For Carly Carson, responsible for the integrated media for PMG, this year’s festival served as a temperature control for a flow industry. While the book closes on another Cannes Lions, Carson pocketed three take -out dishes.

1. AI still needs a human infusion. Admittedly, the panels dominated by the speeches on AI. According to Carson, industry is always convinced that technology is a tool that cannot replace human thought.
2. Bin, garbage. Marketing specialists have more data than ever, but information does not mean information. With regard to AI, the data must be contextualized or they will produce “garbage garbage”.
3. Advertising dollars must follow the evolution of consumption habits. Fragmentation has made the measure more difficult, which makes it more difficult for marketing specialists not only to devote advertising expenses, but to justify it. However, Cannes can be a meeting of spirits – or where the pressure is mounted on the platforms to “play well together so that we can have this really holistic image of what is happening,” said Carson.

Listen to the full episode for more Carson on how PMG sails in the changing tides of the industry and what Cannes’ discussion points mean for the second half of the advertising year.