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Sir John Hegarty Tells Cannes Lions: Stop Working in Advertising, Start Entertaining People
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Sir John Hegarty Tells Cannes Lions: Stop Working in Advertising, Start Entertaining People
Cannes, France — June 2026. At Cannes Lions, Sir John Hegarty delivered a direct and provocative message to the advertising industry: if brands want to engage people, they must stop interrupting them and start entertaining them. In his session “Stop Working in Advertising. To Engage You Need to Entertain,” the Creative Director and Co-Founder of The Business of Creativity argued that advertising has lost sight of its most important function: not…
In the past, you could not only see the beach at the Cannes Festival, you could even walk it along. Today, the tech industry stole the beach.
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