A Cannes Lions 2025 Guide for ROI-Hungry APAC Marketers
Shufen Goh, President, APAC at mediasense discusses how APAC marketers can extract value from Cannes Lions 2025.
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Cannes Lions often feels a world away for many APAC marketers. With tight budgets, time zone hurdles, and minimal on-the-ground presence, most engage with the festival from afar – via media coverage, curated highlights, and post-event analysis.
In an article with Campaign Asia, Shufen Goh, President, APAC at mediasense, poses a timely question: What meaningful takeaways can APAC marketers draw from a festival that celebrates bold, high-budget creative ideas? Shufen highlights three themes to watch for this year at Cannes:
1. The intersection between culture-first creative and media – Going beyond influencer marketing to embed creativity into the entire marketing ecosystem.
2. Retail media’s rising importance – A key area for APAC, with Cannes introducing a new award category spotlighting retail media innovation.
3. Augmenting tech for hyper-personalisation – Augmenting human creativity with AI to scale locally relevant, emotionally resonant campaigns across diverse markets.
Read the full article here.
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