How Brands Can Use Platforms to Innovate and Drive Growth

It requires strategy and discipline to perfect

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At Cannes Lions, BBH founder Sir John Hegarty noted that the festival had lost its creative North Star. “I keep hearing conversations about platforms—I don’t need to catch a train. Can we talk about an idea?” He added, “Cannes is constantly changing, constantly evolving, constantly responding to the industry. Sometimes it gets it right, sometimes wrong.”