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By Katie Deighton | Senior Reporter

July 20, 2017 | 1 min read

This year’s Cannes – now, hopefully, a long and distant memory for most – was undoubtedly marked by the Publicis boycott shocker. However, 2017 will also be remembered as the year the consultancies held their very own industry cotillion with sponsorships, activations and beach takeovers, firmly placing their flags in the sand.

In The Drum’s latest documentary, the likes of Accenture, EY, Deloitte and IBM explain where their creative prowess truly lies and where they believe they fit – or will make themselves fit – within the marketing ecosystem.

They also give their thoughts on the subtle vitriol they experienced from the old guard at the Festival of Creativity, while Cannes Lions managing director Jose Papa confronts the accusations that by letting in the consultancies, he’s damaged the true purpose of the event.

Watch The Drum's documentary on the arrival of APAC firms in Cannes here.

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