Editorial: Cutting back creativity will cost clients

The saddest thing about this year's Cannes Festival was the palpable disillusion being felt at what's supposed to be the ultimate celebration of the world's most creative communication. Clients are retrenching too far and the creative work reflected it.

Convincing clients that by being bold they can emerge from the recession stronger than when they went in will always be tough when short-term survival is the priority. But unless the case can be made in a more compelling way, agencies and clients will drown together in a sea of blandness as consumers ignore them.