Why Forcing a ‘Global’ Idea Down Consumers’ Throats Never Works

Movies can attract a worldwide audience. Why not ads, too?

Proximity's Eva Santos (center) talks creativity with Sir John Hegarty (right) and Screenvision CEO John Partilla. Sean T. Smith

CANNES, France—As the celebration of global creativity winds down at this year’s Cannes Lions, lauded work is seeing bright exposure and a deserved spotlight. However, when digging a little deeper, especially with the top winners, one notices that these aren’t necessarily “global” campaigns or ideas.

@zanger doug.zanger@adweek.com Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.