Post by CommunicateOnline

"Beautiful work that achieves nothing is not great creative work. It is decoration.” As Cannes Lions takes centre stage, Khaled AlShehhi, Executive Director of Marketing and Communication at the UAE Government Media Office — and the first government sector representative globally to serve on a Cannes Lions jury, cuts through one of advertising’s biggest debates. Do awards drive business results? Is the industry optimizing for Lions instead of outcomes? And where should CMOs draw the line between creative ambition and commercial impact? His answer: stop treating creativity and effectiveness as opposites. Read the interview on Communicate. https://lnkd.in/dQHDTdki General Secretariat of the Cabinet UAE Government Media Office