Gathered at Cannes, the industry honour the top 1% of yearly creativity. However, this fraction stands as an exception in a marketing realm largely veiled in mediocrity—the damaging 99%. Beige is a secret assassin in this industry. It's time for introspection. Join Jon Evans and Adam Morgan—Brand Effectiveness champions—as they uncover why this dreariness persists across global industries. Backed by brand new IPA, System1, WARC, MESH data, and expert insights, they'll reveal alarming findings. Their mission? Equipping you with tools to challenge this norm. Swift action is vital; the escalating cost of banality threatens our future. Let's unite armed with knowledge to overhaul this status quo and safeguard our industry's vitality. — The Creative Impact content stream at Cannes Lions