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CANNES, France—As the celebration of global creativity winds down at this year’s Cannes Lions, lauded work is seeing bright exposure and a deserved spotlight. However, when digging a little deeper, especially with the top winners, one notices that these aren’t necessarily “global” campaigns or ideas.
“Most global advertising doesn’t work,” said Sir John Hegarty, founder of BBH at Adweek’s “Beyond Borders” panel discussion in connection with the Creative 100 moderated by David Griner, creative and innovation editor.