Cannes Lions—and the entire ecosystem of award shows—must change. Not incrementally. Fundamentally. We must dedicate these “meetings of minds” to real conversations. We need to stop treating these festivals as temples of applause and start using them as forums of reckoning. Places for hard questions, uncomfortable answers, and real creative debate. 

What is the role of originality when anyone can generate content? What does effectiveness mean when trust is eroding? What kind of creativity do we actually need now? These real conversations are there, happening quietly and privately in the background—shouldn’t we bring them to the forefront? 

Of course, it’s easier to criticize than to build. To throw stones than to venture an alternative. Through honest conversations in the aftermath of this year’s festival, I feel that the Lions team’s intent to change is real. They care and are ready to listen to the voices that share the urgency to act. I’m glad to be part of this conversation; festivals like Lions can offer a unique platform for tackling the issues that are symptomatic of the creative industries’ identity crisis.

The single reason for being of the creative industries is to help businesses and brands grow. It’s what will determine their long-term survival. Clearly, it’s tougher than ever to grow today, so shouldn’t that be the core of our discussion about creative power? If the creative industries don’t reform the way they see and talk about creativity, they will keep living a parody of the relevance they once commanded.