Richard Parsons, Co-Founder and Martin Harrison, Strategy Director at true. We catch them fresh from the excitement of Cannes 2022, which finished the week before last. 

We thought it’d only be right to bring them back on the show to talk about what they’ve learned so far from the event, which has been something of a landmark since it’s the first time there’s been an award for B2B creativity. 

We discuss:

1. Why this year's Cannes Lions was so important for B2B marketing
2. What work got recognition at Cannes this year
3. Advertising vs product extension vs business models
4. The focus on work around social purpose