Why giants can’t dance hosted by Sir John Hegarty hits a high note.
Cannes Lions Spotlight
When Sir John Hegarty took to the stage and casually dropped a creative truth bomb:
“It’s not the big that beat the small, or the small that beat the big—it’s the bold that beat the bureaucratic.”
I
GOT
GOOSEBUMPS…
because of the profound truth in his words. As a creative director I know I’m entering a period of change and evolution – both equal parts exciting and terrifying – my role is going to change, but mor importantly – are the agencies out there that have their own versions of me – ready to change with it?
Sir John’s talk, Why Giants Can’t Dance, wasn’t just a nostalgic trip down adland memory lane (I had to look up Lego Kipper)—it was a full-on rallying cry. A call to arms for agencies and brands to stop hiding behind process and start embracing the chaos (read: creativity) that actually drives progress.
Big Isn’t Beautiful Anymore
Let’s be honest—size used to be sexy. Big budgets, big teams, big offices with even bigger coffee machines. But in today’s world? Size is starting to look a bit… sluggish. Sir John nailed it: big companies are often too bogged down in bureaucracy to move at the speed of culture. They’ve become operational, not inspirational. And in a world where agility is everything, that’s a problem.
AI: The New Creative Partner (Not the Enemy)
Now, let’s talk about the algorithm—in the room (see what I did there): AI. Sir John compared its impact to Gutenberg’s printing press. Bold, but fair. AI is democratising creativity in a way we’ve never seen before. Suddenly, everyone’s a creative director.
And you know what?
I’m here for it.
Because, while AI can help us ideate, iterate, and even illustrate, it can’t replicate that spark. That glorious, messy, human moment when an idea hits and the room goes electric. That’s still ours. And always will be.
Flip the Org Chart
Another gem from Sir John: the old-school triangle structure (boss at the top, everyone else below) is dead. The future? Inverted triangles. Leaders at the bottom, lifting up the talent. Supporting, not dictating. Revolutionary? Not really. Necessary? Absolutely.
Culture Isn’t a Perk—It’s the Product
Here’s where I really leaned in. Culture isn’t the beanbags and Friday beers. It’s the soul of your business. And if you don’t nurture it, you’ll lose your edge. I’ve seen it time and time again—companies that treat creativity like a delivery service rather than a mindset. Spoiler: it doesn’t end well.
Creativity needs space. It needs encouragement. It needs people who aren’t afraid to look a bit daft in pursuit of something brilliant. And yes, it needs leadership that believes in it.
The Founder Never Dies (Thanks to AI?)
Sir John floated a wild but fascinating idea: what if AI could keep a founder’s philosophy alive long after they’re gone? Imagine having a chat with Coco Chanel or Steve Jobs, updated for 2025. Sounds like a Black Mirror episode, but also… kind of genius?
My Final Thought: Creativity for All
I love the idea that everyone can now tap into their creative side. That I can help others feel the same buzz I get when an idea takes off. There’s nothing better than being in a room full of creative thinkers, bouncing off each other until we’re all in a frenzy. That’s where boldness lives. That’s where the magic happens.
So no, giants can’t dance. Not unless they loosen the tie, ditch the org chart, and start listening to the beat of culture. And if they don’t? Well, there’s a whole new generation of bold thinkers ready to take the floor.