The Cannes Lions Festival not only annually awards the world's highest honors for creativity in advertising in the form of the coveted Lions but is also a global networking platform for more than 12,000 delegates from around the world. There's also a rich seminar lineup featuring the world's greatest thought leaders in marketing, communications and design.

Today I would like to report on the first day of the seminar, which focused on the development of creativity in companies and agencies in particular.

The main lessons learned are summarized below:

• The economic, social, technological and ecological changes of our time require a new way of thinking. The new global balance-oriented Creativity- thinking will replace the old, finance-driven Efficiency thinking must be replaced, only in this way can we meet the challenges of a modern world. So our finance-driven economy has to evolve into a creative economy, it is increasingly necessary to solve the big problems of this world with creativity. This also creates new areas of activity for agencies.

• The millennial generation thinks differently: high-caliber employees can no longer be "tied down" to an agency, to a company, and placed in a relationship of dependency. They want to take their fate into their own hands and also shape their lives as independently as possible.
  Employers become "startup helpers."

• The Loyalty of employees to their employer drops dramatically . Members of the Millennial Generation will have changed jobs at least 10 times by the time they turn 40.

• Over 50% of the companies worldwide that will be successful in the next few years . 65% of all kids under 14 will be in a job that doesn't exist today.

• A new Trial and error economy emerges:   " I thought Tesla would fail, but I started it anyway." So says the founder of Tesla, Elon Musk. You have to try the new ideas and can't test them out in advance.
  Many mistakes are also made in advertising:  "No risk, no innovation. No failure, no development."

And how can companies attract creative employees?

• It is those companies that focus on empowering their employees, in whatever form, to   inspire and  inspire. In particular, it is the  "Game Changer" and " Movers" that attract creative thinkers.

• These companies draw Creative geniuses, doers and entrepreneurial people at. Technocrats, efficiency idiots and bureaucrats as well as "non-swimmers" are absolutely undesirable in these organizations.

• Successful companies and agencies must become a  Become a "Great Place to Work." This applies to both the architectural design and the social working environment. A pure focus on efficiency would be counterproductive and inhibit creativity!

• Clearly formulated corporate values are just as important as clearly formulated corporate goals. Only those who know their values and goals can bring them to life.

• The organization of the future is based on Trust and Cooperation established. Successful agencies worldwide have already disbanded their creative departments, because the entire agency must think creatively in all areas. Every employee or rather co-entrepreneur is challenged and invited to think along. Creatives, strategists and Implementers work together successfully.
  " Everybody is responsible for creativity."

• Careers are no longer in demand. Young people live in the now. They want to have fun. They also don't think in terms of careers but have their own personal life plan. So for successful companies, it's all about offering life plans. The Agency of the Future helps its employees to set up their own specialized units and new start-ups, and to take on responsibility independently.

• The organization of the future works according to the principle: "GIVE. GET. GROW.