'If it doesn’t entertain, don’t even enter': Valerie Madon on films, humour, and the power of purpose at Cannes Lions

Nearly 80% of the Film Lion winners used humour as a narrative style. McCann’s APAC chief creative officer and Film juror Valerie Madon explains why funny works, short-form is trickier than it looks, and why the best films sell more than just a feeling.

by Nikita Mishra

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