Reputation is key – and it is absolutely measurable

THE CANNES Lions Festival of Creativity is well under way, with shortlists announced and winners already taking the stage. And with every new Grand Prix and Gold Lion awarded, the conversation contin- ues to evolve about what’s driving impact and how brands can drive bold creativity in a polarised, disrupted but dynamic world.

One theme that shines through in many categories is the vital importance of brand and corporate reputation. Whether its Print & Publishing Grand Prix winner ‘Price Packs’, which saw retailer Penny make a brave commitment to low pricing; or Health & Wellness Grand Prix winner ‘Vaseline Veri- fied’, which saw the skincare brand meticulously validate online hacks, the clear message is that reputation is more than just a perception; it’s a powerful currency. But how do brands build reputation?

Corey duBrowa

Speaking to the Lions Daily News, Burson global CEO Corey duBrowa stressed that reputation “isn’t owned; it’s earned. Building and protecting reputation today requires a multi-dimensional understanding of what drives influence and impact. It’s your ultimate brand capital — currency that empowers bold growth that’s built, not bought.”

According to duBrowa, Burson’s mantra is that creativity is the catalyst that helps brands navigate cultural tensions, spark bold ideas and deliver measurable business impact. Reputation comes by building loyalty every step of the way.

Taj Reid, Burson global chief creative officer, picks up the story, elaborating on the key ingredients that Burson has identified for earning attention and inspiring action. He singles out “relevance to seize cultural moments, novelty to surprise and engage and personal resonance to connect deeply with specific communities. This approach helps our stories travel and ensures our work delivers real-world results.”

For Reid, there is a clear causal connection between creativity and reputation. “Creative bravery is both a catalyst and a reward of a strong reputation. A strong reputation doesn’t just set brands apart — it gives them the confidence to inno- vate and take smart risks.” As Reid noted prior to the festival, “applying our creative superpower to client challenges is how we help them earn that rep”.

Taj Reid

Sceptics might question whether something as intangible as reputa- tion can be measured. But duBrowa said it is “absolutely measurable and quantifiable. That’s what Burson does with our tech solution and consulting platform Reputation Capital. Reputation Capital helps clients understand the link between proven drivers of reputation and outcomes like stock price, sales and purchase intent.”

Of course, a lot of the debate at Cannes Lions 2025 is about the impact of AI on human creativity. So how does the Burson leader- ship expect this to develop? “For us, AI will enhance, not replace, human expertise,” duBrowa said. “The technology requires seasoned professionals to interpret data and deliver nuanced strategic counsel to inform better decision-making in a complex media environment.” Reid echoed this sentiment:

“Ultimately, it’s about using AI to augment our understanding and inform our creative process, not to replace the human spark.”

With plenty more to come from Cannes Lions 2025, what are duBrowa’s and Reid’s hopes for the industry? “Beyond the week of Cannes and its awards, I hope that our people and the industry really take the time and opportunity to study and celebrate what we can achieve for the long term when we apply our best thinking and boundary-breaking creativity to our clients’ greatest business challenges,” duBrowa said.

Reid echoes this enthusiasm: “Cannes is a celebration of big, bold, creative ideas, executed at the very highest level. But creativity isn’t just about winning awards; it’s about driving real business results by building and protecting reputa- tion in a constantly evolving world.

The focus should always be on ideas that authentically reflect a brand’s values, resonate with audiences and drive real business results.”