The data is clear: humor is effective, and consumers want brands to make them laugh. In fact, 91% of people say they prefer brands that use humor—yet its use in advertising has been in steady decline. Why is this the case? With the Cannes Festival of Creativity celebrating the art of wit and satire in branded communications with its inaugural humor category, we wanted to better understand what prevents marketers from leveraging humor in their marketing.

Put simply — if humor works and consumers want it, why are brands holding back?

Join us at MediaLink beach, where Martin Agency CEO / 2024 Cannes Jury Member, Danny Robinson, will convene experts from the fields of research, marketing and comedy to discuss this important topic. System1’s Orlando Wood will unpack proprietary insights from a breaking global study on the barriers marketers face when considering humor. Worldclass advertisers from Axe, Oreo, GEICO and Liquid Death will discuss how they successfully navigate those barriers to make incredibly effective comedic work. And The New York Comedy Festival’s Rob Gregory will discuss their upcoming masterclass on comedy in brand building.

This conversation will help marketers regain the confidence to give consumers what they really want — a return of laughter that’s long overdue.

**MediaLink Beach is located down the Croisette and directly in front
of Palais II, on the beach. With this RSVP, guests can access MediaLink Beach via the Cannes Lions Checkpoint near Cabana Row (Checkpoint 3).

In addition to your RSVP, registration for MediaLink Beach is also required.
Please register ahead of time to avoid lines day of. https://medialink.canneslions.com/martin/guest-pass