Hasta La Creative!

Just a few short weeks ago, I sat in a darkened room in the South of France, pouring over Cannes Lions entries from every corner of the world. With over 1,350 case studies to see, the branded content and entertainment jury room buzzed with energy and inspiration.

So why, for the second year in a row, was no Grand Prix winner selected? How could it be that not one of this year’s entries was magical enough to set the standard for the category?

There are two main challenges. First, the category is new, and marketers are still experimenting with branded content. Second, and probably more significantly, brands are still slapping logos on stories that are far more interesting to them than to their audiences.

Continue reading at AdAge.com