SINGAPORE — Since joining Publicis Groupe in 2021, Natalie Lam, Chief Creative Officer of Publicis Groupe APAC, has made it her mission to champion work that reflects the eclectic diversity and modern innovation of markets in the region, created for Publicis’ biggest clients.
This year, Natalie’s top Cannes contenders from Publicis Groupe APAC create true connections with local culture, add value to consumers’ lives, and move with the region’s dynamic pace of change.
“This year, I’ve chosen a mix of work that showcases the incredible dynamism of brands in our markets: ideas like ‘Ride the Arches,’ where McDonald’s was able to change its customer experience very quickly to get more people cycling around the Philippines. Ideas that reflect the light-hearted playfulness and optimism of local cultures, like Oreo China’s Art of Play and ‘Turf Finder’ for Gatorade India. As always, a few timeless ideas that don’t necessarily fit into any mold,” said Natalie.
