Key Insights

Creativity without data is incomplete

Cannes has evolved from a purely creative festival to a testing ground for digital intelligence. Carlos pointed out that "traditional creative festivals have been replaced by digitization." Relying solely on creativity is no longer enough - marketers need to understand how, when, and why these ideas can be implemented.

Shopping should be possible at every moment

The journey of consumers is no longer a single line. It starts at the moment when shopping is available and ends there, "Carlos explained. This continuous cycle creates a feedback loop - each interaction generates insights that support future activities. Real time understanding of driving correlations from discovery to purchase.

Data driven input brings better creativity

Carlos emphasized that with the support of powerful data systems, media and creative teams can truly coexist. This creates a virtuous cycle, "he said. Every time there is an event, marketers learn more and use this information to improve their creativity and optimize their strategies. This richness is the place where miracles are created.

Balance is the future

It's not a binary choice between data and creativity, the future is a combination of both. The balance between data and creativity can really complement each other, "Carlos shared. By designing insights to inspire creativity - and vice versa - teams can deliver more meaningful activities on a large scale.