Nothing can induce industry navel-gazing quite like the Cannes Lions festival. Ad folks tend to use the biggest date in the industry calendar to pontificate on the relevance—or lack thereof—of brands, agencies and, indeed, the festival itself.
The notion of purpose gained its momentum in the last few years by becoming one of the industry’s most over-used buzzwords. This and the persistence of agencies pushing brands to have a big ideal, of course, got brand owners thinking they need to have it or at least make outward associations with purpose to appear relevant. But the overuse of a word can detach it from its true meaning.
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