Marketing is out of sync with the rest of the C-suite. There is not just a lack of alignment between marketing and the CEO, but also a language problem: the terms we use are out of step with the rest of the business. In this session, the WARC team unveils research on the cultural barriers to creative impact and asks how we can reframe the power of marketing with the help of Karen Crum, an agency strategist who moved to EY, and Laura Jones of Instacart. Taking place throughout the week, the Creative Impact Unpacked series delves into key themes defining impactful creativity. Get inspired by five different perspectives and unpack what really matters when it comes to effectiveness. — The Creative Impact content stream at Cannes Lions is co-curated with WARC, the authority on marketing effectiveness. —