Cannes Lions: The Convergence of Community, Creativity and Commerce

By Christine Russo republished from Rethink Retail

Cannes Lions, while rooted in the celebrations of creativity and awarding the work, is also a place for future thinkers and doers. Revenue, commerce, income, and ROI are, well, not really at the fore; leading one to believe creativity and commerce are odd bedfellows, adjacent and symbiotic rather than intertwined and co-dependent.

While commerce was not glaringly at the forefront of Cannes Lions, I found it hiding in the shadows — a…