A few days after the international high mass of advertising under the Cannes sun, it is time to take stock for Stephan Loerke, head of the World Federation of Advertisers (WFA). "The debates of the 2023 edition of Cannes Lions illustrated that a fundamental change is taking place in the industry," says the CEO of the entity that brings together 140 of the world's largest brands and national associations across 60 countries. "While some advertisers had put creativity in the background in recent years to focus on the very specialized possibilities of microtargeting consumers, the balance is reversing," he said.
Gradually, large advertising groups are choosing to move away from a "short-term vision" as part of their media spending. "In the current economic context marked by high inflation, these are the brands with the strongest reputation and the most rooted in the hearts of citizens...
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