How much of the work that gets entered/wins at Cannes is real? Seeing criticism of fake work – but doesn’t this happen every year from a whole ton of agencies?

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It's less that the work is fake and more than it is attached to a story of how the work originated and how it performed that is fake

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Yep, what SVP 1 said. And for me, it’s that much of it starts as “let’s create a Cannes-winning idea!” instead of at all being focused on what’s right for the client. But then, the clients use Lions to choose agencies so they’re not innocent either.

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So it’s more like most Cannes submissions are bookended by b.s. ?

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