The CMA Goes to The Cannes Lions International Festival of Creativity

Marc just got back from Cannes Lions (by way of the Stampede, because apparently that's a normal transition) and he's bringing back more than just a hangover. On this episode of the CMA Spotlight podcast, Derek sits down with Marc to unpack what actually happens at advertising's biggest stage — beyond the beach clubs and the free Rosé.In this episode:Why "going to see the work" in the Palais basement is the real Cannes experience — and what those case study boards reveal that award reels never showColumbia Sportswear's flat-earther stunt and why it had the room laughingKitKat's "Take a Break" brief — the same idea for 70 years, and why that's a feature, not a bugThe research behind it: the average campaign lasts just 38 days, and what that says about why so much advertising doesn't stickRethink's big win on the world stage and what makes their creative process repeatableThe CRAFTS framework for building a genuinely good creative ideaA packed house for Mark Ritson and Byron Sharp — mental availability, the "rule of two," and why B2B buyers already have their shortlist before you show upMercado Libre's Grand Prix-winning stunt that turned a soccer field into a barcode (and generated €1.5M in sales)If you're in marketing, brand, or just curious what $10K+ in flights and hotel rooms buys you in the south of France, this one's worth the watch.Thanks to System1 for sponsoring Marc's trip to Cannes this year.Have insights or work you want to share on a future episode? The CMA Spotlight podcast records live every Tuesday at 10:30am — reach out if you're a Calgary Marketing Association member interested in joining.