South Africa, Aug. 13 -- While I disagree on us being equal-equal and being back to zero Lions, we have all knowingly felt that feeling of "it's fair game" after the festival ends. Some see the anxiety of the clean sheet and the call to start the race to the Cannes stage, all over again. Some see another dance with chance. And some are already grafting and crafting.

With Cannes Lions 2025 (and its promenade hangovers) having ended exactly a month ago, there has been the luxury of time to assess where we are as an industry, just over 30 days into adland new year.

While the industry patted itself on the back for another year of 'creativity that drives growth', a closer look at the lauded work reveals a few uncomfortable truths that are a ...