June 17, 2024 - Cannes, France – This week, Professor Nazia M. Habib attended the Cannes Lion International Festival of Creativity, the premier global event of the International Advertising Association (IAA). Recognised as the largest and most prestigious event in the advertising and marketing industry, the Cannes Lions Festival is an annual gathering featuring talks, displays, and networking opportunities for industry professionals worldwide.

Professor Habib recently accepted an invitation to join the Sustainability Committee of the IAA. Her attendance at the Cannes Lions Festival marks her first event as a committee member.

Professor Habib’s systems-based action research, conducted at the Centre for Research in Sustainable Development (CRSD), has long emphasised the importance of creativity and communication in co-creating transformative sustainability strategies.

The IAA Sustainability Committee was established to recognise the pivotal role of marketing and communications in driving sustainable transformation in the 21st century. Professor Habib’s participation in the Cannes Lions Festival signifies the beginning of a collaboration focused on leveraging the IAA's global expertise and leadership in co-creating new approaches to communicating radical systems-based transformations.

Additionally, this visit initiates a 12-month planning process for the 2025 Festival, which has the aim of significantly scaling up the sustainability initiatives of Cannes Lion and, through this, the marketing industry of Cannes Lion.

“Attendees at the Cannes Lion Festival are amongst the best commercial creative minds you will find anywhere in the world”, Professor Habib said.

“At Cambridge we have some of the most cutting-edge research on sustainability. It makes sense that we join forces on supporting the marketing and advertising sector to fulfil its role in communicating the urgent need for transformative change in the 21st Century.”


For more information, please contact: crsd@landecon.cam.ac.uk