India's Cannes Slide Signals Structural Crisis in Ad Model, Analysts Warn
Opinion piece links India's Cannes Lions drop from 45 (2022) to 5 (2026) and a 31% fall in entries to an outdated full-service agency model. It urges CMOs to pivot to data-led, digital-first, open-ecosystem structures as India's digital ad share (40%) trails the US (72%).
Opinion piece arguing India's marketing/advertising model must shift from full-service agencies to an open-ecosystem approach, urging CMOs to adopt data-led, digital-first structures to drive brand growth in the domestic market.