The world’s marketing and advertising industry makes a European midsummer pilgrimage to the south of France every year to be awarded, to network and to look at trends shaping the sector for the next year.

The Cannes Lions International Festival of Creativity takes place during a heady sun-drenched week fuelled by celebrity appearances — film director Spike Lee and actors Halle Berry, Kevin Hart and Eva Longoria — extra dry rosé wine, late nights and much backslapping...

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