At Cannes 2016 cause-led ideas continued to be a well-rewarded way for the industry to find a meaningful place in the wider world. By my analysis 47 of the 89 awarded campaigns in the Media category were directly cause related. I have sought to create a set of seven archetypes based on an analysis of the Media Lions Winners in 2016 to afford us a basis for hypothesising about where the genre might head in 2017.
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