Ivan Moroke calls for greater African wins at Cannes Lions Festival

By Anietie Udoh

Ivan Moroke, a prominent figure from Kantar, the world’s leading data, insights and consulting firm based in South Africa, acknowledges that representation at Cannes Lion has improved but expressed his desire for African agencies to have a bigger representation among the winners at the prestigious Cannes Lions Festival, rather than merely being spectators.

Reflecting on this year’s Cannes Lions Festival, Moroke noted the impressive rise of smaller nations in the advertising arena. He emphasized the need for Africa to step up its presence and achievements at Cannes. “As Africans, we need to be more prominent at Cannes. We need to stop being the audience and move up to the stage where the winners are,” Moroke stated.

Moroke highlighted the historical success of South Africa at Cannes compared to other African countries but pointed out that this year was not as fruitful.

He posed a critical question: “What could be the matter?”

During a panel discussion on Euro News, he asserted that the issue is not a lack of creativity amongst Africans but creativity within the industry. “Africans are creative. We wouldn’t be exporting Afrobeats, Amapiano, and movies, tech solutions, fashion, start ups etc if we lacked creativity,” he said, noting that creativity is deeply rooted in the continent’s history.


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