In 2023, Guinness became the most popular beer brand in Britain for the first time ever, and it was named Brand of the Year by Marketing Week. This follows unprecedented growth in all key markets – a global success story. So how has Guinness – one of the most iconic and creatively awarded advertisers ever – beckoned in a new golden era of unprecedented growth? It inverted the marketing model, with everything now starting with community. This compelling story will be told for the first time on the Cannes Lions stage, challenging notions of where creativity comes from. (Hint: it’s not from an agency whiteboard.) In this session, Guinness will share all – the highs and the lows – of