The five winning teams of Cannes Lions’ student awards use the kind of thinking the whole industry should be adopting.

Some pundits say the advertising industry is in big trouble, its business model is broken, the “big idea” is dead, it can’t do tech and so on. There is no shortage of pessimism and, it has to be said, some of it is valid. The days of an award-laden creative chief ensconced in his (always, his) corner office overseeing a couple of 60-second blockbuster TV ads per year, costing the client millions, are more or less over. It’s no secret that the industry has struggled to adapt quickly enough to the changing world.

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