Post by Active International UK

A postcard from Cannes Lions International Festival of Creativity. The Active team are out in full force on the Croisette this week and, whilst they have a busy agenda, we don’t feel too sorry for them! One of the standout themes so far has been around the importance of true partnerships. In a session with Eli Lilly and Company and Shaquille O'Neal, the panel focused on how a single campaign collaboration evolved into a long-term partnership, built on trust, shared purpose and mutual value.  For Kieron Murphy, that message resonated strongly. “That’s us. It’s what we’re all about.” What is interesting is how this theme has surfaced across very different conversations. Whether discussing the future of Total Video at the RTL Group Beach or how the agency model continues to evolve at the LBBonline - Little Black Book Beach, the emphasis remains on building stronger partnerships and delivering greater long-term value. More Cannes content to come! Ruth Cartwright | Cameron Swan | Kieron Murphy | Jane Putley | Chris Stone | David Carpenter | Bethany Harris | Judy Kenny