Cannes Lions 2024

MCA at La Croisette Beach on the Boulevard de la Croisette in Cannes – Monday 17th until Friday 21st June.

MCA returned to the Cannes Lions International Festival of Creativity and for the second consecutive year was the

Content Sponsors of the LBB & Friends clubhouse and beach.

Here are details of two key panel discussions hosted by MCA, both in front of a full house of delegates who had come to hear industry leaders debate ‘Sustainability – At What Cost’ and ‘The Business of Creativity’.

Plus, check out the picture gallery below.

On Thursday 20th June MCA hosted their second key panel debate of Lions ’24


Sir John Hegarty was part of a panel that represented clients, production facilities and the agencies for the discussion on ‘The Business of Creativity’. The panel shared their experiences, knowledge and requirements on where the art of  ‘creativity’ needs to sit in today’s production world.

Story-telling is a powerful tool to reach our consumers in a meaningful way but turning these concepts into commercial success requires a mindset of innovation.

Leading market experts discussed how they can retain brand and consumer engagement in an ever-increasing complex and challenging market.

          • How are clients sourcing or training internal talent to challenge their mindset on creativity and ROI?
          • How do brands differentiate themselves from the competition and build a unique identity in a saturated market?
          • How can technology, data and AI help? or hinder?


The Moderated by:

Pat Murphy – CEO and Founder, MurphyCobb & Associates

The Panel

Sir John Hegarty – Co-founder and Creative Director at The Garage Soho & The Business of Creativity

Becky Verano – Global VP Marketing Operations and Capabilities, Reckitt

Philipp Schuster – Agency Management and Marketing Partnerships Director, Bayer

Doerte Spengler-Ahrens – Chairwoman Jung von Matt ADC President

Tuesday 18th June 2024

The MCA team were joined by four industry leaders who are advocates of sustainability and they were ‘to the point’ on what the production world need to achieve in the very near future, and what their section of the industry is doing to bring change.


What can brands, agencies and partners do to drive consumer engagement by aligning to societal values whilst driving their own sustainability policies.  With the realisation that brands need to drive more content to secure loyalty, how can brands use AI to align with behaviour in an era of conscious consumers.

          • How are brands employing strategies that will resonate with environmentally conscious consumers?
          • Brands have scaled back their focus on sustainability due to factors such as green-washing. How do we reverse this downward trend?
          • AI and Media – insights on environmental impact of marketing campaigns
          • What platforms are being used by brands to drive education, advocacy and empowerment?
          • Supporting Sustainability agendas can be costly – what can brands do to balance this cost with their partners?


The Moderated by:

Cath Cimei – Global Client Leader, MCA

The Panel

Mindy Barry, Global Vice President, Sheba Brand Leadership, Mars

John Osborn, Director, AdNetZero

Anastasia Leng – Founder and CEO, CreativeX

Jake Dubbins – Co-Found and Chair, Conscious Advertising Network and MD, Media Bounty

Catching up with friends, colleagues, partners and clients at Cannes Lions 2024

Pat Murphy, MCA; Matt Miller, President & CEO, AICP

Pat Murphy, MCA; Kojo Abban, Producer, Copenhagen

Pat Murphy, MCA; Sergio Lopez Ferrero, Global CEO @ Omnicom Production

Pat Murphy, MCA; Richard Glasson, CEO, Hogarth Worldwide

Elderd Bolhuis, MCA; Campbell Beaton, COO, Keep; Adam Sargent; CEO, Keep

Simon Elms, Founder – Composer @ Eclectic Music & Bark Soho (middle): Howard Pearce, MCA

Satish Nair, Global Chief Client Officer, Hogarth Worldwide; Pat Murphy, MCA

Richard Davis (51toCarbonZero); Gabi Kay (Scope 3); Cath Cimei, MCA; Elderd Bolhuis, MCA; Pat Murphy, MCA

Cath Cimei, MCA; Anya Bentwood & Elisa Harris, Sonicbrand, Pat Murphy, MCA

Dave Rolfe, Global Head of Production, WPP/Hogarth; Matt Cooper, CEO, Little Black Book

Pat Murphy, Founder & CEO, MCA; The Comcast Team, New York

Cath Cimei, MCA; Sarah Cooper, LBB; Elderd Bolhuis, MCA; Matt Cooper, LBB