Print and mail take centre stage at Cannes Lions

The Strategic Mailing Partnership (SMP), Marketreach, and PrintGreen joined forces to champion mail and print marketing in front of a global audience at this year’s edition of the Cannes Lions International Festival of Creativity.

The annual Cannes Lions brings together thousands of the world’s leading brands, agencies, media owners, technology companies, and creative leaders, with attendees focused on the future direction of global marketing.

This year marked the launch of Mail Unleashed LIVE, led by influential advertising executive Rory Sutherland, which gave delegates insight into the opportunities of mail in the modern marketing mix.

Joining Sutherland on the panel were Andrew Tindall, chief growth officer for advertising at System1, Claire Sadler, chief marketing and fundraising officer at the British Heart Foundation, and Kate Mackie, global chief marketing strategy and operations officer at EY.

Speakers discussed the role of direct mail within integrated campaigns, highlighting its ability to build trust, cut through an increasingly crowded media landscape, and complement digital channels. They also explored how marketers are using physical communications alongside data-driven and personalised marketing strategies to improve campaign performance.

“When you need trust and fame, leaning into these traditional media channels is really useful,” Tindall said, adding: “Especially with mail it’s trust building. You see a massive impact on the amount of trust a campaign creates if you include mail, but alongside radio and TV as well.”

Rory Sutherland added: “I am completely happy to devote a large part of the rest of my working life to promoting this medium, because I owe it to this medium.”

The appearance at Cannes forms part of a wider effort by SMP, Marketreach, and PrintGreen to raise the profile of print and mail among brands, agencies, and marketers. The organisations are now exploring ways to expand the industry's presence at next year's festival.