Cannes Lions 2018: A lot of hard work to have a good time

What's also new is the extreme focus on sales that most of the work being celebrated has. This is advertising reminding itself of where it needs to stand on the P&L sheet

That picture of Cannes you have in your head? The one with the dainty rosé glasses, yacht parties and leisurely strolls along the beachfront?
 
Well, rip it up. And welcome to the 2018 Cannes Lions.
 

Prateek Bhardwaj

This is the new face of creativity. Fully aware of its own role in impacting business fortunes, and also of an image that has been discordant to its power. So this time, the bloat is out. Crunched into five days are sessions that are resetting our industry’s agenda in