ICCO champions PR Excellence at Cannes Lions 2024

The Cannes Lions International Festival of Creativity, the largest global event in creative communications, advertising, and related fields, remains a critical platform for showcasing the evolving role of PR within the communications mix. PR agencies made notable advancements, with several securing prestigious Lions awards, reflecting their increasing influence and innovation.

This year, the International Communications Consultancy Organisation (ICCO) continued its tradition of promoting PR excellence through the "PR in Cannes" initiative. In collaboration with Worldcom Public Relations Group, ICCO hosted a week of impactful discussions, expert panels, and strategic networking at the Little Black Book (LBB) beach, setting the stage for dynamic exchanges and industry insights.

Driving Climate Action: A Focus on the Weather Kids Campaign

The agenda featured pivotal sessions, including a Climate Comms Taskforce (CCT) meeting held in partnership with UNDP. The meeting explored future directions for the Weather Kids campaign and other critical sustainability initiatives. Notably, the #WeatherKids campaign was shortlisted for the SDG Lion and secured third place in the #ActResponsible Award, highlighting the growing impact of PR in advancing global climate action. Sign the Pledge: HERE

Navigating AI and Ethics: A Roundtable on Innovation and Cost

In addition, a roundtable discussion, "Cost & Value in an AI World," led by PRovoke Media’s EMEA Editor, Maja Pawinska Sims, and featuring ICCO Board Members Johna Burke, CEO of AMEC, Nitin Mantri, CEO of Avian WE, and Grzegorz Szczepanski, CEO of Burson Poland, together with Nita Song, President and CEO of IW Group, addressed the ethical implications of AI in communications and the balance between automation and human creativity. This insightful roundtable engaged attendees in exploring how AI can enhance the value of creative communications while managing costs effectively.

ICCO and Worldcom: Elevating PR Dialogue at Cannes

Worldcom Public Relations Group, founded in 1951, is a global network of independent PR agencies spanning 49 countries, with over 2,000 professionals and $300 million in combined revenue. Their involvement as the headline sponsor for "PR in Cannes" underscored the commitment to advancing the PR industry through meaningful discourse and collaborative opportunities. At the Little Black Book (LBB) beach, Worldcom facilitated two engaging panel discussions addressing pressing issues in the field.

Strategic Insights on Sustainability and Creativity

Wednesday, 19 June, was marked by compelling panel sessions, starting with “The New Playbook for International Sustainability Comms,” moderated by Arun Sudhaman, CEO and Editor-in-Chief of PRovokeMedia. This discussion, featuring Corinna Voss of HBI, Anita Nahal of Kaizo, and Mads Bech Larsen of Radius CPH A/S, explored how brands can effectively communicate their sustainability credentials in a world where consumer expectations and political pressures are intensifying. The panel emphasised the need for a nuanced approach to messaging, balancing scientific accuracy with public trust, and navigating the complex terrain of global sustainability communications.

Following this, the panel, “Creative Success in Earned Media - The Inside Scoop,” hosted by Rhodri Harries, Managing Director of Kaizo, delved into the critical role of creativity in earned media. Esteemed speakers Bill Imada of IW Group, Patrik Schober of PRAM Consulting, and Steph Macleod of Kaizo shared their insights on how earned media continues to hold significant value for brands. They discussed the impact of AI on media relations, the shifting boundaries between paid and earned media, and the importance of creativity in maintaining audience engagement and credibility. The session highlighted how strategic integration of earned media into broader communication plans can enhance brand reputation and stakeholder trust. Catch the full session on YouTube: HERE

ICCO and UNDP: Showcasing Creative Climate Initiatives

The partnership between ICCO and the United Nations Development Programme (UNDP) brought forward two impactful panel sessions that highlighted innovative approaches to climate communication and the significance of creative strategies in addressing environmental challenges. The discussion underscored the collaborative efforts in leveraging creative communication to tackle climate challenges, showcasing the potential of innovative strategies to engage audiences and promote global climate action.

Elevating Youth Voices for Climate Action

The session “Taking Over The Airwaves: How Weather Kids Earned Worldwide Attention,” moderated by Chris Pratt, Managing Director at Burson, featured a distinguished lineup of speakers: Randi Stipes, Chief Marketing Officer at The Weather Company; Derek Van Dam, Meteorologist and Weather Anchor at CNN; Boaz Paldi, Chief Creative Officer at UNDP; Carol Chan, Founder and Managing Director at Comms8 and InfluenConnect, and esteemed sponsor for “PR in Cannes”; and Deon Gjoni, a young actor in the Weather Kids campaign.

The discussion centred on the Weather Kids campaign, an initiative where children globally delivered weather forecasts to highlight the urgency of climate action. The campaign, which engaged over 70 broadcasters worldwide, successfully combined youthful voices with serious climate messages, making a significant impact on audiences and driving awareness. The panel underscored the power of strategic partnerships and innovative messaging in amplifying climate narratives and inspiring action on a global scale.

Creativity for Survival: Leveraging Innovation for Environmental Advocacy

The subsequent panel, “Creativity for Good or Creativity for Survival?” was led by Terry Savage, Global Chair of The Marketing Academy, and included prominent figures such as Sergio Fernandez de Cordova, Executive Chairman of PVBLIC Foundation; Vico Sharabani, Founder and CCO of The Artery; Natalia Vasilyeva, EVP Marketing & Strategy at Anzu; Gilad Regev, Founder of Kora; and Marjan Blumberg, Strategic Communications & Advocacy Consultant at UNDP.

This session explored the creative processes behind the Weather Kids campaign and how innovative communication techniques are vital in addressing the climate crisis. The panellists shared their expertise on developing and executing impactful campaigns, emphasising the role of creativity in mobilising communities and fostering sustainable change. The discussions emphasised the importance of storytelling, strategic advocacy, and the integration of creative strategies in driving global environmental initiatives.

Engaging with Industry Legends and Emerging Talent

Throughout the week, ICCO facilitated valuable interactions with industry veterans and emerging talent. Interviews with founders, global leaders, and judges offered the audience deep insights into the evolving PR landscape. Additionally, the involvement of Young Lions highlighted the promising future of the industry, showcasing fresh perspectives and innovative ideas that are shaping the next generation of PR professionals.

Networking and Celebrations

The week culminated with engaging networking opportunities, including the "PR Networking Drinks with Worldcom," which offered a relaxed environment for attendees to connect and celebrate milestones. These events fostered meaningful relationships and provided a fitting conclusion to each day, stimulating discussions and encouraging professional growth.

A Testament to Collaboration and Creativity

ICCO’s presence at Cannes Lions 2024 was a testament to the power of collaboration and creativity. The week’s activities showcased the vital role of PR in driving global conversations and achieving corporate and societal goals. As we look forward to future accomplishments, the insights and connections made during this event will undoubtedly shape the future of PR and communications.

We extend our heartfelt thanks to our sponsors, partners, colleagues, and the team at LBB Beach for their unwavering support and contributions. Together, we continue to elevate the standards of public relations and inspire meaningful change in the industry.