"The new "Cannes Lions": what it means to communicate effectively in the modern world and how to click with your audience"
Author: CEO of PLEON Talan, Director of the PR & GR Division of the AGAMA Communication Group Natalyia Dadiverina

NATALIYA DADIVERINA, CEO PLEON Talan, Director of the PR & GR Division of AGAMA Communication Group

The Cannes Lions is a major festival that identifies the best works and provides a vector for the development of the global advertising industry. Companies` representatives and advertising agencies are keeping their eye on the festival to be “on topic” and to improve or even change the line of work of their agencies and brands. This year, the Cannes Lions International Festival of Creativity will be held from 17 to 21 June.

In marketing communications, there are always two parallel and complementary realities: the effectiveness of communications in terms of business and the effectiveness in terms of creativity. The agency business is starting to realize that the customer is buying their effectiveness in achieving the KPIs and business goals. At the same time, the thirst for the wow-effect is always an additional desirable goal for a communications professional. A general audience needs something more visible,tangible and bright.

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