As an industry we believe that creativity builds stronger brands and stronger commercial results but that case can be hard to make in a digital-first world where purchase is only a click away. This session looks at two perspectives on building brands fit for a digital economy, so that you have the latest arguments and evidence to support your own programmes. James Hurman, effectiveness researcher and founder of Previously Unavailable, and Amin Mrini, SVP and Chief of Business Operations at WARC, unveil new research that asks whether strong brands have an advantage on digital marketplaces. Nancy King, Vice President Marketing of Airbnb, talks through what happened when one of the world's biggest digital-first companies decided to double down on brand-building. — The Creative Impact content stream at Cannes Lions is co-curated with WARC, the authority on marketing effectiveness.