Is it time to stop differentiating between B2B and B2C?

With less ad tech presence, a scaled down agenda and more marketers than ever, the 2018 Cannes Lions took us back to what the Festival is really all about: creativity.
For me - and many others I spoke to along La Croisette - it’s been a week of fruitful conversations, with an air of getting down to business.  
 
As I headed off from Cannes in my hire car at the weekend for a few days with my family, I mulled over some of the things I will be taking away from this year, which I th