketing World 2023, Robert Rose asked if marketing was simply becoming content marketing. Well, this year’s Cannes Lions Awards may indicate a tipping point.

What does Robert, CMI’s chief strategy advisor, think? Watch the video or read on.

Lesson from Cannes Lions

As a riffraff marketer, I never get invited to things like the Cannes Lions International Festival of Creativity. But marketing professionals, content creators, and a who’s who of creative folks flocked to the south of France and had a look at the more than 25,000 entries.

Seventy years ago, ad agency executives jealous of the Cannes Film Festival started …