Brands now need to link sustainability to all their creative solutions
The Cannes Lions International Festival of Creativity brings together professionals working in the creative space. Picture: GETTY IMAGES/FRANCOIS G DURAND
The report also gives useful insight into the operational mindset of advertising agencies. Brands looking for new partners would do well to take note. Brands are turning to creativity to make sustainable initiatives more inventive, authentic, and impactful To that end, the survey says the ad industry needs to reassess creativity’s role in business transformation, and asks the question: how can it spark the structuring of new products, services, operations and experiences? It’s time, says the ad industry, to consider how creativity can champion this.