How Cannes Lions Will Put Music Back in the Spotlight in 2016

Its role in marketing gets formal recognition

In 1971, Coca-Cola and McCann's Bill Backer taught the world to sing in perfect harmony. Today, George Gershwin's "Rhapsody in Blue" flies the friendly skies alongside United Airlines more than 75 years after the composer's death. And Taylor Swift, who's been called "the world's most marketable artist," promotes Diet Coke as the choice of a new generation.