More than ever before, if advertising is going to work it needs to embrace risk with more vigour. And it has to find a way of integrating meaningfully with popular culture.This is a new assessment from global ad research and resource company Warc, which has compiled key learnings from the recent winners of the Cannes Lions awards for effectiveness.The top line for marketers is that a play-it-safe approach no longer cuts it with an audience that is increasingly switching off from conventional advertising."You cannot just be passive. You have to take an important stand on something and be willing to back it, even in the face of criticism," says John Seifert, CEO of Ogilvy Worldwide and chair of the effectiveness jury."We are in an age of continuous innovation, so brands need to challenge themselves and raise the bar. In future we will see more brands confronting the pain points that consumers have and then turning that on its head so they become something that is admired."A case in po...

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