Cannes Decoded 2024

by Porter Novelli

The 2024 Cannes Lions Festival of Creativity was a roaring success for the PR industry. To unpack the winning ideas, plus reflect on the macro trends shaping creativity itself, we have developed Cannes Decoded, your guide to the key moments and conversations that shaped the event and the work in 2024.

For example, the new Use of Humor category celebrated capturing audience attention and conveying messages in an entertaining yet impactful manner – 4% of the entries in this category won awards against the usual 3.1% standard. Porter Novelli was on point with the role of humor at our LLB Beach Panel “Will Emotional Intelligence laugh in the face of AI”? Our Global CEO Jillian Janaczek facilitated this discussion with prominent thought leaders from the world of communications and technology, including Sofia Hernandez from TikTok, Cathy Graham Kidd from Pepsi Lipton, Alison Moore from Comic Relief US, and Noël Paasch from Google, who talked about the importance of humor and its connection with engaging a brand audience.

Overall, while surrounded by creativity and innovation from all corners of the communications space, the PR industry achieved a record-breaking haul overall, with 4 Grand Prix’s, in what has been described as a breakthrough year for the sector.

Porter Novelli, in partnership with our clients, celebrated 12 wins.

• Porter Novelli New Zealand’s “Adoptable. By Pedigree” and Whiskas’ “Meowzer”, in collaboration with Colenso BBDO Aukland and GRC Partners
• Impact Porter Novelli in Dubai’s “AI president” for Annahar Newspaper, in collaboration with Impact BBDO
• Shift Porter Novelli and PHD San Jose’s “Welcome to the Group” for Cambiemos la Regla 
• Porter Novelli Mexico and DDB Mexico’s campaign, “The E-Commerce of Trust”, for Gahr WeCapital

You can view and download Cannes Decoded 2024 below