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Guest Column: Cannes Lions 2016 - Setting new benchmarks creating new horizons - Valerie Pinto, Weber Shandwick

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Guest Column: Cannes Lions 2016 - Setting new benchmarks creating new horizons - Valerie Pinto, Weber Shandwick

All my bags are packed and I am ready to go. The prelim judging is done and I am excited as I walk out my door. 

I consider my visit to Cannes Lions 2016 as part of the PR jury, a life changing event. I look forward to experience one of the best events that celebrate creativity, with eight days of hard work and dedication of scanning through hundreds of entries that sets new benchmarks for our industry and offers tremendous learning experiences. 

I have been on many jury panels before but from what I have experienced from the preliminary judging this year, PR seems to have cracked the code. The measurement of success has become evidently clear. It's not about impressions and values it's about true impact on business, on lives and overall movement on social change. 

Brands have learned to humanize themselves using the power of Public Relations. They are talking to consumers in a more relevant and contextual way than ever before and this change is enabling them to see a remarkable difference in their businesses and in overall consumer preferences. 

We are seeing more integration and blurring of lines. The idea is central and the mediums are many. The routes to address mediums are changing rapidly with introduction of innovation in technology and content. Data driven analytics drive deeper insights leading to campaigns that effect in stronger impact and deliver results that are measured and specific. 

There has never been a better time for Public Relations as an industry to shine and take the lead on changing brand preferences and in leading brand conversations. 

The future looks very exciting and pure play media relations with values and impressions may become extinct. The time is come to look beyond, know beyond, and to move beyond. 

Here's to meeting jury heads from across the world and witnessing the creation of new measures of success for Public Relations at Cannes Lions 2016. 

Watch this space for more insights and learning as we dedicate the next eight days to the Cannes Lions festival celebrating creativity that matters for business, for change and for good. 

(The author is CEO, Weber Shandwick)

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